antanaclasis
noun
ant·anac·la·sis ˌan-tə-ˈna-klə-səs 
: the repetition of a word within a phrase or sentence in which the second occurrence utilizes a different and sometimes contrary meaning from the first
… believes the "Word" … in John 1:1 represents the figure antanaclasis … and changes its meaning each time it is repeated in a manner similar to Ben Franklin's quip, "We must all hang together or most assuredly we shall all hang separately." 
Ventura County Star, 6 Sept. 1997
Ventura County Star, 6 Sept. 1997
Word History
Etymology
borrowed from Latin (cited in Greek form in Quintilian), borrowed from Greek antanáklasis "reflection, echo," from ant- anti- entry 1 + anáklasis "bending back, reflection"
First Known Use
1656, in the meaning defined above