Over the past century or so, questions concerning the word ‘meaning’ have been understandably prominent in the field of the philosophy of language. There is, however, a historical aspect to the debate that is of especial interest to literary critics – the fact that verbs and expressions of meaning have been applied to different kinds of things in a number of languages spanning the western literary tradition. I shall introduce the topic by focussing on the Latin expression sibi uelle and on how Roman authors exploited its ambiguities for the purposes of humour (§§ I and II). I shall then move on to a discussion of a later Latin phrase familiar from the pages of the Virgilian commentator Servius, hoc uult dicere, and argue that the assumptions we have about expressions of meaning may lead us to adopt a particular interpretation of it (§§ III and IV). In the final part of the paper (§§ V, VI and VII) I shall proceed to a discussion of why it is important for modern literary critics to pay attention to how they use verbs such as ‘to mean’: I argue that the different functions of the verb facilitate a personification of the text that allows us to equivocate about the role of the author.