资源描述
*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,M4,Unit 1Project 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,programme,of advertisement,s,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,including_.,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?,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_,_.,And you may consider 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 the audience to know or think about,from all sides,well-prepared,or how to decide to what to say in your ad campaign?,Main Idea:How to build an ad _,Step One,*have a clear aim and _ audience in _;,*do a little research and analysis _ of time and you can _ the right _ for the right people.,Step Two,*gather _ from your research;,*It is important to always try to _ to the way,the audience will _.,Step Three,*use different m_ to get your message _,*decide what _ you want to use to _ your audience.,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 campaign 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,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,Members name,task,Design a logo,Develop a slogan,Forms of media,Campaign proposal,Presentation,*,Producing,&,Presenting,Teamwork:,everyone should contribute to the project,logo/slogan designer,made it attractive,proposal writer,write 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 begin 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),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(,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 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 from 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;,International Anti-Drug Day(6.26),is extremely harmful to society and individuals,seriousl
展开阅读全文