التعميمات البراقة في الخطاب الدعائي (دراسة سيميائية)

(Magic words can fall the moon from heaven ) as eastern wisdom said. Elittering generalities as discourse sayings. Propaganda and political discourse are kind of language magic in its convincing influence which is based on value speaking depends on propaganda contrast in value system that language from in certain society featured by exaggerated interpretation for its signifier that make the receiver to admit it without asking about intention behind it in propaganda discourse.This study which belongs to semeotics method in discourse analyses to explain the mechanism of these operating generalities as one of convincing argumentative methods in propaganda which depends on ambiguous, logic justification and simplicity. It seeks to determine identification discourse textual, through sampling of concepts, relations , operating mechanism and semeotic continuation. The discourse of elittering generalities through transparency concepts to cancel the distance between discourse generating self with the world is manifested in choosing contrast words that able to create and sample of positive and negative matrix to build propaganda discourse logic by giving real dimension that carry complete mightiest and to achieve this aim it shelters to borrow the generalities from two important sources holly language and non religious language. In the first source it use the linguistics function that belongs to the holly text or functional removing for signifier in this language texts. In the second ideological, political and social dictionary impose its domination in reproducing them. Although it is not religious as it is a result for ideological and propaganda act, it entered another holly matter that practice forcemeat though its various authorities. Excessive interpretation of these generalities comes from the receiver resort to economy element to facilitate complex issues and accept magic solutions introduced by they generalities though texts that repeat by media flooding and flow in unconscious container of receivers in various propaganda communication instruments.