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1、Unit 1Project Developing an ad campaignStep One: Comprehension1 What is an ad campaign?2 What media can you use in an ad campaign?3 What questions should we first consider?Step One: Comprehension1 What is an ad campaign?An ad campaign is an organized programme ofadvertisements using various kinds of
2、 ads to reach a particular audience.2 What media can you use in an ad campaign?We can use different kinds of media, including newspapers, magazines, televisions, billboards, mailing, etc.3 What questions should we first consider?1 Who is the audience for your ad campaign?2 What do you want your ad c
3、ampaign to say?3 How do you reach your audience?To build an ad c_Step 1*have a clear g_ and t_ audience in mind;*do a little r_ and you can c_ right m_ for the right people.Step 2 *gather i_ from your research;*It is important to always try to a_ to the way. The audience will r_.Step 3*use different
4、 m_ to get your message a_.decide what a_ you want to use to r_ your audience.ampaignoalargetesearchreateessagenformationppealeactediacrosspproacheachDetailed information:Main idea of each paragraphPara. 1Para. 2Para. 3Para. 4the definition of an ad campaign/what an ad campaign meansthe target audie
5、nce and how to determine the target audiencewhat the ad campaign sayshow to reach the target audienceStep Two: Language Focuses1 reach a particular audience.(line 2)Reach here means achieve. We can never reach perfection. You will know better when you reach my age. After a long discussion, we _ _ _
6、on what steps we should take in the next three months.(达成理解）达成理解）reachedanunderstanding2 In order to determine(line 11)determine:decide firmly/find outWe havent determined when to leave. Can you determine the meaning of the word?determine on/upon:resolveWe determined on an early start.determine to d
7、o sth.He determined to learn French.determined: adj.be to do sth.Im determined to succeed. We _ _ _ adopt his suggestion. (决定）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 恳求恳求/呼吁呼吁Eg. The poli
8、ce appealed to the crowd not to panic. N. an appeal for help/ food The new fashion soon lost its appeal.The idea of working abroad never _ _ me.(吸引）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 t
9、he disabled.concern:V. affectThe loss is serious for all concerned.N. Its no concern of mine. What are your main concerns as a writer?as far as sb/sth. concerned: 就某人就某人/事事而言而言 We _ _ _ _ his safety. ( 都关心）都关心） -areallconcernedwith5 what approach you want to (line 28)approach N. waysWe can try a new
10、 approach to language teaching.N. coming near toAt her approach the children ran off.approach V. come 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 c
11、older 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 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1.One t_ ad says Bright-Teeth fights bad b
12、reath!2. Parents try to c_ their children of bad habits.3. The discovery is hardly c_ by the press.4. Where does the cooker c_ with the gas-pipe?5. PSAs sometimes use attractive and o_ images and creative language to play tricks on people.toothpastecurecommentedconnectoriginal6. They advertise for t
13、he c_ in the advertising department.7. China has begun a n_ public service advertising campaign.8. There are many ads dealing with large s_ issues.9. The s_ for Project Hope is Project Hope-s_every child.10. One of these PSAs is Smoking is c_ s_ slowly.creativesnationwidesocialsloganschoolingcommitt
14、ingsuicide1. The money spent on e_ a black child was just one fourth of that spent on a white child. 2. Scientists have _(成功成功) in sending the sixth satellite into space.3. We are all c_ for her safety.4. Both secretaries and typists express their _(满意满意) with the product mad by Founder Computer Gro
15、up Corporation.5. Silvia c_ to work after she had had her baby.educatingsucceededconcernedsatisfactioncontinued6. I cant i_ what Beijing is going to look like in a few years time.7. I have _(决心决心) to catch up with the others in 3 months.8. Today police began a _(活动活动) to reduce road accident.9. The
16、victims families have _ (上诉上诉) to the Supreme Court to have a definitive answer.10. Im surprised you f_ for that trick.imaginedeterminedcampaignappealedfell1.A_ are a good way to sell products or services.2. They are also a good way to make people a_of the needs of others and the dangers around them
17、.3. Which advertisements make you think about problems in s_ or about people who need help?4. Advertisements tell the c_truth.5. Advertisements have some information to s_ with us.Advertisementsawaresociety completeshare 6. Advertisements use p_language and exciting i_to encourage people to buy a pr
18、oduct or service.7. C_ advertisements are one of the two types appearing on all places.8. Advertisements are paid to p_ products or service.9. PSAs are intended to e_ people about health, safety, or any other issue which affects public welfare. 10. China has laws to protect people from ads that lie
19、or try to make people believe untrue c_ about products or services.persuasiveimage Commercialpromoteeducateclaims 1.We _ them that we often do not even realize how frequently we come across ads in a day.2. After I _ on advertisements, I have some very important information to _ you.3. Ads uses persu
20、asive language and exciting images to _ a product or service.4. Commercial ads are charged while PSAs are _.5. PSAs _educate people about health, safety, or any other social issue.are so used to do some research share with encourage people to for freeare intended to 6. However, we must _ the methods
21、 used in advertisements to try and sell us things.7. As you remember the words freshest food, you of course _ the food in the supermarket.8. Not all ads _us though.9. Thank you for offering me such useful advice and I_ it.10. Many advertiser try to _ buying a product or a service.be aware of connect
22、 them to play tricks on am quite satisfied with trick customers into 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,please get your teachers approval.Animal protection Anti-smokingAnti-dru
23、gs 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 each member do?researcher-find inf. from various sourceslogo/slogan de
24、signer- 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.Thanks!Bye-bye!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
