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1、M1 UNIT 1PROJECT DEVELOPING AN AD CAMPAIGNTwo main types of advertisements ?commercial adsPSAsStep one: Lead ineducate people about health, safety, or any other problem that affects public welfarepromote products or serviceAn ad campaign ?An ad campaign ?An ad campaign is a planned programme of adve
2、rtisements using various kinds of ads to reach a certain audience.How to build an ad campaign?HOW DO YOU BUILD AN AD CAMPAIGNStep two: Read for understandingHow to start a successful ad campaign?You must _,figure out exactly_ and _You may need to employ different kinds of media, including_.have a cl
3、ear 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 y
4、our 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:1. What does
5、 my audience already know about this problem?2. What aspects of this problem would they care about or be concerned with?3. Is there some history behind the problem that they would be interested in?4. How does the problem personally affect their lives? what you want the audience to know or think abou
6、t 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 t
7、he waythe audience will _.Step Three*use different m_ to get your message _*decide what _ you want to use to _ your audience. campaignmindtargetaheadcreate messageinformationappealreactedia acrossapproachreachII.Fill in the missing words in the chart:A sampleRead the anti-smoking ad campaign and try
8、 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 1Pa
9、ra 2Para 3Para 4How is it formed?*Planning(1)Work in groups of five or six.(2) Two Topics. Anti-drugs Food safety*Preparing(2) : AssignmentMembers nametaskDesign a logoDevelop a slogan Forms of mediaCampaign proposalPresentation*Producing & Presenting Teamwork: everyone should contribute to the proj
10、ectlogo/slogan designermade it attractiveproposal writerwrite 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 m
11、ain 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 International Anti-Drug Day(6.26) is extremely harmful to soc
12、iety and individuals seriously damage peoples healthburn large amount of moneydrug addicts(成瘾者成瘾者) are also a threat to the society , commit crimesnumerous families are ruined; drugs are the worlds cancer be innocent of drugs/know little about drugs , can not keep themselves away from the lure(诱惑诱惑)
13、of drugs stricter law enforcement(强制执行强制执行)against drugs; put into effect; crack down on(严厉打击严厉打击)the drug trade(贩毒贩毒)educate the whole nation to realize the evils of drug abuse; value our lives; build a drug-free environment food safety scandals（丑闻）：（丑闻）：Sanlu milk powder issue; illegal cooking oil
14、; Sudan incident; lean meat powder (瘦肉精瘦肉精)Profits drive to commit crimes; aim to gain more money at the cost of consumers health; abuse food addictives(添加剂添加剂);causes many life-long diseases are not alert（警惕的）（警惕的） enough; the unsound and ineffective laws and regulations; punishments are far from s
15、evere.related to the nations image; strengthen supervision (监督监督) ; the lack of public consciousness(公众意识公众意识) and responsibility act as a master but not a stander-by; needs the joint (共同的共同的) efforts of all sides.safeguard(保护保护) public health and protect consumers interests; our top concern; Intern
16、ational Anti-Drug Day(6.26) is extremely harmful to society and individuals seriously damage peoples healthburn large amount of moneydrug addicts(成瘾者成瘾者) are also a threat to the society , commit crimesnumerous families are ruined; drugs are the worlds cancer be innocent of drugs/know little about d
17、rugs , can not keep themselves away from the lure(诱惑诱惑)of drugs stricter law enforcement(强制执强制执行行)against drugs; put into effect; crack down on(严厉打击严厉打击)the drug tradeeducate the whole nation to realize the evils of drug abuse; value our lives; build a drug-free environment food safety scandals（丑闻）：
18、（丑闻）：Sanlu milk powder issue; illegal cooking oil; Sudan incident; lean meat powder (瘦肉精瘦肉精)Profits drive to commit crimes; aim to gain more money at the cost of consumers health; abuse food addictives(添加剂添加剂);causes many life-long diseases are not alert（警惕的）（警惕的） enough; the unsound and ineffective
19、 laws and regulations; punishments are far from severe.related to the nations image; strengthen supervision (监督监督) ; the lack of public consciousness and responsibility act as a master but not a stander-by; needs the joint (共同的共同的) efforts of all sides.safeguard(保护保护) public health and protect consumers interests; our top concern; HOMEWORK 1.Read the reading materials and get familiar with it.2.Make your ad campaign more perfect after class.
高中英语 M1 Unit 1Project Developing an ad campaign 公开课课件 牛津版
