Catchword

Near-synonym: custos

One could give a long list of such intellectual fashions and catchwords which in the course of two or three generations have in turn dominated the thinking of the intellectual.

The war itself has several names, including "the famine war" (ḥarb al-majā'a) and seferberlik, a Turkish word, meaning "travel by land," that began its wartime career as a reference to "military conscription" but quickly became a catchword for all the calamities and suffering experienced by civilians.