Has adland become over-reliant on cliches and stereotypes for effect? Some industry notables quoted in the feature on page 36 say it has. But it's worth remembering cliches stem largely from the need to cram a lot of information into a 30-second TV spot. And why do we have 30-second spots? They go back to the earliest days of ITV, and the Government's fear viewers might be subjected to highly intrusive US-style sponsorship interruptions. If cliches continue to spare us that, we're all for them.