From Cliché to Archetype is a 1970 book by Marshall McLuhan and Canadian poet Wilfred Watson, in which the authors discuss the various implications of the verbal cliché and of the archetype. One major facet in McLuhan's overall framework introduced in this book that is seldom noticed is the provision of a new term that actually succeeds the global village; the global theater. In McLuhan's terms, a cliché is a "normal" action, phrase, etc. which becomes so often used that we are "anesthetized" to its effects. McLuhan relates the cliché-to-archetype process to the Theater of the Absurd: