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RR 2003/135
The Oxford Dictionary of Catchphrases
Compiled by Anna Farkas
Oxford University Press
Oxford
2002
ix + 357 pp. ISBN 0-19-866280-7
L14.99
Keywords Language, National cultures
Review DOI 10.1108/09504120310466333
"Are you sitting comfortably? Then I'll begin" (Listen with Mother 1950-82); "Listen very carefully, I shall say this only once" (!Allo, Allo, 1984-92); then "All systems go!" (NASA, late 1950s).
Catchphrases are, etymologically speaking, phrases with sufficient plausibility to "catch" people's attention or interest. Advertisements still do this - "I'm only here for the beer"; "Because I'm worth it"; and "Finger-lickin, good" will have "worked wonders" for their sponsors. In the early days of radio, catchphrases such as "Hello, playmates" and "Can I do yer now, sir!" were used to create an identity, a feature that has since been exploited on television: "Shut that door!", "Who loves ya, Baby?", and even on films: "Make my day" (Clint Eastwood); "I'll be back"...