Project(1): Developing an ad campaign教学实录与评析

The teaching plan 科目

English 课题

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Module 4 年级

Senior One 班级

Unit1 Project 11班

时间

2019年 6月 18日

授课

杨福霞 Josie

At the end of this lesson, you will be able to build an ad campaign by putting what you have learnt into practice.

This is the sixth part of this unit. In the previous periods, Ss finished welcome to the unit, reading, word power, grammar and usage and task. They have known something about advertisements. The main aim of this period is to help Ss build an ad campaign by putting what they have learnt into practice. 步骤

教学活动

Step1

1. Enjoy a group of pictures about Revision and advertisements.

lead-in 2. Ask Ss to tell two main types of advertisements.

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Step2

Global reading

Q1: What is an ad campaign? An ad campaign is a planned programme of advertisements using various kinds of media to reach a certain audience. Q2: What media can we employ in an ad campaign? We can employ different kinds of media, including posters, newspapers, magazines, radio and television.

设计意图

互动时间& 模式

利用图片广2 m’

告导入主I W 题，激活学C W 生学习热情。

快速浏览理5 m’

解文章大I W 意,采用问C W 答式调动学生的积极性，并能迅速切入主题。

通过教材中10-12m’

两篇文字说I W 明，帮助学C W 生进一步了解如何开展广告活动，并以禁烟广告活动的开展为案例，进一步探讨如何动手操作。

Step 3 Presentation Subtitle 1 1.Target audience_______________________

2. How to determine your target audience?

To do a little research and analysis in advance.

To explore what the audience already thinks.

Subtitle 2 What do you want your ad campaign to say ?

In my eyes, the content of our campaign should be the topic that the target audience____ _____ and be _________ _____.

It is __ ___________ to always try to ______ ___ the audience in order to get them to ____ in a certain way.

Furthermore, the content should________ affect their lives.

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Step 4 Exploration 以教材案例6 m’

为依托，引I W 导学生去探C W 究如何开展一项广告策划活动。

Step5

1. Work in groups of five or six. 观看长江污14-16m’

Group work 2.The topic: Protecting the Yangtze River

染视频剪G W (Cooperation) 3. Watch a video clip 辑，通过小C W The main speaker will begin like this: 组合作讨

The topic of our ad campaign is …

Our group choose this topic because …

论，了解保

Our target audience is …

护长江的重

Our aim is …

大意义，并

The forms of media we use are … 开展一项广and …

Other group members will present the ads, 告策划活or show the billboards, or …

动。

Don't forget to present your logo and slogan.

A sample: Anti-smoking ad campaign Smoking kills! When you smoke cigarettes, you are killing yourself ! Say “No” to cigarettes!

Step5 Homework 1 m’

2.Remember the important phrases and analyze the difficult I W 1.Polish up your ad campaign. sentences that you have underlined.

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1.

By building an anti-smoking campaign, Ss have had a good understanding of how to build an ad campaign.

2.

The teacher helped Ss build an ad campaign by putting what they have learnt into practice.

备注：Ss: students

IW：individual work

GW: group work

CW: class work

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Project How do you build an ad campaign? Unlike a single advertisement, an ad campaign is a planned programme of advertisement using various kinds of adsto reach a certain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell theaudience and what you are trying lo got them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and television. There are three major questions you must first consider: 1

Who is the audience for your ad campaign? The people you want to reach are your target audience. In order to determine your audience, you will need to do a little research and analysis in advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people. 2

What do you want your ad campaign to say? After you have decided who your audience is,it is time to decide what you want the audience to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public campaign, you may want to ask yourself: •What does my audience already know about this problem? •What aspects of this problem would they care about or be concerned with? •Is there some history behind the problem that they would be interested in? •

How does the problem personally affect their lives? 3

How do you reach your audience?

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There are lots of different ways to get your message across when you are putting together an ad campaign.You must decide what approach you want to use.This decision should depend mainly on your target audience and which kinds of ads reach that group best. Anti-smoking ad campaign Every year millions of people around the world die due to smoking. Every packet of cigarettes contains poisonous chemicals that can result in lung cancer and heart disease. This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen anti-smoking as the subject of our ad campaign. The target audience is high-school teenagers. Our main aim is to discourage young people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like. We will show how smoking is not cool or attractive, because it makes people ^mell terrible^ and gives them bad teeth, skin and fingernails. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too. Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will also publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competition as well. Our slogan: Smoking kills! Many people think that smoking is cool or enjoyable, but they are not fully aware of the damage that it does to their health. This is why we chose this picture as our logo. We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking.

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