Project(1): Developing an ad campaign特级教师教学实录

Teaching planning for M4U1 project

桃源县第一中学

徐冬艳

Teaching goals: By the end of the class, students will be able to: 1. understand what an ad campaign is; 2. know the structure of an ad campaign; 3. make their own ad campaign. Teaching difficult&important points: 1.

To conclude the structure of an ad campaign by themselves; 2.

To find out some useful sentence patterns 3.

To make an ad campaign by themselves. Teaching method: Task-based teaching method Teaching aid: Multimedia Classroom activities: Discussion and group work Teaching procedures: Step1: Lead in Watch a video from some students and answer: 1.

What is the video about? 2.

How can they attract students to eat in the canteen? Many people use ads to appeal for something or promote social concerns. Today we will start an ad campaign about campus concerns. 设计目的：引出主题：广告策划，并引发学生对本堂的探索兴趣。

Step2: Skimming Task1: Skim the passage and answer questions What is an ad campaign? a planned programme of ads using various kinds of ads to reach a certain audience.

What must you keep in mind when you start a successful ad campaign？

a clear aim and an audience in

What must you consider first? Who——

target audience What——

content How——

ways to reach your audience

设计目的：通过快速阅读，初步了解广告策划的概念，了解广告策划的重难点。

Step3: Reading anti-smoking ad campaign Task2：Read the article and match the main idea Para 1

a. The target audience, the aim and the content of their ad campaign. Para 2

b. The different ways used to get their message across.

Para 3

c. The slogan and logo. Para 4

d. The reason why the writer chose anti-smoking as the subject of their

Discussion: Discuss with your classmates and conclude the structure of the ad campaign. Para.1 reason Para.2 aim/target audience/content Para.3 ways Para.4 slogan/conclusion 设计目的：通过寻找每段主旨大意学生可以迅速找到并自己归纳总结广告策划的要素和结构。

Task3: Read the passage and find out useful sentence patterns

Students will read the passage carefully and try to find out some sentence patterns that they can use in their writing.

For example:

This is why we have chosen...as the subject of our ad campaign. 设计目的：句型储备，为写作打好坚实基础。

Step4. Practice

Discussion: What are you concerned about on campus? Task4: Choose a topic about campus concerns and design an ad campaign in groups of 4. Each student takes charge of one part. 设计目的：学以致用，在这一环节，学生将会使用之前学到的结构和句型，并通过讨论了解校园热点，为建设更加美好的校园建言献策。

Task5 Exchange your work and evaluate it. 设计目的：学生交换评阅作品，指出优点和缺点，学生会对广告策划有一个更深的了解并让学生自己推荐优秀作品并分享他们的点评。

Homework

Polish your work.