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1、Two main types of advertisements ?commercial adsPublic service advertisements (PSAs)Step one: Lead ineducate people about health, safety, or any other problem that affects public welfarepromote a product or service Nowadays, people all over the world use ads to promote public welfare. Have you ever
2、thought of starting an ad campaign about social concerns?What is an ad campaign ?An ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.How do you build an ad campaign?How do you build an ad campaign?Step two: Read for understandingHow do you s
3、tart 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. Questi
4、ons Before building an ad campaign, we need first consider three major questions :1. Who is your target audience? The people you want to reach are your target audience. How do you determine your audience? In order to determine your audience, you will need to do a little research and analysis in adva
5、nce.You will need to explore what the audience already thinks.2.What do you want your ad campaign to say? 3.How do you 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 probl
6、em? 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?1. How does the problem personally affect their lives? what you want the audience to know or think about or how to decide to what to say in your ad c
7、ampaign?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 waythe audience will _.Step Three*use diffe
8、rent 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:Key phrases1.促进公共福利促进公共福利2.发起一个关于社会关发起一个关于社会关注点的广告运动注点的广告运动 3使用不同的广告来影响使用不同的广告来影响目标观众目标观众4.心里有明
9、确的目标及心里有明确的目标及观众观众5.弄清楚；计算出弄清楚；计算出6.让某人做某事让某人做某事7.利用不同的媒体利用不同的媒体8.目标受众目标受众9. 确定你的观众确定你的观众10.决定做某事决定做某事1 promote public welfare2 start an ad campaign about social concerns3 use various kinds of ads to reach a certain audience4 have a clear aim and an audience in mind5 figure out6 get sb to do sth7 em
10、ploy different kinds of media8 target audience9 determine your audience10 determine to do sth / be determined to do sth11.提前做点研究及分析提前做点研究及分析12.吸引观众吸引观众13.对对作出反应作出反应14.设计一次公共福利活动设计一次公共福利活动15关心，关心， 关注关注16问题背后的历史背景问题背后的历史背景17问题本身影响他们的生问题本身影响他们的生活活18把你的信息传达清楚把你的信息传达清楚19.组织，组装；把组织，组装；把放到放到一起一起20. 主要取决于你的
11、目标观主要取决于你的目标观众众11 do a little research and analysis in advance12 appeal to the audience13 react to14 plan a public welfare campaign15 be concerned with/about16 some history behind the problem17 the problem personally affect their lives18 get your message across19 put.together20 depend mainly on your
12、 target audienceKey sentences It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. You will need to explore what the audience already thinks. When planning a public welfare campaign, you may want to ask yourself. There are a lot of ways
13、to get your message across when you are putting together an ad campaign. This decision should depend mainly on your target audience.A sample.Questions based on Article 2 1.What is not the reason for anti-smoking? A. Every year millions of people around the world die due to smoking. B. Every pack of
14、cigarettes contains poisonous chemicals leading to lung cancer and heart diseases. C. Smoking costs a lot and causes great damage to the welfare of the people. D. So as to develop huge numbers of smokers in Asia. 2.Whos the target audience and why? To discourage high-school teenagers, who are the ta
15、rget audience, from smoking. 3.The following approaches to achieving the goal are used except _.A. Tell teenagers to care about health and future. B. Educate teenagers about the bad physical effects of smoking and those on the people around them.C. Tell them smoking is not cool or attractive, on the
16、 contrary, which makes people smell terrible.D. Convince the parents to urge their children to give up smoking. 4.How many kinds of forms be used to promote the information on anti-smoking? _A.2B.3C.4D.5 6.Why do they chose the picture Smoking kills as their logo? Because many people think that smok
17、ing is cool or enjoyable without fully realizing the damage it does to their health.Fill in the blanks Every year millions of people around the world _ due to smoking, _ is why we have chosen anti-smoking as the subject of our ad campaign. Our target audience is and our aim is to _ young people smok
18、ing. Our campaign will start on 31 May, World No Tobacco Day, _ we will put large posters around the school with logo and slogan. diewhichdiscouragewhenhigh-school teenagersfrom Our website will _ students with more information about smoking. We will also _ an article in the school magazine _ studen
19、ts about the of smoking, and we will _ an essay competition as _. providepublishinformingorganizewelldangers It is because many people think that smoking is cool or enjoyable, but they are not fully aware of the effect that it _ _ their health _we choose this picture as our logo. We want to _ people
20、 into _ that many people smokers all too soon _ illness and diseases _ to smoking.hasonthatshockrealizingfromrelateddie1.反吸烟广告宣传活动反吸烟广告宣传活动2.一包一包3.含有有毒的化学物质含有有毒的化学物质4.给人民的福祉造成了极给人民的福祉造成了极大的损害大的损害5.大量的吸烟者大量的吸烟者6.劝阻年轻人不要抽烟劝阻年轻人不要抽烟7.关心，关注关心，关注1 anti-smoking ad campaign2 a packet of3 contain poisonous
21、chemicals4 cause/do damage to the welfare of the people5 huge numbers of smokers6 discourage young people from smoking7 be concerned about8.使某人相信（做）使某人相信（做）某事某事9.敦促敦促/主张某人做主张某人做某事某事10.通知某人某事通知某人某事11.没有充分认识到没有充分认识到12.使人震惊而处使人震惊而处于于13.太快，过早太快，过早14.和和相关相关8 convince sb to do sth/ convince sb of sth9 urg
22、e sb to do sth10 inform sb of/ about sth11 be not fully aware of12 shock sb into doing13 all too soon 14 related to 每一包香烟都含有可以导致肺癌的心脏病的有毒化学物质。每一包香烟都含有可以导致肺癌的心脏病的有毒化学物质。 这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。 我们将教育他们知道吸烟对身体造成的不良后果，以及吸烟如何影响他们身我们将教育他们知道吸烟对身体造成的不良后果，以及吸烟如何影响他们身边的人。边的人。 我
23、们的采访还表明年轻人在乎什么是酷以及他们的朋友喜欢什么。我们的采访还表明年轻人在乎什么是酷以及他们的朋友喜欢什么。 如果我们可以说服年轻人不要开始抽烟，他们也有快乐会督促他们的父母和如果我们可以说服年轻人不要开始抽烟，他们也有快乐会督促他们的父母和其他人戒烟。其他人戒烟。 我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织一次作我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织一次作文竞赛。文竞赛。 许多人认为吸烟很酷或者很享受，但是他们没有充分认识到吸烟对健康造成许多人认为吸烟很酷或者很享受，但是他们没有充分认识到吸烟对健康造成的伤害。的伤害。 我们希望警醒人们，让他们认
24、识到许多吸烟者过早地死于与吸烟有关的疾病。我们希望警醒人们，让他们认识到许多吸烟者过早地死于与吸烟有关的疾病。1.每一包香烟都含有可以导致肺癌的心脏病的有毒化学物质。每一包香烟都含有可以导致肺癌的心脏病的有毒化学物质。 Every packet of cigarettes contains poisonous chemicals that can result in lung cancer and heart disease.2.这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。这就是为什么我们选择反吸烟作为我们广告宣传活动的主题。 This is why we have chosen a
25、nti-smoking as the subject of our ad campaign.3.我们将教育他们知道吸烟对身体造成的不良后果，以及吸烟如何影响我们将教育他们知道吸烟对身体造成的不良后果，以及吸烟如何影响他们身边的人。他们身边的人。 We will educate them about the bad physical effects of smoking and how smoking affect those people around them. 4.我们的采访还表明年轻人在乎什么是酷以及他们的朋友喜欢什么。我们的采访还表明年轻人在乎什么是酷以及他们的朋友喜欢什么。 Our
26、interviews also indicate that young people are concerned about what is cool and what their friends like.5.如果我们可以说服年轻人不要开始抽烟，他们也有快乐会督促他们的如果我们可以说服年轻人不要开始抽烟，他们也有快乐会督促他们的父母和其他人戒烟。父母和其他人戒烟。 If we can convince young people not to start, they might then urge their parents and other people to give up smokin
27、g, too.6.我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织我们还会在学校杂志上发表一篇文章告诉学生们吸烟的害处，并组织一次作文竞赛。一次作文竞赛。 We will also publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competition as well.7.许多人认为吸烟很酷或者很享受，但是他们没有充分许多人认为吸烟很酷或者很享受，但是他们没有充分认识到吸烟对健康造成的伤害。
28、认识到吸烟对健康造成的伤害。 Many people think that smoking is cool or enjoyable, but they are not fully aware of the damage that it does to their health.8.我们希望警醒人们，让他们认识到许多吸烟者过早地我们希望警醒人们，让他们认识到许多吸烟者过早地死于与吸烟有关的疾病。死于与吸烟有关的疾病。 We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking.Discussion & writing What do you think of the fact some high-school teenagers smoke at school? What measures will you take to discourage them from smoking?