Greeting cards and cliché more generally bear witness to the fact that the most banal and the most meaningful regularly coincide, and that something always remains beyond the reach of words. Cliché is a place where life and language resist one another.
By recognising the radical imperfection of language, cliché can help ameliorate the damage it does. The continual return of these stock phrases reminds us that, though language can say ‘I love you’ or ‘Our deepest sympathies’ – which ties the love and grief we feel with all those who have ever, and will ever, love and grieve – it can never completely capture this grief or this love. After which, the universality of our love, our grief, begins to feel less like an act of violent conceptuality and more like an act of community, transposing us into a commune with all the living and the dead.
Greeting cards serve as a reminder that it is often with the clichéd and the ordinary that the fabric of language starts to unravel, and the pulse of life – that which will always remain beyond words – begins to bubble up from beneath.
Here is more, by Daniel Fraser. Do you prefer that take, or a single tweet on the topic by Robin Hanson?