8

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

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Published by the Department of Education – Region XI

Regional Director: Allan G. Farnazo
Assistant Regional Director: Maria Ines C. Asuncion

Development Team of the Module

Writer: Rowena M. Duero
Reviewers: Marife J. Rodriguez, Christopher U. Gonzales
Template Developer: Neil Edward D. Diaz
Technical Support: Milnie Y. Ipanag
Management Team:
Allan G. Farnazo Dee D. Silva
Mary Jeanne B. Aldeguer Eduard C. Amoguis
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Department of Education – Division of Davao del Norte

Office Address: DepEd Building, Provincial Government Center Mankilam, Tagum City,
Davao del Norte, Region XI, 8100

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E-mail Address: deped.davnor.lrms@deped.gov.ph

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English
Quarter 3 – Module 2:
Analyzing Intention of Words
or Expressions Used
in Propaganda Techniques
Introductory Message
For the facilitator:
As facilitator, you are expected to orient the learners on how to
use this module. You also need to keep track of the learners' progress
and assist them in managing their own learning at home.
Furthermore, you are expected to encourage and assist the learners as
they do the tasks included in the module.

For the learner:

As a learner, you must learn to become responsible for your own
learning. Take time to read, understand, and perform the different
activities in the module.
As you go through the different activities of this module be
reminded of the following:
1. Use the module with care. Do not put unnecessary mark/s on
any part of the module. Use a separate sheet of paper in
answering the exercises.
2. Don’t forget to answer Let Us Try before moving on to the other
activities.
3. Read the instructions carefully before doing each task.
4. Observe honesty and integrity in doing the tasks and checking
your answers.
5. Finish the task at hand before proceeding to the next.
6. Return this module to your teacher/facilitator once you are
done.
If you encounter any difficulty in answering the tasks in this
module, do not hesitate to consult your teacher or facilitator. Always
bear in mind that you are not alone. We hope that through this
material, you will learn meaningfully and gain deep understanding of
the relevant competencies. You can do it!

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 Let Us Learn

Hey there! In the previous activity sheets, you were ushered to the
different grammar rules especially the eight parts of speech. Learning to
construct sentences that are grammatically correct is very important. We
tried to learn how to construct grammatically correct sentences and use
adjectives – which are skills needed for effective oral and written
communication.

In this module, what you have learned from the past lessons,
specifically using descriptive words in sentences will be very helpful. You
will rediscover the importance of using description this time, in propaganda
techniques, devices or strategies.

As you go through this lesson, you are expected to:

1. analyze the intention of words or expressions used in

propaganda techniques (EN8V-IIIg-26:);
2. recall knowledge about propaganda techniques; and
3. explain intentions in underlined words, expressions, or ad
statement.

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 Let Us Try
Are you excited to get moving? Look closely at the picture/image.
Try to answer the questions that follow.
.

What is the picture all about?

_________________________________________________________
As a consumer, shall you buy the product based on its way of
advertising? Why?
_________________________________________________________
What particular propaganda technique is used in the ad? Explain
your answer.
_________________________________________________________

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 Let Us Study
Oops! You seem to have an idea on what you will be learning in
this learning module. Great! Now, read and understand the short
advertisements below.

LUXURY PAINT AND PVC PIPING

Celebrities perform a range of different

social, cultural, and political functions. In Burma
their social and cultural roles are no different,
though they have the added burden of maintaining
an identity within a politically repressive and
highly media-controlled society. In this
environment, advertising provides celebrities with
a short-term financial reward, and an opportunity
to further promote their brand image. Though
some actors have used their fame to voice criticism
against junta policies, most see
advertising in practical terms of maintaining a
career. Many live near the relatively small Yangon
CBD, in some of the few middle class (by Burmese standards) suburbs, where
they may find it difficult to maintain anonymity. It is not uncommon see singers
and actors in the street, during social encounters or even whilst they are
shooting a new TV commercial. The localness of famous people in Burma, in this
sense, gives their patronage an extra sense of familiarity in advertising work.

Advertising and Celebrity Endorsement in Burma Andrew King - Flow

flowtv.org/2011/01/advertising-and-celebrity-endorsement-in-burma/

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 .

THE PROPAGANDA

From the examples, focus your attention on propaganda and propaganda

strategies in advertising. Propaganda can be utilized too, in texts,
passages or even literary selections. On the other hand, adjectives can
likewise add appeal to ads.

Answer the following questions:

1. What propaganda strategies were used in the advertisements?

____________________________________________________________

2. How were they integrated in the ad copies?

____________________________________________________________

3. Would you buy the said products? Why/Why not? Provide reasons.
____________________________________________________________

4. What words or part of speech were/was utilized in the

advertisements?
____________________________________________________________

5. How did these words make the ads more effective?

____________________________________________________________

Some propaganda strategies used in the ads are bandwagon and

testimonial. Specific words were used in relation to the propaganda strategies
used. People will really buy the said products because of the strategies used that

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convince consumers to use the products. Descriptive words or adjectives were
applied. These words made the ads more colorful with description.

Propaganda
--publicity to promote something: information put out by an organization
or government to promote a policy, idea, or cause
--misleading publicity: deceptive or distorted information that is
systematically spread

Basic Propaganda Strategies

1. Bandwagon—persuading consumers by telling them that others are

doing the same thing
Example:

https://www.pinterest.ph/pin/357684395385929790/

2. Testimonial—when a product is sold by using words from famous people or

authority figures

Example: Famous basketball player, Lebron James, to advertise a fast-

food chain to get people to eat there.
https://www.pinterest.ph/pin/311452130454711731/

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3. Transfer—when a product is sold by the name or picture of a famous
person or thing but no words from the said person or thing
Example:

https://www.pinterest.ph/pin/389279961511956822/

Source: Shaquille O'Neal. Type: Direct. Attribute: Credibility, attractiveness

(familiarity, like-ability). The Ad is based on the idea that Shaq is a famous
basketball player known for being a powerful bruiser on the court (as well
as a dominant superstar) and has clearly dealt with pain throughout his
career therefore he is an expert on what works.

4. Repetition—when the product’s name is repeated at least four times in

the ad.
Example:

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5. Emotional Words—words that will make a consumer feel strongly
about someone or something are used
Example:

PROPAGANDA DEVICES

Propaganda is a form of communication that is aimed at influencing the

attitude of a community toward some cause or position by presenting only
one side of an argument. Propaganda is usually repeated and dispersed
over a wide variety of media in order to create the chosen result in
audience attitudes. http://en.wikipedia.org

Propaganda techniques are subtle ways that people and the media use to
persuade others.

Propaganda is intended to make us accept or approve something without

looking closely at the evidence. Most of the propaganda devices utilize
emotion and avoid critical thinking.

Here are some of the common propaganda devices:

1. Card Stacking: The strategy of showing the product’s best features,

telling half-truths, and omitting or lying about its potential problems.

Example: Drug manufacturers do this frequently in ads in which they

skim over the possible harmful side effects of their products. Facts are
Selected and presented which most effectively strengthen and
authenticate the point of view of the propagandist.

2. Name calling: The use of names that evoke fear or hatred in the viewer.
The name-calling technique links a person, or idea, to a negative
symbol.
The most obvious type of name calling involved “bad names.”

Example: Racist, dictator, communist, etc.

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 3. Plain Folks: The use of everyday people to sell a product or service.
Speakers and ads appear to make the person to be “one of the people.”

Example: America’s recent presidents have all been millionaires,

but they have gone to great lengths to present themselves as ordinary
citizens. Bill Clinton eats at McDonalds. Ronald Reagan chops wood.

4. Glittering Generalities: The act of referring to words or ideas that evoke

a positive emotional response from an audience. Virtue words are often
used.
Example: Food products will quickly label their foods as low-fat
hinting that they are healthier, when, in fact, the product might be
high in calories. Advertisers will sometimes give an incomplete
comparison like “better tasting. “Better tasting than what? Spam?
Dirt?

5. Soft soap: Flattery or insincere compliments designed to get the

audience on the side of the speaker.

Example: "I love visiting you folks in Bohol where the people are
wholesome, hardworking and family centered. You all know what
works in your province better than Metro Manila."

Let Us Practice
How are you doing so far? Are you learning on your exercises?
This time, let us get back to the propaganda devices / strategies/
techniques above and understand better their use.

Instructions: Identify the propaganda device used in each item. Choose

from the following: Card Stacking, Name calling, Soft soap. Write your
answer on the space provided before each number.

______________1. "Sen. Ramos is a tax and spend liberal."

"Pres. Santos is an elitist who's in the pocket of big oil
companies."
______________2. "Secure, safe and stable. That's the advantage of a Togofa.
No other car on the road is as reliable."
______________3. Bar charts of differing tax programs presented side by side.
______________4. No true Filipino would vote to take away our rights by
outlawing hunting.
______________5. "Don't let those bunny huggers take away our right to hunt.

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 Let Us Practice More
How did you find the previous activities? Were they
confusing? Do not worry, this next activity can help you.

Instructions: Identify the device in the propaganda used in each

of the following situations. Write your answer on the space provided
for.

1. If you want to spend the night at a friend's house and you tell your
parents that your friend’s parents will be home, that you'll be in
bed by 10pm, and that your friend isn't allowed out of the house
after dark but fail to mention that your friend is allowed to watch
"R" rated movies (if your parent's don't allow them).
____________________________

2. Juan dela Cruz needs you to fight all the bullies in the world!
________________________

3. Buy Coca cola now in new King size bottle!

_________________________

4. It’s a great honor talk to the talented students, the cream of the
crop! This new batch of graduates will definitely bring a difference
in our country. Congratulations!
_________________________

5. A brand of snack food is loaded with sugar (and calories). The

commercial boasts that the product is low in fat, which implies
that it is also low in calories. _________________________

Let Us Remember

Propaganda is a form of communication that is aimed at influencing

the attitude of a community toward some cause or position by presenting
only one side of an argument. Propaganda is usually repeated and
dispersed over a wide variety of media in order to create the chosen result
in audience attitudes.
Propaganda is intended to make us accept or approve something
without looking closely at the evidence. Most of the propaganda devices
utilize emotion and avoid critical thinking. Propaganda techniques are
subtle ways that people and the media use to persuade others.

9
 Let Us Assess
Oops! We are not done yet. Please do the activity below to
check how far you have understood the lesson. Are you ready?
Good luck!

Instructions: Identify the intention(s) for each underlined expression or ad

below. Give reasons or explain your answer. Number 1 is done for you.

1. The roles of women in Philippine dramas are stereotype.

To show the impression on the roles of women

2. Men who drink beer are macho.

______________________________________________

3. Don’t be left out! Join the bandwagon.

______________________________________________

4. I recommend walking as the best exercise.

_______________________________________________

5. Why go for less when you can get more?

______________________________________________

Let Us Enhance
Now, it is your turn to apply the different propaganda
techniques in your own sentences. Again, do not worry
because what is important is you understood their uses. If
you keep on using them, you will eventually be good at them!

Instruction: Choose your most favorite product - e.g. shampoo or shoes, etc.
Advertise it to your friends to convince them to subscribe to or use the
product.

Make sure to promote it in two ways:

1. Using propaganda device/s, and
2. Presenting the whole truth.

Present it to your teacher by uploading your video to his/her messenger. Go

and try!

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 ADVERTISEMENT
USING PROPAGANDA TELLING THE WHOLE TRUTH
Product: Product:

Advertisement Scoring Rubric

https://www.rcampus.com/rubricshowc.cfm?sp=true&code=H4BXA2

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 Let Us Reflect

It looks like you are through with this module! Congratulations

for actively engaging in the different activities prepared for you.

Learning how and when to use the different propaganda techniques,

strategies, or devices that can help improve your skills in persuading
and convincing in written and oral communication. You will easily
persuade others if you use descriptive words and appropriate
propaganda techniques in your sentences whether it’s written or in
oral form. Your knowledge about propaganda techniques will help you
understand the biases of certain advertisers and even politicians.

Inadequate knowledge about using these techniques will lead

others to confusion and doubt on what idea you are trying to share
and convey. Do not worry if sometimes you find it hard to use and
understand each propaganda technique/strategy/device, because it
will take time for you to master it. What is important is that you are
learning and are willing to improve yourself.

Good luck on your application of these propaganda techniques

in your daily undertakings!

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 13
LET US ASSESS
1.to show the
impression on the
roles of women
2.beer drinking is
associated with
machismo
3.to convince buyers
to be part of the
group
4.encourage safest LET US PRACTICE LET US
exercise MORE PRACTICE
5.the practical and 1.Card stacking 1.Name calling
thrifty way to buy 2. Plain folks 2.Card stacking
3. Glittering generalities 3.Card stacking
4.Soft soap 4.Soft soap
5.Card stacking 5.Name calling
Answer Key
 References

Virginia E. Bermudez et. al., English Expressways Quezon City,

2007, 173-174.

2013 K to 12 Learning Module in English 8 Quarter 3 Lesson 2- 361-

362
Advertising and Celebrity Endorsement in Burma Andrew King - Flow
flowtv.org/2011/01/advertising-and-celebrity-endorsement-in-
burma/

https://www.google.com/search?q=sample+bandwagon+propaganda
&rlz=1C1GCEB_enPH810PH810&tbm=isch&source=iu&ictx=1&fir=w1BH
PZMa9uDglM%252CXWd5FHivKH51oM%252C_&vet=1&usg=AI4_kQM6K
1YV74kOKwT0_QwTYlLC_Y4A&sa=X&ved=2ahUKEwii2_psLvuAhXvGEK
HTIyBvEQ9QF6BAgDEAE&biw=1366&bih=543#imgrc=BFI
yUpa8McKQfM

https://www.pinterest.ph/pin/357684395385929790/

https://www.pinterest.ph/pin/389279961511956822/

https://www.google.com/search?q=repetition+propaganda+example
s&rlz=1C1GCE_enPH810PH810&tbm=isch&source=iu&ictx=1&fir=TQ0w
Pa1RwnATEM%252CID3OXvOtIpc-WM%252C_&vet=1&usg=AI4_-
kQWRDcs1sqqVmofzFZ2GuuLS-
pa6w&sa=X&ved=2ahUKEwjN96uNxLvuAhUOMd4KHYIDBl4Q9QF6BAgs
EAE#imgrc=9tB4a0c-lAFchM

https://www.google.com/search?q=eotional+words+propaganda+exa
mples&tbm=isch&ved=2ahUKEwjZqaiexLvuAhVPZd4KHS8bAMMQ2cCeg
QIABAA&oq=eotional+words+propaganda+examples&gs_lcp=CgNpbWcQA
zoGCAAQBxAeOggIABAHEAUQHjoICAAQCBAHEB46AggAUMzHFli5ixdgi
6EXaABwAHgAgAHrAYgBxBeSAQY0LjE5LjGYAQCgAQGqAQtnd3Mtd2l6L
WltZ8ABAQ&sclient=img&ei=hA4RYNnXMc_KQavtoCYDA&rlz=1C1GCEB
_enPH810PH810#imgrc=JsQhV1ao-cip8M

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For inquiries or feedback, please write or call:

Department of Education – Region XI

F. Torres St., Davao City

Telefax: (082) 291-1665; (082) 221-6147

Email Address: lrms.regionxi@deped.gov.ph