Care: cherishing and protecting others; opposite of harm.
Fairness or proportionality: rendering justice according to shared rules; opposite of cheating.
Liberty: the loathing of tyranny; opposite of oppression.
Loyalty or ingroup: standing with your group, family, nation; opposite of betrayal.
Authority or respect: submitting to tradition and legitimate authority; opposite of subversion.
Sanctity or purity: abhorrence for disgusting things, foods, actions; opposite of degradation.
Propagandists try to influence these ethical foundations to manipulate the minds of masses. The primary goal of propaganda is to change the behavior or perception of masses in support of the interests of propagandists.
Examples of successful propaganda.
Namecalling: Trash-talking another product or defaming a person. In this case, the propagandist tries to influence the sanctity of another product or person. Let me give you a more brief example:
If there are two supermarkets in a town, people will generally buy from the store that sells things cheaper. Now the market that sells in higher prices decides to hire a propagandist to increase his sales. The propagandist then spreads rumors in the town that products of the market that sales cheap are low quality and some people got sick after eating those products. In such situation, some customers will switch to the other shop even though the prices are higher.
Recommendation or endorsement: This is one of the most common form of propaganda. Often we see politicians endorsing candidates, celebrities recommending specific products. This type of propaganda uses the loyalty of a person to change his perceptions.