GLITTERING GENERALITY Meaning and
Definition
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A glittering generality is a persuasive rhetorical technique employed to create a positive emotional response by using broad and vague language that lacks specific meaning. It is a form of propaganda that aims to convince and influence individuals without providing concrete evidence or details. This technique commonly appears in advertising, politics, and public speeches.
The term "glittering" implies a shiny, attractive surface that catches one's attention, while "generality" refers to broad and sweeping statements. The purpose of a glittering generality is to evoke positive emotions by employing words or phrases that have a wide range of positive associations, such as "freedom," "justice," or "equality." However, these terms are often employed without offering a specific context or application.
While glittering generalities may create an initial appeal or sense of enthusiasm, they lack substantive information and specificity. They can be misleading because they don't provide tangible evidence or specific actions and fail to address the complexities of issues at hand.
Identifying and evaluating the use of glittering generalities is an important tool in critical thinking and media analysis. It helps individuals become more discerning consumers of information, allowing them to recognize and analyze persuasive techniques that rely on emotional manipulation rather than solid reasoning or evidence.
Etymology of GLITTERING GENERALITY
The term "glittering generality" originated in the field of rhetoric and political communication. Its etymology can be traced back to the late 19th and early 20th centuries when it was coined by American advertising executive and political consultant, Frank L. Bates.
The term is a combination of two separate parts: "glittering" and "generality". "Glittering" refers to something that shines or sparkles, capturing attention and creating a positive impression. In this context, it implies that the statement being made is appealing and captivating on the surface.
On the other hand, "generality" refers to a broad or vague statement that lacks specific details or evidence. It is a statement lacking in substance, often used to create an emotional response rather than provide factual information.
