2. Glittering Generalities using glittering generalities is the opposite of name calling. In this case, advertisers surround their products with attractive and slippery words and phrases. They use vague terms that are difficult to define and that may have different meanings to different people: freedom, democratic, all-American, progressive, Christian, and justice. Many such words have strong, affirmative overtones. This kind of languages stirs positive feelings in people, feelings that may spill over to the product or idea being pitched. As with name calling, the emotional response may overwhelm logic. Target audiences accept the product without thinking very much about what the glittering generalities mean or whether they even apply to the product. After all, how can anyone oppose truth, justice, and the American way ?
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