PR 101

So, I am watching television the other night. A commercial pops up for the Chrysler minivan. One of the lines the narrator says is that the van is “the mother of all minivans.” That makes me sit up and take notice.

I object to using that line for two reasons: the late Iraqi Dictator Saddam Hussein coined one the phrase. That’s like quoting Hitler in an ad. Two, it’s just lazy writing. Rather than come up with something original, the copywriter fell back on something easy. Of course, the client approved the script. But, that’s no excuse.

Using clichés is never acceptable in my book – except in an ad that is deliberate satire. On that matter, I beg you if you are creative not to try satire unless your name is John Stewart or Jonathan Swift. Most people are just not any good at it.

Getting back to clichés, there are so many phrases that shouldn’t be used; yet they are. Let’s run down a few:

• “To be perfectly honest – so you have perfected honesty. What imperfect honesty, lying?
• Pushing the envelope – that phrase originally came from test pilots, who were pushing the limits of their planes. It meant they could die if something went wrong. That is not how that phrase is used now. You really thinking you are going to die with the new campaign?
• For the record – a legal phrase that originally meant something to be entered into the court record. I have heard and read this in too many campaigns. Is this campaign meeting some kind of legal requirement?
• World famous – I see this on restaurants a lot. So, the next time I am in Dublin, can I ask what they think of Joe’s Hot Dogs?
• Fantastic and amazing – Usually used when describing some new product, such as a cleaning soap. I got news for all of you, chemically all soap is exactly the same. I am rarely amazed by ketchup or beer bottles.
• Prices will never be this low again – yeah, until the next sale. That one is a favorite of car dealers. While I am the subject of car dealers, why do they always shout? Why would I buy anything from anyone who shouts at me?
• We always give 110 percent – mathematically impossible.

I could go on, but I am curious what clichés you crazy. If I get enough responses, I will publish them.