English 8

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English – Grade 8
Quarter 3 – Module 3: Intention of Texts Used in Propaganda Techniques
First Edition, 2020

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Published by the Department of Education - Schools Division of Pasig City

Development Team of the Self-Learning Module

Writer: Katrina Angela R. Clores
Editors: Richelle M. Asaytono and Ferdinand L. Cruz
Reviewers: Marilisa T. Lopez and Rowe a D. Roxas
Management Team: Ma. Evalou Concepcion A. Agustin
OIC-Schools Division Superintendent
Carolina T. Rivera, CESE
OIC-Assistant Schools Division Superintendent
Manuel A. Laguerta EdD
Chief Curriculum Implementation Division
Victor M. Javena, EdD
Chief - School Governance and Operations Division

Education Program Supervisors

Librada L. Agon EdD (EPP/TLE/TVL/TVE)

Liza A. Alvarez (Science/STEM/SSP)
Bernard R. Balitao (AP/HUMSS)
Joselito E. Calios (English/SPFL/GAS)
Norlyn D. Conde EdD (MAPEH/SPA/SPS/HOPE/A&D/Sports)
Wilma Q. Del Rosario (LRMS/ADM)
Ma. Teresita E. Herrera EdD (Filipino/GAS/Piling Larang)
Perlita M. Ignacio PhD (EsP)
Dulce O. Santos PhD (Kindergarten/MTB-MLE)
Teresita P. Tagulao EdD (Mathematics/ABM)

Printed in the Philippines by Department of Education – Schools Division of

Pasig City

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 English 8
Quarter 3
Self-Learning Module 3
Intention of Texts Used in
Propaganda Techniques

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Introductory Message

For the Facilitator:

Welcome to English 8 Self-Learning Module on Intention of Texts Used in

Propaganda Techniques!

This Self-Learning Module is collaboratively designed, developed and reviewed

by educators from the Schools Division Office of Pasig City headed by its Officer-in-
Charge Schools Division Superintendent, Ma. Evalou Concepcion A. Agustin, in
partnership with the City Government of Pasig through its mayor, Honorable Victor
Ma. Regis N. Sotto. The writers utilize the standards set by the K to 12 Curriculum
using the Most Essential Learning Competencies (MELC) in developing this
instructional resource.

This learning material hopes to engage the learners in guided and independent
learning activities at their own pace and time. Further, this also aims to help learners
acquire the needed 21st century skills especially the 5 Cs, namely: Communication,
Collaboration, Creativity, Critical Thinking, and Character 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. Moreover, you are expected to encourage and assist the
learners as they do the tasks included in the module.

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 For the Learner:

Welcome to English 8 Self-Learning Module on Intention of Texts Used in

Propaganda Techniques!

This module is 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 material while being an active learner.

This module has the following parts and corresponding icons:

Expectations - This points to the set of knowledge and skills

that you will learn after completing the module.

Pretest - This measures your prior knowledge about the lesson

at hand.

Recap - This part of the module provides a review of concepts

and skills that you already know about a previous lesson.

Lesson - This section discusses the topic in the module.

Activities - This is a set of activities that you need to perform.

Wrap-Up - This section summarizes the concepts and

application of the lesson.

Valuing - This part integrates a desirable moral value in the

lesson.

Post-test - This measure how much you have learned from the
entire module.

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 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.

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 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!

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 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 bida
in Filipino language was replaced by the
word Beeda which represents company’s https://www.ning4u.com/2011/02/win-jollibee-premium-
items-and-special.html
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
TO FAMILY to make us
http://mannmedia.pbworks.com/w/page/106473156/Jordan%27s%20Plain%20F believe that the company
olks
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- https://www.pinterest.ph/pin/418201515368125075/?autol
XV15-ADVERTISEMENT-POSTER 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

5. A 5. B 5. B-IV 5. B
4. C 4. A 4. A-II 4. C
3. B 3. D 3. E-I 3. A
2. D 2. C 2. D-III 2. C

1. A 1. C 1. C-V 1. A
test test
Post- Activity 2 Activity 1 Pre-
 References
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Growth Accelerates. Last modified , 2020. canzmarketing.com/7-types-of-propaganda-
techniques-advertisers-use/

"Propaganda - Institute for Propaganda Analysis." SMU: Dedman College of

Humanities and Scientists.
https://www.physics.smu.edu/pseudo/Propaganda/ipatypes.html.

"List of Famous Filipino Brand Names and Slogans." BusinessTips.ph. Last modified
March 8, 2011. https://businesstips.ph/list-of-famous-filipino-brand-names-
and-slogans/

"Filipino Brand Slogans." sloganlist. Last modified, 2020.

https://www.sloganlist.com/Filipino-Brand-Slogans/

Luenendonk, Martin. "7 Propaganda Techniques for Students to Understand."

Cleverism. Last modified September 24, 2019. https://www.cleverism.com/7-
propaganda-techniques-for-students-to-understand/

"Propaganda and Critical Thinking." Just Add Students. Last modified, 2020.
https://justaddstudents.com/propaganda/

"The Difference Between Brand Taglines and Slogans." Kapok Marketing. Last modified
January 31, 2019. https://www.kapokmarketing.com/the-difference-between-brand-
taglines-and-slogans/