Wikepedia says:
In entertainment, a tagline (or tag line[1][2]) is a small amount of text which serves to clarify a thought for, or designed with a form of, dramatic effect. Many tagline slogans are reiterated phrases associated with an individual, social group, or product. As a variant of a branding slogan, taglines can be used in marketing materials and advertising.
The idea behind the concept is to create a memorable dramatic phrase that will sum up the tone and premise of a audio/visual product,[note 1] or to reinforce and strengthen the audience's memory of a literary product. Some taglines are successful enough to warrant inclusion in popular culture. Consulting companies which specialize in creating taglines may be hired to create a tagline for a brand or product.
It's a bit of technical jargon common around advertising firms (and possibly some other places where it has a slightly different meaning, but that doesn't matter here).
The implication in this movie is it's the bit of (memorable) text that goes on top of a photo to complete a print ad. The position of "copy writer" in the advertising firm (which happens to be Justine) is responsible for coming up with it.
The photo was done, and Justine had been given the assignment of coming up with an appropriate matching tagline earlier at work. But she hadn't delivered the result yet. Once a "tagline" as well as the photo was ready, that job would be essentially done, something her boss wanted very badly, badly enough to ask for the tagline again outside of work hours and even to hold someone else's job hostage over it.
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