What is it?
Name-calling implements a technique that is the exact opposite of glittering generalities in purpose, but still shares the vital idea of word association. This technique uses stereotyping in a way to make someone else or something else, that may be in competition, look bad. This label given to the product, person, or idea is casted negatively so it is meant to make us reject the product, person, or idea without even understanding the 'name' given and without even examining the evidence.