Project(2): Developing an ad campaign教学设计(第二课时)

Unit 1 Advertising Project

Teaching aims: 1. Get to learn and use English by doing a project. 2. Try to fully understand the two reading materials and master the language items. 3. Learn to get enough information about ad campaigns from the reading materials.

Teaching procedures:

Step 1

Lead-in

Show students two groups of pictures and draw their attention to the importance of ads.

From the two groups of pictures, we can see that ads can be seen everywhere and they are playing a very important part in our daily life.

Step 2

Listen and understand Have students listen to the recording of the handout and answer the three questions to get a general idea of this reading material.

1. What is an ad campaign? An ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.

2. What media can you use in an ad campaign? We can use different kinds of media, including posters, newspapers, magazines, radio and television. etc.

3. What questions should we first consider? 1). Who is the audience for your ad campaign? 2). What do you want your ad campaign to say? 3). How do you reach your audience?

Step 3

Reading for detailed information Ask students to read the material again carefully to get detailed information about developing an ad campaign.

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To build an ad c_________

Step One

*have a clear g____ and t_____ audience in mind; *do a little r_______ and you can c_____ right m______ for the right people.

Step Two

*gather i_________ from your research; *It is important to always try to a_____ to the way The audience will r_____.

Step Three

*use different m____ to get your message a_____ *decide what a________ you want to use to r_____ your audience.

Step 4

Main idea of each paragraph Ask students to work in pairs to focus on each paragraph of the handout and then report the main idea of each paragraph to the class. Para. 1

the definition of an ad campaign/ what an ad campaign means Para. 2

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

what the ad campaign says Para. 4

how to reach the target audience

Step 5

Read and understand

Ask students to read the sample ad campaign and answer three questions in order to get a general idea. 1.

Why is anti-smoking chosen as the subject of the ad campaign? Every year millions of people around the world die due to smoking, which causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. 2. What is the main aim of the anti-smoking campaign? The main aim is to discourage young people from smoking. 3. How can high-school teenagers be convinced not to start smoking? We will educate them about the bad effects of smoking and how smoking affects those people surrounding them. We will show how smoking is not cool or attractive, etc.

Step 6

Language focuses

Ask students to list the useful words and expressions from the two reading materilas in notebook and make preparations for writing an handout.

reach have sth. in mind figure out

employ

determine

in advance appeal to

react

care about

be concerned with

personally

get …across

put together due to

poisonous chemicals

lung cancer

discourage …from …

convince

urge give up

inform … about…

shock …into …

related to

Step 7

Homework Ask students to finish Part B1 and B2 on P91 to be more familiar with the meaning and the usage of the words and phrases learnt in this section.

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