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watchword

Entry Word:: watchword
Function:: noun

Text: 1 a word or phrase that must be spoken by a person in order to pass a guard<the watchword is changed every day>— see password 2 an attention-getting word or phrase used to publicize something (as a campaign or product)<their latest watchword turns up in every ad from that company>— see slogan

Learn more about "watchword" and related topics at Britannica.com

See a map of "watchword" in the Visual Thesaurus