Sports Propaganda
GLITTERING GENERALITY
This is an example of glittering generality because of Nike’s usage of vague words and phrases, such as “find your greatness”. What does Nike mean by “find your greatness” anyway? This phrase itself is very vague, one of the key ideas of glittering generality technique. Glittering generality tends to create a positive connotation without using specific words and phrases. And the phrase “Find your greatness” lacks any other background information, which helps viewers make their decision based on the fuzzy, warm feeling created by vague but positive terms, such as “greatness.” The consumer may feel that they too can find their “greatness” in athletic ability by buying Nike products, just based on the warm, fuzzy feeling the advertisement gives them.
Nike. Find Your Greatness. Digital image. Effie. N.p., n.d. Web. 26 Jan. 2015.
<https://effie.org/case_studies/case/2259>.<https://effie.org/case_studies/case/2259>.
<https://effie.org/case_studies/case/2259>.<https://effie.org/case_studies/case/2259>.