Project(1): Developing an ad campaign教学设计第一课时

Instructional Design of Module 4 Unit 1 Advertising Project: Developing an ad campaign

Teaching Aims: (1) Knowledge aim: Help the students to learn the passage about some basic information on an ad campaign. (2) Ability aim: Help the students learn how to develop an ad campaign and write an ad campaign proposal. (3) Emotional aim: Students will improve their sense of social responsibility by developing public service ad campaign. Teaching Important and Difficult Points: (1) How to understand the text better. (2) How to develop an ad campaign.

Teaching Methods:

Task-based in-class activities

Discussion in groups

Question and answer activities

Competition Teaching Procedure: Step1: Lead-in

1. Play the English song Bring It All Back at the beginning of the class (present the words of the song on the screen and ask the students to listen and sing together)

T: Just now we have enjoyed a beautiful song, do you think the words of the song are encouraging? Today we will do a project, maybe we will come across a lot of difficulties. Please remember “Don’t stop, never give up”. ( words of the song) I think this positive attitude will make you succeed. Do you think so? Ok, that’s say it again---Don’t stop, never give up.

2. T: Now let’s come back to our class. As we all know, China is aiming to build a harmonious society. But I think there are still some problems existing in our society. Such as some big disasters or some bad behaviors which are seriously hindering the harmonious development of our society. Guide students to set some examples of social problems. Meanwhile, show students some vivid pictures of social problems such as the earthquake in Yushu, the event of Taihu Lake blue algae, smoking, taking drugs, and hunting wild animals etc.

Questions: What is an ad campaign? What must you keep in mind when you start a successful ad campaign? What media can you use in an ad campaign? Suggested answers: 1. An ad campaign is an organized program of advertisements using various kinds of ads to reach a particular audience. 2. You must have a clear goal and target audience in mind. 3. We can use different kinds of media including newspapers, magazines, television, billboards, mailings, etc. Teacher should explain what an ad campaign is as well as the meaning of “a clear goal” and

“target audience”. Also, teacher should tell students they can use various kinds of media in their ad campaign. In this way, students have a clear idea about what they should do next. Step 3 Planning

Remind the students of the problems mentioned at the beginning of the class. To address the problem, teacher set some subjects for an ad campaign as follows.

Animal Protection

Anti-smoking

Protection of the Taihu Lake

Anti-drugs

Donation for the people in Yushu

…

Ask the students to form the groups of 6. Discuss which of the topic they are interested in and choose one as their topic, or come up with one of their own and explain why they choose this topic. Then the teacher can pretend to be a reporter to interview each group about their topic and the reason why they choose this topic. Step 4: Gaining information Before the students do the project, there are three questions they must first consider. So ask them to listen to the tape and fill in the blanks.

Three questions (1)______ Key points Do a little (2)________ on what the audience already thinks and you can (3)_______ the right message for the right people. You should try to (5)______ __ the way the audience will react. There are lots of different (7)_______ to get your message across. You must decide what (8)_________ to use, which mainly depend on your target audience. (4)______ to say (6)_____ to reach your audience

Step 5: Explain logo and slogan (1)

Show some pictures of logo and slogan to students. Make them get a general idea about logo and slogan.

(2) Competition

Match the posters with suitable slogans. Divide the whole class into boys and girls and hold a competition to answer questions. Step 6: Preparing (1)

Ask the students to discuss the following three questions for their own ad campaign and write down the answers.

Who is the target audience for our ad campaign?

What do we want our ad campaign to say?

How will we reach our audience?

(2) Assignment

Discuss the tasks listed below and decide which group member will be responsible for each task. Write the names beside each task. Member’s name

Task Research Design a logo Develop a slogan Forms of media Campaign proposal Presentation

Part 3 Homework

1．Try to find more information about your ad campaign and finish it after class.

2．Post your logo and slogan on the display wall of your classroom.