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1. The speaker tells us that clichés are the enemy of literature and art. They are words, phrases and images that have become stale through overuse and therefore have nothing new to say to us. They are an enemy to clear and original thinking, although they are sometimes useful in advertising to get a simple message across. 2. While clichés in writing reveal lazy thinking and are to be avoided at all costs, in the graphic arts they become essential, helping to get the message across quickly, clearly and with emotional force. This is especially true of advertising and propaganda where the impact must be immediate. 2. While clichés in writing reveal lazy thinking and are to be avoided at all costs, in the graphic arts they become essential, helping to get the message across quickly, clearly and with emotional force. This is especially true of advertising and propaganda where the impact must be immediate. 3. Clichés are worn out, overused and over-familiar phrases, and the etymology of the word helps to explain this. Originally, a cliché or stereotype was a printer's term for a pre-set block of type with phrases used frequently in the newspapers. The word has since adopted a negative meaning and careful writers avoid them where they can.
The speaker says: A cliché, as you know, is
an overused and worn out phrase ... there is no greater danger to either
education or thinking than the popular phrase ... Now. if you think of graphic
design as a language with its own vocabulary, grammar, and so on, it too must
have its clichés . . .. the visual cliché is essential in the world of graphic
communication. This is certainly true when it comes to advertising and
propaganda. The visual cliché can give immediate life to an idea and a clear
meaning to what could be a mere abstraction.
