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catchword (n.)

1730, "the first word of the following page inserted at the lower right-hand corner of each page of a book," from catch (v.) + word (n.); extended to "word caught up and repeated" (especially in the political sense) by 1795. The literal sense is extinct; the figurative sense thrives.

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Definitions of catchword from WordNet

catchword (n.)
a favorite saying of a sect or political group;
Synonyms: motto / slogan / shibboleth
catchword (n.)
a word printed at the top of the page of a dictionary or other reference book to indicate the first or last item on that page;
Synonyms: guide word / guideword
From wordnet.princeton.edu