propaganda technique

Glittering generalities

Also called: Virtue words

Glittering generalities attach vague, attractive words such as freedom, democracy or the future to an idea so that it is accepted without examination.

How it works

The words are emotionally positive and hard to oppose, but they have no specific content. Approval of the word is transferred to the proposal.

Examples

"Our plan stands for freedom, prosperity and a brighter future."

No specific measure is described; the words cannot be tested.

"This product is about family values."

The phrase sounds good but says nothing about the product.

How to spot it

Positive abstract words with no concrete detail.
It is hard to imagine anyone disagreeing with the wording.
The proposal's actual content is missing.

How to respond

Ask what the words mean in this case.
Ask for the specific measures and their effects.
Judge the proposal by its details, not its labels.