Zeugma
Use one word to modify two others in different senses.
What & why
The shared word forces the listener to hold two meanings at once, and that small double-take rewards attention with a flash of recognition. Pairing a literal sense with a figurative one yokes concrete and abstract together, so an idea borrows vividness from the physical action beside it. The compression is efficient and the surprise feels clever, which tends to make the line stick and signals wit on the speaker's part.
Before & after
“He broke his promise and he broke his mother's heart.”
“He broke his promise and his mother's heart. She opened the door and her mind.”
When you’ll use it
Coining a tagline where one verb ties a product feature to an emotional payoff
Landing a conference one-liner that links a literal action and a figurative one
Tightening a mission statement so a single word carries two meanings at once
Crafting a memorable toast that yokes a concrete object to an abstract idea
Pro tip
Link the literal and figurative with one clever verb.
Questions & answers
What is zeugma in rhetoric?
How can I use zeugma effectively in presentations?
What makes zeugma work versus just confusing audiences?
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