Project(1): Developing an ad campaign国家获奖教案

Module 4 Unit 1 Project: Developing an ad campaign 1.

教学目标Teaching Aims: Students are expected 1) to read the two passages in the

project and know the structure of an ad campaign. 2)to cooperate with partners to design an ad campaign and present it in class. 2.重点难点Teaching key points: 1)

How to guide students to read an ad campaign by taking the passage Anti-smoking Ad campaign 2)

How to make an ad campaign and present it to the class. 3..教学过程

Step 1: lead-in: 1.Watch a short video and then answer some questions. ①

What are two main types of advertisements? ②

What kind of advertisement is this video? ③

Who is the target audience of this advertisement? ④

What is the topic of this advertisement? ⑤

What is the purpose of this advertisement? ⑥

Do you know some mottoes about reading books?

Such as :Books are the ladder of human progress。

- Golgi Nowadays, people all over the world use ads to promote public welfare. Have you ever thought of starting an ad campaign about social concerns? () 2.By the end of the class, you will be able to



know the structure of an ad campaign and get to recognize some key words and phrases. 

know how to build an ad campaign step by step. 

be ready to make an ad campaign

Step 2 :Reading comprehension: Passage 1. How do you build an ad campaign? 1.

Read this passage quickly and then answer some questions. ①

What is an ad campaign? ②

What media can you use in an ad campaign? ③

How many questions should we first consider?And what are they? 2.

Read the passage carefully and then fill in the blanks To build an ad campaign *have a clear ____________ and an ___________ in mind; Step One *do a little _________ and _________you can create the right ____________ for the right people. *gather __________ from your research; Step Two *It is important to always try to ________ to the way the audience will _____.

*use different ____________ to get your

message across *decide what _____________ you want to use to reach your audience. 3.What are the main steps of designing an ad campaign? have a clear aim determine your target audience what to tell your audience how to reach your audience add a slogan and a logo

Passage 2.Anti-smoking ad campaign When you smoke cigarettes, you are slowly killing yourself ! 1.Read this passage quickly and get the main idea of each paragraphs. Find the main idea of each paragraph. Para 1:

The ________why the author choose anti-smoking as the_______of their ad . Para 2:

The target ________ and their aim.And the ways to convince their audience . Para 3:

The different ____________ used to get their message across. Para 4:

The __________ and logo

2.Read the passage and answer some questions ①

How do you start a successful ad campaign? ②

What is important when you are planning an ad campaign? 3.

Fill in the blanks Topic: _____________________________________________________________________

Reason: _____________________________________________________________________ Target audience:_______________________________________________________________ Aim:________________________________________________________________________ Slogan:______________________________________________________________________ Logo:_______________________________________________________________________ Media :______________________________________________________________________

4.

Group work Discuss with your partners about how to design an AD campaign about reading books Topic: __________________________________________________________________________

Reason: _________________________________________________________________________ Target audience:___________________________________________________________________ Aim:_____________________________________________________________________________ Slogan:___________________________________________________________________________ Logo:____________________________________________________________________________ Step 3 Design an ad campaign Demands: *Planning:

work in groups and choose any subject you like *Preparing: give clear elements of an ad

campaign(subject,reasons,approaches...) *Producing & Presenting:

make your presentation clearly

ask and answer any questions if possible

write down your subject and slogan on the blackboard Presenters can begin like this : Step Three

The topic of our ad campaign is …,

our group choose this topic, because …, our target audience is… ,

our aim is …,

the forms of media we use are … and …

Step 5 Summary and Homework ①

Read the two passages again and underline the key words and phrases.

②

Design a PSA campaign and write down on your notebook.