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glittering generalities

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14:01 Mar 4, 2004
English to Spanish translations [PRO]
Marketing - Advertising / Public Relations
English term or phrase: glittering generalities
Técnica de publicidad

Summary of answers provided
5 +1generalidades centellantes/llamativas
4 +1generalizaciones resonantes
David Meléndez Tormen
4Propaganda/Publicidad sensacionalista
Frida Tussie
3Propaganda de facil aceptación



14 mins   confidence: Answerer confidence 4/5Answerer confidence 4/5 peer agreement (net): +1
generalizaciones resonantes

Hola León,

Encontré una sola referencia en español, que copio a continuación. Más abajo van dos extensas definiciones en inglés, que sirven para aclarar esta técnica de propaganda y publicidad política.



... d) Generalizaciones resonantes: vagas generalizaciones y palabras positivas para crear una imagen positiva en la mente del público. ...

Glittering generalities: Glittering generalities are intensely emotionally appealing words so closely associated with highly valued concepts and beliefs that they carry conviction without supporting information or reason. They appeal to such emotions as love of country, home; desire for peace, freedom, glory, honor, etc. They ask for approval without examination of the reason. Though the words and phrases are vague and suggest different things to different people, their connotation is always favorable: "The concepts and programs of the propagandist are always good, desirable, virtuous."

"We believe in, fight for, live by virtue words about which we have deep-set ideas. Such words include civilization, Christianity, good, proper, right, democracy, patriotism, motherhood, fatherhood, science, medicine, health, and love.

For our purposes in propaganda analysis, we call these virtue words "Glittering Generalities" in order to focus attention upon this dangerous characteristic that they have: They mean different things to different people; they can be used in different ways.

This is not a criticism of these words as we understand them. Quite the contrary. It is a criticism of the uses to which propagandists put the cherished words and beliefs of unsuspecting people.

When someone talks to us about democracy, we immediately think of our own definite ideas about democracy, the ideas we learned at home, at school, and in church. Our first and natural reaction is to assume that the speaker is using the word in our sense, that he believes as we do on this important subject. This lowers our 'sales resistance' and makes us far less suspicious than we ought to be when the speaker begins telling us the things 'the United States must do to preserve democracy.'

The Glittering Generality is, in short, Name Calling in reverse. While Name Calling seeks to make us form a judgment to reject and condemn without examining the evidence, the Glittering Generality device seeks to make us approve and accept without examining the evidence. In acquainting ourselves with the Glittering Generality Device, therefore, all that has been said regarding Name Calling must be kept in mind..." (Institute for Propaganda Analysis, 1938)

David Meléndez Tormen
Local time: 07:45
Works in field
Native speaker of: Native in SpanishSpanish
PRO pts in category: 4

Peer comments on this answer (and responses from the answerer)
agree  Soledad Caño
690 days
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1 hr   confidence: Answerer confidence 5/5 peer agreement (net): +1
generalidades centellantes/llamativas

Falta contexto, pero creo que esto te da una idea

Note added at 2004-03-04 15:19:42 (GMT)

convincentes podría ser también

Note added at 2004-03-04 15:20:22 (GMT)


Local time: 00:45
Native speaker of: Native in SpanishSpanish

Peer comments on this answer (and responses from the answerer)
agree  Walter Landesman
661 days
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4 hrs   confidence: Answerer confidence 4/5Answerer confidence 4/5
Propaganda/Publicidad sensacionalista


Frida Tussie
United States
Local time: 22:45
Native speaker of: Native in SpanishSpanish
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335 days   confidence: Answerer confidence 3/5Answerer confidence 3/5
Propaganda de facil aceptación

Hola! Pienso que es una publicidad que está aceptada desde un principio por las palabras y conceptos que usa.

Local time: 01:45
Native speaker of: Native in SpanishSpanish
PRO pts in category: 4
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