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The second category is what Davis describes as "the switch," a reversal of a familiar catchphrase or cliché.
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Unfortunately, it is quite difficult to present the deepest truths that emerge from the kind of personal struggle that existential phenomenology demands without thereby inadvertently supplying the public with another leveled-down formula to bandy about, a familiar catchphrase (like "language is the house of being") that quickly becomes a superficial substitute for the insight it bespeaks.
If only there was a familiar catchphrase about how little is known by his Game of Thrones character … For a brief window, it seemed as if men had broken through and achieved the equality they had dreamed of for so long.
"You can't tie down a banjo man," is a familiar catchphrase around the office in Kansas City.
G.T.T. for "Gone To Texas", was a familiar catchphrase in the south-east, often seen scrawled on an empty shack after its inhabitants had gone.It is said that Travis's crucial move was to draw a line in the sand with the tip of his sword at the Alamo, a crumbling secularised Franciscan mission.
But the sheer scale of proposals for turbines on East Yorkshire's windswept farmland ("Nothing between here and the Urals," is the familiar catchphrase) might warrant a bit of artistic revision.
Several of the men who spoke to Shoshana offered his familiar catchphrase, "How you doin'?" by way of introduction.
"Whammy!" I yelled, trying to mimic Champ Kind's familiar catchphrase.
The audiences at the O2 will yell those familiar catchphrases with the tribal fervour of a Knebworth crowd belting out the Wonderwall chorus.
It came to be called, for want of a better catchphrase, Capitalist Realism.
This, of course, is a familiar refrain.
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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