A slogan or phrase that visually conveys the most important product attribute or benefit that the advertiser wishes to convey. Generally, a theme to a campaign.
A memorable slogan or catch phrase used in advertising
See Curtain Line. 
the final line of a comedic setup. Usually a line that leads to the end of a bit and allows the moving on to the next piece.
A rope used to control the position of equipment being lifted. This is not to be confused with the rope used to actually lift the equipment.