Project(1): Developing an ad campaign名师教学设计1

M4Unit 1

Project

Developing an ad campaign Teaching aims: •

know the outline of an ad campaign and get to recognize some key words and phrases. •

know how to build an ad campaign step by step. •

be ready to make an ad campaign

课前自学

1.determine

(1)(教材P18)In order to determine your audience，you will need to do a little research and analysis in advance. 为了确定你的受众，你需要预先做一些研究和分析。

(1)determinevt.确定，查明；决定；裁决

Determine to do sth.决心做某事

determine sb.to do sth.使某人决心做某事

Determine on (doing) sth.决定做某事

(2)determinedadj.坚定的，坚决的，下定决心的

Be determined to do sth.下决心做某事

2.react

(1)(教材P18)It is important to always try to appeal to the audience in order to get them to react in a certain way. 为了让受众作出预期的反应，始终努力地去吸引他们是非常重要的。

reactvi.做出反应；回应；反应

react to对……做出反应

react on/upon对……有影响

react against反对……

3.urge

(1)(P19)If we can convince young people not to start，they might then urge their parents and other people to give up smoking，too. 如果我们能说服年轻人不要学抽烟，他们可能也会力劝他们的父母和其他人戒烟。

Urge vt.敦促，力劝；竭力主张；n.强烈的欲望，冲动

Urge sb. to do sth./into doing sth.敦促某人做某事

,urge sth. on/ upon sb.向某人强调某事

Urge against...极力反对……, urge that sb. shoulddo sth.主张……；力劝某人做某事

It is/was urged that...有人主张……, have an urge to do sth.渴望做某事

重点词组

1.figure out

(1)(教材P18)It is important to figure out exactly what you want to tell the audience and what You are trying to get them to do. 重要的是，你得确切弄清楚你想要告诉观众什么，想让他们做什么。

figureout弄清楚；弄懂；计算出；解决

figure sth.in将某物包括在内；计算在内

2.appeal to

(教材P18)Itisimportanttoalwaystrytoappealtotheaudienceinordertogetthemtoreactinacertainway. 为了让受众作出预期的反应，始终努力地去吸引他们是很重要的。

appealto对某人有吸引力；上诉；向……呼吁请求appeal to sb.for...为……向某人呼吁请求appeal for sth.呼吁某事；请求给予某物

appeal to/forsb. To do sth.呼吁/恳请某人做某事

make an appeal for sb.to do sth.呼吁某人做某事

3.get...across

(教材P18)Therearelotsofdifferentwaystogetyourmessageacrosswhenyouareputtingtogetheranadcampaign. 当你构思系列广告时，有多种不同的方法可以把你的信息讲清楚。

[归纳拓展] get...across把……讲清楚；使……被理解，get across to向……讲清楚；让……听懂

get around消息传开，get down to开始认真做某事；着手处理

ge toff下车；离开；动身；起飞；脱下；下班

get over克服；摆脱某种情绪；从……恢复；痊愈

get rid of摆脱；除掉；处理掉

get through做完；办完；看完；吃完；通过考试；接通电话

Teaching procedures 1

学:

1.What is an ad campaign?

2.

A sample ----anti-smoking ad campaign

3.

The language points used in this part

探: 1. How to start a successful ad campaign?

Keys words—why, who, what,

how 2. The structure of the passage

练:

1. Launch an ad campaign

2. Related exercises 思: According to the

bad phenomena appearing among your surrounding students, think about how to help them out ---launch an ad campaign. Step1. Lead in

自主学习

1.What are two main types of advertisements ?

2.An ad campaign ?

3.How to build an ad campaign?

Step2. Read for understanding

自主探究

How to start a successful ad campaign? You must _________________________________________,figure out exactly

and

You may need to employ different kinds of media, including

________________________________.

Before building an ad campaign, we need to consider three major questions first: 1. Who is your target audience?

How to determine your audience? 2.What do you want your ad campaign to say? It’s time to decide______________________________________________

____ . 3.How to reach your audience? Step3.

Further understanding

Fill in the missing words in the chart: Main Idea: How to build an ad ____

_____

*have a clear aim and ___

__ audience in ___

__;

*do a little research and analysis ___

__ of time and you can __

___ the right ___

___

for the right people.

Step One

Step Two

*gather ______

___ from your research;

*It is important to always try to __

___ to the way

the audience will _____.

2

Step Three

*use different m_

___ to get your message __

___

*decide what ___

_____ you want to use to ___

__ your audience.

Step4 . A sample ---anti-smoking ad campaign

小组探究

1.

Read the anti-smoking ad campaign and try to focus on the main idea of each paragraph.

Para 1 Para 2 Para 3 Para 4 2.

How is it formed?

Keys words—why, who, what,

how The target audience

their aim. the ways to convince their target audience . The different approaches The slogan and logo . Step5 . Practice

练习巩固

It comes our turn to launch an ad campaign

Two Topics.

Anti-drugs

Food safety Assignment Member’s name

task

Design a logo

Develop a slogan

Forms of media

Campaign proposal

Presentation

Teamwork: everyone should contribute to the project logo/slogan designer—made it attractive proposal writer—write a brief outline

presenters— present your work to the class. Make your presentation clearly, including

explaining why your group chose the topic, your aim and target audience, approaches to get your message across, your logo and slogan.

Information needed: The main speaker will begin like this:

The topic of our ad campaign is …

Our group choose this topic because …

3

Our target audience is …

Our aim is …

The forms of media we use are … and …

Other group members will present the ads, or show the billboards, or …

Don't forget to present your logo and slogan.

Anti-drugs

International Anti-Drug Day(6.26)

is extremely harmful to society and individuals

seriously damage people’s health burn large amount of money drug addicts(成瘾者) are also a threat to the society , commit crimes numerous families are ruined; drugs are the world’s cancer

be innocent of drugs/know little about drugs , can not keep themselves away from the lure(诱惑)of drugs

stricter law enforcement(强制执行)against drugs; put into effect; crack down on(严厉打击)the drug trade(贩毒) educate the whole nation to realize the evils of drug abuse; value our lives; build a drug-free environment

Food safety food safety scandals（丑闻）：Sanlu milk powder issue; illegal cooking oil; Sudan incident; lean meat powder (瘦肉精)

Profits drive to commit crimes; aim to gain more money at the cost of consumers’

health; abuse food , addictives(添加剂); causes many life-long diseases ,are not alert（警惕的）

enough;

the unsound and ineffective laws and regulations; punishments are far from severe. related to the nation's image; strengthen supervision (监督) ;

the lack of public consciousness(公众意识) and responsibility

act as a master but not a stander-by; needs

the joint (共同的) efforts of all sides. safeguard(保护) public health and protect

consumers’ interests; our top concern;

Step6 .Presentation

Ask students to present their ad campaigns. Step7. Reflection

学后反思

According to the

bad phenomena appearing among your surrounding students, think about how to help them out ---launch an ad campaign. Homework

1.Read the reading materials and get familiar with it. 2.Make your ad campaign more perfect after class. 4