clipped from: www.ironicsans.com 1. GLITTERING GENERALITIES
The IPA used this term to describe virtuous words that mean different things to different people, but are used in such a general way that you can project your own meaning into the speaker’s words. So when people talk about freedom, strength, Democracy, or patriotism, you are likely to assume they think of those words the same way you do.
2. NAME CALLING
“Name calling” is a technique where someone uses words to link a person or proposal to a negative or emotionally charged symbol. The idea is to get you to reject the person due to the association with the symbol rather than actual evidence, which may or may not be there.
3. TRANSFER
There are institutions and objects that you have positive associations with, so politicians try to appear with symbols of those institutions in the hopes that you will transfer your positive associations onto them.
4. TESTIMONIAL