When the Society needs to pump up the members they'll start to throw out phrases like:
"Will this Memorial be our last?" - KM 3/14/14
"We are living in that season, the last days." - Watchtower 2014 1/15
"....we have before our very eyes this series of happenings of world-shaking magnitude, testifying that we are living in the last days!" - Watchtower 1950 2/1
"The last days of this wicked, abominable world are upon us, and we shall see the final end during this generation." - Watchtower 1950 3/15
These are just some "gems" that I was able to dig up.