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slogan [slogans]▼(catchphrase associated with a product or service being advertised)noun[UK: ˈsləʊ.ɡən] [US: ˈsloʊ.ɡən]
watchword [watchwords]▼(word used as expressive of a principle)noun[UK: ˈwɒt.ʃwɜːd] [US: ˈwɑːˌt.ʃwərd]
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