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catchword

/ˈkætʃwɜːd/
noun
  1. A word under the right-hand side of the last line on a book page that repeats the first word on the following page.

  2. A word or expression repeated until it becomes representative of a party, school, business, or point of view.

  3. Among theatrical performers, the last word of the preceding speaker, serving as a cue for the next speaker.

Synonymswatchword, guide word

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