To use them or not to use them?How cliches affect communication?

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Old records are dubbed golden oldies and played nonstop on the radio.old cars wear license tags marking them as collectibles.but old words and phrases are different--often used yet scorned as cliches.i do not know why everyone says Shakespeare was such a great writer,a student once complained to his english teacher.everything he wrote is a cliche.of course,that student doth protest too much.