What is it?
This technique is all about the selection of language to subliminally make you think more positively about the product, person, or idea that is trying to be sold by the advertiser. No evidence is examined or even offered to support the claim. Terms and describing words are chosen off of their "glimmering" quality; how nice they'll sound to the viewer. This is done to deflect from any possible negative traits while only influencing positivity and confidence in what's being sold.