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Unit 1

Advertising Part 1

Teaching Design 第一部分

教学设计

Aims and requirements ♦ Read an article about advertisements and a handout about ad campaigns ♦ Listen for statistics and descriptions

♦ State your opinion on advertisements ♦ Write an advertisement ♦ Develop an ad campaign Procedures ●

Welcome to the Unit Step 1: Brainstorming 1. Hi, everyone! I know all of you like to watch TV. But besides getting the latest news, enjoying some TV plays, what is the most frequent thing appearing on TV every day? Ok. Let’s enjoy some videos and guess what it is about.

It’s an advertisement about a kind of beer. The name of the beer is called Budweiser. Yes, ads appear on TV so frequently now. Some more videos or posters will be shown to you. Step 2: Discussing and practising 1. I’d like you to enjoy some posters now.

Commercial Ads & Public Service AdsA shampooPromote learning softwareAn airline service

As we know advertising plays an important role in our daily life. Will those who have seen these advertisements talk about some of them? Let’s discuss the ads based on the following question: What image(s) can you read on each poster? What can you read on each poster? What does each advertisement try to tell us? Do they belong to the same type? You will be divided into six groups and each group talk about one of the ads. Then each 优课轩资源网http://www.enteach.net未经授权

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group choose one student to present the ideas to all of us. Pay attention to the instructions and focus on the six pictures and illustrations, please. (You can discuss them with your partner, when necessary)

Sample questions Poster of Project Hope How do you feel when you see the child with the big eyes? What would you like to do for the child after seeing this advertisement? Why does the advertisement say ‘There is hope for us all!’ ?

From this poster, what do you think of the purpose of Project Hope? (This poster is intended to make people aware of the importance of Project Hope. It makes people realize that there are still a lot of children dropping out school for economic reasons. It calls upon people to do something to help children in poor areas. The poster makes us aware of the needs of other people.) Poster of the software ad What do you know from this advertisement? If you intended to buy some cheap learning software, would this advertisement help you? Would you buy this learning software? Why? Poster of Oxlin Airlines What does the advertisement try to sell, a product or service? What impression do the words have on you? Would you like to fly with Oxlin Airlines? Why or why not?

Poster of Earth Day What problem is the poster trying to highlight? Do you think this advertisement helps to make people aware of environmental problems? From this advertisement, what do you think Earth Day all about? Poster of the anti-drugs campaign From this poster, do you think drugs are harmful? If someone took drugs, what could happen to him or her? Does the advertisement teach you about the bad effect of taking drugs? What are they? Poster of the shampoo ad What kind of people do you think this ad is targeting? Why? (Young people, especially girls, because they pay more attention to their appearance.) Do you think this advertisement will successfully persuade people to buy this shampoo? Why?

For reference What are advertisements?

Advertisements are a good way to sell products or services. They are also a good way to make people aware of the needs of others and dangers around them. Project Hope Project Hope aims to help young people who have dropped out of school return to school. It 优课轩资源网http://www.enteach.net未经授权

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also aims to develop basic education in poor areas in China, especially in western China, with money collected from society. It has drawn great attention and gained genuine support from all walks of life since it was founded in the late twentieth century. Nowadays Project Hope pays special attention to children of laid-off workers in cities. Earth Day Earth Day aims to increase environmental awareness and encourage people to take care of the Earth and its people. The first Earth Day was celebrated on 21 March, 1970. The reason why it fell on that day is that night and day are equal throughout the Earth on that day. Today, Earth Day is celebrated annually by the world.

常见广告的种类：

classified advertisement

分类广告

commercial advertisement商业广告

public service advertisement (PSA)公益广告

paragraph advertisement 写成新闻性的广告

publishers' advertisement

出版商广告

television advertisement 电视广告

tombstone advertisement

证券发行公告

advertisement of insurer

承保人广告

2. Let’s talk about the three questions listed under the six pictures in groups for a couple of minutes. Please focus on the three questions individually and think of proper answers to the questions. Make the best of the chance to express your opinion and listen to your group members’

opinions. I’d like to invite some of you to report your opinions to the class.

1.

Which advertisements make you want to buy a product or service? Why? 2.

Which advertisements make you think about problems in society or about people who need help? Why? 3.

Do you think advertisements tell the complete truth? Why or why not? Possible answers:

1.We can see there are three ads that separately promote learning software, an airline service and a shampoo here. They make me want to buy a product or service. In my opinion, the advertisement for the shampoo is the most persuasive not only because of the image on the shampoo bottle, but also because it says that this shampoo will keep my hair shiny for days. Although I don’t believe that this ad tells the complete truth, I want to try it anyway. 2. In my eye, the other three ads separately for Project Hope, Earth Day and an anti-drugs campaign make me think about problems in society or about people who need help. People’s health, the environment and poor children’s lives are common social concerns. Nobody can ignore the problems around us. In addition, the persuasive words and the impressive images used in these ads strike me a lot. Of the three ads, the ad about Earth Day strikes me the most. The ad shows us a bird’s nest built in the sky. The poster is trying to show that there is nowhere else to put the bird’s nest because all the trees have been cut down. It sends us a serious warning and tell us that we should protect the environment from now on. No. As we all know, commercial advertisements, generally speaking, are intended to encourage people to buy a product or service so that companies can make more money. Thus they try their best to make people believe they are telling the truth, sometimes by tricking us. For example, ads which sell cosmetics often use famous pop stars who tell us how effective the product is and how it keeps him or her young and good-looking. It is up to us, the consumers, to decide whether to believe commercial advertisements or not. However, public service 优课轩资源网http://www.enteach.net未经授权

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advertisements are intended to educate people about health, problems in society and public welfare. Public service advertisements are usually free and they are usually true. Step 3: Homework 1. Collect some advertisements and try to know what products or services the ads talk about. 2.

Prepare the Reading part.

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