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1、Unit 1 ProjectDeveloping an ad campaign,Question: If Dove wants to promote a new flavor of chocolate, what should be done?,Lead-in,eye-catching ads,attractive slogans,fancy packages,famous people,eye-catching advertisement fancy packages attractive slogan and logos famous people ,Ad Campaigns,Read t
2、he article on P18 to know some basic knowledge about ad campaigns. Answer the following three questions.,Step 1. Fast Reading,Q1: What is an ad campaign? Q2: What media can we use in an ad campaign? Q3: What are the major questions should we consider first when designing an ad campaign?,Q1: What is
3、an ad campaign? Q2: What media can we use in an ad campaign? Q3: What are the major questions should we consider first?,An ad campaign is an organized programme of advertisements using various kinds of ads to reach a particular audience.,We can use different kinds of media, including newspapers, mag
4、azines, televisions, billboards, mailing, etc.,1. Who is the audience for your ad campaign? 2. What do you want your ad campaign to say? 3. How do you reach your audience?,Para 1 Para 2,C.the definition of an ad campaign D.the target audience and how to determine the target audience,Para 3 Para 4,A.
5、what the ad campaign says B.how to reach the target audience,What ad campaign is this?,Anti-smoking ad campaign,Read the second article on page 19 and answer the following questions:,1. What is the subject of this ad campaign? 2. Why do they build this ad campaign? 3. Who is the target audience for
6、this ad campaign? 4. What is the ad campaign aimed to do? 5. What is the slogan for this campaign?,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 countri
7、es 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. 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!,1. Read the two
8、articles again for detailed information. 2. Fill in the blanks within 3 words.,Step 2. Careful Reading,II. Fill in the missing words in the chart:,aim/goal,discouraging,determine/decide,teenagers,get/persuade,appeal to/attract,ways,great damage,effects,disadvantages,What are the main steps of design
9、ing an ad campaign? have a clear aim determine your target audience what to tell your audience how to reach your audience add slogan and logo to make your campaign more attractive,Step 3. Summary,Step 4. Design an ad campaign,sick dead pigs in Huangpu Rivier,What public welfare problem can the pictu
10、re tell us about?,Group Work: Design an ad campaign about food safety,1. Introduction: a clear aim and why this topic 2. Main body: 1). to decide your target audience 2). what to tell the audience 3). how to tell the audience 4). can add logos and slogans 3. Conclusion your hopes and suggestions,Bef
11、ore we design our ad campaign, lets enjoy some ads about food safety!,Lets present our design!,have sth. in mind 2.figure out 3.try to 4.in order to 5.in advance 6.appeal to 7.be concerned with 8.get message across 9.put together,想到，记得 弄清楚，计算 尽力做 为了 提前，预先 呼吁，吸引 和有关， 涉及 传递信息 放在一起，装配，组织,11. due to 12.
12、result in 13.discourage sb. from 14. educate sb. about 15.be concerned about 16.urge sb. to do 17. give up 18.provide sb. with sth. 19.die from 20.be related to,由于，因为 结果是 阻碍某人做某事 教育某人有关某事 关心，关注 敦促/力劝某人做某事 放弃 提供某人某物 死于 与有关,Language Points,1. When you start a successful ad campaign, you must have a cl
13、ear aim and an audience in mind. (P18, lines 2-4) have in mind 考虑/想到/记得 e.g. Who do you have in mind for the job? Its hard to have all the new words in mind in such a short time.,2. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. (P
14、18, lines 4-5) figure out 弄清楚，弄懂，计算出 e.g. Weve never been able to figure her out. I cant figure out how to do this. Have you figured out how much the trip will cost?,try to do sth 努力试图做某事（未必成功） e.g. Tom tried to persuade me to give up smoking but failed. 注意区分： try doing sth 尝试做某事 （表示方法的改变，与以往不同） e.g
15、. Why not try going to school on foot today?,3. In order to determine your audience, you will need to do a little research and analysis in advance. (P18, lines 10-11) 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?,in advance 预先，事先；在前头 e.g. She was in advanc
16、e throughout the race. 在整个赛跑过程中, 她一路领先。 Everything was fixed in advance. 一切都是预先安排好的。 There is no reason that you shouldnt tell them in advance when you are going. 你没理由不事先告诉他们你打算要走。,4. It is important to always try to appeal to the audience in order to get them to react in a certain way. (P18, lines 17-18) appeal to 吸引，引起兴趣；呼吁 e.g. The government is appealing to every one to save resources. Cartoon films appeal to both children and adults.,5
