A lot of writers merrily use cliché in their story. Using them might be obvious, but in that lie several benefits. People fill in a lot of information for those characters(and plotlines) themselves, because it plays into their expectations. It means you have to use less words to put down a character, less cues to create a plotline, leaving more space for other characters, other plotlines you want to include.
Personally, however, I love how you can use clichés best by how you can use them to lead readers on, to use their expectations to generate plot twists by having what at first glance appeared a cliché deviate from what people think it will do. When you have the damsel in the frilly pink dress clobbering giants in her spare time, or the vampire that loves his kittens – not to eat but to hang out with-, or the honest politician. It creates left fielders people do not see coming because of preconceived notions on how things are. Like starting a really gritty story set in a modern world with ‘once upon a time’.
By flipping the cliché, you can thus create a sort of emotional contrast, leading on with what’s expected and then turning it into something more exciting. Although its impact does diminish when it’s done too much. After all, if everyone turns the damsel in distress into a strong character saving herself, it will by definition turn into a cliché itself.
What is your favorite flipped cliché?