catchword

Catchword is a term with several related meanings in publishing, advertising, and politics. Historically, a catchword was a word printed at the bottom of a page to indicate the first word of the following page. In modern usage, catchword can refer to a short, memorable word or phrase used to summarize or promote a product, idea, or political message. The term is often confused with catchphrase or slogan, but it carries distinct historical and normative senses.

In book production from the early modern period onward, a catchword (also catch-word) appeared at the bottom of a page's last line or margin to help printers assemble a book in correct order. The catchword matched the opening word of the next page or verso, functioning as a cross-reference and quality check. The practice declined with standardized pagination and modern typesetting in the 19th century.

In advertising, a catchword is a short memorable word or phrase used to attract attention or aid recall; in political discourse, a catchword may function as a slogan that condenses arguments into a single term. In both arenas, catchwords are designed to be easily remembered and repeated, and they often shape perceptions by creating a focal or simplifying representation of a message.

Differences from catchphrase and slogan are mainly definitional. A catchword is a historical term tied to page layout and typographic workflow, while in marketing the term is used more loosely to mean a memorable tag line. See also catchphrase, slogan.