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)