Glittering generality is a persuasive technique that uses attractive and inspiring words to associate a certain idea or value with a product or service. Similar to this phrase, some synonyms include loaded words or loaded language which attempt to influence people by emotionally loaded terms; buzzwords that have a specific trendy sound and appeal; and catchphrases which are short memorable phrases that help build brand recognition. Other synonyms include generalities or the use of broad statements without specification; or platitudes which are commonplace phrases or statements lacking originality. Whichever synonym is used, the purpose is to create a positive image or association with the product or idea being sold.