8

English
Quarter 3 – Module 2:
Analyzing Intention of Words
or Expressions Used
in Propaganda Techniques
English – Grade 8
Alternative Delivery Mode
Quarter 3 – Module 2: Analyzing Intention of Words or Expressions Used
in Propaganda Techniques
First Edition, 2020

Republic Act 8293, section 176 states that: No copyright shall subsist in any work of
the Government of the Philippines. However, prior approval of the government agency or office
wherein the work is created shall be necessary for exploitation of such work for profit. Such
agency or office may, among other things, impose as a condition the payment of royalties.

Borrowed materials (i.e., songs, stories, poems, pictures, photos, brand names,
trademarks, etc.) included in this module are owned by their respective copyright holders.
Every effort has been exerted to locate and seek permission to use these materials from their
respective copyright owners. The publisher and authors do not represent nor claim ownership
over them.

Published by the Department of Education - Region III

Regional Director: May B. Eclar, PhD, CESO III
Assistant Regional Director: Rhoda T. Razon, EdD, CESO VI

Development Team of the Module

Writer: Marjorie Canilao

Editor: Keena Marie M. Sibug
Reviewers: June D. Cunanan, Carmela Perez, EdD
Illustrator: Carlo D. Yambao
Layout Artist: Erwin H. Iruma

Management Team:
Librada M. Rubio PhD
Ma. Editha R. Caparas EdD
Ramil G. Ilustre PhD
Celia R. Lacanlale PhD
Ruby M. Jimenez PhD
June D. Cunanan

Printed in the Philippines by Department of Education – Region III

Office Address: Diosdado Macapagal Government Center, Maimpis,

City of San Fernando (P)
Telefax: (045) 598-8580 to 89; (045) 402-7003 to 05
E-mail Address: [email protected]
Introductory Message
For the facilitator:

Welcome to the English 8 Alternative Delivery Mode (ADM) Module on Analyzing Intention
of Words or Expressions Used in Propaganda Techniques!
This module was collaboratively designed, developed and reviewed by educators both from
public and private institutions to assist you, the teacher or facilitator in helping the learners meet the
standards set by the K to 12 Curriculum while overcoming their personal, social, and economic
constraints in schooling.

This learning resource hopes to engage the learners into guided and independent learning
activities at their own pace and time. Furthermore, this also aims to help learners acquire the needed
21st century skills while taking into consideration their needs and circumstances.

In addition to the material in the main text, you will also see this box in the body of the module:

Notes to the Teacher

This contains helpful tips or strategies
that will help you in guiding the
learners.

As a facilitator, you are expected to orient the learners on how to use this module. You also
need to keep track of the learners' progress while allowing them to manage their own learning.
Furthermore, you are expected to encourage and assist the learners as they do the tasks included in the
module.

For the learner:

Welcome to the English 8 Alternative Delivery Mode (ADM) Module on Analyzing Intention
of Words or Expressions Used in Propaganda Techniques!

This module was designed to provide you with fun and meaningful opportunities for guided
and independent learning at your own pace and time. You will be enabled to process the contents of the
learning resource while being an active learner.

i
 What I Need to Know

For the learner

We all love to see commercials and advertisements. We enjoy watching our favorite
artists endorse some products. As result, we are eventually finding ourselves using and
patronizing the same products that they are promoting.
Our decision is mostly influenced by the way ads employ marketing strategies.
Therefore, it is vitally important that we are observant and careful on the things that we
support and follow. Please remember not to make any markings on this module and write
your answers on your notebook or answer sheet.
At the end of this module, you are expected to:
1. identify the different propaganda techniques;
2. recognize the types of propaganda used in an advertisement;
3. apply appropriate propaganda strategy to promote a product;
4. write a slogan applying propaganda technique; and
5. analyze intention of words and expressions used in propaganda techniques.

What I Know

Read the following statements. Choose the letter of the correct answer. Do this in your
answer sheet.
1. What type of propaganda makes you want to jump in and follow everyone else?
A. Bandwagon C. Testimonial
B. Card Stacking D. Transfer
2. What propaganda technique uses negative words or feelings against an idea, product,
or person?
A. Glittering generality C. Plain folks
B. Name-calling D. Testimonials
3. Which of these uses an idea, product, or person associated with everyday people
and activities?
A. Name-calling C. Testimonials
B. Plain-folks D. Transfer

1
4. What type of propaganda uses symbols, quotes, and images of famous people to convey
a message that may not be generally associated with them?
A. Bandwagon C. Plain folks
B. Name-calling D. Transfer
5. When a man in jeans and a T-shirt appear in an ad for a pick-up truck, what propaganda
technique is used?
A. Bandwagon C. Plain folks
B. Glittering generalities D. Transfer
6. What technique uses a famous celebrity or person promotes a product?
A. Card stacking C. Plain Folks
B. Glittering Generalities D. Testimonial
7. Which technique uses pleasant words and phrases?
A. Card stacking C. Plain Folks
B. Glittering Generalities D. Testimonial
8. Why are propaganda techniques important in an advertisement?
A. It gives profit to the government.
B. It helps promote a product or idea.
C. It makes a person a wise buyer.
D. It only shows the positive side of an advertisement.
9. How do we determine if an advertisement used propaganda techniques?
A. By looking at the design/ graphics
B. By looking at the endorser
C. By looking at the message
D. All of the above
10. Why do companies pay celebrity endorser/s to promote their product/s?
A. because they simply want to boast the product
B. because they want attention to increase their sales
C. because they only want the product to become well-known
D. because they want the product to appear on commercial ads

2
 Lesson Analyzing Intention of Words

1 and Expressions Used in

Propaganda Techniques
Have you ever witnessed real-life examples of propaganda?
Advertisers, influencers, and politicians have been using propaganda techniques for
generations now. Simply put, a propagandist uses emotional and persuasive means to derive
desired outcomes from others. Mostly for their own personal gains.
As human beings, we begin to lose all sense of rationality when we’re driven by
emotions. And that’s exactly how propagandists exploit other people. But the process isn’t as
simple as it may seem, In fact, there are a number of different types of propaganda.

What’s In
Read and analyze the following advertisements. Then answer the questions below. Write your
answer in your answer sheet.

1. What strategy does the advertisement above employ to persuade customers?

A. Sale discounts C. Facts and figures
B. Colorful pictures D. Famous endorser
2. What words or phrases were used showing bias?
A. Burger King
B. Get Satisfried!
C. Big Taste, Less Fat
D. 40% less fat than Mc Donald’s French Fries
3. What loaded words were used to increase consumers’
A. Less and big C. Satisfries
B. Product contents D. Satisfried

3
4. What propaganda technique is used in the ads?

A. Card stacking B. Plain folks C. Testimonial D. Transfer

5. Evidently, what propaganda strategy is used in this poster?
A. Sale discounts
B. Colorful illustrations
C. Nutritional information of the product
D. Use of the famous heart throb James Reid
6. Who are the target consumers of the advertisement?
A. Young men
B. Chocolate drink lovers
C. Children and young adults
D. People obsessed with their weight and appearance
7. What does the quote from the advertisement suggest: Champ moves with milo every day?
A. Champions get energy by drinking it.
B. The taste of the drinks differs in every sip.
C. Literally, champions are holding the drink while moving.
D. Even without eating anything, the drink can make children healthy
8. What does the statement Beat Energy Gap signify?
A. It means that the product will keep them safe.
B. It implies that the drink will make them stronger.
C. It signifies that the product will make their lives better.
D. It directly shows that the drink will not make people sick.
9. What type of propaganda is used in the poster?
A. Card stacking B. Plain folks C. Testimonial D. Transfer
10. What word was used showing bias?
A. Beat B. Champ C. Energy D. Every day

What’s New

Match the Taglines in Column B with the Brand or Product on Column A. Write your answer
in your answer sheet.

4
 Brand/ Product Tagline
1. BDO A. May liwanag ang buhay!
2. RiteMed B. Balanced News, Fearless News
3. KFC C. Para kanino ka bumabangon?
4. Jollibee D. We got it all for you
5. Meralco E. Kapuso ng bawat Filipino
6. SM Malls F. Goodbye Stains
7. Philippine Daily Inquirer G. Wag Mahihiyang Magtanong
8. GMA Network H. Finger lickin’ good
9. Ariel I. We find ways
10. Nescafe J. Bida ang saya

What Is It

Discussion of Activity 1
When we want others to believe in us, we try to say or do something that will convince
them. The word convince is synonymous with the word persuade. To persuade someone means
to influence a person to a specific action that we want him or her to get involved with. Some
people are using manipulation in order to sway others to take part in what they are promoting,
supporting and endorsing. Manipulation may come in different forms such as controlling some
situations, using flowery and sugar-coated words, and overdoing an action just to convince
others. This is where the idea of propaganda comes into play.
Propaganda is information that is misleading in nature used to promote someone's point
of view or promote a political cause. It is the art of persuasion (English Times). It is very
common in advertisement in different media platforms such in broadcast (TV and radio), print
(newspapers and magazines) and new media (Social media and internet).
Types of Propaganda Techniques
Bandwagon – The idea of this type of propaganda intentionally makes a person feel to be left
out from group.
Examples:
1. Pepsi commercial that pushed forth the slogan “the choice of a new generation.”
2. On the commercial you see that as one person takes out their phone another person does
until everyone in the balcony has a 7 mobile phone out to capture dancing. This
commercial would make viewers think that everyone in the dance is supporting T-
Mobile.
3. Proactive skincare commercial uses assertation: “Philippines’ #1 skin care product” to
group proactive with the entire country.

5
Plain Folks – The user of this product is an ordinary or common people. It relates more on
one’s experiences.
Examples:
1. A baby promoting different foods.
2. Pampanga’s Best...It says “Ang di mapantayan, ang Original Tocino ng bayan.
3. A little boy that could be anyone is advertising OREO.
Card Stacking – The idea behind this technique is that the advertiser intentionally removes
any information that may damage their image and put only the information which will bait a
person into the trap.
Examples:
1. Creamsilk conditioner can give hair a smooth and silky appearance.
2. During election periods political parties will often gag their loose cannons who might
pen their mouths and say the wrong thing.
3. A brand of snack food is loaded with sugar then commercial may boast that product is
known in fat which implies that is also low in calories.
Name-Calling – this type of propaganda makes use of insulting or belittling labels resulting in
the formation of a negative opinion or impression about a product, person, and group.
Example:
1. In TV commercial, the rival product will be branded either x or y despite the advertiser
would cover the brand name. But because of other clues like its color, design and
layout, you can still recognize that product.
Glittering Generalities – this propaganda technique uses positive words to influence a
person’s buying decision.
Examples:
1. Things go better with coke
2. Find magic in Enchanted Kingdom
3. Strike up for the new world
4. Gatorade always wins
Testimonials – Advertisers use the endorsements of influencers, popular personalities,
authority figures or experts in the field to convince that the product is worth the money.
Examples:
1. Katrine Bernardo promoting a beauty cream.
2. Lebron James is promoting the famous fast food place Mc Donald's! When his fans see
this, they want to eat it because their favorite NBA Basketball player eats it.
3. Serena Williams promotes Gatorade she wants her fans to buy it.
Transfer – this is a technique of impressing good or bad qualities of a person, object, product
to another in order to make the second more acceptable or to shame it.
Examples:

6
 1. Manny Pacquioa train very hard for his fight but he feels pain every training so he takes
Alaxan FR to relieve the pain.
2. Sarah Geronimo have a long black silky hair in taking good care of her hair she
uses Sunsilk.
3. Coco Martin loves to drink coffee in giving himself satisfaction he prefers to
use Nescafe.
4. Kathryn Bernardo have fair skin; she wants to achieve a white complexion so she uses
Olay products to achieve it.

What’s More

Independent Activity 1

Analyze the following advertisements. Then, answer the questions that follow in your
answer sheet.
1. What propaganda technique is used in the poster?

A. Bandwagon C. Card stacking

B. Name Calling D. Glittering generality
2. What does the phrase: Billions and Billions served indirectly mean?
A. They have sold over a billion of people.
B. Anyone who tastes it gets a taste of heaven.
C. They have the biggest hamburgers in the world.
D. Everyone is buying our hamburgers, so shouldn’t you join the majority?
3. Which of these strategies was not used in the poster to influence customers?
A. Catchy phrases C. Bright and colorful pictures
B. Popular influencer D. Bright and large yellow letter “M”
4. What propaganda technique is used in the advertisement?

7
 A. Transfer C. Card stacking
B. Name Calling D. Glittering generality
5. What does this catchy line suggest: Drink Coca-Cola?
A. It refreshes us. C. It strongly forces us to try it.
B. It commands us to drink it. D. It promises us something better.
6. What loaded word is used to make people strongly feel the desire to buy the product?
A. Better C. Things go
B. Drink D. Coca-Cola
7. What propaganda technique is used in the poster?
A. Transfer
B. Bandwagon
C. Card stacking
D. Glittering generality
8. What strategy is used in this advertisement?
A. Use of symbols
B. Popular endorser
C. Emotional appeal
D. Colorful Illustrations
9. What propaganda technique is used in the poster?

A. Transfer C. Testimonial
B. Bandwagon D. Card stacking
10. Which part of the poster creates much desire to the product?
A. Catchy title C. Famous endorser
B. Colorful layout D. Nutritional content

Independent Assessment 1

A. GO ONLINE
Online selling is very common nowadays especially that we are experiencing the
disruptions brought about by COVID-19 pandemic. Some entrepreneurs use social media to do
their marketing and selling.
Imagine yourself as a young online seller, think of a product that you would like to sell.
Brainstorm for some ideas about your product by supplying the information below. Write your
answer on your answer sheet.

8
 Product:

Target Audience:
Price:

Location/ Business Address:

Social Media Platform (Apps):

B. Based on the information that you have provided on “Go Online, think of a catchy name
for your product. Use 2-3 words or phrases. Do this on your answer sheet.

Catchy Name of your Product:

“__________________________________________________________”

Independent Activity 2
Show me Your Badge!
A badge is a logo, symbol or sign that represents a particular meaning.
Consider the logo that you will use to represent the identity of your product. Using your
notebook, create a logo for your product. Make sure that it is attractive and appealing.

Independent Assessment 2
Write a short description of your logo which explains the “Why” of the symbol used.
Follow the template below on your answer sheet.

I drew this logo to represent “_________________________ (Product

Name).” The symbols that I have used are _________________________ because
they signify _________________________. As you can see, each figure or
illustration describes that the product is _________________________. The logo
fits the target audience which are _________________________.

Independent Activity 3
A tagline is a catchy phrase or statement that attracts the customers to patronize or buy
a particular product. Do this on your answer sheet.
Choose your favorite tagline from advertisements. Write down on your answer sheet at least 5
reasons why did you like it.
1. __
2. __
3. __

9
4. __
5. __

Independent Assessment 3

My Business Tagline
Business Tagline is the identity that a company or a seller wants to be known for of the product.
Imagine you are an online seller, write your own business tagline. Do this in your answer sheet.

What I Can Do

Deconstructing My Message
As the saying goes, ‘a picture says a thousand words. How do images communicate together
with words?
Analyze the pictures below. Look for the propaganda techniques used and its underlying
message that tries to describe. Write your answer on your answer sheet.

1. What is the propaganda technique

used in this picture?
________________________________

2. Is it effective? Why or why not?

______________________________
_________________________________

3. What do you think is the message of

the advertisement?
______________________________
_________________________________

4. What is the propaganda technique

used in this picture?
________________________________

5. Is it effective? Why or why not?

______________________________
_________________________________

6. What do you think is the message of

the advertisement?
______________________________
_________________________________
10
 7. What is the propaganda technique
used in this picture?
________________________________

8. Is it effective? Why or why not?

______________________________
_________________________________

9. What do you think is the message of

the advertisement?
______________________________
_________________________________

What I Have Learned

Imagine that you are part of the Supreme Student Government (SSG) of your school, using a
short bond paper, create a slogan that promotes your school. Think of your original tagline. Do
this in your answer sheet.

Criteria for Evaluating the Slogan

• Propaganda technique used- 5 points
• Grammar and Spelling- 5 Points

Assessment

Identify what propaganda technique is used in each statement below. Write your answer on
your answer sheet.
1. “Great Leaders start here! No sense of putting off what you can turn yourself into better
version of YOU. Enroll now at Bright Academy.”
2. “Let’s turn your weakness into your advantage.”
3. Vic Sotto endorses a brand of sardines. What propaganda type opposes this idea?
4. Here’s the good news, you will surely love our tasty and nutritious 100% beefy burger.
5. A soft drink brand claims its sugar free.
6. Jericho Rosales and Ann Curtis endorse multivitamins.
7. You have a choice, be part of our growing community.
8. “You can’t be a president if you don’t have the guts.”- Mayor Rodrigo Duterte. A rebut to
his co-presidential candidate.
9. Manny Pacquiao promotes pain reliever medicine.
10. “No MSG, No Additives, Purely Organic. Try the best-selling seasoning AjiSarap.”

11
 12
filipino-brand-names-and-slogans/
March 8, 2011 Retrieved on July 13, 2020 from https://businesstips.ph/list-of-famous-
Abrugar, Victorino, “List of Famous Filipino Brand Names and Slogans” BusinessTips.Ph:
References
What I Know What’s New Independent Activity 3
Answers may vary.
A. 1. I 6. D
2. G 7. B Independent Assessment 3
1. A 6. D 3. H 8. E Answers may vary.
2. B 7. B 4. J 9. F What I Have Learned
3. B 8. B 5. A 10. C Answers may vary.
4. D 9. D
5. C 10. B What's More What I can Do
What’s In Independent Activity 1 Answers may vary.
1. A 6. A
1. C 6. C 2. D 7. A Assessment
2. D 7. A 3. B 8. B
3. A 8. B 4. D 9. C 1. Transfer
4. A 9. C 5. B 10. C 2. Glittering Generalities
5. D 10. B 3. Plain Folks
Independent Activity 1 4. Card Stacking
Independent Activity 2 5. Card Stacking
Answers may vary. Answers may vary. 6. Testimonial
7. Bandwagon
Independent Assessment 2 Independent Assessment 1-3 8. Name Calling
Answers may vary. 9. Testimonial
Students answers may vary
10. Card Stacking
Answer Key
.
10
.
9
.
8
.
7
.
6
.
5
.
4
.
3
.
2
.
1
PropagandaTechniques Used Commercial Title
of propaganda techniques were used. Do this in your answer sheet.
List down 10 commercial advertisements that you have watched or heard. Identify what type
Additional Activities
En.wikipedia.org. 2021. Propaganda. [online] Available at: https://en.wikipedia.org/wiki/Propaganda
[Accessed 15 February 2021].

Google.com. 2021. “Five Types of Propaganda used in Advertising” (n.d) English Times - Google
Search. [online] Available at: <https://www.google.com/search?q=%E2%80%9CFive
+Types+of+Propaganda+used+in+Advertising%E2%80%9D+(n.d)+English+Times
> [Accessed 15 February 2021].

https://twitter.com/TitaCluvSarahG/status/1113998787679113224/photo/1

https://colethewhitest.wordpress.com/2017/04/28/things-go-better-with-coke-design-analysis/

https://www.forbes.com/sites/michelinemaynard/2019/09/26/o-canada-why-mcdonalds-tim-
hortons-and-starbucks- are-testing-new-food-items-up-north/?sh=1a8209d041e4

https://www.facebook.com/celebrityconnectionbysk/photos/a.611614028916750/1231403230271157/

Molabola, 2021. PROPAGANDA DEVICES. [online] Slideshare.net. Available at:

<https://www.slideshare.net/wanitaaaa/propaganda-devices> [Accessed 15 February 2021]
Pmarlea “A Trivia Quiz on Types Of Propaganda!”. Proprofs.com. March 5, 2020
Retrieved on July 13, 2020 from https://www.proprofs.com/quiz-school/story.php?title=types-
propaganda

Poster Poster. 2021. MAX Shoes: You are what you wear Campaign. [online] Available at:
<https://www.posterposter.org/max-shoes-you-are-what-you-wear-campaign/> [Accessed 15
February 2021].

Rethinkyourdrink.minneapolismn.gov. 2021. [online] Available at:

<https://rethinkyourdrink.minneapolismn.gov/wp-content/uploads/2015/06/Sugar-Packets.pdf>
[Accessed 15 February 2021].

Stuff, A., 2021. Smart unveils new Signature Plans | AdoboTech. [online] AdoboTech | Gadget
Reviews and Tech News Serve in Adobo Flavors. Available at:<https://www.adobotech.net/smart-
unveils-new-signature-plans/> [Accessed 15 February 2021].

“7 Types Of Propaganda Techniques Advertisers Use”. Canz Marketing.com

Retrieved on July 13, 2020 from https://www.canzmarketing.com/7-types-of-propaganda-
techniques-advertisers-use/

Widmer Bill “What Is A Tagline? A 3-Step Plan To Create An Amazing Business Tagline”.
Sumo.com. Aug 1, 2019 Retrieved on July 15, 2020 from https://sumo.com/stories/what-is-a-ta
https://sumo.com/stories/what-is-a tagline#:~:text=A%20tagline%20is%20defined%20
as,in%20a%20few%20succinct%20words.gline#:~:text=A%20tagline%20is%20defined%20as
,in%20a%20few%20succinct%20words.

For inquiries or feedback, please write or call:

Department of Education-Region III

Learning Resource Management Section

Diosdado Macapagal Government Center, Maimpis, City of San Fernando (P)

Telefax: (045) 598-8580 to 89; (045) 402-7003 to 05

Email Address: [email protected]

13