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as in slogan
an attention-getting word or phrase used to publicize something (as a campaign or product)
we knew that their claim of giving "the best deal in town" was just a shibboleth
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2
as in cliche
an idea or expression that has been used by many people
there's a lot of truth in the shibboleth that if you give some people an inch, they'll take a mile
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Merriam-Webster unabridged
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