A striking word or phrase that is easy to remember and is often repeated; also, a word printed at the bottom of a page in old books to help show where the next page begins.
From 'catch' + 'word.' The printing sense emerged in the 15th century when printers needed guidance through manuscripts. The 'memorable phrase' sense developed by the 19th century.
Before page numbers were standardized, printers put catchwords at the bottom of pages as a navigation system—this clever solution was borrowed from ancient manuscript practices. Today, politicians and marketers still use catchwords for the same reason: memorability and quick reference.
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