English 8

Quarter4
Self-Learning Module 2
ntion of Texts Used in Propaganda Techniq
 EXPECTATIONS

This is your self-instructional learner module in English 8. All the activities

provided in this lesson will help you analyze the texts in propaganda techniques.
Specifically, you will learn about the following:

 familiarize with purpose and goal of different propaganda;

 analyze the intention of words and expressions used in propaganda
techniques;
 detect real intentions of propagandas and make wise decisions and choices.

PRETEST

Before we proceed, let us briefly answer the following questions. Encircle the letter
of your answer.
1. “The best coffee for the best you.” -Starbucks
What does this glittering propaganda want you to do?
A. Treat yourself with their coffee because of your hardwork.
B. Buy their coffee and you’ll be the best.
C. Be the best that you can be by having their coffee.
D. You should always have coffee with them.
2. “Why eat with a clown, when you can dine with a king?”-Burger King
What is the intention of this name-calling propaganda when it used figures of
speech in their tagline?
A. It wants to show that clowns are fun to dine with due to their funny
acts.
B. It wants to tell us that Kings are better than clowns in all aspects.
C. It wants to make the competitor looks incompetent to uplift its brand.
D. It wants to tell us that burgers are like kings and clowns.
3. “120 MILLION iOS devices shipped”-Apple
iPhone What does this bandwagon propaganda
imply?
A. Many have trusted their brand; you should, too.
B. Apple iPhone’s sales increased.
C. More iOS devices were produced.
D. Apple iPhone is the most popular cellphone brand.
4. “I take Sangobion so I can win my day!”-Sarah Geronimo
What does this testimonial propaganda suggest you to do?
A. It’s best to start your day with their product.
B. You can win your day with their product.
C. Trust their product because Sarah did.
D. You’ll lose your day if you won’t take the product.
 5. “Share a Coke with Marge and Ernie.” -Coke
What does this plain folks propaganda indicate?
A. You can’t have a meal without their product.
B. You can enjoy their product with anyone.
C. You won’t enjoy their product unless you share it.
D. You have to share their product with Marge and Ernie only.

In the previous lesson, you’ve learned how to recognize different types of

propaganda techniques. Now, let’s try to analyze the use of words or expressions in
them.

LESSON

Imagine this scenario. You are at the mall. You’ve decided to buy a new phone
but you don’t know what brand to buy. Then, you’ve suddenly come across these
advertisements posted in front of two different gadget stores:

Gadget Store #2
Gadget Store #1:

http://www.techconfigurations.com/2018/08/samsung-galaxy-
http://allthingsd.com/20130316/hey-remember-how-awesome- note-9-advertising.html
the-iphone-is/

Which among those two brands are you going to buy? What made you decide
on this? I guess the words in the advertisement convinced you to choose that brand!
 Propaganda Techniques, appeal to our emotions rather than to our reason.
Propaganda is intended for the following purposes:

 to persuade
 to influence and manipulate your feelings and attitude
 to dictate your choice by exaggerating the truth
 to entertain

It may seem that an innocent advertisement was shown to you to simply

make you laugh or cry but the REAL purpose was to lead you to buy a product or
believe a campaign so it is important that we know the underlying message
present in those phrases and words in a propaganda. Beyond images, colors,
graphic designs and layouts is the powerful language of advertisement. A witty
play on words and phrases can be sometimes more effective than visual tool
because words can make big difference.

Therefore, to sense and be able to analyze the intention of a propaganda;

Be on the LOOKOUT for:

 Tagline- It is short but permanent and easy to remember.

Example:

http://persuasion-and-influence.blogspot.com/2016/12/just-do-it.html

The tagline is commonly found in a glittering generality propaganda.

 Slogan- It is short too but temporary for the purpose of a marketing

strategy. It leaves in mind only a trace of visual effect but the echo of
the line lingers longer.
Example:

https://1.bp.blogspot.com/_tmaDDsPy4no/San5ATrEhxI/AAAAAAAAAAM/pw7lB21bhYY/s280/jollibee1da8.jpg
 (With Jollibee, your happiness is the priority.)

 Pun Words- This style on language of advertisement is fun also

effective and striking if the play of the words is clever and artistic.
Example: The words “young” and
“yum” were played by the creator. This
gives special effects in the audience’s
ears because these two words sound
alike.

Another good example on the play of

words is the previous example, Dito sa
Jollibee, Beeda ang Saya. The word
https://
bida in Filipino language was replaced by
the word Beeda which represents
company’s logo and brand.

These styles of putting a language to advertisements have a common goal: make

the brand memorable.

 Statistics or numbers- Another commonly used style is the use of

numbers and statistics on the sentence of advertisements. The
intention of this style may look good however consumers must be
aware of the facts and claims of a certain propaganda. Usually this
aims to mislead, to make competitor inferior, to draw fear and worry
and to touch the consumer’s sense of security.

Example: The statistics 40% less fat

and 30 % less calories are lines put in
the language of advertisement to
appear that the brand is offering the
consumers a healthier product.
Looking closer to the goal of this line,
it may be a bait to catch you for its
real intentions to mislead you from
the real facts and to make you believe
that your health is not placed in
compromise.
https://custom-writing.org/qna/card-stacking-propaganda/

 Testimonies of famous people- These are really powerful in

swaying consumers. Just like slogan, tagline and pun words,
quotations and testimonies are echoes that stay in their mind. Usually,
its intention is to insinuate or suggest to follow or believe them.
Example: When you see a
famous actor or actress
beside a product, most likely
he or she gave his or her
“testimonials” promising that
a product is worth your
money or a campaign is
worth your time. Like Daniel
Padilla and Kathryn
Bernardo here for a coffee
brand. In this style, your own
judgement whether they
really use, experience or buy
the product matters.
http://jkmejilla-ads.blogspot.com/2015/08/coffee-choose-nescafe-creamy-
white.html

Guided Practice

Let’s look at this PropTech Magazine where we will find a lot of

advertisements! There are questions as you turn to each page. Use the blank
below each question for your answer.
• What word gives a hint of
the message of this
advertisement?

•What is the target?

• What is the intention?

FAMILY is the word that

gives a hint. It targets our
emotion and relationships
to influence us. The
advertisement used the
line NOTHING
COMPARES
http://mannmedia.pbworks.com/w/page/106473156/Jordan%27s%20Plain%20F TO FAMILY to make us
olks
believe that the company
just like us, also value the
family.
 • What words do you think
count in this tagline?

• What is its target?

• What does it want us to

understand?

The words FOOD & LIFE

count. It targets our health
consciousness. This line is
intended to give us
https://www.flickr.com/photos/nestle/49915939492
security on its products.
For the company,
choosing what they claim
nutritious food enhances
quality of
life to enjoy.
• What captured your
attention?

• What is the target of this

line?

• What is the core message

of this label?

The line, ELIMINATES

99% OF BACTERIA
probably the one that
https://www.flickr.com/photos/jeepersmedia/16197472230 captured your attention
which targets our sense
of security on health
and safety. The
underlying message of this
line is that the product is
effective and
good as perfect.
 ACTIVITIES
Activity 1

Let’s do Double Match. Match the advertisement poster to its conveyed

meaning and intention. Write your answer on the space provided after each number.

Propaganda Posters Underlying Intention

Meaning
1. A. Many trusted I. Mislead the
it. idea between
needs and
wants

https://www.dhgate.com/product/captain-america-
peggy-carter-propaganda-gt/496341534.html

B. The brand is II. To make the

2. better than the consumers join
other. the majority

https://www.youtube.com/watch?v=UoDqN_dp0Yk
96341534.html

C. Everyone has III. To insinuate

something to
contribute and
 3. responsibility to
fulfil.

http://goteachgo.blogspot.com/2014/08/7-propaganda-
techniques-all-students.html

D. Many have IV. To switch to

4. been active and their brand
energetic more
so if all of the
people do.

https://edu.glogster.com/glog/propaganda-
techniques/1nknmb5wj27

5. E. Give yourself V. To make one

a treat you acts
deserved.

https://business.facebook.com/JoyPhilippines/photos/a.8
32191616874940/1713531685407591/?type=3&eid=ARBb
KFjR4upZ0CREC4o9MNVH_Cf2bfzQbdrt1RseiUk3h3Tged3l
HZwXV86jAS9TaYyMhkTupYosMsuv
Activity 2

Read the language of advertisements used and critically identify the real
intention of each propaganda. Choose the letter of your answer from the box. Write
your answer on the space provided before each number.

A. to look reliable to their claims through facts

B. shows reason to make the audience believe
C. appeals to emotions to look emphatic/encouraging

D. deals fear/safety to create compelling force

1. Open Happiness- Coca Cola

2. Para kanino ka bumabangon? - Nescafe
3. We make our customer’s problem, our problem. – Amica, USA
Insurance
4. “Almost 3X MORE AVAILABLE IRON vs. Previous formulation.”
-Bear Brand Powdered Milk Drink
5. We find ways. – BDO

Activity 3

Today, you are about to participate in an advertisement survey for a company

called GO ADVERT! Critically, observe the two advertisement samples. Then,
answer the questions. At the end of the survey form, recommend which of the two is
better in terms of design, propaganda technique and language used in labelling.

SURVEY FORM

Name: (optional) Date:

Age: Gender:

Nike Adidas

https://www.behance.net/gallery/59968687/NIKE-LEBRON-
XV15-ADVERTISEMENT-POSTER https://www.pinterest.ph/pin/418201515368125075/?autol
ogin=true
Simply check the box of the brand that you think meets the statement.

Language of Advertisement Nike Adidas

1. There is slogan or tagline.

2. Tagline or slogan is short and easy to

remember.

3. There is a play of words or figures of speech

in its tagline or slogan.

4. The core message embedded in the phrases

is clear.

5. The claim is believable and somehow

realistic.

6. The claim is supported with facts.

Visual Design

1. Graphics are clear

2. Layout is balance and proportion

3. Over- all design is attractive

Comments: (Please write your over-all impressions in two advertisements

like what aspects of these advertisements catch your attention, what made
you choose that one over the other and etc.)

Recommendation: (in terms of the design, propaganda technique and

language used in the taglines)

Thank you for participating in this survey! Your help is very much appreciated!

-GO ADVERT! Team

 WRAP-UP

TRIVIA CARDS
Make your trivia cards! All you have to do is to recall two (2) things that
you’ve learned from today’s lesson and write them down in your trivia cards. You
can share these trivia cards with a family member after.

Did you know that…. Did you know that….

VALUING
Imagine that you are a
creative director and you are
assigned to make a catchy
slogan for your company’s
product. The concept is about
unity in the family.
Make one and catch the
attention of your potential
customers. Try to use any of
the propaganda techniques
and advertisement language
styles you have learned.
Example: “Family Always” https://www.dreamstime.com/illustration/happy-cartoon-flat-screen-tv.html
 POSTTEST
Identify the advertisement language style present in each sample propaganda.
Encircle the letter of your answer.

1. Bear Brand Milk – Choco na gatas, gatas na choco.

A. Pun words B. Quotation C. Slogan D. Tagline

2. BDO Unibank- “No need to bring cash. Just debit with BDO!” --Sarah Geronimo
A. Quotation B. Slogan C. Tagline D. Testimonies

3. SkyFlakes Crackers – “Ito na ang break mo.” (This is your break.)

A. Quotation B. Slogan C. Tagline D. Testimonies

4. PLDT Home DSL-Switch to PLDT Home DSL now. GET 50% OFF ON ALL PLANS!
A. Quotation B. Slogan C. Statistics & Numbers D. Testimonies

5. Greenwich Pizza- Pinya-sweet, Pinya-sarap, Hawaiian Overload!

A. Pun words B. Slogan C. Tagline D. Testimonies

KEY TO CORRECTION