Project(1): Developing an ad campaign教案2

Unit 1 Advertising

Project Teaching aims: 1. Knowledge aim: Learn and use English by doing a project.. 2. Ability aim: Know what to do for their own ad campaigns 3. Emotional aim: Raise the students’ awareness of social concerns by developing their own ad campaigns. Key points / Teaching important points: Know what to do for their own ad campaigns How to cooperate and do the project together. Teaching methods: Double activities teaching method Question-and-answer activity teaching method Watch-and-listen activity Free discussion method Pair work or individual work method Teaching aids:

1. a projector 2. a tape recorder 3. multimedia 4. the blackboard Teaching procedures：

Step 1

Leading in

Ask the students a question: If Dove wants to promote a new flavor of chocolate, what should be done? Then show them some ads of Dove and ask them what they think of these ads. eye-catching advertisement

fancy packages

attractive slogan and logos

famous people …

Step 2

Fast reading 1.

Read the article on P18 to know some basic knowledge about ad campaigns. Answer the following three questions. Q1: What is an ad campaign? Q2: What media can we use in an ad campaign? Q3: What are the major questions should we consider first when designing an ad campaign? 2.

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. 3.

Read the second article on page 19 and answer the following questions: ①. What is the subject of this ad campaign?

②. Why do they build this ad campaign? ③. Who is the target audience for this ad campaign? ④. What is the ad campaign aimed to do? ⑤. What is the slogan for this campaign?

Step 3 Careful reading Read the two articles again for detailed information. Fill in the blanks. How to build an ad campaign

Step One

General Guidelines

﹡To have a clear 1.____ about the ad campaign

﹡To do a little research and analysis in advance

Sample: Anti-smoking ad campaign

To aim at 2._____young people from smoking, because

smoking costs much money and causes 3._______

to the welfare of the people

To reach High-school 5._________

Step Two

Step Three

To 4._____ your target audience

﹡To decide what you want to tell the audience and what you try to 6._____ them to do.

﹡To 7.___________the audience in order to get them to react in a certain way

Different 10. ______ to get the message across: posters, newspapers, radio and television

﹡To educate them about the bad physical 8.__________ of smoking

﹡To explain the 9.______________of smoking

﹡To show smoking is not cool or attractive

Step Four

﹡Large posters around school.

﹡Information on the website.

﹡An article on the school magazine.

Step 4. Summary

Ask the students to summarize what the main steps of designing an ad campaign are. •

have a clear aim

•

determine your target audience

•

what to tell your audience

•

how to reach your audience

•

add slogan and logo to make your campaign more attractive

Step 5. Design an ad campaign

Show the students two pictures of the dead pigs in Liuyang River. Ask: What public welfare problem can the pictures tell us about?

They tell us about the problem of food safety. Group Work: Design an ad campaign about food safety 

1. Introduction:



a clear aim and why this topic 

2. Main body:



1). to decide your target audience 

2). what to tell the audience 

3). how to tell the audience 

4). can add logos and slogans 

3. Conclusion

your hopes and suggestions

Step 6 Show time Ask the students to present their design.

Step 6 Homework Finish their design of the ad campaign on food safety if some of them haven’t done.