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Colbert's biting bit added a new catchword to the American lexicon (truthiness was Merriam-Webster's word of the year) and it touched a cultural nerve.
Governor George Romney, 1962-68, introduced a personal income tax to provide "property tax relief," a new catchword.
But in Washington it's likely to turn out to be little more than a new catchword in a predictable drama of contracts, turf, and corporations, of agencies and military services intent on capturing taxpayer dollars and winning or losing intra-bureaucratic wars.
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The Army has broken the seemingly interminable rightist dictatorship, "socialism" and "democracy" are the new catchwords and the colonial wars are over.
Is that the new deflection catchword?
A new start or similar catchwords were marketed with vigor.
Below are just a few of the catchwords I've snagged during the last 12 months: Some are oldies that have resurfaced and taken on new life.
For many farmers this new lease on life began with the Greenmarkets and with chefs like Larry Forgione of An American Place, Waldy Malouf at the Rainbow Room and dozens of others who made "organic" and "regional" culinary catchwords.
The Americans' latest catchword is "continuity".
There is a horizontal catchword at right on f. 24v.
Not everyone approves of the new look — "It's one thing if you want to paint your own house yellow, orange, and blue, but you might not want to paint the whole neighborhood that color," said Laurel Sutton, a partner at the branding company Catchword — but the important thing is that the Marlins are being noticed at all.
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Since I tried Ludwig back in 2017, I have been constantly using it in both editing and translation. Ever since, I suggest it to my translators at ProSciEditing.

Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com