In other words: to brag, to boast, to stress, to emphasize, to exalt, to praise, to glorify, to magnify, to show off, to glamorize, to romanticize, to make heroic or larger than life. Other terms used by language scholars to describe such verbal behaviors include: "glittering generalities," "praise words," "purr words," and "God words." Ritual language and ceremonial speech (at funerals, graduations, inaugurations, dedications, holidays) intensifies the "good." Infomercials -- those long "paid presentations" seen on cable TV -- are good examples of such commercial celebrations, one-sided, non-stop praise, of intensifying one's own "good." Advertising
Ads will intensify their own "good" -- that the product or service is good in itself, or that it will be an effective means to a benefit. Such a benefit can be either tangible or intangible. Tangible benefits, for example, are claims that a medicine will bring relief from a headache, or that a battery will last three years. Intangible benefits are suggestions, for example, that a luxury car will bring happiness, status, or admiration. In advertising law, "puffery" and "sellers talk" are used in court cases to describe such favorable vague generalizations (beautiful, exciting, classic), superlatives (best, greatest, most beloved), exaggerations, and hyperbole about the product. Critics might call this "b.s." "bull," or "baloney." But, it's legal because the courts have ruled that buyers should expect such "seller's talk" or "puffery" in a sales transaction, Political Rhetoric
Politicians will intensify their own good, will stress that their policy, party, or candidate is intrinsically good; or will be an effective means to a benefit to be provided, either tangible or intangible. Tangible benefits, for example, are those specific actions (e.g. Social Security reforms, capital gains tax cuts, environmental laws); intangible benefits are those feelings of pride, patriotism, righteousness, security, or safety. People often associate themselves (their products, their policies) with something already liked by the intended audience. Politicians, for example, use such "flagwaving" to link their ideas with patriotism or love of country. Some critics have condemned both the Democratic and Republican convention TV broadcasts as being nothing but overlong political "infomercials" -- simply intensifying their own "good" in order to present a united front, to project a good image, to impress potential voters. Previously, party conventions were used as public meetings to argue the issues and resolve the conflicts. But, today, any conflicts are usually argued earlier in the primaries or in obscure party committees. repetition, association, and composition. |
