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The advertising business, more than most, depends on clichés. Clichés are those trite, worn out, overused expressions of an idea that were once fresh, but as Oscar Wilde observed, come to have "all the vitality of an error and all the tediousness of an old friend."
Still, clichés are favored in advertising because they quickly communicate a shared understanding of a concept. And when a good copywriter in a punny mood latches on to one it can get twisted into something sharp, hip, relevant and funny.
Don't believe it? Flip through a magazine -- we'll bet the headlines to at least half the ads you encounter are based on a cliché. And just to get you tuned up for this exercise, below are 20 old and tired, beat to death, worn to a frazzle clichés, just waiting to be paired up in record time. Par is about three minutes. Can you beat that?
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