Project(1): Developing an ad campaign教学内容分析

M4 U 1 Project--- Developing an ad campaign 教案

Shen Minghui from No.4 middle school Teaching aims:

1. Learn to get enough information about ad campaigns from the reading materials. 2. Learn to apply the skills learnt in this section to finish the handout. Teaching important and difficult points: Develop an ad campaign with classmates. Teaching procedures: Step 1 Lead-in

1.

Show some pictures to draw students` attention to the importance of ads 2.

Talk about the two types of ads 3.

Get to know the aim of the class—to develop an ad campaign

Step 2 Main idea of each paragraph Read the handout quickly and match the main idea of each paragraph to get a general idea of this reading material.

Para 1

A.

what the ad campaign says Para 2

B.

the target audience and how to determine the target audience Para 3

C.

how to reach the target audience Para 4

D.

the meaning of an ad campaign

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Step 3 Reading for detailed information Read the material again carefully to get detailed information about developing an ad campaign. Fill in the blanks with no more than 3 words: Main idea: How to build 1.an ad campaign

Step One

*have a clear aim and 2.an audience

in mind; *do a little research and analysis 3.in advance

and you can create

the right message for 4.the right people. Step Two

*It is important to always try to 5.appeal to the way the audience

will 6.react. *gather this information from 7.your research. Step *use different ways to get 8.your message across;

Three

*decide what 9.audience. Step 4 Summary

approach

you want to use to 10.

reach your How to start a successful ad campaign? You must have a clear aim

and an audience in mind , figure out exactly

what you want to tell the audience

and

what you are trying to get them to do

You may need to use different kinds of media, including posters, newspapers, magazines, radio and television.

Step5 Listen and understand

Listen to the tape and read the sample and answer six questions in order to get the

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information of the ad campaign.

Q1 .What is the topic of this ad campaign ? Q2. Why do they build this ad campaign ? Q3. Who is the target audience for this ad campaign ? Q4. what is the aim of the ad campaign ? Q5. what media will they choose to develop the ad campaign ? Q6. What is the slogan for this campaign ?

Step 6 Enjoy a video. Try to remember the aim and the slogan of the ad campaign. The aim:

To protect the wild animals. The slogan:

When the buying stops, the killing can too.

Step 7 Build an ad campaign

●

Planning Organize students into groups to discuss the following questions and choose one welfare problem for their ad campaign. E.g.

Protection of the forest

Anti-drugs

Animal protection

Project Hope

Preventing the pollution

Anti-smoking

●Preparing

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The subject of your ad campaign will be__________________________.

Ask students to discuss the subject and decide which group member will be responsible for each task. ●

Producing and Presenting Present your handouts to the class. The presenter will begin like this: The presenter will begin like this: ◆The topic of our ad campaign is _____________________________________

◆Our group choose this topic because __________________________________

_______________________________________________________________

_______________________________________________________________

◆Our target audience is _____________________________________________

◆Our aim is _______________________________________________________

_________________________________________________________________

◆The forms of media we use are_______________________________________

_________________________________________________________________

◆The star(s) we will invite is (are) _____________________________________ Step 9 Homework ◆Our slogan is ____________________________________________________

Step 8 Self-essessment

Slightly confident

Confident

Quite confident

Very confident ☆☆

☆☆☆

☆☆☆☆

☆☆☆☆☆

Step 9 Homework

1. Read the reading materials and get yourselves familiar with it.

2. Make your ad campaign more perfect and then post handouts on the wall of the classroom after class.

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