Learn English – the word for a phrase repeated over and over

meaningrepetition

I remember learning such a word in my studies of drama and poetry.

I am referring to the following example, I want to deconstruct the IBM commercial directed by Jim Henson. http://www.wired.com/wiredenterprise/2014/03/tech-time-warp-henson-ibm/

The phrase "do the paperwork" is used again and again.

I leapt to "mantra" but that suggests a repetition for the purpose of summarising a belief and training one to believe it.

I also thought of "slogan" but that usually has an overt sometimes political message.

This is a word that would describe the fact that this phrase has been repeated frequently without suggesting much at all about the purpose of the phrase or its repetition.

Perhaps a technical or domain word from textual analysis or literary criticism. Something highly specific I believe is what may describe the word I am trying to find. Thank you.

Best Answer

Was it 'motif', 'theme', or perhaps 'refrain'?

'Leitmotif'?

... 2. (Literary & Literary Critical Terms) an often repeated word, phrase, image, or theme in a literary work

[Collins]