Dear Editor
The practice of advertisers using clichés and phrases, particularly in radio and television commercials, such as: ‘Here is a breaking news alert’ or ‘Breaking news item’ or the more popular, ‘We interrupt this programme to bring you breaking news’ as an attention-getter to grab and hold the attention of the audience, depicts a lazy attitude among script writers in not seeking other and more original opening lines.
This can be likened to a drought in the creative writing landscape. The above lines are being misused and their usage in commercials should cease.
Yours faithfully,
Shamshun Mohamed
