Glittering generalities are vague positive connotations that produce emotional appeal, because they are associated with highly-valued concepts or beliefs. Glittering generalities is typically used by politicians and propagandists and is a type of transfer. In this case abstract words that describe good things are used to describe the object that is being promoted, stirs up favorable emotions that are associated with the words that describe it, and associates the favorable emotions with the object. The problem is that these words often have nothing to do whatsoever with the object and is only associated with them for the propagandists’ use. This technique DOES NOT appeal to reason at all.

Examples:

• Last election: An example is the poster of Obama that is displayed below
• Wartime propaganda: Shown as the poster below, Uncle Sam, and Rosie the Riveter
  

Name calling is when negative labels are attached to a person or a thing to give a negative perception of the the person or thing. Name calling is typically used by politicians and propagandists and is a type of transfer. In this case abstract words that describe bad things are used to describe the object in question, stirs up negative emotions that are associated with the words that describe it, and associates the negative emotions with the object. The problem with this technique is that these words often have nothing to do whatsoever with the object and is only associated with them for the propagandists' use. This technique DOES NOT appeal to reason.

Examples:

• Last election: Opponents of Mitt Romney called him a flip flopper. A video summarizing it is posted below. Is it true? We can't say for certain. However, the opposition capitalized heavily on it and the negative connotation that came with the label became attached.

Both types of propaganda are remarkably similar. Both are a type of transfer. Both don't appeal to reason or relate to the subject. Both are often used by politicians and propagandists. However, they are different in one vital way. They are different in their purpose and because of that, the results they garner. Name calling is used to "tear" or "beat down" an opponent. Glittering generalities is used to build up one's good public image. Because of their different purposes, they garner different results. Name calling attaches negative emotion to a person or a thing while glittering generalities attaches positive emotions to a person or a thing.

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