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1、Project美滋美味美滋美味 ！ 肯德基！肯德基！ KFCMain idea of each paragraphPara. 1Para. 2Para. 3Para. 4the definition of an ad campaignWhat a target audience is and how to determine the target audiencewhat the ad campaign sayshow to reach the target audiencewhathowforms of mediatopic, campaign goal, logo, sloganReadi
2、ng comprehension1.What do you know about an ad campaign?2.What is important when you are planning an ad campaign?3.What should you advertising campaign be based on?1 What do you know about an ad campaign?An ad campaign is an organized programme of advertisements using various types of ads to reach a
3、 particular audience.Reading comprehension3 What should you advertising campaign be based on?Mainly on the target audience and the media that reachers that particular group test.2 What is important when you are planning an ad campaign?It is important to try to appeal to the way the audience will rea
4、ct.To build an ad c_Step One*have a clear a_ and an audience in mind;*do a little r_ and you can c_ right m_ for the right people.ampaignimesearchreateessageDetailed informationTo build an ad c_Step Two*gather i_ from your research;*It is important to always try to a_ to the way the audience will r_
5、.Step Three*use different w_ to get your message a_*decide what a_ you want to use to r_ your audience.ampaignnformationppealeactayscrosspproacheachUnlike a single advertisement, an ad campaign is an organized programme of advertisements using various kinds of ads to reach a particular audience.有别于一
6、则具体的广告有别于一则具体的广告, 广告宣传活动是一广告宣传活动是一个有组织的广告计划个有组织的广告计划, 用各种不同的广告形用各种不同的广告形式以到达特定的目标受众。式以到达特定的目标受众。prep./ adj. 不像不像, 不同于不同于,与与有别有别她不同于她家里的其他成员。她不同于她家里的其他成员。Shes unlike the rest of her family.她不像她妈妈；她很高，而她妈妈很矮。她不像她妈妈；她很高，而她妈妈很矮。She is unlike her mother; she is tall while her mother is very short.作为一对双胞胎
7、作为一对双胞胎,他们完全不象。他们完全不象。As twins, they are completely unlike.determine v. 决定决定, 确定确定, 使下定决心使下定决心The size of your feet determines the size of your shoes.你两足的大小决定了你鞋的大小。你两足的大小决定了你鞋的大小。他决定那晚不走太远。他决定那晚不走太远。He determined not to go far that night.They determined on/upon an early start.他们决定早些出发。他们决定早些出发。be d
8、etermined to do sth. 决心做某事决心做某事Im determined to do better than Jack.We are determined not to adopt his suggestion.你有没有决定去哪儿你有没有决定去哪儿?Have you determined where to go?He has determined that nothing will prevent him.他已决定不顾一切的阻碍。他已决定不顾一切的阻碍。 (2010） John was dismissed last week because of his _ attitude
9、towards his job. A. informal B. casual C. determined D. earnestv. 1) 有感染力；有吸引力有感染力；有吸引力;使使(某人某人)感兴感兴趣趣 This music is too old-fashioned to appeal to people any longer. 这首乐曲太过时，不再吸引人了。这首乐曲太过时，不再吸引人了。 2) 恳求恳求, 呼吁呼吁 The police appealed to the crowd not to panic. 警察呼吁人群不要恐慌。警察呼吁人群不要恐慌。 向某人恳求帮助向某人恳求帮助 app
10、eal to sb. for helpappeal n. 请求请求, 呼吁呼吁;吸引力吸引力make an appeal for sth. (help, food)为某事向某人发出呼吁为某事向某人发出呼吁 The game has lost its appeal.这种游戏已引不起人们的兴趣。这种游戏已引不起人们的兴趣。1) react (to sb./sth.) 作出反应作出反应;回应回应The eye reacts to light.眼睛对光有反应。眼睛对光有反应。react positively to a suggestion对一项建议作出赞成的反应对一项建议作出赞成的反应2) again
11、st sb./sth. 反对反对;反抗反抗The farmers reacted strongly against tax increase.农民强烈反对增税。农民强烈反对增税。concerned adj. 担心的担心的;烦恼的烦恼的;忧虑的忧虑的1) be concerned with 与某事物有关与某事物有关;涉及涉及某事物某事物他最近的一篇文章涉及台湾问题。他最近的一篇文章涉及台湾问题。His latest article is concerned with Taiwan issues.2) be concerned for/about我们都为她的安全担忧。我们都为她的安全担忧。Were
12、 all concerned for her safety. concern v. 影响影响;对对有重要性有重要性;有关有关That doesnt concern me.那与我无关。那与我无关。 as far as sb./sth. is concerned: 就某人就某人/事而言事而言对我个人而言对我个人而言,你怎么做都可以。你怎么做都可以。As far as Im concerned, you can do what you like.get sth. across (to sb.) 使某事物被人了解使某事物被人了解I spoke slowly, but my meaning still
13、didntget across.我慢慢地讲我慢慢地讲,但我的意思仍不被人理解。但我的意思仍不被人理解。我未能使群众了解我的笑话。我未能使群众了解我的笑话。I failed to get my joke across to the crowd.v. 走近走近, 靠近靠近, 接近接近; 接洽接洽,交涉交涉;着手处理着手处理 It is not allowed to approach the forbidden area.这里是禁区不许接近。这里是禁区不许接近。台风正逼近香港。台风正逼近香港。A typhoon is now ing Hong Kong.When is the best time t
14、o my employer about an increase in salary?何时最适合与我的雇主交涉增加薪水。何时最适合与我的雇主交涉增加薪水。n. 走近走近, 靠近靠近, 接近接近; 方法方法;通路通路The approach of winter brings cold weather.冬天快到了冬天快到了,天气要转冷了。天气要转冷了。We can try a new approach to language teaching.我们可以尝试语言教学的一种新方法。我们可以尝试语言教学的一种新方法。All approaches were blocked.所有道路都堵塞了。所有道路都堵塞了
15、。making approaches to strangers 和陌生人打交道和陌生人打交道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 for London.d Did he approach you about helping him with his homework?=with the night falling down 夜幕降临夜幕降临=way
16、 to 去城里的路去城里的路=coming near 时间快到了时间快到了=go to 找你找你Identify different meanings of approach1 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 this as campaign?High-school teenagers.4 Who is the ad campaign aimed to do?To discourage young people from smoking.5 What is the slogan for this campaign?Smoking kills!同学们来学校和回家的路上要注意安全同学们来学校和回家的路上要注意安全
