Glittering Generalities Advertising
Glittering Generalities Definition
Glittering generality, also known as glowing generality, is defined as an emotional appeal expression closely associated with highly regarded ideas and values that it carries assurance without supporting facts or reasoning. Such highly regarded definitions attract general support and acceptance.
A glittering generality is a popular form of advertising language that describes products in terms of images, concepts, and feelings rather than their actual features. The term itself was coined by the famous Greek philosopher Plato.
In other words, glittering generalities are positive statements about something or someone used to conceal its true nature from consumers.
A glittering generality has two characteristics:
- It is vague
- It has positive connotations.
Words and phrases such as ‘common good,’ ‘democracy,” reform,’ ‘courage,’ ‘equality,’ ‘hope,’ ‘patriotism,’ ‘power,’ are words for which people around the world have strong associations, and will have difficulty in opposing them.
However, these terms are extremely abstract and vague, and there are significant variations as to what they actually mean or may mean in the real world.
Glittering generalities are words that create a strong emotional response in the listener or reader. They can be found in political speeches, commercial advertisements, and religious texts.
Glittering Generalities Advertising
The term glittering generality refers to a rhetorical device that is used in advertising. It is often done using certain words or phrases that are attractive but have no real substance behind them.
For example, some of the more popular ones include luxury, fun, satisfaction, and quality (Goldman).
Glittering Generalities Advertising Examples
What are Examples of Glittering Generalities in advertising
Two advertising examples of glittering generalities include “the new American century” and “giving like Jesus.”.
Other glittering generalities ads examples are:
- “The most trusted name in the news.”
- “America’s favorite cookie.”
- “The best car ever made.”
- “We’re the best.”
- “You deserve the best.”
- “The most reliable.”
- “The highest quality.”
- “Only the finest ingredients.”
- “We’re the only ones who do it this way.”
- “We have the best prices.”
- “You’ll love our service.”
- “Our products are top-notch.”
Examples of Glittering Generalities Propaganda Ads
This Subway ad is an example of a glittering generality. Glittering generality is a propaganda tactic that mixes terms that do not mean anything but sound good. It allows the listener to purchase whatever product the advertisement is advertising.
This Subway commercial, next to an image of a delicious-looking sandwich, carries a message that says “eat fresh.” The two words mean nothing, nor do they prove or explain anything about the sandwiches themselves.
But it encourages a safe and nutritious feeling that is associated with a sandwich when aligned with a group of advertising terms. Since they use terms that do not mean anything but make the listener feel good about the product, this commercial illustrates a glittering generality.
What is Glittering Generalities Persuasion Techniques
Persuasion is the process of leading people to a specific point of view. In this article, we will look at how you can use two techniques on your blog posts to persuade readers into seeing things your way. Glittering Generalities and Authority Technique are used in tandem; one setting up the other.
At their core, persuasion techniques are simply persuasive ways of presenting the information. These methods differ in tone and formality. However, all share the common objective of persuading someone to do something they would not have done otherwise (Speech & Debate).
The Glittering Generalities Persuasion Technique is a formal method that uses general terms to persuade an audience. It can be applied during speeches or debates and has been used effectively throughout history by famous leaders like Julius Caesar and Martin Luther King Jr.
What is Glittering generalities Propaganda?
Glittering generalities propaganda is a form of propaganda that uses highly charged emotional words to sway people’s opinions.
Propaganda relies on emotional responses to convince people to believe or do something. It will often use emotionally charged language rather than facts to evoke feelings such as anger, fear, hatred, or joy.
The glittering generalities type of propaganda’s main aim is not necessarily facts but rather evoking a feeling.
What are examples of Glittering generalities Propaganda?
Glittering generalities propaganda appeal to emotions such as the love of home and country and the desire for peace, equality, glory, and honor. Without examining the justification, they ask for approval. They are commonly used in propaganda posters/advertisements and are used by propagandists and politicians.
An example is the phrase democracy; not only is there no accepted meaning, but the effort to make it is resisted on both sides. It is almost universally felt that when people call a democratic nation, they praise it. Thus, the defenders of any kind of regime believe that it is a democracy and fear that they may have to avoid using that word if it is bound to some definition.
Words of this type are frequently used in a deliberately deceptive manner.