1、Unit 1 Advertising,Project Developing an ad campaign,Nowadays, people all over the world use ads to promote public welfare. Have you ever thought of starting an ad campaign about social concerns? How do you build an ad campaign?,Warming up,Read the article on Page 18. Try to tell us the main idea of
2、 each paragraph.,Para. 1 Para. 2,the definition of an ad campaign the target audience and how to determine the target audience,Para. 3 Para. 4,what the ad campaign says how to reach the target audience,Read the article again and answer the following questions. Pay attention to the structure of the r
3、eading passage introduction, examples and facts that develop or support the idea and conclusion.,1. What do you know about an ad campaign?An ad campaign is an plannedprogramme of advertisements using various types of ads to reach a particular audience. 2. What must you keep in mind when you start a
4、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.,Read
5、 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
6、 this ad campaign?High-school teenagers. 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!,Fill in each blank with no more than one word according to the texts.,single,variety,thoughts,appealing,approaches,Anti-smok
7、ing ad campaign,welfare,benefit,appearance,website,essay,Discussion,Work in groups and discuss what has impressed you most after you read this ad campaign.,The project is to develop your own ad campaign about a public welfare problem. Discuss the following questions with your group members. 1. What
8、welfare problem do you want your ad campaign to deal with? 2. What do you want your campaign to say? Why?,3. Who is the target audience for your campaign? 4. Who will research the topic and interview the target audience? 5. Which sources will you use to find your information?,6. How will you reach y
9、our audience? 7. Who will design the logo and develop the slogan for the campaign? 8. Who will present the campaign to the class?,Planning:,Decide which subject you are interested in and choose one for your ad campaign. You should have a clear idea of the goal, the target audience, the message of yo
10、ur ad and the media you will use.,Preparing:,Divide the work to each group member.,Producing:,Put what you have written together and add a logo. You must proofread your ad campaign proposal and correct mistakes.,Present your ad campaign to the class.,Presenting:,1. It is important to figure out exac
11、tly what you want to tell the audience and what you are trying to get them to do. 重要的是，你得确切弄清楚想要告诉受众什么、想让他们做什么。figure out 弄清楚，弄懂，计算出,Language points,用figure out翻译下列句子。 1）我弄不明白他为什么缺席。 I cant figure out why he is absent. 2）孩子们没有花很多时间就算出了正确的答案。It didnt take the children long to figure out the correct a
12、nswer.,2. In order to determine your audience, you will need to do a little research and analysis in advance. 为了确定目标受众，你需要事先做一些研究和分析。determine v. 确定，查明 e.g. Shall we determine what we are going to do next?我们来确定一下下一步该做什么吧?,3. It is important to always try to appeal to the audience in order to get the
13、m to react in a certain way. 为了让受众作出预期的反应，始终努力去吸引他们是非常重要的。appeal to 有引力，引起兴趣 e.g. The programme appeals especially to young children. 这个节目特别受小朋友欢迎。,react v. 反应 e.g. I wonder how they are going to react to my suggestion. 我想知道他们对我的提议会有什么反应。,4. There are lots of different ways to get your message acros
14、s when you are putting together an ad campaign.当你组织一场广告宣传活动时，有许 多不同的方式可用来传达讯息。get something across的意思是“将表达清楚”。,e.g. John has a way to _ _ while using as few words as possible. 约翰用最简短的语言将自己的观点表达清楚。,across,get his opinion,5. If we can convince young people not to start, they might then urge their pare
15、nts and other people to give up smoking, too.如果我们可以说服年轻人不要开始吸烟，他们也有可能会督促他们的父母和其他人戒烟。 urge vt. 敦促，力劝；竭力主张n. 强烈的欲望，冲动,e.g. The report urged that all children be taught to swim.这份报告呼吁给所有的儿童教授游泳。The situation is dangerous, but the UN is urging caution.局势岌岌可危，但联合国力主谨慎行事。He has an urge to become a film st
16、ar.他非常希望成为电影明星。,I. Complete the following sentences according to the initials or Chinese. 1. Oh, dear, I missed so much! Can you u_ me on whats been happening? 2. Matthews y_ gives him an advantage over other competitors in the long-distance race. 3. I think I will have some more of that y_ chocolat
17、e cake.,update,youth,yummy,4. It is well known that smoking _ (增加) the risk of lung cancer. 5. Ive done what I promised and I expect you to keep your side of the _ (协议). 6. I enjoy reading the book that aims to cover all _ (方面) of city life.,multiplies,bargain,aspects,II. Complete the following sent
18、ences according to the Chinese given. Use one word for each blank. 1. 亨利发觉他的美式笑话很难使英国听众发笑。Henry found it difficult to _ his American jokes _ to an English audience. 2. 纵然老师已下令停止交谈，但有人还是讲个不停。Talking continued even _ _ _ _ the teachers command to stop.,get,across,in the face of,4. 你应该提前收听一下天气预报，以便为你的旅
19、行拟订一个适合的计划。You should listen to the weather report in advance, so you can _ _ _ _ for your trip. 5. 虽然这部电影的情节是新的，但其人物和背景都与该系列电影的前一部相同。The characters and the setting of the new movie _ _ _ as the previous one of the movie series, although the story is new.,make a good plan,remain the same,Finish Parts B1 and B2 on Page 91 in Workbook.Finish do Parts D1 and D2 on Page 93 in Workbook.,Homework,
