Reading(1)：Advertisements教学实录

Unit 1 Advertising ●Project Developing an ad campaign Reading

1. Let’s read the handout‘How do you build an ad campaign?’

Try to find out the main idea of each paragraph. Paragraph 1

the definition of an ad campaign Paragraph 2

the target audience and how to determine the target audience Paragraph 3

what the ad campaign says

Paragraph 4

how to reach the audience 2.Read the handout carefully to find the answer to the following questions:

1) What do you know about an ad campaign?

(An ad campaign is an organized programme of advertisements using various types of ads to a particular audience.) 2) What must you keep in mind when you start a successful advertising campaign? (A clear goal and target audience.) 3) Why do you need to research your audience? (Because the right message needs to be created for right people.) 4) What should your advertising campaign be based on? (Mainly on the target audience and the media that reaches that particular group first.) 3. Please find out the writing features in a handout so that we will know how to design our own. The writing features of a handout include: 

brief introduction of subject 

supporting details



conclusion

Developing an ad campaign

Planning It’s time to work in small groups. You are to discuss which of the subjects you are interested in and choose one for your ad campaign.

Preparing In this step, you are to meet, discuss the three important questions so that everyone has a clear idea about the goal and target audience in mind as well as the message in the ad and the media you will use to get your message across. Divide the work so that group members will be responsible for a different task. Discuss the three questions together first and then decide which group member will be responsible for each task.

Producing Now you each put what you have written together and add logos, proofread your ad campaign proposal and correct mistakes if any.

Presenting At length, present your ad campaign to the whole class by taking turns to explain why you choose the topic. Everyone in each group should have a chance to speak. And display the logos and slogan for the rest of the class to see. You can hang them on the walls in the classroom. Please do writing on page 91 in workbook as your homework. The exercise will help you practise some words, phrases and patterns in this unit. Answers

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Writing

Part B (page 91)

Mon, 15 Sep. I had a very bad experience today. When I went to town yesterday morning, I saw an advertisement in front of a shop saying that cameras were on sale for only 20 yuan each. True to the advertisement, things were really cheap in the shop, I bought a camera and two rolls of film. Then I made several calls to my friends inviting them to go to the park to take some pictures. In the park we had a very good time and took a lot of pictures. Then I sent the films to

a shop to be developed. When I went to collect my photos this morning, however, I got a big surprise. They told me that none of my photos came out because the camera could not take good pictures. I thought I was getting a bargain for 20 yuan but I should have just kept my money.

●Self—assessment The self-assessment section at the end of the unit aims to allow you to determine the progress you have made, what you have achieved and what else you can do to improve your study.

In this unit, 21 items are listed with each one scored 5, totaling a score of 105. These items cover the main study targets in this unit, such as skills in reading, listening, speaking, writing, the usages of vocabulary and grammar items as well as doing activities in English. Through assessing themselves as learners, you will realize whether you have achieved the goals in this unit.

In Part A. some items are presented to you and you are asked to check how well you think you have developed these skills. Each item corresponds with one or more parts in this unit. For example, by going over Part E on page 5, you will know whether we are able to use the vocabulary learned in this unit or not. You have the opportunity to evaluate your own skills and abilities in English. If you feel very confident about one item, you score 5. If you feel slightly confident about another item, you get 2. By adding all the scores you get and dividing by the total sum, you will get a percentage, which shows your level. If you feel these are some items you are not confident of or just slightly confident about, you can think about how to improve them.

In Part B, you are asked to make an action plan so you will know what to do and take some effective measures.

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