Make Better Ads by Digging Up the Clichés

The use of clichés in advertising is widespread and very hard to avoid. Advertising development research which seeks to identify what is new and different usually falls foul of the clichés embedded in the minds of respondents and also the creative team.

Make Better Ads by Digging Up the Clichés

Elena IonitaLeo Burnett

John GriffithsPlanning Above and Beyond


The use of clichés in advertising is perpetual and widespread. Creative departments were formed to create original ideas but the clichés won't lie down. How persistent clichés are. And how often they reappear. What is the client to do? Brief for an original creative idea? Or dig out an original angle on a cliché and put some brand paint on it?

Until now the focus of advertising development research has been to identify what is...

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