Antanaclasis

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In rhetoric, antanaclasis is the stylistic trope of repeating a single word, but with a different meaning each time. Antanaclasis is a common type of pun, and like other kinds of pun, it is often found in slogans.

[edit] Examples

A famous example of antanaclasis is seen in William Shakespeare's Henry V when the King sends the French ambassadors back to their master with an answer to the insulting gift of tennis-balls. He says, "for many a thousand widows/ Shall this his mock mock out of their dear husbands; Mock mothers from their sons, mock castles down;" (HENRY V, I, ii, 284-286)
"We must all hang together, or assuredly we shall all hang separately." —Benjamin Franklin
"If you aren't fired with enthusiasm, you will be fired with enthusiasm." —Vince Lombardi
"The long cigarette that's long on flavor." —from an advertisement for Pall Mall cigarettes
"Sorry, Charlie. StarKist doesn't want tunas with good taste — StarKist wants tunas that taste good." —from 1980s StarKist tuna advertisements
"Put out the light, then put out the light." —Shakespeare's Othello
"Time flies like an arrow. Fruit flies like a banana." -Groucho Marx [1]
"Working hard or hardly working?"

[edit] References

Michael Moncur's (Cynical) Quotations. Retrieved on 2007-06-26.
Corbett, Edward P.J. Classical Rhetoric for the Modern Student. Oxford University Press, New York, 1971.