Project(1): Developing an ad campaign优质教案设计

M4U1

Project

Learning aims: 1. Get to learn and use English by doing a project; 2. Try to fully understand the reading materials and master the language items;[来源:Zxxk.Com]

3. Learn to get enough information about ad campaigns from the reading material. Teaching procedures: Step 1

Lead-in 1. Two main types of advertisements ? commercial ads

PSAs 2. An ad campaign ?

An ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.

Step 2

Listen

and

understand Listen to the recording and answer the following

questions to get a general idea of the reading material.

How to start a successful ad campaign? You must _________________________________________, figure out exactly____________________________

and ___________________________________ You may need to employ different kinds of media, including__________________________________________________________.

1. What do you know about an ad campaign?

An ad campaign is an organized programme of advertisements using various types of ads to reach a particular audience.

2. What must you keep in mind when you start

a successful ad campaign?

A clear aim and target audience.

3. Why do you need to research your audience?

Because the right message needs to be

created for the right people. 4. What is important when you are planning an ad campaign?

It is important to try to appeal to the way the audience will react.

Step 3

Reading for detailed information Read the material again carefully to get detailed information about developing an ad campaign. Reading for detailed information:

Main Idea: How to build an ad _________ Step One *have a clear aim and _____ audience in _____; *do a little research and analysis _____ of time and you can _____ the right ______

for the right people. Step Two *gather _________ from your research; *It is important to always try to _____ to the way the audience will _____. Step Three[来源:学科网]

Step 4

Sample Read the second article on page 19 and answer the following questions: 1. What is the subject of this ad campaign?

Anti-smoking. 2. Why do they build this ad campaign?

Because the problem costs countries a lot of money and causes great damage to the welfare of the people. 3. Who is the target audience for this ad campaign?

High-school teenagers. *use different m____ to get your message a_____. *decide what a________ you want to use to r_____ your audience.

4. What is the ad campaign aimed to do? To discourage young people from smoking. 5. What is the slogan for this campaign?

Smoking kills! Step 6

Show time

*Planning (1)

Work in groups of five or six. (2) Topics. Preparing

Assignment *Producing & Presenting

Teamwork: everyone should contribute to the project

logo/slogan designer—made it attractive proposal writer—write a brief outline

presenters— present your work to the class

Make your presentation clearly, including

explaining why your group chose the topic,

your aim and target audience,

approaches to get your message across,

your logo and slogan. Step 7 Homework