In. Yuri Soloviev. Russian language and speech culture: textbook (№ 236612)

The richness, diversity, originality and individuality of the Russian language allow everyone to make his speech rich and original. Remember: gray, filled with verbal cliches it causes in the minds of the listeners the necessary associations. Unlikely to abusers the standard expressions that can excite the listeners, to convince them of something, to influence them. Formulaic, cliche bounces from listeners, gives them the opportunity to grasp the essence of the statements.