This paper shows how lexical telescoping in advertising arouses significant
tensions on the language. Some of them are discursive, due on the one hand to the blend of two words that dislocates the integrity of the linguistic sign, and on the other hand to different breaks in the production of advertising statements. Other tensions are pragmatic in that lexical telescoping recategorizes our concepts and reference to the world to win the public acceptance in the direction wished by advertisers. In the end, while illustrating the power of infl uence of words, lexical telescoping creates an antilexicon in order to make advertising communication more effective.