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He feels something of the old thrill. But in the nineties, of course, we talked about nothing else for weeks. "Have you seen the Shah?" was the popular catch-phrase of the day; there were music hall songs about him; he was almost as important as a jubilee. It is curious that this should have been so, for a Shah of Persia is not really as important as that.
And then the Tortoise repeated it to his friends. And all the beasts said nothing else for years. And even to this day, "a glorious victory for the forces of swiftness" is a catch-phrase in the house of the snail. And the reason that this version of the race is not widely known is that very few of those that witnessed it survived the great forest-fire that happened shortly after.
But this ironical expedient is, of course, less frequently serviceable than that of emphasis by direct proportion. Undoubtedly the easiest means of inculcating a detail of narrative is to repeat it again and again. Emphasis by iteration is a favorite device of Dickens. The reader is never allowed to forget the catch-phrase of Micawber or the moral look of Pecksniff.
Some of his supporters deserted him then and went to the other side, who were loudly cheering the Tortoise's inspiriting words. But many remained with the Hare. "We shall not be disappointed in him," they said. "A beast with such long ears is bound to win." "Run hard," said the supporters of the Tortoise. And "run hard" became a kind of catch-phrase which everybody repeated to one another.
The good people of Sunderland at one time indulged themselves in the use of a peculiar catch-phrase. Whenever any feat of more than ordinary daring came under their observation, they spoke of it as "a case of Dryden's sister." The saying originated in this way. The Sunderland gang pressed the mate of a vessel, one Michael Dryden, and confined him in the tender's hold.
From the enemy camp we get the following testimony in the New York Tribune, which would like to convert its readers to less humane views: 'For millions of Americans this war is a tragedy, a crime, the offspring of collective madness, and in its view the greatest service that America can render to the world an allusion to the catch-phrase coined by Henry Ford for his ill-starred peace mission is 'to fetch the lads out of the trenches. The discussion of the premises for the conclusion of peace, therefore, has for some time occupied an important place in the daily papers, and also to some extent in the reviews.
Speaking empirically, the late Ferdinand Brunetière, in his preface to "Annales du Théatre et de la Musique" for 1893, stated that the drama has dealt always with a struggle between human wills; and his statement, formulated in the catch-phrase, "No struggle, no drama," has since become a commonplace of dramatic criticism.
I can extract no such moral. Perhaps some unfortunate essays and letters of Wagner gave the commentators their cue and lead; for Wagner, when he put away his music-paper and sat down to his writing-paper, often showed himself a willing victim of catch-phrases; also many sentences of the drama can be construed as paraphrases of this particular catch-phrase for example, "Nun banne das Bangen, holder Tod, sehnend verlangter Liebestod."
Speaking empirically, the late Ferdinand Brunetière, in his preface to "Annales du Théâtre et de la Musique" for 1893, stated that the drama has dealt always with a struggle between human wills; and his statement, formulated in the catch-phrase, "No struggle, no drama," has since become a commonplace of dramatic criticism.
"We should invent some catch-phrase to introduce the great film something as effective as 'Good evening! have you used Higgin's Toothpaste? or, 'You-must-have-a pound-cake. You know, something catchy that will stick in people's minds." "It has taken years and years to make some of those catchy trademarks universal," objected Ruth, seriously. "Our advertising must be done in a hurry."
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