# Cliché / Stale Expressions (🟡) — Avoidance Coordinates

> **This list is for avoiding, not copying.** Frequently used = already tired.
> If a listed expression shows up in the copy, consider replacing it. The "refresh direction" is a lead for finding an alternative, not a ready-made line.

## A. Beauty/result show-off (stale)
| Cliché (Korean) | Why it's old | Refresh direction |
|-----------------|--------------|-------------------|
| 여신, 인형 같은, 리즈 갱신, 인생 리즈 | Ranks looks, unrealistic, 10-years-ago tone | Replace with a concrete everyday-change scene |
| 물광, 꿀광, 동안 미모 | Spent beauty buzzwords | Use the customer's concern language, not glow words |
| 확 달라진, 몰라보게, 환골탈태 | Exaggeration; borders on 심의 risk | Restrain and specify the degree of change |

## B. Self-flattering filler (empty)
| Cliché | Why it's old | Refresh direction |
|--------|--------------|-------------------|
| 특별한 당신을 위한, 당신만의 | Said to everyone = says nothing | Name a truly specific concern/situation |
| 아름다움을 완성하다, 당신의 아름다움 | Abstract, boilerplate | Make it concrete with verbs/scenes |
| 프리미엄, 명품, 하이엔드 | Unbacked elevation words | Replace with facts (technique, track record) |

## C. Pressure/urgency (also inducement risk)
| Cliché | Why it's old | Refresh direction |
|--------|--------------|-------------------|
| 지금 바로, 서두르세요, 놓치지 마세요 | Pressure cliché, lowers trust | Informational CTA ("편하게 문의해 주세요") |
| 마감 임박, 선착순, 단 O명 | Inducement/pressure, 심의 risk | Keep any time-limited notice plain, strip inducement |
| 후회 없는 선택, 결심만 하세요 | Decision-coercion tone | Leave the decision with the customer |

## D. Region/class clichés
| Cliché | Why it's old | Refresh direction |
|--------|--------------|-------------------|
| 강남 언니, 청담동 스타일, 강남 미인 | Regional cliché, fatigue | Replace region with specific result/experience |

## E. Over-used "safe" words (the irony)
| Expression | Caution | Refresh direction |
|------------|---------|-------------------|
| 자연스러운 / 자연스럽게 | The whole industry overuses it → loses distinctiveness | Keep the concept, vary the expression (scene/metaphor). ※ If a brand owns it as a slogan, treat as 🟦 |
| 1:1 맞춤, 나만의 디자인 | Now a standard phrase | Make the "what" of the customization concrete |

## F. Form habits (hurt readability)
- Exclamation spam (!!!), emoji overload, question-mark spam → one breath per sentence, restrained emoji
- All-caps / all-bold → emphasize in one place only

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*Update rule: when you spot a newly-stale expression, add it here per `recursive_protocol.md`, and demote over-common "effective" phrases into this file.*