JP Schoemer Communications presents the Advertising Cliche archive

Clichés generally popularize themselves in media advertising and pervade themselves into our everyday lives. If it’s something you hear a lot, it’s a cliché. And if just about anything can be plugged into it, it becomes generally meaningless and potentially annoying. As soon as something is recognizable as a cliché, it should be banished from our lexicon, and especially from communications we create.

The current pet advertising cliché is:

“It’s [all] about ____________.”
(frequently preceeded by what it’s not about)

...it’s all about you. (PA Sports magazine ad)
...it’s all about you. (Slogan for Daytimers, Inc.)
...it’s all about you. (Slogan and jingle for UPN Channel 32)
...it’s about much more than fitting a room; it’s about fitting a lifestyle. (Shopko TV ad)
...it’s all about value. (WG&R Furniture TV ad)
...it’s all about the extras. (Marshall Field’s radio ad)
...it’s all about well-being. (Fix TV ad)
...it’s not about what’s inside the printer; it’s about what comes out of it. (Ricoh radio ad)
...I’m all about value. (Song: One Week, Barenaked Ladies)
...it’s not just about investing; it’s about you (plus three more “not abouts” and “about”s that I wasn't quick enough to write down). (Edward D. Jones TV ad)
...it’s all about you, Joe. (onmoney.com TV ad)
...it’s all about me and my beer! (Hacker Pschorr beer radio ad)
...it’s about caring; not about sharing. (Kleenex Cold Care TV ad)
...it’s not just about real estate; it’s about people. (ERA Realty TV ad)
...it’s not just about planning; it’s about living. (anonymous financial planning ad)
...it’s about the nature of every word... (Sprint TV ad)
...it’s about change; it’s about time. (AutoNationDirect.com banner ad)
...e-commerce isn’t just about selling things; it’s about where you want to go. (Microsoft TV ad. At least they said what “it” is!)
...it’s about following your heart. (Millenium Man TV show promo)
...it’s not about me; it’s about making things right. (Sprint PCS TV ad)
...it’s all about turning left. (Race car driver in Hardee’s TV ad)
...Farmer’s Insurance is all about getting things back to normal. (Farmer’s Insurance TV ad)
...life’s about living; drugs ain’t about nothin’. (TV public service announcement)
...Dick’s is all about helping you reach your full potential. (Dick’s Sporting Goods radio ad)
...Diet Coke Rewards is all about living our life to the fullest... (Diet Coke Rewards Web site)
...it’s all about choice. (Professional Insurance Agents TV ad)
...it’s not about going off road; it’s about staying on it. (Mercedes Benz TV ad)
...it’s all about crushing the competition. (tag line on movie jacket for Kill the Man)
...it’s all about football tonight. (Monday Night Kickoff TV show)
...it’s about being determined to do something about it. (America’s Most Wanted TV show)
add your “it’s about...” finds to the list...

The current advertising cliché will be changed regularly. Lest we forget their popularity, let’s put all noncurrent clichés in an archive: our Advertising Cliché Hall of Shame (below).

Please contribute your ideas for advertising clichés (current or classic) you’d like to see exposed and banished from the marketing communications world. Your idea might be featured next, performing a service to the rest of the advertising community and the general public.

Advertising Cliché Hall of Shame

for all your ______ needs

conveniently located at ___________

the friendly folks at ___________

the professionals at ____________

one _________ at a time

your ________ headquarters

and much, much more

just in time for ________

like never before

lowest prices of the year/season

it’s that time of year again

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e/ jim@jpschoemer.com
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Sheboygan WI 53082-1413