Project(1): Developing an ad campaignppt课件教学实录

M1 Unit 1

Project

Developing an ad campaign 【目标瞭望台】

阅读并理解文章大意：

An ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience. 识记下列词汇与短语：

figure out, determine, appeal, get across, urge, concern, shock 理解并运用下列句型：

（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）When planning a public welfare campaign, you may want to ask yourself… 通过阅读两篇短文，了解如何创办有关社会问题的广告运动。

一、自主探究

1. If Dove wants to promote a new flavor of chocolate, what should be done? 2 What is an ad campaign? 二、

新知点拨

词汇准备

1. have sth. in mind

2. figure out

3. employ different kinds of media

4. target audience

5. in advance

6. appeal to 7. be concerned with/about

8. get message across 9. put together

10. contain poisonous chemicals

11. cause damage to 12. discourage sb. from

13. educate sb. about

14. convince sb to do sth

15. urge sb. to do

16. give up smoking

17. provide sb. with sth. 18. be fully aware of

19. shock people into doing

20. die all too soon from A.

The first essay

1. Read the text quickly and try to answer the following 4 questions. Q1: What do you know about an ad campaign? Q2:What must you keep in mind when you start a successful advertising campaign?

Q3:Why do you need to research your audience?

Q4 :What is important when you are planning an ad campaign? Q5: What should your advertising campaign be based on? 2.fill in the form according to the text. Main Idea: How to build an ad _________

Step One

Step Two

*have a clear aim and _____ audience in _____; *do a little research and analysis _____ of time and you can _____ the right ______

for the right people.

*gather _________ from your research; *It is important to always try to _____ to the way the audience will _____.

*use different _____ to get your message _____ *decide what ________ you want to use to _____ your audience.

Step Three

B. The second essay

Read and focus on the main idea of each paragraph.

•

Para1: The reason why___________________________________? •

Para 2: The target ___________and the aim.

•

And the ways to __________________________.. •

Para 3: The different _______________ used to get their message across. •

Para 4: The slogan and ___________

【总结与提升】

What are the main steps of designing an ad campaign? •

choose the topic •

determine your target audience •

decide a clear aim

•

do research and create the right message for them •

choose the proper media •

add a slogan and a logo

想一想：

如何组织有关社会问题的广告运动？

(2)

Planning:

Decide which subject you are interested in and choose one for your ad campaign.

You should have a clear idea of the goal, the target audience, the message of your ad and the media you will use. Topics for your choice: (3)

Preparing: task

Design a logo

Develop a slogan

Forms of media

Write campaign proposals

Presentation

Divide the work to each group member. Member’s name

(4)

Producing:

Teamwork: everyone should contribute to the project

logo/slogan designer—made it attractive proposal writer—write a brief outline according to the research

presenters—Try your best to make it and well-organized.

Present your work clearly to the class.

Answer questions asked by others (5)

Presenting: The main speaker will begin like this:

The topic of our ad campaign is …

Our group choose this topic because …

Our target audience is …

Our aim is to …

The research shows/indicates that…

We will show/educate/explain

The forms of media we use are … and …

This is our logo and slogan…

we hope …

Homework:

1.

Read the reading materials and get familiar with it. 2.

Prefect your ad campaign and hand the written version in.