Which among those two brands are you going to buy? What made you decide on this?

I guess the
Week 3 words in the advertisement convinced you to choose that brand!
English 8 Propaganda Techniques, appeal to our emotions rather than to our reason.
Propaganda is intended for the following purposes:
Name: __________________________________Year and Section: _____________ • to persuade
• to influence and manipulate your feelings and attitude
EXPECTATIONS • to dictate your choice by exaggerating the truth
This is your self-instructional learner module in English 8. All the activities provided in this • to entertain
It may seem that an innocent advertisement was shown to you to simply make you laugh or
lesson will help you analyze the texts in propaganda techniques. Specifically, you will learn about the
cry but the REAL purpose was to lead you to buy a product or believe a campaign so it is important that
following:
we know the underlying message present in those phrases and words in a propaganda. Beyond
• familiarize with purpose and goal of different propaganda;
images, colors, graphic designs and layouts is the powerful language of advertisement. A witty play on
• analyze the intention of words and expressions used in propaganda techniques;
words and phrases can be sometimes more effective than visual tool because words can make big
• detect real intentions of propagandas and make wise decisions and choices.
difference.
LESSON
Imagine this scenario. You are at the mall. You’ve decided to buy a new phone but you don’t Therefore, to sense and be able to analyze the intention of a propaganda;
Be on the LOOKOUT for:
know what brand to buy. Then, you’ve suddenly come across these advertisements posted in front of
two different gadget stores. ✓ Tagline- It is short but permanent and easy to remember. Example:

Gadget Store #2
Gadget Store #1:

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:
 this style, your own
(With Jollibee, your happiness is the priority.) judgement whether they
really use, experience or buy
✓ Pun Words- This style on language of advertisement is fun also effective and striking if the the product matters.
play of the words is clever and artistic.
ACTIVITIES
Example: The words “young” and “yum” were played by the creator. This gives special effects in the
Activity 1
audience’s ears because these two words sound alike.
Read the language of advertisements used and critically identify the real intention of each
Another good example on the play of words is the previous example, Dito sa Jollibee, Beeda propaganda. Choose the letter of your answer from the box. Write your answer on the space provided
ang Saya. The word bida in Filipino language was replaced by the word Beeda which represents
before each number.
company’s logo and brand.

These styles of putting a language to advertisements have a common goal: make the brand A. to look reliable to their claims through facts
memorable. B. shows reason to make the audience believe
C. appeals to emotions to look emphatic/encouraging
✓ 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 D. deals fear/safety to create compelling force
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.
____________ 1. Open Happiness- Coca Cola
Example: The statistics 40% less fat and 30 % less calories are lines put in the language of ____________ 2. Para kanino ka bumabangon? - Nescafe
advertisement to appear that the brand is offering the consumers a healthier product. Looking closer to ____________ 3. We make our customer’s problem, our problem. – Amica, USA
the goal of this line, it may be a bait to catch you for its real intentions to mislead you from the real facts Insurance
and to make you believe that your health is not placed in compromise. ____________ 4. “Almost 3X MORE AVAILABLE IRON vs. Previous formulation.”
-Bear Brand Powdered Milk Drink
✓ Testimonies of famous people- These are really powerful in swaying consumers. Just like
____________ 5. We find ways. – BDO
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.
POSTTEST
Identify the advertisement language style present in each sample propaganda. Encircle the letter of
Example: When you see a
your answer.
famous actor or actress
beside a product, most likely 1. Bear Brand Milk – Choco na gatas, gatas na choco.
he or she gave his or her A. Pun words B. Quotation C. Slogan D. Tagline
“testimonials” promising that a 2. BDO Unibank- “No need to bring cash. Just debit with BDO!” --Sarah Geronimo
product is worth your money A. Quotation B. Slogan C. Tagline D. Testimonies
or a campaign is worth your 3. SkyFlakes Crackers – “Ito na ang break mo.” (This is your break.)
time. Like Daniel A. Quotation B. Slogan C. Tagline D. Testimonies
Padilla and Kathryn Bernardo 4. PLDT Home DSL-Switch to PLDT Home DSL now. GET 50% OFF ON ALL PLANS!
here for a coffee brand. In 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