The Oxford Dictionary of Catchphrases

“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...