.-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-
 / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \
 `-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'
                        
.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-
 \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / /
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
    
.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   
 \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ 
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
GLITTERING GENERALITIES
  .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-
 / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \
 `-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'
    
.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-
 \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / /
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`
    
.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   .-.-.   
 \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ / / \ \ 
  `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`-'   `-`

These are colourful vague terms that are meant to appeal the audience. These terms are often left to stand alone without context or definition. The idea is to gain unquestioning approval of whatever is said. This technique is commonly used in political campaigns and advertising. It’s easy to recognize: Just look for vague, positive words that are not explained.

The use of generic words, abstract language and any communication emotionally charged with cultural values has a powerful influence and can persuade subjects because of its ability to appeal and seduce the audience. These terms are often left to stand alone without context or definition. The idea is to gain unquestioning approval of whatever is said.

This technique is commonly used in political campaigns and advertising. It’s easy to recognize: Just look for vague, positive words that are not explained. The words such as “honour”, “hope” and “patriot”, “equality”, “integrity” and “wisdom” are widely used and can actually seem to “glitter” with their noble purpose but aren’t indeed very specific. Glittering generalities have the pursuit to evoke powerful emotions in audiences. In the advertisement, these techniques are only slightly less emotional and vague.

[IMG BELOW] In both cases, the reader is pushed to act in a particular way, in order to achieve a kind of summum bonum: to vote Obama in the name of hope and to find a job to make America great again.

See other propaganda techniques:
ASSERTION ◊ BANDWAGON ◊ CARD STACKING ◊ GLITTERING GENERALITIES ◊ FALSE DILEMMA ◊ THE LESSER OF TWO EVILS ◊ NAME CALLING ◊ PINPOINTING THE ENEMY ◊ PLAIN FOLKS ◊ TESTIMONIALS ◊ TRANSFER ◊ DESIRES AND FEARS 

 

 BACK TO TOP

            
 BACK       
 ^^^^ TO TOP

  
 BACK TO    
      ^^ TOP

  
      TO TOP
 BACK    ^^^

  
         TOP
 BACK TO ^^^