“Catchword (noun): A word associated with a particular person or thing or crystallizing an issue; identifying slogan; in printing, a guideword at the top of the page; as in a dictionary, to indicate the first or last word on that page; a striking, catchy, attention-getting word heading an advertisement.
‘As he turned away, I saw the Daily Wire sticking out of his shabby pocket. He bade me farewell in quite a blaze of catchwords, and went stumping up the road.’ G.K. Chesterton, in The Man Who Was Chesterton.
Excerpted from: Grambs, David. The Random House Dictionary for Writers and Readers. New York: Random House, 1990.