Muscles needed?

I came across this advertisement in the classifieds one day after reading the comic section (No, I'm not looking for jobs as yet...)

It's interesting to see how synonymy is applied here, with the idea that in this case, "muscle" refers to "physically fit movers". As we've discussed in class, it is very difficult to find complete synonymy, but how about implied synonymy? If the advertisement had not included the clause "physically fit movers" beneath the caption of "muscle needed", I might have been inclined to think about something else.

Perhaps it's interesting to see such an advertisement stunt to grab attention. I think we've definitely seen such synonymy use in advertisements, with "Pink is the new black", and even the more recent "purple is the new pink". Such implied synonymy seems to transcend above and beyond the sense, to the referent, and even applied in society. Interesting how a simple lexical semantic function eventually transcends beyond to the society.