ˈ ̷ ̷ˌ ̷ ̷ noun
1. : an identifying or distinguishing word: as
a. : a word standing under the right-hand side of the last line of text on a book page that repeats the first word of text on the following page — called also direction word
b. : either one of the pair of terms placed to right and left of the head of a page of an alphabetical reference work (as a dictionary) indicating the alphabetically first and last entries or articles on the page — called also guide word
2.
a. : a usually sloganlike and telling word or expression caught up and repeated so that it becomes representative of a political party or belief, a school of thought, or a point of view
worlds of contemporary controversy with their catchwords, their insensitive condemnations, and the callow proofs — Times Literary Supplement
b. : a word or phrase distinctive of a subject, scheme of thought, or point of view used especially for effect by one having only superficial acquaintance with the subject or scheme of thought
the freeing of mankind from labels and catchwords — Times Literary Supplement
c. : a catchy word or phrase devised especially for advertising purposes