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.

READ THIS ARTICLE FOR $15
$15 provides access to this article and every case-study, interview, and analysis piece that we publish for the next 30 days. Our Premium Subscription also provides access to a database of over 100,000 articles on innovation in brand, customer, and retail experience.
Already a subscriber? Log in