8

English
Quarter 3 – Module 2:
Analyze Intention of Words or
Expressions Used in Propaganda
Techniques

NegOr_Q3_English8_Module2_v2
English – Grade 8
Alternative Delivery Mode
Quarter 3 – Module 2: Analyze Intention of Words or Expressions Used in
Propaganda Techniques
Second Edition, 2021

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Undersecretary: Diosdado M. San Antonio

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Office Address: Kagawasan, Ave., Daro, Dumaguete City, Negros Oriental

Tele #: (035) 225 2376 / 541 1117
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Introductory Message
This Self-Learning Module (SLM) is prepared so that you, our dear learners,
can continue your studies and learn while at home. Activities, questions,
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understand each lesson.

Each SLM is composed of different parts. Each part shall guide you step-by-
step as you discover and understand the lesson prepared for you.

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SLM. This will tell you if you need to proceed on completing this module or if
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understanding of the lesson. At the end of each module, you need to answer
the post-test to self-check your learning. Answer keys are provided for each
activity and test. We trust that you will be honest in using these.

In addition to the material in the main text, Notes to the Teacher are also
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If you have any questions in using this SLM or any difficulty in answering the
tasks in this module, do not hesitate to consult your teacher or facilitator.

Thank you.

ii
 TABLE OF CONTENTS

CONTENT PAGES

INTRODUCTORY MESSAGE -------------------------------------------- ii

WHAT I NEED TO KNOW -------------------------------------------- 1

Learning Competency -------------------------------------------- 1
Learning Objectives -------------------------------------------- 1

WHAT I KNOW -------------------------------------------- 2

WHAT’S IN -------------------------------------------- 3

WHAT’S NEW -------------------------------------------- 4

WHAT IS IT -------------------------------------------- 5

WHAT’S MORE -------------------------------------------- 8

WHAT I HAVE LEARNED -------------------------------------------- 8

WHAT I CAN DO
Task 1 -------------------------------------------- 9

ASSESSMENT -------------------------------------------- 10

ANSWER KEYS -------------------------------------------- 11

REFERENCE LIST -------------------------------------------- 12

iii
 WHAT I NEED TO KNOW

In a world where everyone is still entrapped in their own homes during

the Covid-19 crisis, digital communication has taken a center stage in most
people’s lives. Our daily use of multimedia gives us opportunities to see the
different sides of the globe by just scrolling and tapping with our fingertips.

And with that, individuals face different kinds of persuasion and

propaganda designed to sell products online. As you can testify, online
business, barter and selling are booming. Even plants of different varieties
from caladiums to philodendrons became a hit. And with just a wink of an
eye, every house in your neighborhood has their own collection of plants
displayed for your eyes only.

This module will help you determine propaganda techniques loaded

with appropriate examples and activities for you to scan through and
respond to activities which are specifically aligned for developing your
critical thinking skills.

The information below is your guide on what you will know and
accomplish in this module.

Learning Competency: EN8V-IIIg-26

• Analyze intention of words or expressions used in propaganda
techniques.
Learning Objectives:
• Identify various propaganda techniques;
• Create a propaganda analysis worksheet to analyze an advertisement;
• Appreciate the connections built in determining propaganda devices;
and
• Be smart and practical in assessing validity of an advertisement.

Please take note that all answers shall be written in your activity
notebooks, and that there should never be any markings placed in this
module.

1
 WHAT I KNOW

Pre-assessment:

Directions: Decide which of the four propaganda statements is being used in

each statement and write your answer in your notebook.

• Bandwagon - makes the appeal that “everyone else is doing it, and so
should you.
• Plain Folks - Claiming to be one of the common people.
• Testimonial - a public figure or a celebrity promotes or endorses a
product, a policy, or a political candidate.
• Glittering Generalities – words that will make you feel strongly about
someone or something

1. All your friends have iCall cellphones. Shouldn’t you have one too?
___________________________

2. On last night’s television local newscast, vlogger-influencer Pia said that

she believes Negros Oriental province should build a new Sports
stadium. She said the stadium will bring renewed life to the province
after the pandemic and provide exciting entertainment for the residents.
___________________________

3. White sandy beach and crystal-clear waters attract hordes of vacation-

bound tourists every year to Apo Island. The warm tropical sun and
cool evening breezes provide a vacation paradise.
___________________________

4. Multi-billionaire Bill Gates still does his laundry and do the dishes.
___________________________

2
 WHAT’S IN

Have you tried ordering things or food online? If yes, what were the things you
added in your cart? Did you ever feel like you were being convinced to buy
something? Is it because your favorite actor/actress promotes the brand?

When you’re choosing what you feel is the best one, you look for details or
evidence to support your decision, like the food company or the product’s endorser.
Do you also ask yourself, are the details true, or is the company just using
propaganda techniques to convince me to buy their product? And am I able to
recognize whether it’s the truth or propaganda?

Well, let’s make sure that you are equipped to recognize what propaganda is,
and what devices are used in propaganda.

Propaganda is a persuasive technique found in print or electronic media, that

contains messages that have been carefully designed to influence the opinions,
emotions, attitudes and behavior of its audience.

The purpose of propaganda is to persuade a targeted group into believing

something or to doing something in order to benefit someone, and that someone may
be you! As an intelligent consumer, you should not believe everything you read, see
and hear. You must learn to examine what is presented to you and ask yourself if it
is true. In this lesson, advertisements will be used to help you learn and recognize
the common propaganda techniques.

Task 1: Directions: Unscramble the letters to find the correct terms in

recognizing bias and propaganda devices. Write your answer in your notebook.

1. T R A F N S E R ______________________________________

2. P A N I L KLOSF ______________________________________

3. M O I T S E I A L N T ______________________________________

4. W O A N B N A D G ______________________________________

5. M E A N LGILCAN ______________________________________

6. A R D C KICASNTG ______________________________________

7. T R I G L T E G R N S L T I E R E G N I E A ______________________________________

8. A I S B ______________________________________

9. D A P O R G A P N A ______________________________________

10. C I V S E D E ______________________________________

3 NegOr_Q3_English8_Module2_v2
When we favor a person, a product, an idea or side over another it means that we
are being biased. BIAS is prejudice in favor of or against one thing, person, or group
in a way considered to be unfair.

Task 2: Directions: In your notebook, write “YES” if each statement contains a bias
and say “NO” if it does not.
1. Shoppers in the meat section are asked to buy the best dressed chicken in the
supermarket.
ANSWER: _________________

2. The city councilor cited the advantages and disadvantages of the “no garage,
no car policy” to be implemented within the city.
ANSWER: _________________

3. A random group of families with children and random group of people without
children are asked by the homeowners’ association if they should build a
playground.
ANSWER: _________________
4. A survey for parents and learners is conducted if they will opt for online
classes or modular learning for the opening of classes.
ANSWER: _________________
5. The merchandizer endorses his shampoo product testifying it is the best
shampoo in the market.
ANSWER: _________________

WHAT’S NEW

What is Propaganda?

Propaganda is any information, ideas and opinion that try to persuade

people to believe in something. In Latin, it means “to propagate” or “to sow”. In
propaganda, influential and manipulative ideas are being sown in the minds and
hearts of the readers or listeners.

You can see propaganda everywhere like advertisements, newspaper,

magazines, on TV, on the radio, on the internet, computer games and even on
clothes. Propaganda usually use persuasive words to convince people.

Propaganda makes you like or dislike something. It makes you do or stop

doing something.

You can see a lot of examples of propaganda every day. You watch short
films that ask you to: save water, save electricity, keep the environment clean, stop
smoking, help poor and sick people or visit some places in our country and even
outside. That’s how propaganda works, it changes the way we live and how we see
and think about the things around us.

4 NegOr_Q3_English8_Module2_v2
 WHAT IS IT

Propaganda Techniques

There are several types of propaganda techniques. This includes:

1. Bandwagon Propaganda
Did you ever get bangs because all your friends were getting them? Even though
you knew they won’t look so great on you?

BANDWAGON is a technique which says that everyone else is

doing something to inspire you to do it too.

Let’s look at an example of this:

Over 99 billion have been to McDonalds. Don’t you feel left

out?

Well, if you hadn’t before, you do after you see this ad.
https://www.istockphoto.com/se
Their burger and chicken wings will find its place in
arch/2/image?phrase=mcdonalds your tummy on your next food trip.

2. Card Stacking Propaganda

Probably the most common of the propaganda techniques top advertisers use today
is card-stacking propaganda.
In card stacking, it uses unproven statistics to convince the audience to believe a
fact. They also make the product seem more attractive than similar ones in the
market.

Let’s look at some examples of card-stacking.

This ad uses stats to portray why the product is better.

‘50% stronger’ are all that caught your eye and they will
likely influence your buying decision.

https://www.canzmarketing.com/7-types-of-
propaganda-techniques-advertisers-use/

3. Testimonial Propaganda
If a dentist talks to you about a toothpaste and all the benefits it offers you,
you are going to take them more seriously than if a random person recommends it.
This is basically the testimonial propaganda definition. It uses the
testimonials of influencers, authority figures, or experts in the field to convince you
that their product is worth your money.

5 NegOr_Q3_English8_Module2_v2
This is mainly because if a famous person or one who has a lot of knowledge and
experience in the niche is vouching for it, there has got to be something that sets it
apart.

Kathryn Bernardo has great skin. One look at her

face is enough to tell you that. She is also a huge
superstar with a massive following. So, when she
says that a skincare product will treat your acne
AND take care of your skin at the same time, you
are going to take her seriously.

This is an example of a celebrity endorsing a

product.
https://m.facebook.com/PondsPhilippines/posts/19
50846888270698

4. Plain Folks Propaganda

This approach is increasingly becoming one of the more effective propaganda
devices because many people nowadays crave real experiences.
This basically means that they want to see how a particular product or service
brought value to a regular human being like themselves.

In other words, this is quite the opposite technique to testimonial propaganda

where a celebrity, a decision-maker or an influencer is trying to tell you to choose
something over the other.

Why is this an example of an ad making use of

the plain folk technique? Well, because it is the
perfect example of regular family indulging in
regular activity.

Any family who has ever done grocery shopping

with kids can relate to this picture – they see
themselves in it. Paired with the promise of
saving money on groceries and gaining the
https://www.istockphoto.com/search/2/image?phrase=family+groce
ry+shopping ability to spend it elsewhere to improve the
quality of your life, it is the perfect message.

5. Glittering Generalities Propaganda

The glittering generalities technique makes use of fancy words that elicit a positive
response or feeling from you. In turn, 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.

Let’s look at an example of another beverage –

coffee. All you’re told is that it is the ‘best’ coffee.

https://tinyurl.com/3afcvhb5
6 NegOr_Q3_English8_Module2_v2
But that’s not all. It goes on to say that drinking this coffee makes you the best
version of yourself.
And who doesn’t want to be that, right?
6. Name Calling Propaganda

Now, this type of propaganda uses a completely opposite approach to glittering

generalities. As the name suggests, this propaganda technique involves using
derogatory phrases to create a negative opinion about someone or some other
brand.

Name-calling advertising is the most common between two brands that are similar,
well-known, and have a loyal fan base. Understandably, they need to lure
consumers from the other side to their side.

This example is a propaganda because it is using

an object such as the straw to show that even
objects have a preference towards Pepsi over the
coke.

https://www.adsoftheworld.com/
media/print/pepsi_straws

7. Transfer Propaganda

This type of propaganda is the act of relating something or someone we like or

respect with a product. Symbols are constantly used in this form of propaganda.

Similarly, if an ad uses a national

song, the flag of your country, or
any other element that awakens the
love you have for your country
inside of you, your patriotism will
take over.

You will associate the feeling of love

you have for your country with the
brand and that will, of course,
improve its image in your eyes.

https://tinyurl.com/d8pzsn6f

Learning to recognize the propaganda techniques can go a long way toward

protecting yourself from the effects of propaganda.

So be aware, remain careful, and choose wisely.

7 NegOr_Q3_English8_Module2_v2
 WHAT'S MORE

Task 1: Directions: Listed below are the names of propaganda devices. Match the
name of the device with the ideas by writing the letter of the correct answer
in your notebook.

A. Name Calling B. Glittering Generalities C. Testimonial

D. Plain Folks E. Bandwagon F. Transfer

G. Card Stacking

1. It links a person, product, or an idea to a negative symbol.

2. It’s about creating an urge amongst people to become a part of the
“in crowd”.
3. It endorses an idea or a product by a famous person.
4. Its ultimate goal is to demonstrate how the product is meant for
everybody and will provide value to everyone.
5. It manipulates information so that one product looks better than the
other.
6. It uses words or phrases to make the product look more appealing.
7. It transfers or projects certain qualities (this can either be positive or
negative) of a person, ideology or object to other things and people.

WHAT I HAVE LEARNED

Directions: Review the lesson on PROPAGANDA TECHNIQUES. Then

write your reflection in your notebook by finishing up the unfinished
statements below.
I have learned that ________________________________________________________
___________________________________________________________________________
I have realized that _______________________________________________________
__________________________________________________________________________
I will apply _______________________________________________________________
__________________________________________________________________________

8 NegOr_Q3_English8_Module2_v2
 WHAT I CAN DO

Directions: Identify the letter of the choice that best completes the
statement or answers the question.

1. Michael Jordan wears Nike shoes and so should you!

a. Testimonial b. Bandwagon c. Name Calling d. Plain folks
2. Television Advertisement: Rush to shop at Super-Mart this weekend, everyone
will be there!
a. Testimonial b. Bandwagon c. Name Calling d. Plain folks
3. Which of the following is an example of the name calling technique?
a. Are you tired of thinking up new gifts every time you get a party
invitation?
b. Don’t be the only person without a great gift at the next baby shower.
c. Kris Aquino once complained about thinking of unique gifts.
d. Other gift shops in this neighborhood are full of expensive junk.
4. “Start losing weight now by trying our Herbal Slimming tea. Our slimming tea
helps you lose weight by burning fat on your body. A lot of studies show that our
product has helped millions around the world. It’s an amazing product to keep you
in shape!” This uses:
a. Card Stacking b. Transfer c. Glittering Generalities d. Testimonial
5. Olga's Diner; a restaurant where the average Filipino receives above average
service.
a. Card Stacking b. Transfer c. Testimonial d. Plain Folks
6. Burger King: “Why eat with a clown, when you can dine with a king?”
a. Testimonial b. Bandwagon c. Name Calling d. Plain folks

7. What propaganda device was used in this poster?

a. Glittering Generalities
b. Card Stacking
c. Name Calling
d. Transfer

8. This phone brand uses what kind of propaganda technique?

a. Glittering Generalities
b. Card Stacking
c. Name Calling
d. Transfer

9. “I wanted to make the tennis team, but I wasn’t making any progress. Then I
bought a pair of GymFans. In no time, my game improved dramatically. Before
I knew it, I was on the team!”. This is an example of:
a. Testimonial b. Transfer c. Name Calling d. Card Stacking

10. What propaganda was used in this statement:

I’m just an average person, who doesn’t have money to throw away on a pair
of pants that won’t last as long as it takes. Bench denim pants combine
quality and style with a price I can afford.
a. Glittering Generalities b. Bandwagon c. Name Calling d. Plain folks

9 NegOr_Q3_English8_Module2_v2
 ASSESSMENT

Directions: Cut out and paste a clipping of a propaganda from a magazine, poster
or newspaper (you may also find an image from the internet) on a sheet of paper.
Then, at the back of the sheet, copy the worksheet with the information you get from
your chosen image/clipping. Analyze the ad you have selected using the form below.
A rubric is given as your guide.

Note: If the above materials are not available, you can screenshot a
propaganda from your cellphone, analyze the ad using the rubric and send it to your
subject teacher thru Messenger or any online platform you and your teacher agreed
with.

PROPAGANDA ANALYSIS WORKSHEET

1. Describe the format of the propaganda:

____ poster ____ song
____ brochure ____ story
____ advertisement ____ other (describe):____________________
____ movie

2. Who are the intended audience? (ex: parents, teenagers)

_________________________________________________________________________

3. What propaganda techniques are used?

____ name calling ____ testimonial
____ glittering generalities ____ plain-folks
____ euphemisms ____ band wagon
____ transfer ____ fear

4. What visual images, if any, appear in the propaganda? What do these images symbolize?
What emotions do they seek to arouse?

Image Symbol Emotions

5. What is the purpose of this propaganda? What is it trying to get people to do or feel?
_________________________________________________________________________
_________________________________________________________________________
_________________________________________________________________________

10 NegOr_Q3_English8_Module2_v2
 NegOr_Q3_English8_Module2_v2 11
WHAT I KNOW WHAT’S MORE
Pre-Assessment Task I.
1. Bandwagon 1. a 5. g
2. Testimonial 2. e 6. b
3. Glittering Generalities 3. c 7. f
4. Plain Folks 4. d
WHAT’S IN
Task I.
WHAT I HAVE LEARNED
1. Transfer
Answers may vary
2. Plain Folks
3. Testimonial
4. Bandwagon
WHAT I CAN DO
5. Name Calling
Task I.
6. Card Stacking
1. A 6. C
7. Glittering Generalities
2. B 7. B
8. Bias
3. D 8. D
9. Propaganda
4. C 9. A
10. Devices
5. D 10. D
Task II.
1. YES
2. NO
3. NO
4. NO
5. YES
ANSWER KEYS
 REFERENCE LIST

A reading passage about propaganda - ESL worksheet by MOHAMED Hamed.

(n.d.). Retrieved March 20, 2021, from
https://www.eslprintables.com/reading_worksheets/other_reading_workshee
ts/A_reading_passage_about_Propag_924233/

Abdesign. (n.d.). Close-up McDonalds outdoor sign against blue sky stock photo.
iStock. Retrieved December 14, 2021, from
https://www.istockphoto.com/search/2/image?phrase=mcdonalds.

Facebook. You're Temporarily Blocked. (n.d.). Retrieved December 14, 2021, from
https://m.facebook.com/PondsPhilippines/posts/1950846888270698.

(n.d.). Retrieved from https://www.commackschools.org/Downloads/L6-

%20Propaganda%20in%20War%20Posters%20WORKSHEET.pdf

Nomad. (n.d.). Family returning home from shopping trip using plastic free bags
unpacking groceries in kitchen stock photo. iStock. Retrieved December 14,
2021, from
https://www.istockphoto.com/search/2/image?phrase=family%2Bgrocery%2
Bshopping

Propaganda: Definition and examples. (2018, November 03). Retrieved March 20,
2021, from https://literaryterms.net/propaganda/

Propaganda-Techniques. (n.d.). Retrieved from https://cpb-us-e1.wpmuc dn.com

Pepsi: Straws. RSS. (2005, September 1). Retrieved December 14, 2021, from
https://www.adsoftheworld.com/media/print/pepsi_straws.

Rhetoric and propaganda questions for tests and worksheets. (n.d.). Retrieved March
20, 2021, from
https://www.helpteaching.com/questions/Rhetoric_and_Propaganda

says:, C. B. V. (2021, February 19). 7 types of propaganda techniques advertisers

use. Canz Marketing. Retrieved December 14, 2021, from
https://www.canzmarketing.com/7-types-of-propaganda-techniques-
advertisers-use/.

Says:, L., Says:, K., Says:, J., Says:, S., Says:, M., Says:, M., . . . Says:, C. (2021,
February 19). 7 types of propaganda Techniques advertisers use. Retrieved
March 20, 2021, from https://www.canzmarketing.com/7-types-of-
propaganda-techniques-advertisers-use/

Starbucks for the best you image - google search. (n.d.). Retrieved December 14,
2021, from https://tinyurl.com/3afcvhb5.

Tinyurl.com - shorten that long URL into a tiny URL. TinyURL.com - shorten that long
URL into a tiny URL. (n.d.). Retrieved December 14, 2021, from
https://tinyurl.com/

12 NegOr_Q3_English8_Module2_v2
 For inquiries or feedback, please write or call:

Department of Education – Schools Division of Negros Oriental

Kagawasan, Avenue, Daro, Dumaguete City, Negros Oriental

Tel #: (035) 225 2376 / 541 1117

Email Address: [email protected]
Website: lrmds.depednodis.net