antanaclasis

In rhetoric, antanaclasis (from the Greek: ἀντανάκλασις, antanáklasis, meaning "reflection") 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.

• "If you aren't fired (up) with enthusiasm, you will be fired, with enthusiasm." —Vince Lombardi
• "Just because a record has a groove / Don't make it in the groove." — from the song Sir Duke by Stevie Wonder