Antanaclasis is a stylistic trope, in which a single word is repeated, but with a different meaning each time. It is a common device in puns and in advertising slogans. Some examples:

Examples:

• "Your argument is sound...all sound". 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." Advertisement for Pall Mall cigarettes

It is derived from the Greek words anti ("against" ) ana ("up") and klasis ("breaking").

References

• Corbett, Edward P.J. Classical Rhetoric for the Modern Student. Oxford University Press, New York, 1971.

See Also

• Figure of Speech
• Pun
• Rhetoric