Are using common sayings in a culture a poor way to advertise? I think as long as you can write copy around a very popular phrase it could do well. But I also wonder if it could be a pitfall, because you don't know how many people truly are familiar with the popular saying. I saw a billboard ad today that was selling women's boots. It read "These boots are made for selling", after the phrase "Those boots are made for walking". That phrase is very popular at least here in Arizona so it works as in people catch your drift. My personal opinion of the ad though is that it's total crap. What do you guys think?