Project(1): Developing an ad campaign教学内容

M4U1

Project

Developing an ad campaign

Teaching aims: 1. Learn some basic information on an ad campaign.

2. Learn and master the key points of the passage. Step 1. Free talk Occasions when you may encounter ads? From the two groups of pictures, we can see that ads can be seen everywhere and they are playing a very important part in our daily life. Step 2. How do you build an ad campaign? Task one: Discuss the structure of the text (A)

(B)

Task two: Answer the questions

1. What is an ad campaign?

2. What must you have in mind when you start a successful ad campaign? [来源学*科*网Z*X*X*K]Para 1 Para 1 Para 2 Para 3 Para 4 Para 2 Para 3 Para 4

3. What questions must you first consider in an ad campaign?

Task three: multiple choices 1. An ad campaign may depend on _____ to be successful

A. many different people and target audience

B. whether you have a clear aim and an audience in mind

C. the final decision of the target audience and successful people

D. the images that common people can create 2. The target audience of an ad campaign should be _____.

A. carefully decided by the people who start the ad campaign

B. determined according to the research and analysis ahead of time

C. people who often going shopping and those who enjoy looking at advertisements

D. people who enjoy the right message created by the right people 3. Which of the following ads will be the most successful according to the text?

A. The ones that can reach the target audience most.

B. Those that make good use of all kinds of media.

C. The ones which are carefully planned and appealing to the target audience.

D. Those that are dealing public welfare issues. 4. Which of the following questions is necessary to ask when you are planning a public welfare campaign?

A. Who are the target audience of the ad campaign?

B. How many people will watch TV and listen to the radio and get to know the issue?

C. How much do common people know about the social problem to be talked about?

D. To what degree does the problem affect the lives of the target audience personally? Task four: fill in the blanks How to build an ad c_________ Step One *have a clear g____ and t_____ audience in mind; *do a little r_______ and you can c_____ right m______ for the right people. Step Two *gather i_________ from your research; *It is important to always try to a_____ to the way the audience will r_____. Step Three *use different ____ to get your message a_____ *decide what a________ you want to use to r_____ your audience. Step 3. Anti-smoking ad campaign Task one: Answer the questions

1. Why is anti-smoking chosen as the subject of the ad campaign?

2. What is the main aim of the anti-smoking campaign?

3. How can high-school teenagers be convinced not to start smoking?

Task two: task-based reading Subject 1_________ Anti-smoking The problem costs countries a lot of money and causes great damage to the welfare of the people Target audience Aim 3_________ What to get across High-school teenagers To 2__________ young people from smoking Smoking kills! * Smoking has bad 4__________ effects on people. *Smoking, which is neither cool nor attractive, makes people 5________ terrible, and gives them bad teeth, skin and fingernails.*Not smoking helps save 6_________ which can be spent on others things.*Parents and other people may give up smoking too if young people are 7______________ not to start. Ways to reach the * Putting large 8_________ with the logo and slogan around the audience school. * Providing students with more information about smoking on our 9________.* Publishing an article to inform students about the dangers of smoking in the school magazine.* 10____________ an essay competition about anti-smoking. Language points

Write down useful phrases and expressions

1. 不同种类的广告

____________________ 2. 把…牢记在心______________________ 3. 弄懂，计算出，想出

__________________网][来源学科22. 和…有关

_____________________

4. 让某人做某事

____________________ 5．目标受众

____________________ 6. 提前做一些研究和分析

____________________ 7. 吸引受众

________________________ 8. 以一个特定的方式_____________________ 9. 一场公益福利宣传活动

____________________ 10. 担心，关心_________________________ 11. 传达信息

_________________________ 12. 组成整体，装配

___________________ 13. 包含有毒化学物质_______________________ 14. 对…造成损害

_______________________ 15. 阻止年轻人抽烟

________________________ 16. 说服某人不要做某事

____________________ 17. 敦促他们的父母和其他人戒烟

_____________ 18. 提供某人某事

_______________________ 19. 组织一次作文竞赛

_______________________ 20. 没有充分意识到危害

_____________________ 21. 警醒某人做某事

______________________

Language points 1. It is important to figure out exactly what you are trying to get them to do. 重要的是你得弄清楚你想让他们做什么。

figure

1. I could see some figures in the far distance, but I couldn’t make out who they were. _____ 2. She has a lovely figure. _______ 3. He is one of the leading figures of this school.

_______ 4. Where did you get those figures? _______ figure out 理解；想出；算出[来源:学#科#网]

1 I can’t figure him out …he’s a mystery! _________________________________________ 2 We still haven’t figure out how to do it.

________________________________________ 3. 你算过这次旅行要花费多少钱了吗？Have you _____ _____ how much the trip will ______?

2. In an ad campaign you may need to employ different kinds of media, including posters, newspaper, magazines, radio and television. employ 1 The firm employs 1000 people. ________ 2 The police had to employ force to break up the crowd. 3 You’d employ your free time fully. ________ ________ 4. The children employed themselves in painting. ________ ¤¤ employ sb in doing sth => be employed in doing something All the students are employed in doing their homework in the classroom now. 拓展：employer________ employee________ employment ________ unemployment________

employed________

unemployed ________

3. In order to determine your audience, you will need to do a little research and analysis in advance. in advance 1. It is a common practice that you should pay the rent for at

least half year _______ _______ _______ (提前)in many big cities.

2. America is an advanced country, while China is a developing one.

________

determine

v. 决定, 确定, 测定, 使下定决心; 1 We (were) determined to go at once.

________ ________ ________ 2 Her encouragement determined me to carry on with the work. 3 We should first try to determine how much it is going to cost. 4 The size of the crop is determined by the amount of the rainfall. ________ 归纳：determine sth.// to do sth // that/wh- determined . adj

1 She is a determined woman. ________ 2 I’m determined to go and nothing will stop me. ________ determination. n 练习：He left the country, _____ never to come back. A. determined

B. determining

C. determine

D. to determine

4. It is important to always try to appeal to the audience in order to get them to react in a certain way. appeal. n 1. His appeal for forgiveness went unanswered.

________ 2. Films of that sort have lost their appeal for me.________ 3. The court(法院）

rejected his appeal.

appeal. v 1. The government is appealing to everyone to save water.

2. He appealed to me for help.

3. Does the idea of working abroad appeal to you?

________ ________[来源学科网ZXXK]________

4. We will appeal to a great variety of sources of information

________ 5. I intend to appeal against this judgment.

5. What aspects of this problem would they care about or be concerned with?

be concerned with/in

和……有关；涉及

The book is primarily concerned with Soviet-American relations during the Cold War.

这本书________冷战时期的苏美关系。

________

[拓展]

be concerned about/for …

关心，担心[来源:学+科+网Z+X+X+K]

1. Nowadays more and more people are concerned about protecting environment. ________ 2. She is concerned about her son’s future. => She ________ herself ________ her son’s future.

As far as sb be concerned

________ As far as I’m concerned, I can’t object to your marriage. I feel no concern about the matter.

6. There are lots of different ways to get your message across when you are putting together an ad campaign.

________________ n. ________

He found it difficult to get his idea across to them.

即时巩固

---This morning I tried to phone you, but I couldn’t _________. --- Sorry, my son was talking on it all the morning. A. get across

B. get along with

7. urge vt. 催促; 力劝；极力主张; 强烈要求

They__________________ at once.

他们催促我们马上去。

C. get down to

D. get through The people in that country ______________.

那个国家的人民要求独立。

朋友们力劝我申请那份工作。

My friends urged that ______________________________.

附：

1.

不同种类的广告

various kinds of ads 2. 把…牢记在心

have…in mind 3. 弄懂，计算出，想出

figure out 4. 让某人做某事

get sb to do sth 5．目标受众

target audience 6. 提前做一些研究和分析

do a little research and analysis in advance 7. 吸引受众

appeal to the audience 8. 以一个特定的方式

in certain way

9. 一场公益福利宣传活动

a public welfare campaign 10. 担心，关心care about/ be concerned about 11. 传达信息

get your message across 12. 组成整体，装配

put sth together 13. 包含有毒化学物质

contain poisonous chemicals 14. 对…造成损害

do/cause damage to 15. 阻止年轻人抽烟

discourage young people from smoking 16. 说服某人不要做某事

convince/persuade sb not to do sth/ persuade sb out of doing 17. 敦促他们的父母和其他人戒烟

urge their parents and other people to give up smoking 18. 提供某人某事

provide sb with sth 19. 组织一次作文竞赛

organize an essay competition 20. 没有充分意识到危害

be not aware of the damage 21. 警醒某人做某事

shock sb into doing sth 22. 和…有关

be related to/be connected with