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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 ?Enjoy some adsMy God! I have no home now!Enjoy some adsAn ad
2、campaign ?An ad campaign is a planned programme of advertisements 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 t
3、o 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 fi
4、rst:n1. Who is the audience for your ad campaign? How to determine your audience? to do a little research and analysis in advance to explore what the audience already thinksn2.What do you want your ad campaign to say?n3.How do you reach your audience?2.What do you want your ad campaign to say?Its ti
5、me to decide_ _ .And you may consider the following questions:1. What does 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 perso
6、nally affect their lives? what you want the audience to know or think about or how to decide what to say in your ad campaign?Main Idea: How to build an ad _1_Step One*have a clear aim and _2_ audience in _3_;*do a little research and analysis _4_ of time and you can _5_ the right _6_ for the right p
7、eople.Step Two*gather _7_ from your research;*It is important to always try to _8_ to the waythe audience will _9_.Step Three*use different m_10_ to get your message _11_*decide what _12_ you want to use to _13_ your audience. campaignmindtargetaheadcreate messageinformationappealreactedia acrossapp
8、roach reachII.Fill in the missing words in the chart:A sampleRead 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 tar
9、get audience . The different approaches used to get their message across.The slogan and logo .Para 1Para 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 med
10、iaCampaign proposalPresentation*Producing & Presenting Teamwork: everyone should contribute to the projectlogo/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
11、 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 pr
12、esent the ads, or show the billboards, or International 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 society , commit crimesnumerous families are ruined; drugs are the worlds can
13、cer be innocent of drugs/know little about drugs , can not keep themselves away from the lure(诱惑诱惑)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
14、 a drug-free environment food safety scandals（丑闻）：（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 a
15、lert（警惕的）（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
16、of all sides.safeguard(保护保护) public health and protect consumers interests; our top concern; International 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 society , commit crimesnum
17、erous 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)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 th
18、e 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; 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
19、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 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.