Project

UnitUnit

11

Developing an ad campaign

Project 1Developing an ad campaign

Lead-in

From the two groups of pictures, we can see that ads can be seen everywhere and they are playing a very important part in our daily life.

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

advertise products

or service

An ad campaign ?

Comprehension

Listen and understand1. 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 a planned programme ofadvertisements using various kinds of ads to reach a particular audience.

We can use different 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 a____ and t_____ audience in mind;

*do a little r_______ and you can c_____ right m______ for the right people.

Step Two

*gather i_________ from your research;

*It is important to always try to a_____ to the way

The audience will r_____.

Step Three

*use different m____ to get your message a_____

*decide what a________ you want to use to r_____ your audience.

ampaign

im arget

esearch reate

essage

nformation

ppeal

eact

edia cross

pproacheach

Reading for detailed information:

When you smoke cigarettes, you are slowing killing yourself !

Say no to cigarettes!

Activity4 Read the passage and take some notes

• Topic:

• Reason:

• Target audience:

• Aim:

• Slogan:• Media :

Anti-smoking

high school teenagers

Smoking kills

costing countries a lot of money and causing great damage to the welfare of the people

discourage young people from smoking

posters, website, school magazine

by explaining advantages and showing bad effects

Key phrases• 促进公共福利• 一个关于社会关注点的广告运动 • 使用不同的广告来影响目标观众• 心里有明确的目标及观众• 理解，明白• 让某人做某事• 利用不同的媒体• 考虑三个主要的问题• 确定你的观众• 提前做研究及分析

• promote public welfare• an ad campaign about social concerns• use various kinds of ads to reach a certain

audience• have a clear aim and an audience in mind• figure out• get sb. to do • employ different kinds of media• consider three major questions• determine your audience• do a little research and analysis in advance

• 试图吸引观众• 设计一次公共福利活动• 关心 / 关注一个社会问题• 对…感兴趣• 影响他们的生活• 让你的信息被理解明白• 主要取决于你的目标观众

• try to appeal to the audience

• plan a public welfare campaign

• care about/be concerned with a social problem

• be interested in

• affect their lives

• get your message across

• depend mainly on your target audience

Phrases (para 1):1.various kinds of=all kinds of2.have/keep sth/sb in mind3.figure out4.get sb to do 5.get sb doing 6.get sth done 7.different kinds of media

Phrases (para 2)8. do a little research9. in advance

想出，计算出记住某人 / 某事各种各样的

使某人做某事使某人一直做……使某事被做各种不同的媒体

提前做一点研究

Phrases (para 3):10. think about

11. appeal to

12. gather information

13. be concerned with

14. affect one’s life

Phrases (para 4):15. get sth across16. depend on

考虑

迎合 , 吸引 , 呼吁

搜集信息

对……关心影响某人的生活

传达依赖于，取决于

Phrases in Passage 21. discourage sb from doing sth.2. be concerned about3. be concerned with4. convince sb not to do5. urge sb to do6. provide sb with/ provide sth. for7. inform sb. about/ of sth.8. cause/do damage to 9. shock sb into doing sth.10. be related to11. all too soon

劝阻……做某事对……担心；关心在乎与…有关系 ( 或有牵连 )

说服某人做某事敦促某人做某事为某人提供某物

告知某人某事对……造成损害

警醒某人与……有关

太快，很快地

Homework

1. Finish Ex. B1 and B2 on Page 91.2. Write a short passage using the

phrases listed.