Glittering Generalities

The use of 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. The words and phrases are vague and suggest different things to different people but the implication is always favorable. It cannot be proved true or false because it really says little or nothing at all.

1^st EXAMPLE (Starbucks):  Use of emotional words to convince people to volunteer 5 hours of their time (or to buy coffee at Starbucks).

2nd EXAMPLE (Suburu):  The word “LOVE” appears across the screen and then fades away.

3rd EXAMPLE (O.P.I):  The OPI BreatheLife Campaign.  Proceeds from purchases of this particular shade of nail polish will go to an organization fighting lung cancer.  “BreatheLife” is a slogan meant to catch your attention and get you to read more about the cause behind the advertisement.

4th EXAMPLE (political ad)  Picture of John McCain and the words “reform, prosperity and peace”