anti-proverb

An anti-proverb is the transformation of a stereotype word sequence – as e. g. a proverb, a quotation, or an idiom – for humorous effect. To have full effect, an anti-proverb must be based on a known proverb. For example, "If at first you don't succeed, quit" is only funny if the hearer knows the standard proverb "If at first you don't succeed, try, try again." Anti-proverbs are used commonly in advertising.