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1、学 海 无 涯Unit1 ReadingNowadays, we can find advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.What is an advertisement? An a
2、dvertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common places to find them. There are two main types of advertisementscommercial advertisements and public service adv
3、ertisements (PSAs). A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.Does an advertisement tell people the complete truth
4、?There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skilful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, Bright-Teeth fights bad breath! T
5、his statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, You are proud of your cooking, so shouldnt you buy the very freshest food? This ad is ve
6、ry clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words freshest food1, and make a mental connection with the food in t
7、he grocery. We must not fall 25 for this kind of trick!Public service advertisementsNot all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public.PSAs aim to teach us and help us lead better lives. Our gov
8、ernment understands 30 this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, Yes to li
9、fe, no to drugs and Knowledge changes life，. These ads deal with widespread social concerns. There are also PSAs that 35 encourage people to support public service projects, such as Project Hope. Its motto is Project Hopeeducating every child. There are even PSAs to teach us how to live healthy live
10、s. One of these is, When you smoke cigarettes, you are slowly killing yourself. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the pro
11、duct or service the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them!Unit 1 ProjectHow do you build an ad campaign?Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a cer
12、tain audience. When you start a successful ad campaign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you .may need to employ different kinds of media, including
13、 posters, newspapers, magazines, radio and television.There are three major questions you must first consider:1. Who is the audience for your ad campaign?The people you want to reach are your target audience. In order to determine your audience, you will need to do a little research and analysis in
14、advance. You will need to explore what the audience already thinks. It is very important to know your audience so you can create the right message for the right people.2. What do you want your ad campaign to say?After you have decided who your audience is, it is time to decide what you want the audi
15、ence to know or think about. It is important to always try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare campaign, you may want to ask yourself:What does my audience already know about this
16、 problem?What aspects of this problem would they care about or be concerned with?Is there some history behind the problem that they would be interested in?How does the problem personally affect their lives?3. How do you reach your audience?There are lots of different ways to get your message across when you are putting together an ad campaign. You must decide what, approach you want to use. This decision shoul
