The document discusses various propaganda techniques used to influence audiences, including: 1. Card stacking, which presents selective facts and statistics in a way that favors the message while omitting other details, as seen in advertising from Burger King, Pizza Hut, and Mr. Clean. 2. Name calling, which involves using negative labels for groups, as with terms like "commie" or "snowflake" that are meant to disparage people. 3. Bandwagon and patriotic appeals that encourage people to join popular or winning groups, as Obama and Trump did politically or brands like Maybelline and Oral B did to sell products. 4. Creating a sense of urgency by implying offers

1. USING
PROPAGANDA
TECHNIQUES
QUARTER 3, MODULE 2

2. MOST ESSENTIAL LEARNING COMPETENCY
Analyze intention of words or expressions used in propaganda
techniques.
Objectives:
As a learner of this module, you are expected to:
1. identify the different propaganda techniques;
2. evaluate the words and expressions as tools used in propaganda
techniques;
3. demonstrate the importance of understanding the intentions of words
used in a propaganda;
4. examine a propaganda in terms of techniques and intention of words
used.

12. Card Stacking Propaganda
Examples
Burger King. The advertisers of this fast-food giant used terms like “30%
fewer calories” to advertise their fries. It is unclear that the amount of calories
in their fries is lesser than whom. Assuming that they made a truthful claim of
reducing the calories, it is unclear whether reducing calories directly implies a
fat reduction. In that case, the negative aspects are voluntarily hidden. Even
though the new fries are claiming to be better than the previous ones, they are
still rich in fats and contain calories in general, for any human being, is easily
omitted. The details of how the taste is promised to be increased are also not
clear. This is a classic example of Card Stacking.

13. Card Stacking Propaganda
Examples
Pizza Hut. Now operating worldwide, the
American restaurant chain has used the card
stacking technique multiple times to mislead or
influence their customers. One of the examples of
Pizza Hut furthering this propaganda is when they
made a promise to give “50% more” with “50%
more meat” and “50% more cheese”. This
information is misleading as the statistics cannot
be proven. The customers cannot identify and
verify this promise of “50% more”. The advertisers
have successfully managed to present a rosy (or
cheesy in this case) picture that presents factual
data that can neither be denied nor be verified.
They have chosen to rely upon statistics as
people are more likely to believe what they see or

14. Card Stacking Propaganda
Examples
Mr. Clean. A brand fully owned by Procter and
Gamble is an all-purpose cleaner. This brand
attracts the customers by using words like
“Magic Eraser,” which leads to an image of an
easy and affordable way for customers to
clean their floors and tiles. The advertiser also
claims that their new variant is “50% stronger
than the previous one”—another classic use of
stats to create a more believable statement.
There is also a possibility that the past variant
was not useful, and this is an improvement yet
not of much use. Still, the use of words and
convincing images adds to making the
audience believe in the effectiveness of this
particular product and ignore the negative

16. Examples:
"Republican", "Tree-Hugger", "Nazi",
"Environmentalist", "Special-Interest Group".
The most obvious type of name calling involves bad names. For
example, consider the following:
•commie
•fascist
•pig
•yuppie
•libtard
•extremist
•terrorist
•queer
•racist
•snowflake
•cuck

18. Examples:
"This is the will of the People", "Most Americans...". Another example
would be when the speaker tells a story about a family or people that are
"just like you" to reinforce the speaker's point of view.

20. Examples:
"Natural", "Democratic", "Organic", "Scientific", "Ecological", "Sustainable".

23. Be Part of the "Cool" Crowd
This method doesn't work only for tweens and teens who are desperate
to fit into social circles. It appeals to everybody's desire to feel a part of
something fun and great.
•Maybelline: The skin care and makeup company took this bold
position with its mascara, claiming that it was "America's favorite
mascara." Maybelline claims that the mascara is immensely popular not
only because it is a great product, but also because it uses patriotism as
a tool.
•Oral B: The toothpaste company used the same patriotic appeal in
Australia that Maybelline did in America. Its ad stated, "Australia, you've
made the switch." It suggests that smart Australians realized the
superior benefits of Oral B toothpaste, and then switched from brands
that they had probably previously felt very loyal toward.

24. Get on the Winning Side
People like to be winners, not losers. This is natural. Some bandwagon advertising states that a
certain position is the winning position and then challenges consumers to get in on the right side.
This is popular with political campaigns.
•Barack Obama: He shared a visionary approach, built on a perceived need for
change and hope, with "A New Beginning." The idea was that without him,
America was doomed and that Obama offered the ticket to a winning America.
•Donald Trump: His campaign slogan, "Make America Great Again," used
historical pride. As an international leader, America once had the strongest
military and the strongest economy. The idea is that America has lost its winning
edge and that Trump is the one to bring it back.

25. Don't Get Left Behind
Being left out or left behind makes many feel anxious. Copywriters use limited time-offer techniques or
tout that only limited numbers of items are left, which are specifically designed to create urgency in the
minds of consumers.
•McDonald's: The burger giant frequently uses the ploy of a limited time offer,
whether the ad is touting the Shamrock Shake, the McRib or the Mac Jr. This
encourages people to get to McDonald's and to buy the limited-time offer items
before that time is up. This tactic also works well with Happy Meal toys -- getting kids
to bring in their parents to collect the whole set of toys while they are still available.
•Tony Robbins: The self-help master sells out crowds globally in convention halls --
with tickets that cost thousands of dollars. As widely popular as he is, his marketing
encourages people to register before tickets sell out or for them to buy a new
program before the price goes up.