Project(1): Developing an ad campaign优质教案设计

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 M4U1 Reading advertisements Nowadays, we can find advertisements almost wherever we go. We are so

used to them that we often do not even realize (how many we see and hear in a day). I did some research on advertisements, and have some very important information to share with you. What is an advertisement? An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the internet, radio and television are the most common places to find them. There are two main types

of advertisements —commercial

advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate

people about

health, safety, or any other problem (that affects public welfare). Does an advertisement tell people the complete truth? There are laws to protect people from advertisements (that

cheat people). However, we still must be aware of the skilful methods （used in ads to try and sell us things）. Even if an ad does not lie, it does not mean

(it is altogether innocent). One toothpaste ad declares, ‘

Bright-Teeth fights

bad breath!’

this statement tries to fool you into assuming

(that

the toothpaste cures bad breath, yet it does not say that)! All （it says）

is （that it fights it）, and that is not the same thing at all. One grocery tells customers, ‘ You are proud of your cooking, so shouldn’t you buy the very freshest food?’ this ad is very clever, because it tells customers (they are good cooks). However, it never says (that this grocery has the freshest food)! The grocery just hopes (that when you read the ad, you will feel pleased with the nice comment, remember the words ‘freshest food’, and make a mental connection with the food in the grocery). We must not fall for this kind of trick!

1

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 Public service advertisements Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made【to serve the public】. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, ‘Yes to life, no to drugs’

and ‘Knowledge

changes life’

these ads deal with widespread social concerns. There are also PSAs( that encourage people to support public servie projects, such as Project Hope). Its motto is ‘Project Hope-educating every child’. There are even PSAs to teach us how to live healthy lives. One of these is, ‘ When you smoke cigarettes, you are slowly killing yourself.’ All of these ads are meant to benefit the public, and you can often learn a lot by following the advice （they give）. Finally, I wish to tell you this: think about why you should do the things (the ad suggests), or buy the product or service （the ad promotes）. When it comes to advertisements, we must all use our intelligence and not be a slave to them!

M4U1 Project

Developing an ad campaign How do you build an ad campaign? Unlike a single advertisement, an ad campaign is a planned programme of advertisements (using various kinds of ads to reach a certain audience). When you start

a successful ad campaign, you must have (a clear aim and an audience) in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers,

2

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 magazines, radio and television. There are three major questions (you must first consider): 1 Who is the audience for your ad campaign? The people (you want to reach) are your target audience. In order to determine your audience, you will need to do a little research and analysis in advance. You will need to explore

(what the audience already thinks). It is very important to know your audience so you can create the right message for the right people. 2 What do you want your ad campaign to say? After you have decided (who your audience is), it is time to decide (what you want the audience to know or think about). It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare

campaign, you may want to ask yourself: ●What does my audience already know about this problem? ●What aspects of this problem would they care about or be concerned with? ●Is there some history behind the problem (that they would be interested in)? ●How does the problem personally affect their lives? 3 How do you reach your audience? There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide (what approach you want to use). This decision should depend mainly on your target audience and which kinds of ads reach that group best. Anti-smoking ad campaign Every year millions of people around the world die due to smoking. Every packet of cigarettes contains poisonous chemicals (that can result in lung cancer and heart disease). This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in

3

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 Asia. This is why we have chosen

anti-smoking as

the subject of our ad campaign. The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows (that

young people care about their health and future). We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money (which can then be spent on other things). Our interviews also indicate (that young people are concerned about what is cool and what their friends like). We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince

young people not to start, they might then urge their parents and other people to give up smoking, too. Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine

(informing

students about the dangers of smoking), and we will organize an essay competition as well. Our slogan: Smoking kills! Many people think that smoking is cool or enjoyable, but they are not only fully aware of the damage (that it does to their health). This is (why we chose this picture as our logo). We want to shock people into realizing (that many smokers die all too soon from illnesses and diseases (related to smoking)).

4

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 M4U1 Reading 检测

Nowadays, we can find 1._________ almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some 2.________ on advertisements, and have some very important information to 3.__________ with you. What is an advertisement? An advertisement uses words and pictures to 4._________ people to buy a product or

5. _______, or to 6.________ in an idea. Newspapers, magazines, the internet, radio and television are the most common places to find them. There are two main types of advertisements — 7.___________ advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to 8. _______ a product or service. PSAs are often run for free, and are 9. _________ to educate people about health, safety, or any other problem that affects public 10. __________. Does an advertisement tell people the complete truth? There are laws to protect people from advertisements that cheat people. However, we still must be aware of the 11. _________ methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether 12.

_________. One toothpaste ad declares, ‘ Bright-Teeth fights bad breath!’ this statement tries to fool you into 13. _________ that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells 14. ___________, ‘ You are proud of your cooking, so shouldn’t you buy the very freshest food?’ this ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice 15.__________, remember the words ‘freshest food’, and make a mental connection with the food in the grocery. We must not fall for this kind of trick! Public service advertisements Not all ads play tricks on us 16.________. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs

17. __________ to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising 18.____________ in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, ‘Yes to life, no to drugs’

and ’19.__________ changes life’ these ads deal with widespread social concerns. There are also PSAs that encourage people to support public servie projects, such as Project Hope. Its 20.________ is ‘Project Hope-educating every child’. There are even PSAs to teach us how to live healthy lives. One of these is, ‘When you smoke 21.________, you are slowly killing yourself.’

All of these ads are meant to 22.________ the public, and you can often learn a lot by following the advice they give. Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad 23.____________. When it 24._________ to advertisements, we must all use our 25. ___________ and not be a slave to them!

5

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 M4U1 Project

检测

1. ________ a single advertisement, an ad 2.____________ is a planned programme of advertisements 3._________ various kinds of ads to reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an 4._________ in mind. It is important to 5._________ out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of 6.________, including posters, newspapers, magazines, radio and television. There are three 7.__________ questions you must first consider: 1 Who is the audience for your ad campaign? The people you want to reach are your 8.__________ audience. In order to 9._____________ your audience, you will need to do a little research and 10._________ in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people. 2 What do you want your ad campaign to say? After you have decided who your audience is, it is time to decide what you want the audience to know or think about. It is important to always try to 11.___________ to the audience in order to get them to 12.__________ in a certain way. You can gather this information from your research. When 13. _________ a public welfare campaign, you may want to ask yourself: ●What does my audience already know about this problem? ●What 14.__________ of this problem would they care about or be concerned with? ●Is there some history behind the problem that they would be interested in? ●How does the problem 15.________________ affect their lives? 3 How do you reach your audience? There are lots of different ways to get your message16.__________ when you are putting together an ad campaign. You must decide what 17.__________ you want to use. This decision should depend mainly on your target audience and which kinds of ads reach that group best. Anti-smoking ad campaign Every year millions of people around the world die due to smoking. Every packet of cigarettes contains 18.___________ chemicals that can result in lung cancer and heart disease. This costs countries a lot of money and causes great damage to the 19.________ of the people. There are huge numbers of smokers in Asia. This is why we have 20.________ anti-smoking as the subject of our ad campaign. The target audience is high-school teenagers. Our main aim is to 21.__________ young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad 22.__________ effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can 23._________ young people not to start, they might then 24.________ their parents and other people to give up smoking, too. Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine 25.___________ students about the dangers of smoking, and we will organize an essay competition as well. Our slogan: Smoking kills!

Many people think that smoking is cool or enjoyable, but they are not only fully aware of the 26.______ that it does to their health. This is why we chose this picture as our logo. We want to shock people into 27._______ that many smokers die all too soon from illnesses and diseases related to smoking.

6

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 M4U1 Reading advertisements Nowadays, we can find advertisements almost wherever we go. We are so

used to them that we often do not even realize (how many we see and hear in a day). I did some research on advertisements, and have some very important information to share with you. What is an advertisement? An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the internet, radio and television are the most common places to find them. There are two main types

of advertisements —commercial

advertisements and public service advertisements(PSAs). A commercial advertisement is one which someone has paid for to advertise

a product or service. PSAs are often run

for free, and are meant to

7

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 educate

people about

health, safety, or any other problem (that affects public welfare). Does an advertisement tell people the complete truth? There are laws to protect people from advertisements (that cheat people). However, we still must be aware of the skilful methods （used in ads to try and sell us things）. Even if an ad does not lie, it does not mean (it is altogether innocent). One toothpaste ad declares, ‘

Bright-Teeth fights

bad breath!’

this statement tries to fool you into assuming

(that

the toothpaste cures

bad breath, yet it does not say that)! All （it says）

is （that it fights it）, and that is not the same thing at all. One grocery tells customers, ‘ You are proud of your cooking, so shouldn’t you buy the very freshest

food?’

this ad is very clever, because it tells customers (they are good

8

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 cooks). However, it never says (that this grocery has the freshest food)! The grocery just hopes (that when you read the ad, you will feel pleased with the nice comment, remember the words ‘freshest food’, and make a mental connection with the food in the grocery). We must not fall for this kind of trick! Public service advertisements Not all ads play tricks on us though. PSAs use some of the same methods, like attractive

pictures and clever language, but they are made【to serve the public】. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign

in 1996, and since then various types of PSAs have

9

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 appeared around the country. You have probably seen or heard some of them yourself, such as, ‘Yes to life, no to drugs’

and ‘Knowledge changes life’ these ads deal with widespread social concerns. There are also PSAs( that encourage people to support public servie projects, such as Project Hope). Its motto

is ‘Project Hope-educating

every child’. There are even PSAs to teach us how to live healthy lives. One of these is, ‘ When you smoke cigarettes, you are slowly killing yourself.’

All of these ads are meant to benefit the public, and you can often learn a lot by following the advice （they give）. Finally, I wish to tell you this: think about why you should do the things (the ad suggests), or buy the product or service （the ad

promotes）. When it comes to advertisements, we must all use our

10

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 intelligence and not be a slave to them!

M4U1 Project

Developing an ad campaign How do you build an ad campaign? Unlike a single advertisement, an ad campaign is a planned programme of advertisements (using various kinds of ads to reach a certain audience). When you start a successful ad campaign, you must have (a clear aim and an audience) in mind. It is important to figure out exactly

what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and television. There are three major

questions (you must first consider):

11

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 1 Who is the audience for your ad campaign? The people (you want to reach) are your target audience. In order to determine

your audience, you will need to do a little research and analysis in advance. You will need to explore (what the audience already thinks). It is very important to know your audience so you can create the right message for the right people. 2 What do you want your ad campaign to say? After you have decided (who

your audience is), it is time to decide (what you want the audience to know or think about). It is important to always try to appeal to

the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public

12

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 welfare

campaign, you may want to ask yourself: ●What does my audience already know about this problem? ●What aspects

of this problem would they care about or be concerned with? ●Is there some history behind the problem (that they would be interested in)? ●How does the problem personally

affect their lives? 3 How do you reach your audience? There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide (what approach

you want to use). This decision should depend mainly on your target audience and which kinds of ads reach that group best. Anti-smoking ad campaign

13

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 Every year millions of people around the world die due to smoking. Every packet of cigarettes contains poisonous chemicals (that can result in lung cancer and heart disease). This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen

anti-smoking as

the subject of our ad campaign. The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows (that

young people care about their health and future). We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages

of not smoking, such as saving money (which can then be

14

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 spent on

other things). Our interviews also indicate (that young people are concerned about what is cool and what their friends like). We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge

their parents and other people to give up smoking, too. Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine

(informing

students about the dangers of smoking), and we will organize an essay competition as well.

15

2014届高一英语教案学案一体化讲义

M4U1课文

编制人：陆英

编制时间：2012/2/27 Our slogan: Smoking kills! Many people think that smoking is cool or

enjoyable, but they are not only fully aware of the damage (that it does to their health). This is (why we chose this picture as our logo). We want to shock people into realizing (that many smokers die all too soon from illnesses and diseases (related to smoking)).

16