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1、M1 Unit 1 Project Developing an ad campaign,Two main types of advertisements ?,commercial ads,PSAs,Step one: Lead in,educate people about health, safety, or any other problem that affects public welfare,promote products or service,An ad campaign ?,An ad campaign ?,An ad campaign is a planned program
2、me of advertisements using various kinds of ads to reach a certain audience.,How to build an ad campaign?,How do you build an ad campaign,Step two: Read for understanding,How to start a successful ad campaign? You must _, figure out exactly_ and _ You may need to employ different kinds of media, inc
3、luding_.,have a clear aim and an audience in mind,what you want to tell the audience,what you are trying to get them to do,posters, newspapers, magazines, radio and television., Questions,Before building an ad campaign, we need to consider three major questions first: 1. Who is your target audience?
4、 How to determine your audience? to do a little research and analysis in advance to explore what the audience already thinks 2.What do you want your ad campaign to say? 3.How to reach your audience?,2.What do you want your ad campaign to say?,Its time to decide_from all sides _ _ . And you may consi
5、der the following questions: What does my audience already know about this 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?,what you want th
6、e audience to know or think about,well-prepared,or how to decide to what to say in your ad campaign?,campaign,mind,target,ahead,create,message,information,appeal,react,edia,across,approach,reach,II.Fill in the missing words in the chart:,anti-smoking ad campaign,A sample,Read the anti-smoking ad cam
7、paign and try to focus on the main idea of each paragraph.,The reason why the narrator chose anti-smoking as the subject of their ad campaign? The target audience and their aim. And the ways to convince their target audience . The different approaches used to get their message across. The slogan and
8、 logo .,Para 1,Para 2,Para 3,Para 4,How is it formed?,It comes our turn !,to launch an ad campaign,*Planning Work in groups of five or six. (2) Two Topics. Anti-drugs Food safety,*Preparing (2) : Assignment,*Producing & Presenting Teamwork: everyone should contribute to the project logo/slogan desig
9、nermade it attractive proposal writerwrite 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.,The main speaker will b
10、egin like this: 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 Other group members will present the ads, or show the billboards, or ,Dont forget to present your logo and slogan.,International Anti-Drug Day(6.26)
11、 is extremely harmful to society and individuals seriously damage peoples health burn large amount of money drug addicts(成瘾者) are also a threat to the society , commit crimes numerous families are ruined; drugs are the worlds cancer be innocent of drugs/know little about drugs , can not keep themsel
12、ves away from the lure(诱惑)of drugs stricter law enforcement(强制执行)against drugs; put into effect; crack down on(严厉打击)the drug trade(贩毒) educate the whole nation to realize the evils of drug abuse; value our lives; build a drug-free environment,food safety scandals（丑闻）：Sanlu milk powder issue; illegal
13、 cooking oil; Sudan incident; lean meat powder (瘦肉精) Profits drive to commit crimes; aim to gain more money at the cost of consumers health; abuse food addictives(添加剂); causes many life-long diseases are not alert（警惕的） enough; the unsound and ineffective laws and regulations; punishments are far fro
14、m severe. related to the nations image; strengthen supervision (监督) ; the lack of public consciousness(公众意识) and responsibility act as a master but not a stander-by; needs the joint (共同的) efforts of all sides. safeguard(保护) public health and protect consumers interests; our top concern;,Internationa
15、l Anti-Drug Day(6.26) is extremely harmful to society and individuals seriously damage peoples health burn large amount of money drug addicts(成瘾者) are also a threat to the society , commit crimes numerous families are ruined; drugs are the worlds cancer be innocent of drugs/know little about drugs , can not keep themselves away from the lure(诱惑)of drugs stricter law enforcement(强制执行)against drugs; put into effect; crack down on(严厉打击)the drug trade educate the whole nation to realize the evils of drug abuse; value our lives; build a drug-free enviro
