BBC writer John Camm has analysed the most common cliche’s used in advertising. Cliches include:

1. Men are obsessed with sex but will forego sex in order to watch football or drink beer. 2. Women are locked in a constant battle with their weight/body shape/hairstyle. 3. Women have jobs they never do in real life, e.g. dockworker (who looks like a model). 4. Men are inherently lazy/slobbish; women are the reverse. 5. Professional people have strangely trivial preoccupations, e.g. a female barrister who is morbidly obsessed with finding a healthy snack bar.

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