英语 Unit 1 Advertisi Project 牛津译林版必修4

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1、ProjectDeveloping an ad campaignNowadays, people all over the world use ads to promote public welfare. Have you ever thought of starting an ad campaign about social concerns? How do you build an ad campaign?Read the article on Page 18. Try to tell us the main idea of each paragraph.Para. 1Para. 2the

2、 definition of an ad campaignthe target audience and how to determine the target audience Para. 3Para. 4what the ad campaign sayshow to reach the target audienceRead the article again and answer the following questions. Pay attention to the structure of the reading passage introduction, examples and

3、 facts that develop or support the idea and conclusion.1. What do you know about an ad campaign? An ad campaign is an planned programme of advertisements using various types of ads to reach a particular audience. 2. What must you keep in mind when you start a successful ad campaign? A clear aim and

4、target audience. 3. Why do you need to research your audience? Because the right message needs to be created for the right people.4. What is important when you are planning an ad campaign? It is important to try to appeal to the way the audience will react.Read the second article on page 19 and answ

5、er the following questions:1. 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 ad campaign? High-school teenagers

6、.4. What is the ad campaign aimed to do? To discourage young people from smoking.5. What is the slogan for this campaign? Smoking kills!Fill in each blank with no more than one word according to the texts.Paragraph outlineSupporting detailsWhat an ad campaign isAn ad campaign is not a(n) (1) _ adver

7、tisement but a planned programme of advertisements.An ad campaign uses a(n) (2) _ of ads to reach a certain audience.singlevarietyParagraph outlineSupporting detailsHow to determine your targetaudienceYou can determine your target audience by doing research and analysis to explore the audiences (3)

8、_.What the ad campaign saysYou should make your ad campaign (4) _ so as to have your target audience react in a certain way.thoughtsappealingParagraph outlineSupporting detailsHow to reach the targetaudienceYou have many (5) _ to choose from to get your message across and the decision depends mainly

9、 on your target audience and that groups interested type of ads.approachesAnti-smoking ad campaignParagraph outlineSupporting detailsWhy we build this adcampaignBecause the problem caused by smoking costs countries lots of money and causes great damage to the (6) _ of the people.Who the target audie

10、nce isThe target audience for this ad campaign is high-school teenagers.welfareParagraph outlineSupporting detailsWhat the ad campaign saysEducating students about the bad physical effects of smokingExplaining the (7) _ they can get from giving up smokingShowing the damage to their (8) _ because of

11、smokingbenefitappearanceParagraph outlineSupporting detailsHow to reach the targetaudiencePut large posters around the school with our logo and slogan.Provide students with more information about smoking on our (9) _.Publish an article in the school magazine to tell them about the dangers of smoking

12、.Organize a(n) (10) _ competition.websiteessayWork in groups and discuss what has impressed you most after you read this ad campaign.The project is to develop your own ad campaign about a public welfare problem. Discuss the following questions with your group members.1. What welfare problem do you w

13、ant your ad campaign to deal with?2. What do you want your campaign to say? Why?3. Who is the target audience for your campaign?4. Who will research the topic and interview the target audience?5. Which sources will you use to find your information?6. How will you reach your audience?7. Who will desi

14、gn the logo and develop the slogan for the campaign?8. Who will present the campaign to the class?Planning:Decide which subject you are interested in and choose one for your ad campaign. You should have a clear idea of the goal, the target audience, the message of your ad and the media you will use.

15、Preparing:Divide the work to each group member.Producing:Put what you have written together and add a logo. You must proofread your ad campaign proposal and correct mistakes. Present your ad campaign to the class.Presenting:1. It is important to figure out exactly what you want to tell the audience

16、and what you are trying to get them to do. 重要的是，你得确切弄清楚想要告诉重要的是，你得确切弄清楚想要告诉 受众什么、想让他们做什么。受众什么、想让他们做什么。 figure out 弄清楚，弄懂，计算出弄清楚，弄懂，计算出e.g. I cant figure out why he is absent. 我弄不明白他为什么缺席。我弄不明白他为什么缺席。 It didnt take the children long to figure out the correct answer. 孩子们没有花很多时间就算出了孩子们没有花很多时间就算出了 正确的答案

17、。正确的答案。2. In order to determine your audience, you will need to do a little research and analysis in advance. 为了确定目标受众，你需要事先做为了确定目标受众，你需要事先做 一些研究和分析。一些研究和分析。 determine v. 确定，查明确定，查明e.g. Shall we determine what we are going to do next? 我们来确定一下下一步该做什么吧我们来确定一下下一步该做什么吧?3. It is important to always try t

18、o appeal to the audience in order to get them to react in a certain way. 为了让受众作出预期的反应，始终努为了让受众作出预期的反应，始终努 力去吸引他们是非常重要的。力去吸引他们是非常重要的。 appeal to 有引力，引起兴趣有引力，引起兴趣e.g. The programme appeals especially to young children. 这个节目特别受小朋友欢迎。这个节目特别受小朋友欢迎。react v. 反应反应e.g. I wonder how they are going to react to

19、my suggestion. 我想知道他们对我的提议会有什么我想知道他们对我的提议会有什么 反应。反应。4. There are lots of different ways to get your message across when you are putting together an ad campaign. 当你组织一场广告宣传活动时，有许当你组织一场广告宣传活动时，有许 多不同的方式可用来传达讯息。多不同的方式可用来传达讯息。 get something across的意思是的意思是“将将 表达清楚表达清楚”。e.g. John has a way to get his opin

20、ion across while using as few words as possible. 约翰用最简短的语言将自约翰用最简短的语言将自 己的观点表达清楚。己的观点表达清楚。 5. If we can convince young people not to start, they might then urge their parents and other people to give up smoking, too. 如果我们可以说服年轻人不要开始吸如果我们可以说服年轻人不要开始吸 烟，他们也有可能会督促他们的父母和烟，他们也有可能会督促他们的父母和 其他人戒烟。其他人戒烟。 ur

21、ge vt. 敦促，力劝；竭力主张敦促，力劝；竭力主张 n. 强烈的欲望，冲动强烈的欲望，冲动 e.g. The report urged that all children be taught to swim. 这份报告呼吁给所有的儿童教授游泳。这份报告呼吁给所有的儿童教授游泳。 The situation is dangerous, but the UN is urging caution. 局势岌岌可危，但联合国力主谨慎行事。局势岌岌可危，但联合国力主谨慎行事。 He has an urge to become a film star. 他非常希望成为电影明星。他非常希望成为电影明星。F

22、ill in the blanks with proper wordsaccording to the initials or Chinese. 1. The organizations t_ was to double its membership. 2. When c_, the museum will be open to the public. 3. The singers voice a_ to many fans.arget ompleted ppeals 4. The members didnt attend the meeting for v_ reasons.5. Teach

23、ers should develop new a_ to teaching.6. My mother r_ angrily to the lies that I told her.pproacheseactedarious7. It is _ (非常地非常地) important for us to grasp a foreign language.8. The purpose of the film is only to satisfy its _ (观众观众).9. Many politicians are _ (关心关心) with the good of the people. ext

24、remelyaudienceconcernedTranslate the following sentences into English.1. 我不知道怎样传达你的信息。我不知道怎样传达你的信息。(get . across) I dont know how to get your message across.2. 该是你们去上学的时间了。该是你们去上学的时间了。(Its time) Its time for you to go to school. / Its (high) time (that) you went to school.3. 这座房子正是我们心中想着的。这座房子正是我们心中

25、想着的。 (have . in mind) This house is exactly what we have in mind.4. 我不喜欢你对待你母亲的方式。我不喜欢你对待你母亲的方式。(the way) I dont like the way (that / in which) you treat your mother.5. 工人们正在组装一架模型飞机。工人们正在组装一架模型飞机。 (put together) The workers are putting together a model plane. 6. 那个贪婪的人好像只在乎钱。那个贪婪的人好像只在乎钱。(care about) The only thing the greedy man seems to care about is money. Finish Parts B1 and B2 on Page 91 in Workbook. Finish do Parts D1 and D2 on Page 93 in Workbook.