Project(1): Developing an ad campaign优秀完整教案

M4U1 Advertising

Project

Developing an ad campaign Analysis of the teaching material: This is the 9&10th periods of Unit One. In this period we’ll introduce some basic knowledge about ad campaign and ask students to do the project. Objectives: 1.Train the students’ writing, reading and speaking abilities through reading the two articles. 2. Get the students to know how to build an ad campaign. 3. Make sure the students are ready to make an ad campaign. Teaching important point: How to help the students finish the tasks of writing and speaking. Teaching approaches: Teaching approaches is the key step for class teaching. Visual-scene teaching method, tasked-based method as well as the approaches of discussion and so on will be adopted in the teaching process of this lesson. Emphasis will be put on students’ ability of speaking, expressing and brainstorming. Language is best learned through activities. I’ll introduce a rich variety of activities and approaches to meet different needs of the students and make full use of the advantages of multimedia which is visual, operable to make my lesson vivid, interesting and effective. Interaction Patterns: Teachers-class, individuals, pairs Students’ ability to work both independently and together is very important to their success in the future. It is therefore important for students to have opportunities to develop their English skills and knowledge independently, in pairs, in groups and as a class. Teaching Aids: multimedia and a blackboard

Procedures for teaching: Step 1

Revision 1.

Ask Ss to review what we have learned in the reading part. What are the two main types of advertisement? (1)commercial ads(2) PSAs

2. Show Ss a sample PSA and have a discussion of the topic “Low carbon lifestyle.”

Step 2

Learn how to organize an ad campaign(Reading the passage on P18)

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1.What is an ad campaign? (Para1 on P18)

single, planned, various, certain

2.

The main ideas: The main idea of para1:The outline of an ad campaign.

The main ideas of the following paragraphs:Three major questions.

3.4W: Why—Who–What—How Who is your target audience?

How to create the right message for your target audience? How to know your audience?

How do you reach your audience? Step 3

Language Focus 1.

useful expressions: reach a particular audience…

(line 2)

In order to determine…(line 11)

appeal to the way…(line 19)

be concerned with…(line 23)

what approach you want to …(line 28)

...(see details on PPT) 2.

Key sentences: 1)It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. 2) It is important to always try to appeal to the audience in order to get them to react in a certain way.

3) When planning a public welfare campaign, you may want to ask yourself.

4) There are a lot of ways to get your message across when you are putting together an ad campaign. Step 4 Reading the sample ad campaign on Page 19 1.

Read the passage Anti-smoking ad campaign and take some notes: Topic: Anti-smoking Reason: costing countries a lot of money and causing great damage to the welfare of the people

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Target audience: high school teenagers Aim: discourage young people from smoking Slogan: Smoking kills Media : posters, website, school magazine 2.

Useful expressions in this passage millions of due to a packet of cigarettes result in lung cancer heart disease cause damage to discourage... from... be concerned about convince sb to do urge sb to do provide sb with sth as well be aware of do damage to choose..as shock sb into doing die from be related to Step 5

Consolidation Do some gap-filling on the PPT which is about the summary of the article Anti-smoking ad campaign. Thus we can check whether students have a good understanding of the article.

Step 6

Homework 1. Read the two passages again and underline the key words and phrases.

2. Do the related exersices in the workbook.

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