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Glittering Generalization

Glittering Generalization. Weasel words used. Statement jumps from a few cases to all. “Glittering” because it’s falsely attractive Often used by politicians.

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Glittering Generalization

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  1. Glittering Generalization • Weasel words used. • Statement jumps from a few cases to all. • “Glittering” because it’s falsely attractive • Often used by politicians

  2. TransferPositive feelings/desires are connected to a product/userTransfers positive feelings we have of something we know to something we don’t. • Sex Appeal • Love/ Popularity • Fame • Wealth • Power

  3. Slogan • A catchword or phrase loaded with emotion • Often sells through repetition • Clever and easy to remember • Stays with you a long time • Often a melody you already know “Trust Sleepy’s For the ‘rest’ Of your life”

  4. Engaging Techniques: • Wit and Humor – diverts audience and gives a reason to laugh often through the use of clever visuals and/or language. • Rewards – bonus awarded to consumer for purchase. (Toys, gimmicks, rebates, free payment, etc.)

  5. Name - Calling • A way of smearing an opponent • Intent is to damage opponent • It also arouses suspicion of opponent • Intention is to create an uneasy feeling • Used by politicians and product companies

  6. Big Lie • An outrageous falsehood • Captures attention because it’s so outrageous • Somehow staggers audience into believing it

  7. Scapegoat • A person carrying the blame for others • Retreats to prejudice rather than reason • Mostly used in the political arena • Wins audience through association or sympathy

  8. Buyer Beware • Be a conscientious consumer • Know what devices are trying to influence you • Then… • Make an informed decision

  9. Sources • http://images.google.com • www.motordesktop.com/ wallpaper_sportscars1.php • www.operationhomerun.org/ photos_cash.htm • www.amerimark.com/cgi-bin/ amerimark/cate_id/a...

  10. Sources continued: • www.autointell.net/.../ ford-ranger01. • htmwww.uwhc.org.uk/ dental.htm • http://images.google.com

  11. Assignment: Product • Name • Claim • Audience • Advertising Campaign • 3 Propaganda Techniques • 6 slide minimum

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