A tv commercial for the laundry detergent Tide, heard this morning:
If it’s got to be clean, then it’s got to be Tide [1]
(with the deontic modal of obligation have got to, roughly ‘must’). At this point, I’ll simplify the example somewhat by using the one-word variant have to rather than have got to:
If it has to be clean, then it has to be Tide [2]
[1] and [2] catch your attention because they’re somehow jokey, some kind of play on words. The two parallel underlined stretches are word-for-word identical, but they’re not parallel in meaning, and we expect them to be. This semantic disparity makes [1] and [2] examples of what I’ve called zeugmoids. More on all that to come, but first I want to make the phenomenon clearer.
