Loaded Words and Glittering GeneralitiesLoaded Words = Words that will make you feel strongly about someone or something (fear, desire for success, excitement, being part of a group).Loaded Words can be Glittering GeneralitiesGlittering Generalities=Words that “glitter” but give no details about the product.
Have you ever seen an advertisement that said something like… ‘The World’s Fastest Car’ ‘The Tastiest Pizza in Town’ ‘The Cutest Dress Ever’
But did you ever think about it like this…‘The World’s Fastest Car’ – Who says? Did anyone measure the speed of each kind of car in the whole world?‘The Tastiest Pizza in Town’ Everyone has different taste buds – who did you ask when you came to this conclusion?‘The Cutest Dress Ever’ By whose judgment is this the cutest dress ever? The owner of the store? The person who designed this dress?
Loaded WordsIn advertisements, the advertisers use lotsof fancy words that will make you want tobuy a product. Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!
Escape the terrible cold and enjoy a relaxing vacation at Rehoboth Beach!„Escape‟, „terrible‟, „enjoy‟, and „relaxing‟are all words that were purposely usedto make you want to visit RehobothBeach. This technique isn‟t „bad‟. It isjust a kind of technique that will try tomake your opinion go more in favor ofthe product.
Name CallingIs used to arouse fears and prejudices in the viewers with the idea that the bad names will cause people to form a negative opinion about a group or product. This technique is used more often in politics than advertising.
AT&T‟s replies in an ad thatgives their version of the map…..Why the big difference?Hmmmm…
Example“Four out of five dentists recommend sugarless gum for their patients who chew gum”
Transfer Technique Objects or other people are shown with the product or candidate being “sold” in hopes that your good feeling for those objects or people will transfer onto the product or candidate. THE TRANSFER OF GOOD FEELINGS FROM A BACKGROUND OBJECT TO THE MAIN OBJECT.