What is a glittering generality?

A glittering generality is an emotionally appealing phrase closely associated with highly valued concepts and beliefs.

A glittering generality (also called glowing generality) is an emotionally appealing phrase so closely associated with highly valued concepts and beliefs that it carries conviction without supporting information or reason. Such highly valued concepts attract general approval and acclaim.

Explanation:

Using them has been described as "name-calling in reverse." Examples of words commonly employed as glittering generalities in political discourse include freedom, security, tradition, change, and prosperity.