The clichéd juxtapositions and pleasing patterns of political advertising

•Investigates role of cliché in advertising generally; U.S. campaign ads specifically.•Highlights some implications arising from two different understandings of cliché.•Two understandings: cliché as morally suspect and/or lazy; and cliché as archetype.•Identifies the use of (paradoxical) clichéd juxtapositions.

This paper addresses the following problem: advertising generally – and recent U.S. political campaign ads specifically – use juxtaposition that is simultaneously effective and clichéd. We can identify the stereotypes employed, the structural components put together in a formulaic manner, and the stock images, key changes, and colour coordination which form such components. We are so aware of this make-up that a successful spoof ad makes its point simply through the use of an exaggerated application of just such a formula. Our casual understanding of cliché, therefore, is inadequate if we wish to shed light upon political advertising.