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Understanding Propaganda Techniques

This document is a module for an English 6 class focusing on recognizing evaluative word choices to detect biases and propaganda techniques. It outlines various propaganda methods such as bandwagon, testimonial, transfer, glittering generalities, plain folks, name-calling, and card stacking, providing definitions and examples for each. The module includes activities for students to apply their understanding of these techniques through matching, analysis, evaluation, and creating an infomercial.

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Osianne Ricamara
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27 views6 pages

Understanding Propaganda Techniques

This document is a module for an English 6 class focusing on recognizing evaluative word choices to detect biases and propaganda techniques. It outlines various propaganda methods such as bandwagon, testimonial, transfer, glittering generalities, plain folks, name-calling, and card stacking, providing definitions and examples for each. The module includes activities for students to apply their understanding of these techniques through matching, analysis, evaluation, and creating an infomercial.

Uploaded by

Osianne Ricamara
Copyright
© All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

ENGLISH 6

QUARTER 2 – MODULE 4

Learning Competency

Recognize evaluative word choices to detect biases and propaganda devices used
by speakers. EN6LC-IIIb-3.1.12

Objective
Detect biases and propaganda devices used by speakers.

Let’s Recall
Have you tried to convince someone to do something for you or make someone
believe in you? How did you do it?

Let’s Understand

The word propaganda refers to any persuasive technique, whether in print or


electronic media that attempts to influence the opinions, emotions, attitudes, or
behavior of a group in order to benefit the person, company, or organization using it.
Print media: newspapers, magazines, books, billboards
Electronic media: radio. Television, CDs, DVDs, movies, video tapes, documentary
films, the internet

Propaganda is a media that uses carefully crafted messages to manipulate


people’s actions and beliefs. It has one purpose, and one purpose only: to persuade
you. There are a variety of propaganda techniques. They use biased, or one-sided,
messages and are designed to appeal to peoples’ emotions instead of their judgment
and reasoning. How many of the following techniques do you recognize from your
own exposure to propaganda
1. Bandwagon
“Jumping on the bandwagon” describes people choosing to go along with the
rest of the crowd. Bandwagon propaganda creates the impression that there is
widespread support for a thing or idea. It aims at persuading people to do a certain
thing because many other people
are doing it. An example can be a
soft drink advertisement wherein a
large group of people is shown
drinking the same soft drink. People
feel induced to opt for that drink as it is
shown to be consumed by many.

1
[Link]
Testimonials usually involve celebrities or other respected people endorsing, or
officially supporting, a product or idea. The person giving the testimonial could be
famous, knowledgeable about the product (such as a doctor talking about
medicine), or just an ordinary person who claims the product has worked for them.
When the testimonial comes from a celebrity, the hope is that you will want to use the
product or support the idea simply because they
do. Other testimonials try to persuade you to use
or support something because it is good for you
or it worked for others. Beware, though, because
people are usually paid to give endorsements.
For example, a sportsperson is shown
recommending a brand of shoes.

3. Transfer
The transfer technique uses your feelings
about one thing to get you to feel the same way
about something else. Transfer can use a positive
image to persuade you to like something or a
negative image to persuade you to dislike
something. The images might be symbolic, such as a
flag standing for patriotism. They might be cute and
lovable, such as a baby penguin. The images could
be repulsive, such as diseased skin in an anti-smoking campaign. However, they are
presented, the images act as wordless messages that most people can identify with.

4. Glittering generalities
This technique always shows the subject of the
message in a positive light but provides little or no
information. Generalities are logical fallacies. They
are often broad, vague words that sound nice, but
are not specific. For instance, take a look at this
advertisement right here.
This Iced Mocha isn’t just icy and creamy, apparently, it’s dreamy too.

5. Plain folks
The plain folks technique is designed to send the message that a product or
person is “just like you.” An advertiser will
show an ordinary-looking person who
vouches for how well a product works.
Politicians have their picture taken visiting
coffee shops and doing other things that
everyday people do. The goal is to gain your
trust by showing that people just like you use
the product or support the person.

2
6. Name-calling
Name-calling is exactly what it sounds like: using negative words and bad
names to create fear and dislike for people, ideas, or institutions. Name-calling can
be verbal or visual. When done visually, it shows a person or thing in an unflattering
way. You can find both kinds of this technique in
political cartoons, political attack ads, and on
news talk shows. For instance, take a look at this
advertisement by Burger King and how they’re
ridiculing McDonald’s famous Big Mac.

7. Card stacking
Card stacking uses facts and figures to show
one side as positive and the other side as negative. The
message shows only positive information about the
person, product, or idea being promoted, and it shows
only damaging information about the opposition or
competition. This technique is designed to make you
think you are hearing both sides. In reality, you are actually hearing only one
perspective. For instance, take a look at this advertisement by Burger King. Notice
how they’re (almost desperately) trying to highlight their “low calorie” fries. Assuming
they are low calorie, fried food is bad for your health, anyway. Also, they’ve clearly
left out details about how these fries still taste good despite the low trans-fat content.
Reference:
Accessed June 24,2020
[Link]

Let’s Apply

Directions: Read the descriptions in Column A. Match each description to its term
in Column B by writing the LETTER of the term on the spaces provided.
COLUMN A COLUMN B
1) _____ A celebrity or well-known person recommends s a. bandwagon
someone or something
2) ______ This technique suggests that many people are or b. testimonial
buying doing something and you should too
3) ______This technique shows ordinary people enjoying or c. plain folks
using the product or someone presenting
themselves as an ordinary person d. name calling
4) ______This is when many positive things are said
and the negative things are left out e. name calling
5) ______To state something negative about the
competition; give the person or idea a bad label f. glittering generalities

3
Let’s Analyze

Directions: A. Analyze the pictures below and identify the propaganda device used.
1. __________________ 2. __________________ 3. __________________

Directions: B. Read each message and decide if it is biased. Then identify which
propaganda technique is used. Encircle the letter of your choice.

1. Is this message biased?


A. Yes B. No
If it is, what propaganda technique does it use?
A. Plain Folks B. Card Stacking

2. Is this message biased?


A. Yes B. No
If it is, what propaganda technique does it use?
A. Testimonial B. Transfer

Let’s Evaluate

Directions: Read the questions carefully. Choose the best answer by writing the letter
of your choice on your answer sheet.

1. Propaganda techniques are used _____________________________________.


a. as figurative language.
b. as ways to inference details.
c. as persuasion motivators to perspective buyers.
d. none of the above
2. Nike uses people advertisements because they know that once
everyone has the “new” pair everyone else will buy them just because they
want to be like others. This is an example of what propaganda technique?
a. Transfer b. Bandwagon c. Name-calling d. Card stacking
3. When people try to get others to trust them because “they are just like
you.” What type of propaganda is used?
a. Transfer b. Plain folks c. Testimonial d. Glittering generalities

4
4. If you try to turn people around another person by calling that person a
“loser”, what propaganda technique are you using?
a. Plain folks b. Bandwagon c. Name-calling d. Card stacking
5. This advertisement is an example of what propaganda technique?
a. Transfer
b. Testimonial
c. Bandwagon
d. Name-calling

6. Is this message biased?


A. Yes B. N
If it is, what propaganda technique does it use?
A. Transfer B. Card Stacking

7. Is this message biased?


A. Yes B. No
If it is, what propaganda technique does it use?
A. Plain folks B. Testimonial

8. Is this message biased?


A. Yes B. No
If it is, what propaganda technique does it use?
A. Card stacking B. Testimonial

9. The main propaganda technique used in this ad is ________________.


a. Transfer
b. Name-calling
c. Card stacking
d. Glittering generalities

10. Can you name the technique used in this ad?


a. Plain folks
b. Bandwagon
c. Name-calling
d. Card stacking

Let’s Create

Using any or a combination of the different propaganda devices discussed, create


an infomercial that is two to four minutes in length.

Goal: The goal is to sell a product to your viewing audience.


Role: You work in an advertising agency.
Audience: Parents, classmates, Teachers

5
Situation: Create an infomercial that is two to four minutes in length. You will be given
a product to sell. You will create a name and slogan for your product. You will write a
simple script for your infomercial.
Product: An infomercial
Performance Standards: Students will be evaluated based on the following criteria:
Missing Poor Fair Good Excellent
1point 2 points 3 points 4 points 5 points
Organization Audience Audience Student Student Student
cannot has difficulty presents presents presents
understand following information information information in
presentation presentatio but the in logical logical,
because n because sequence is sequence interesting
there is no student not logical, which sequence
sequence of jumps making it audience which
information around. hard for can follow. audience can
audience to follow.
understand.
Content Content is Content is Student is un- Student is at Student
missing and weak. Facts comfortable ease with demonstrates
student did are with content and full
not do inaccurate. information, has an easy knowledge of
research. Student however flow within the the topic and
should have message message. engages the
research in can be audience with
more heard. enthusiasm.
depth.
Volume and Unable to Student Student's Student's Student uses a
Clarity hear student mumbles, voice is low. voice is clear voice
and incorrectly Student clear. Student and correct,
information pronounces incorrectly pronounces precise
goes missing. terms, and pronounces most words pronunciation
speaks too terms. correctly. of terms.
quietly for Audience Most Student is
viewing members audience enthusiastic.
audience to have members All viewing
hear difficulty can hear audience
hearing with little can hear
effort. without
effort.
Length 20-39 40 to 59 60 to 75 2 minutes 2 or more
seconds seconds seconds minutes.
Presentation Student is Student is Student Student Student
unable to unable to explains explains explains
explain explain commercial content and content,
content of commercial but does not makes eye makes eye
commercial . make eye contact. contact and
and doesn't contact and keeps
present. is hard to audience
understand. attention.

Reference:
Accessed June 24,2020
[Link]

Common questions

Powered by AI

Name-calling in political campaigns aims to generate fear and disfavor by associating negative labels with opponents, affecting public perception by highlighting undesirable traits. This technique can polarize electorates, diminish rational discourse, and obstruct substantive policy discussions. It can lead to increased hostilities and reduce the political debate to emotional reactions rather than informed decision-making .

Glittering generalities use vague and emotionally appealing phrases that lack substantive information, thus impeding critical analysis by preventing a thorough examination of the message's content. This technique relies on the positive emotions elicited by the words rather than factual content, leading individuals to feel agreeable towards the subject without understanding its actual implications or merits .

Card stacking is the practice of emphasizing only positive information about a favored idea or product while omitting any negative aspects or opposing data. This one-sided presentation manipulates perceptions and creates an illusion of a balanced viewpoint. It is effective in persuading by providing selective truths that appeal to confirmation bias, leading audiences to see only what the communicator intends. However, its effectiveness also depends on critical audience scrutiny; aware and skeptical audiences may discern the biases .

The bandwagon technique creates the impression of widespread support by suggesting that 'everyone is doing it,' thus pressuring individuals to conform. This technique can lead to herd behavior, undermining individual decision-making and critical thinking. It leverages social proof, making people more likely to adopt behaviors or purchase products because it appears others are doing so, based on manipulated popularity rather than personal judgment .

Biased messages in media are crafted to influence perceptions by presenting information in a way that subtly or overtly favors one side. To effectively identify bias, individuals can develop media literacy skills, such as evaluating sources, checking for emotional language, and comparing multiple perspectives. Recognizing the use of propaganda techniques, such as name-calling or glittering generalities, can also alert individuals to bias, allowing them to question the intent and seek more balanced information .

Testimonials influence consumer behavior by leveraging the credibility of respected figures, such as celebrities or experts, who endorse products, often leading consumers to trust and choose those products without further personal investigation. Ethical concerns arise when these testimonials are artificially constructed or when endorsers are paid without disclosing this fact, potentially misleading consumers about the authenticity or effectiveness of the product .

The transfer technique leverages emotions by associating a secondary positive or negative image with the primary product or idea. This emotional association influences the audience's feelings towards the product or idea, often bypassing rational judgment. For example, using patriotic symbols to promote a political candidate aims to transfer patriotic feelings to the candidate, encouraging support based on nationalistic emotions rather than policy analysis .

Recognizing evaluative word choices aids in detecting biases and propaganda by highlighting the speaker's intent and the emotional appeals used to manipulate opinions and behaviors. Evaluative words often carry judgments that can reveal underlying biases, which are consistent with using propaganda techniques. By identifying these words, listeners can critically assess whether the message aims to persuade through emotion and bias rather than logical reasoning .

Propaganda techniques are often more potent online due to the rapid dissemination of content and the potential for viral spread, which can amplify emotional appeals and misinformation. Factors such as audience engagement, the network effect, visual and interactive capabilities, and algorithms that personalize content contribute to their impact. In contrast, print media relies more on static and linear presentations, which might limit immediate diffusion but could reach dedicated, literate audiences seeking more thoughtful engagement. However, both media influence largely hinges on consumers' media literacy and critical thinking skills .

The plain folks technique appeals psychologically by portraying a product or person as relatable and similar to ordinary people, fostering a sense of trust and reliability. This creates an affinity by suggesting that the advertiser or politician shares common values or experiences with the audience. As a result, audiences may perceive the message as more trustworthy and legitimate due to the perceived shared identity, which can reduce critical scrutiny .

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