A cliche is a sign that has lost its difference. It was accurate once, which is exactly how it got popular, and the popularity is what killed it: when every brand in a category reaches for the same image, the image stops separating anything from anything and carries no information beyond the fact that you are in the category. A stereotype is the same mechanism pointed at people. It does more harm, because a person has to go on living inside the shorthand after the campaign has run.
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