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ENGLISH
QUARTER 3 – MODULE 2
WEEK 2
 What I Know

To test what you already knew about propaganda techniques, answer the pre-test
below. Take note of the items that you will not be able to answer correctly and look for the
right answer as you go through this module.

Activity: Judging Propaganda

Directions: Identify the propaganda technique used in the given advertisements.
Choose the letter of your answer in the box and write in on the line below each
advertiser.

Everyone is This Daisy

Pizza gives Gina Montero was
totally going to
free 50% more a ‘’regular’’ girl
buy the new
meat and free who decided to eat
smartphone this
50% more Franks every day.
weekend! Why
aren’t you? cheese

a. Bandwagon c. Name Calling e. Glittering Generalities

b. Plain Folks d. Testimonial f. Card Stacking

I finally found Try this new

the coffee that product, Angel
goes well with Toothbrush. More
my busy Angles. More
schedule. Action. More
Effective.
Kris Aquino.

Source: teacherspayteachers.com

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 LESSON ANALYZING PROPAGANDA DEVICES

What’s In

In your previous lesson, you have learned how to determine between biases in
written works. Let us recall your knowledge about the said topic by answering the short drill
below.

Activity: Take Another Look!

Directions: Determine whether the statement is a fact or opinion. Encircle your
choice.

1. Copying your classmate’s homework is wrong. Fact Opinion

2. The third president of the Philippines was Jose P. Laurel. Fact Opinion
3. Colgate is the best toothpaste in the world. Fact Opinion

Take a look at sentence number 3. It could be used as a propaganda device if spoken

by a famous or respected personality such as an athlete, an actor, or a politician. You will
learn more about propaganda devices as you continue doing this module.

What’s New

Have you ever felt like you were being influenced to do something? You probably were.
There is always the chance that it was all in your head, and you just felt like you were being
used. But it is not unlikely that someone made use of your emotions to get something they
needed.

It makes sense if someone you know personally was able to do that but did you know
strangers often manage to influence you, too? It’s true! How? Through propaganda in
advertising. In this module, we’re going to discuss 7 types of advertisement propaganda and
how it is often used to manipulate your buying decisions.

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 What is It

What Exactly Is Advertising Propaganda?

• Propaganda is information that is biased or is used in such a way that it misleads

the targeted individual, in turn motivating them to think or act a certain way.

• Propaganda in advertising is just the same – it is the careful presentation of

information in a way that influences how a customer or potential consumer sees the
product or service and how they act, think or feel as a result.

What does the advertiser achieve by doing this?

• They want to encourage you to buy their product or service as opposed to any
other, and they achieve this by playing with your emotions to get the desired
outcome.

Techniques of Propaganda

1. Card-Stacking Propaganda

Card stacking propaganda is a way to manipulate information so that one product looks
better than another. This happens when information is manipulated in order to make
something look better. This often happens by leaving out important information, using only
beneficial facts, or by means of testimonials. Whatever the method, card stacking propaganda
gives the consumer the information 'they want to hear,' even if that information is not based
on fact or statistics. They also make the product seem more attractive than similar
ones in the market.

Let’s look at an example of card-

stacking.

This ad uses statistics to portray

why the product is healthy. It implies
that Sun Chips are better than
‘regular chips’ because they contain
30% less fat than the regular chips.

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2. Name-Calling Propaganda

The name-calling technique links a person, or idea, to a negative symbol. The propagandist
who uses this technique hopes that the audience will reject the person or the idea on the
basis of the negative symbol, instead of looking a t the available evidence.

Everyone knows that MSG is bad for your

health. Select Harvest could have promoted
the fact that their chicken noodle is free from
MSG, but they didn’t do that.

Instead, they dragged their competitor down

by informing consumers that their product
has MSG.
Further, they asked you a question and
made you choose, emphasizing that you are
responsible for making a healthy decision
when it comes to food.
That is what you will do by choosing Select
Harvest!

3. Bandwagon Propaganda

Bandwagon advertising is a specific type of propaganda advertising technique that tries to

get the target audience to jump on board, so as to not "miss out" on what everyone else is
doing. It focuses on the target audience's desire to be included.

Let’s look at an example of this:

This is a classic bandwagon propaganda

advertising example.

Since they’ve served 99 billion, there must

be something special there, right? Who
would want to miss out on that? Thus,
instead of just driving past and honoring the
no-fast-food promise you made to yourself,
you stop and grab a meal on your way home.

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4. Testimonial

Advertisers use the testimonials of influencers, authority figures, or experts in the field to
convince you that their product is worth your money. They use this technique to associate
person or someone with experience to endorse a product or cause by giving their stamp of
approval hoping that the intended audience will follow their example.

Adam Levine has great skin. One look at his

face is enough to tell you that.

He is also a huge superstar with a massive

follower, so when he says that a skincare
product will treat your acne and will be the
best for your skin at the same time, you are
going to take him seriously.

5. Transfer Propaganda

This is a technique in which an advertiser tries to ‘transfer’ the good or bad feelings
you have associated with something to their brand, product or service.

Take a look at this:

What does this do?

It implies that if you buy it, you are a true
American. If you don’t? Well, the
rest is self-explanatory.
The use of the flag in the background
obviously helps matters.

6. Glittering Generalities Propaganda

The glittering generalities technique makes use of fancy words that elicit a positive response
or feeling from you. In return, this feeling is what makes you want to buy the product, try the
service or become affiliated with the brand. Some examples of these ‘glittering’ words
include hope, change, possibility, justice, and others that give off an extremely positive vibe
or hype you up among other things.

Here is a great glittering generalities

propaganda advertising example:

Let’s look at an example of another

beverage – coffee.

It is not mentioned in this ad how the

coffee is better than the rest, what sets it
apart, why it’s special, and so on. All
you’re told is that it is the ‘best’ coffee.

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7. Plain Folks

The plain folks appeal is the use of ordinary people to promote a product or service.
The goal is to show that the product or service is of appeal and value to everyone. Can
you imagine if all the commercials had athletes and movie stars in them? Would you
want to buy the products? It used to be thought that this made you purchase the product
to be like these idols.

Why is it an example of an ad making

use of the plain folks technique? Well,
because the mother-child duo with a
shopping cart is the perfect example
of regular folks indulging in regular
activity.

8. Emotional Words

The use of emotional words is a way of advertising and a technique used in

propaganda. By using emotional words, advertisers and propagandists can bring
across positive feelings about their product to consumers. Customers can be
convinced by the simple use of words such as "love, adore, hate, care, etc.". Words
such as these bring out the positive emotions and feelings in people without needing to
include the facts.

Advertisers and others use this

propaganda technique to simplify the
advertising process. By utilizing positive
emotional words, they give consumers
and customers a genial attitude about
their product or company without
bringing across any facts. Many
consumers are caught by the striking
positive words used, and often buy the
products. Our own emotions are just as
strong persuaders as any catchy jingle
heard on the radio.

9. Repetition

Repetition is used in advertising as a way

to keep a brand or product in the forefront
of consumer's minds. Repetition can build
brand familiarity, but it can also lead to
consumer fatigue, where consumers
become so tired of an ad that they tune
out or actively avoid the product.

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 What’s More

Solidify your understanding and mastery of the lesson in analyzing propaganda

devices by doing the activity below.

Activity: Pick Me Up!

Directions: Identify each of the propaganda techniques shown in the following

pictures. Choose your answer from the given pool of words. Then, write it on the
space provided after each number.

Bandwagon Glittering Generalities

Testimonial

Repetition Emotional Words

1. 2. 3. 4.

milo.com.ph facebook.com wjb-cpa.typepad.com youtube.com

5.

slideplayer.com

1. 2.

3. 4.

5.

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 What I Have Learned

Let us sum up what you have learned in this lesson by answering the following questions.
1. What is propaganda? Why do unscrupulous businessmen, writers and speakers use
propaganda gimmicks?

2. What responsibilities do newspapers have to their readers?

3. How does recognizing propaganda devices make you a better consumer and student?

What I Can Do

Activity: Show Me What You’ve Got!

Directions: Write an advertisement for each of the following pictures using any of
the propaganda techniques. Use a separate sheet of paper for your answer. Refer
to the rubric below as your guide.

1. 2. 3.

4. 5.
Source: kissclipart.com

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 Rubric for Evaluating Written Advertisement
(Adopted from https://www.uen.org/rubric/previewRubric.html?id=19557)

Needs
Criteria Excellent - 5 Good - 4 Satisfactory – 3 Score
Improvement – 2
The project shows The work is an
significant extensive The work is a
evidence of collection and minimal collection
originality and The project shows rehash of other or rehash of other
inventiveness. The some evidences of people's ideas, people's ideas,
Originality
majority of the originality and products, and products, and
content and many inventiveness. images. There is images. There is no
of the ideas are little evidence of evidence of new
fresh, original, and new thought or thought.
inventive. inventiveness.

The writing is The writing is The writing is The writing is

legible, clear, and legible and clear mostly legible and illegible and/or
grammatically with few clear with some unclear. The writing
Writing
correct. The writing grammatical errors. grammatical errors. is unenticing or full
entices the The writing entices The writing is of grammatical
consumer. the consumer. somewhat enticing. errors.

The advertisement The chosen

The advertisement The advertisement
uses the advertising
uses the chosen is a good example
Advertising advertising technique is not
advertising of the use of the
Technique technique followed or no
technique advertising
satisfactorily, but advertising
creatively and well. technique.
not creatively. technique exists.

TOTAL

Assessment

Name: Date:
Section: Subject: Score:

Directions: Identify what propaganda technique is referred to in each statement. Write the
letter of the correct answer on the blank.

1. The speaker in TV commercial criticizes another person or a product.

a. Testimonial c. Name calling
b. Plain Folks d. Bandwagon

2. It is a propaganda technique used when a famous person endorses a product.

a. Transfer c. Card stacking
b. Name calling d. Testimonial

3. This propaganda technique is used when the product name or phrase is repeated
at least four times.
a. Bandwagon c. Repetition
b. Testimonial d. Glittering generalities

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 4. Determine the propaganda technique in the given newspaper advertisement.

It is a message that appeals to people like you and me.

a. Plain folks c. Bandwagon
b. Loaded words d. Testimonial

5. Identify the propaganda technique used in the following statement:

A presidential candidate running for office develops a televised commercial in

which he shakes the hands of local farmers.

a. Plain Folks c. Loaded words

b. Card stacking d. Testimonial

Additional Activities

Activity: Persuasion and Propaganda

Directions: Choose your favorite product/s – shampoo, shoes, etc. Advertise
it/them to your friends so that they, too, will subscribe to it/them. Make sure to
promote it/them in two ways: 1. By using propaganda device/s, and 2. By telling
the whole truth.

ADVERTISEMENT
Using Propaganda Device Telling the whole truth
Product: Product:

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 Answer Key

What I Know:
What I Have Learned:
Activity: Judging Propaganda
1. A Answers may vary
2. F
3. B What I Can Do:
4. D Activity: Show Me What You’ve Got!
5. E 1-5 Answers may vary

What’s In:
Assessment
Activity: Take another Look!
1. Opinion 1. C
2. Fact 2. D
3. Opinion 3. C
4. C
What’s More: 5. A
Activity: Pick Me Up!
1. Glittering Generalities Additional Activities:
2. Testimonial Activity: Persuasion and Propaganda
3. Repetition Answers may vary
4. Bandwagon
5. Glittering Generalities

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