# 13. Propaganda ## 13.5. Methodology/Refinements/Sub-species ### 13.5.4. Glittering Generalities Glittering generalities are another classical propaganda technique identified by the Institute for Propaganda Analysis in 1938. It also occurs very often in politics and political propaganda. Glittering generalities are words that have different positive meanings for individual subjects, but are linked to highly valued concepts. When these words are used, they demand approval without consideration, simply because such an important concept is involved. Words often used as glittering generalities are "honour", "glory", "love of country", and especially in the United States, "freedom". For instance, when a person is asked to do something in "defence of democracy" they are more likely to agree. The concept of democracy has a positive connotation to them because it is linked to a concept that they value. ### 13.6.4. Avoidance of Glittering Generalities When faced with glittering generalities, we should consider the merits of the idea itself devoid of the glittering abstract nouns such as 'glory'. In other words: examine the concept plainly with the emotive language stripped out. If it still looks valid then one can proceed further.