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1、Project Developing an ad campaign Step One: Comprehension1 What is an ad campaign?2 What media can you use in an ad campaign?3 What questions should we first consider?An ad campaign is an organized programme ofadvertisements using various kinds of ads to reach a particular audience.We can use differ
2、ent kinds of media, including newspapers,magazines,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?To build an ad c_Step One*have a clear g_ and t_ audience in mind;*do a little r_ and you can
3、 c_ right m_ for the right people.Step Two*gather i_ from your research;*It is important to always try to a_ to the wayThe audience will r_.Step Three*use different m_ to get your message a_*decide what a_ you want to use to r_ your audience.ampaignoalargetesearchreateessagenformationppealeactediacr
4、osspproacheachDetailed information:Main idea of each paragraphPara. 1Para. 2Para. 3Para. 4the definition of an ad campaign/what an ad campaign meansthe target audience and how to determinethe target audiencewhat the ad campaign sayshow to reach the target audienceStep Two: Language Focuses1 reach a
5、particular audience (line 2)Reach here means attain/achieve.e.g. We can never reach perfection. You will know better when you reach my age.Exercise After a long discussion, we _ _ _ on what steps we should take in the next three months.(达成理解）reachedanunderstanding2 In order to determine(line 11)dete
6、rmine:decide firmly/find outEg.We havent determined when to leave. Can you determine the meaning of the word?determine on/upon:resolveEg.We determined on an early start.determine to do sth.He determined to learn French.determined: adj.be to do sth.Im determined to succeed.Ex: We _ _ _ adopt his sugg
7、estion. (决定）aredeterminedto3 appeal to the way(line 19)appeal to: V.(a) be attractive/interestingEg. Do these paintings appeal to you?(b) make an earnest request 恳求/呼吁Eg. The police appealed to the crowd not to panic. N. Eg. an appeal for help/ food The new fashion soon lost its appeal.Ex.The idea o
8、f working abroad never _ _ me.(吸引） appealsto4 be concerned with(line 23)be concerned with: be aboutHer latest article is concerned with Taiwan Issues.Mr Zhang is much concerned with the disabled.concern:V. affectThe loss is serious for all concerned.N. Its no concern of mine. What are your main conc
9、erns as a writer?as far as sb/sth. concerned: 就某人/事而言Ex. We _ _ _ _ his safety.( 都关心） -areallconcernedwithCan you make a sentence?5 what approach you want to (line 28)approach N. waysWe can try a new approach to language teaching.N. coming near toAt her approach the children ran off.approach V. come
10、 near/get close toAs you approach the town the first building you see is the church.I find him difficult to approach.Identify different meanings of approach.a With the approach of night, it became colder and colder.b The approach to the city was blocked.c The time is approaching when they will leave
11、 for London.d Did he approach you about helping him with his homework?=with the night falling down夜幕降临=way to去城里的路=coming near时间快到了= go to找你Step Three: Developing an ad campaign*Planning(1)Work in small groups.(2) Decide the subject of your ad campaign from the listed.(3) If you have your own idea,p
12、lease get your teachers approval.Animal protection Anti-smokingAnti-drugs Anti-litteringThe subject of your ad campaign will be_.*Preparing(1)Discussion : who/what/how(2) Team work:Members name taskResearchDesign a logoDevelop a slogan Forms of mediaCampaign proposalPresentation*ProducingWhat should
13、 each member do?researcher-find inf. from various sourceslogo/slogan designer- made it attractiveproposal writer- write a brief outline and plan some questionsthe whole team-work as a whole and everyone should contribute to the project*Presenting(1)Make your presentation clearly.(2)Answer questions concerning your ad campaign.(3) Post your logo and slogan. Lets enjoy it!Homework1 Finish Ex. B2on Page 91.2 Preview the listening material on Page 96.
