Republic of the Philippines

DEPARTMENT OF EDUCATION
Region I
Schools Division of Ilocos Sur

8
LESSON TITLE:
PROPAGANDA TECHNIQUES

Name of Teacher –Writer: Ria D. Samelin

School: Pug-os National High School

3
2

1
 Hello! Welcome to this Grade 8 English self-learning kit on propaganda
techniques.
This self-learning kit aims to help you analyze intention of words or expressions
used in propaganda techniques.
As you go along this learning kit, you will encounter activities designed to help
you assess your understanding of the topic. These activities include simple identification
test, matching type, multiple choice, and writing advertisement. If you find it hard to
answer the activities given, I suggest that you read the covered topic once more for
better understanding.
Here are some reminders in using this self-learning kit:
1.Do not write anything on any part of this self-learning kit. Use your activity
notebook in answering the activities and assessments.
2.Read and follow the directions of each activity carefully.
3.Be honest in answering the given tasks, and in checking your answers. Make
sure not to look at the answer sheet before and while going through the activities, or
else this self-learning kit will be useless.
4.Finish each activity at a time. It is expected that you will accomplish all the
activities given in an hour or two.
You can ask the help of your parents and other members of your family if there
are activities that need assistance, but do not let them accomplish everything. You can
also remedy the situation by asking your teacher or call a friend.
Hope that you will have fun as you learn while accomplishing the activities given
in this self-learning kit.

2
 Grade 8 MELC: Analyze intention of words or expressions used
in propaganda techniques. EN8V-IIIg-26

Objectives
In this lesson, you are expected to:
1. identify propaganda techniques;
2. appreciate and understand propaganda techniques
used;and
3. write a simple advertisement using a propaganda
technique learned.

Today, the reading public is exposed to numerous

advertisements in print and visual forms. How do you evaluate
what you read? When buying a product, how do you make the
right choice?

DIRECTIONS: Read carefully the following advertisements, find out what

propaganda technique or strategy is used by advertisers to attract the
customers to buy the product. Write only the letter of the correct answer for
each question. Use your activity notebook for your answers.
A.Enjoy vim and vigor with this delicious breakfast drink. The official drink of the Asian
Games.
B.Try this marvelous soap. It’s proven effective by dermatologists’ lab tests.
C.Only this toothpaste gives you more for 30% less.
D.Come on! Mr. Big One eats in this place, too.
E. The heart of a Filipino shining through, Philippine Airlines shining through. (With the
Filipino flight attendant’s gesture of hospitality on the background)

3
 1. Which one uses emotional appeal or transfer of good feelings from a background
object to the main object?
2. Which advertisement makes you join the crowd, as in bandwagon to buy the
product?
3.Which one uses personalities and important people?
4. Which one uses testimony/evidence?
5. Which one use loaded words and exaggeration?

So, what do we call these techniques or strategies used

by advertisers in order to convince the public to buy a certain
product or service? Yes, these are called propaganda. But,
what is a propaganda?

Study the word web below about what a propaganda is.

Propaganda is a means of convincing people to:

adopt a certain
buy a certain accept a behaviour or to
product, or particular belief perform a
service or opinion particular action

4
 To understand better what a propaganda is, let us focus our
discussion on the seven types of propaganda techniques
advertisers use and give examples of each type.

7 Types of Propaganda Techniques Advertisers Use

Type Description Examples Explanation

1.Card- It highlights This ad implies
Stacking the positive a.Look at this example of card- that Century Tuna Lite is
qualities of its stacking: better than other
product ‘regular tuna’ because it
usually by contains 50% less salt
using than said tunas.
misleading or
unproved
statistics to
convince the
audience to
believe a fact. source:http://lavishlyparsimonious.blogsp
ot.com/2017/07/century-tuna-pia-
wurtzbach-queen-of-the-century.html

b. Let’s look at another card- The words ‘50% more’

attracts consumers and
stacking example:
influences your buying
decision. But,how about
if 50% more is not that
good enough?

source: https://shopee.ph/Palmolive-
Naturals-Ultra-Smooth-Shampoo-400ml-
Pack-of-2-i.45237836.934908507

5
2.Name- It is the The message is
calling most common clear:Jollibee is the
between two winning corporation
brands that against Mc Donald’s,so
are similar, you will be patronizing
well-known, Jollibee products than
and have a the famous Mc
loyal fan Donald’s.
base.
Understanda
bly, they need
to lure
consumers
from the other
side to their
side.

Source:
https://www.pinterest.ph/pin/2381278990
18124449/

b.Let’s look at another one: Basically, as a

consumer, you would
choose Joy dishwashing
liquid since it washes
up to 3x more as
compared to ordinary
dishwashing liquid.

source:
https://www.facebook.com/JoyPhilippine
s/posts/subukan-ang-bagong-joy-
washes-up-to-3x-more-dishes-vs-
ordinary-dishwashing-
liqui/1713531905407569/

6
 It convinces a.Here’s an example of Everyone knows coca-
3.Bandwag you that bandwagon cola drink because it’s a
on everyone else very popular brand of
is buying their soda.And one thing more,
product or the ad says that with
using their coca-cola,you get
service, so you refreshed.Who woudn’t
wouldn’t want want to miss out on that?
to be the one
left out.
source:
https://www.pinterest.ph/pin/3114521304
54781976/

b.Let’s look at another one:

This advertisement
simply says that Mang
Inasal halo-halo is the
only halo-halo of true
Filipinos with its Filipino
creamiest ingredients.
Don’t you feel left out?

source:
https://twitter.com/iammanginasal/status/4
43607259147288576

4.Testimoni Famous
al personalities, a.Study this example below:
authority Daniel Padilla and
figures, or Kristine Bernardo,well-
experts in the known young famous
field are used Filipino artists, are
to convince convincing you to choose
you that their Nescafe creamy white
product or coffee.
service is
worth your
money.

source:https://www.facebook.com/n
escafe.ph/photos/a.1015069876662
9176/10153278000894176/?type=3
&theater

7
 b.Now, look at this one in which
expert in the field recommends one.
Wesley Villarica,
from Ateneo de Manila
University known for his
skill in basketball,
endorses Nike shoes.If
you buy Nike shoes,
you’ll surely rise up; if
you don’t, you’ll get
knocked down.

source:
http://www.wesvillarica.com/commercial

5.Transfer An advertiser a.Youll understand this better You will associate

tries to with this example: the patriotic feeling you
‘transfer’ the have for Nelson
good or bad Mandela, who once
feelings you changed the world with
have his influence ,with the
associated Apple brand and that
with will improve its image in
something to your eyes.
their brand,
product or
service.

source:
https://www.pinterest.ph/pin/5093290390
93144920/

8
 Here’s another one:

With the happy faces

of the passengers riding
in the jeep, and the use
of the Philippine flag, a
positive and patriotic
feeling is created, so
tourists are convinced to
visit our country.

Source: https://justcliqit.com/event-
philippines-shines-at-explore-islands-
philippines-tourism-biz-exhibit-in-nyc/

6.Glittering It makes use a.Take a look at this example: The use of the words
Generalities of fancy or phrase “Build for
words or Champions” makes Milo
loaded words appealing to the
that create a consumers. As a result,
positive more consumers will
response of buy the product.
feeling from
you.

source: https://www.youtube.com/watch
?v=3rb5r4SByuA

9
 b.Let’s have another example:

Who wouldn’t want a

spotless rosy white
skin? For sure, you will
try the product yourself!

source:https://shopee.ph/Pond%E2%80%
99s-white-beauty-6g-i.7673289.770913090

It puts famous
person as a
7.Plain folks common a.Examine this political ad by
man, or Binay:
ordinary
people are
used to
promote a
product or In this ad, Binay is
service to shown as an ordinary
show that it is person mingling with the
of appeal or poor,and presents
value to himself as the defender
everyone source: https://politics.com.ph/in-new- of the Filipino
tv-ad-binay-is-champion-of-nognog-the- masses.The ad says if
poor-and-oppressed/ you vote for him,a better
way of living is felt.

b.Another example of plain folks

here below:
An ordinary housewife
is shown in this ad using
Ariel powder detergent
in washing clothes .It
tells your mom to use
Ariel powder
detergent,too as it
appeals more to
ordinary people like
housewives.

source:
https://www.youtube.com/watch?v=dIjZIm
AyoKs

10
ACTIVITY :

Arrange Me!
Read the following statements carefully. Then, arrange the jumbled
letters inside the parentheses in order to form the correct word/s described in
each statement. Write your answers in your activity notebook.

1.I use well-known personalities or experts in the field to promote a product or

service. (AMONIILTSET)

2.I make you join or follow the crowd. (WODGADNAB)

3.I stress the good or positive qualities of the product or service ;I ignore the negatives.
(RADC NICKSTAG)

4.I use appealing words or images, or an exaggeration.(GIGTRETLIN

AGENILSREEIT)

5.I put a famous person as an ordinary man. (NILAP KOLSF)

6.I give bad labels by using mean or harsh words or images. (ENMA-GLINALC)

7. I transfer the good or bad feelings I associate with something to the product or
service. (SAFRENTR)

8.I am a device used to convince the public to buy a certain product or service, to
believe an opinion or idea, or to adopt to a certain behaviour . (OPARAGPADN)

9. I also used ordinary people to promote a product or service to make it of appeal or

of good value to consumers. (APNIL OFSKL)

10. I also use misleading or unproved numbers or statistics in order to convince the
consumers to believe a fact. (DRCA GSTNKCIA)

11
 Propaganda is a means of convincing the public to buy a certain
product or service, to believe an idea or an opinion, or to act in a
certain way. There are seven commonly used propaganda. Card
stacking stresses only the good or positive side and discards the
negative ones. Name-calling uses bad labels, harsh or mean words
or images. Glittering generalities use appealing words . Transfer
suggests good or bad feelings by association. Testimonial uses a
famous person to promote a product. Plain folks puts a famous
person as an ordinary one, or common people are used to endorse
a product. Bandwagon makes us follow or join the crowd. It is
important, then that you should know and understand these
propaganda techniques in order to give you the right or wise
decision in choosing or buying a certain product or an idea.

Directions: Read each item carefully. Write only the letter of the correct answer
for each statement. Write your answers in your activity notebook.

1.It uses fancy words that convince us to accept and approve a product or an idea
without examining the evidence carefully.
A.Testimonial
B.Transfer
C.Glittering generalities
D.Name calling

2.It is giving a product, a person, or an idea a bad label in favor of the advertiser’s
product endorsement or political candidate.
A.Glittering generalities
B.Name calling
C.Bandwagon
D.Testimonial

12
3. When a symbol that carries respect, authority, sanction, and prestige is used along
with an idea or argument to make it look more acceptable.
A.Card stacking
B.Plain folks
C.Bandwagon
D.Transfer

4. When some respected celebrity (or alternatively someone generally hated) or

organization claims that an idea or product is good (or bad).
A.Name calling
B.Glittering generalities
C.Bandwagon
D.Testimonial

5.It promotes the idea that everybody is doing it, so you have to do it, too or else you
will miss out on something really good.
A.Bandwagon
B.Transfer
C.Testimonial
D.Plainfolks

6.
.

Photo courtesy: https://www.pinterest.ph/pin/224124518934787550/

A.Glittering generalities
B.Name calling
C.Transfer
D.Testimonial

7.

13
 photo courtesy: https://www.thinglink.com/scene/505414462170202113
A.Testimonial
B.Transfer
C.Name calling
D.Glittering generalities

8.

Photo courtesy:https://propaganda2a.weebly.com
A.Card stacking
B.Glittering generalities
C.Bandwagon
D.Plain folks

9.

Photo courtesy: https://chipotle12.wordpress.com

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

10.

Photo courtesy: https://www.pinterest.ph/pin/311452130454833095/

A.Bandwagon
B.Plain folks
C.Transfer
D.Glittering generalitie

14