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A glittering generality is a propaganda statement that is designed to connect with audience members by speaking to the beliefs and/or values that are dear to them. The intent of this kind of statement is to create a favorable impression in the minds of message recipients.
In rhetoric, a glittering generality or glowing generality is an emotionally appealing phrase so closely associated with highly-valued concepts and beliefs that it carries conviction without supporting information or reason. Such highly valued concepts attract general approval and acclaim.
Glittering Generalities: Propagandists employ vague, sweeping statements (often slogans or simple catchphrases) using language associated with values and beliefs deeply held by the audience without providing supporting information or reason. They appeal to such notions as honor, glory, love of country, desire for peace, freedom, and family values.
Alert readers will recognize that glittering generalities are the mirror image of name-calling words. One technique encourages us to reject ideas or people without considering the evidence; the other hopes we will approve of ideas or people without considering the evidence.
Glittering generalities employs loaded words and strong slogans to leave an impact on the audience receiving the message. In marketing, this plays a big role in brand positioning. Prestigious car brands like Jaguar and Mercedes-Benz often use this tactic in their advertisements.
Glittering generalities: Glittering generalities are words or phrases that have a positive connotation but don't really mean anything. For example, a candidate might say they are "for change," even though they don't specify what kind of change they are for.
Glittering Generalities is one category of the seven main propaganda techniques identified by the Institute for Propaganda Analysis in 1938. It’s a device often used by the media and in political rhetoric to persuade us to approve and accept something without examining any evidence.