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1、Question:If Dove wants to promote a new flavor of chocolate,what should be done?Lead-in 第1页/共51页eye-catching ads第2页/共51页attractive slogansfancy packages第3页/共51页famous people 第4页/共51页eye-catching advertisement fancy packages attractive slogan and logos famous people Ad Campaigns第5页/共51页1.Read the art
2、icle on P18 to know some basic knowledge about ad campaigns.2.Answer the following three questions.第6页/共51页Q1:What is an ad campaign?Q2:What media can we use in an ad campaign?Q3:What are the major questions should we consider first when designing an ad campaign?第7页/共51页Q1:What is an ad campaign?Q2:
3、What media can we use in an ad campaign?Q3:What are the major questions should we consider first?An ad campaign is an organized programme ofadvertisements using various kinds of ads to reach a particular audience.We can use different kinds of media,including newspapers,magazines,televisions,billboar
4、ds,mailing,etc.1.Who is the audience for your ad campaign?2.What do you want your ad campaign to say?3.How do you reach your audience?第8页/共51页Para 1Para 2C.the definition of an ad campaignD.the target audience and how to determine the target audience Para 3Para 4A.what the ad campaign saysB.how to r
5、each the target audience第9页/共51页What ad campaign is this?Anti-smoking ad campaign第10页/共51页Read the second article on page 19 and answer the following questions:1.What is the subject of this ad campaign?2.Why do they build this ad campaign?3.Who is the target audience for this ad campaign?4.What is t
6、he ad campaign aimed to do?5.What is the slogan for this campaign?第11页/共51页Read the second article on page 19 and answer 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 g
7、reat damage to the welfare of the people.第12页/共51页3.Who is the target audience for this ad campaign?High-school teenagers.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!第13页/共51页1.Read the two articles again for deta
8、iled information.2.Fill in the blanks within 3 words.第14页/共51页How to build an ad campaignGeneral GuidelinesSample:Anti-smoking ad campaignStep One To have a clear 1._ about the ad campaignTo do a little research and analysis in advanceTo aim at 2._young people from smoking,because smoking costs much
9、 money and causes 3._ to the welfare of the peopleStep Two To 4._ your target audience To reach High-school 5._ Step Three To decide what you want to tell the audience and what you try to 6._ them to do.To 7._the audience in order to get them to react in a certain wayTo educate them about the bad ph
10、ysical 8._ of smokingTo explain the 9._of smokingTo show smoking is not cool or attractiveStep Four Different 10._ to get the message across:posters,newspapers,radio and televisionLarge posters around school.Information on the website.An article on the school magazine.II.Fill in the missing words in
11、 the chart:aim/goaldiscouragingdetermine/decideteenagersget/persuadeappeal to/attractwaysgreat damageeffectsdisadvantages第15页/共51页What are the main steps of designing an ad campaign?have a clear aimdetermine your target audiencewhat to tell your audiencehow to reach your audienceadd slogan and logo
12、to make your campaign more attractive第16页/共51页sick dead pigs in Huangpu RivierWhat public welfare problem can the picture tell us about?第17页/共51页Group Work:Design an ad campaign about food safety1.Introduction:a clear aim and why this topic2.Main body:1).to decide your target audience 2).what to tel
13、l the audience 3).how to tell the audience 4).can add logos and slogans3.Conclusion your hopes and suggestions第18页/共51页Before we design our ad campaign,lets enjoy some ads about food safety!第19页/共51页第20页/共51页Lets present our design!第21页/共51页1.have sth.in mind2.figure out3.try to4.in order to5.in adv
14、ance6.appeal to7.be concerned with8.get message across9.put together想到，记得弄清楚，计算尽力做为了提前，预先呼吁，吸引和有关，涉及传递信息放在一起，装配，组织第22页/共51页11.due to12.result in13.discourage sb.from14.educate sb.about15.be concerned about16.urge sb.to do17.give up18.provide sb.with sth.19.die from20.be related to由于，因为结果是阻碍某人做某事教育某人
15、有关某事关心，关注敦促/力劝某人做某事放弃提供某人某物死于与有关第23页/共51页Language Points1.When you start a successful ad campaign,you must have a clear aim and an audience in mind.(P18,lines 2-4)have in mind 考虑/想到/记得e.g.Who do you have in mind for the job?Its hard to have all the new words in mind in such a short time.第24页/共51页2.I
16、t is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.(P18,lines 4-5)figure out 弄清楚，弄懂，计算出e.g.Weve never been able to figure her out.I cant figure out how to do this.Have you figured out how much the trip will cost?第25页/共51页try to do sth 努力
17、试图做某事（未必成功）e.g.Tom tried to persuade me to give up smoking but failed.注意区分：try doing sth 尝试做某事（表示方法的改变，与以往不同）e.g.Why not try going to school on foot today?第26页/共51页3.In order to determine your audience,you will need to do a little research and analysis in advance.(P18,lines 10-11)determine v.确定，查明e.
18、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?第27页/共51页in advance 预先，事先；在前头e.g.She was in advance throughout the race.在整个赛跑过程中,她一路领先。Everything was fixed in advance.一切都是预先安排好的。There is no reason that you shouldnt tell them in advance when you are going.你没理由不事先告诉他们你打算要走。第28页/共51页4
19、.It is important to always try to appeal to the audience in order to get them to react in a certain way.(P18,lines 17-18)appeal to 吸引，引起兴趣；呼吁吸引，引起兴趣；呼吁e.g.The government is appealing to every one to save resources.Cartoon films appeal to both children and adults.第29页/共51页5.What aspects of this probl
20、em would they care about or be concerned with?(P18,line 22)be concerned with 和有关；涉及e.g.The book is primarily concerned with Soviet-American relations during the Cold War.这本书主要讲的是冷战时期的苏美关系。第30页/共51页拓展 be concerned about/for 关心/关注e.g.Nowadays more and more people are concerned about protecting environ
21、ment.be concerned to do sth 认为(做某事)重要e.g.She was concerned to write about situations that everybody could identify with.第31页/共51页6.If we can convince young people not to start,they might them urge their parents and other people to give up smoking,too.(P19,lines16-17)urge vt.敦促，力劝；竭力主张 n.强烈的欲望，冲动 e.g
22、.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。第32页/共51页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。He has an urge to become a film star.他非常希望成为电影明星。第33页/共51页难句解析1.Unlike a single advertisement,an ad campaign is a planned programme of advertiseme
23、nts using various kinds of ads to reach a certain audience.(P18)与单个广告不同的是,系列广告是指运用各种形式的广告将商品推向特定群体的一组协调好的广告活动。第34页/共51页本句的主句为an ad campaign is a planned programme of advertisements。Unlike a single advertisement为介词短语作状语；using various kinds of ads to reach a certain audience为V-ing短语作方式状语。第35页/共51页 句中u
24、nlike是介词，表示“不像，与不 同”，是介词like的反义词。e.g.Unlike westerners，Chinese people often eat with chopsticks.与西方人不同的是，中国人吃饭时常使用 筷子。第36页/共51页 audience表示“观众，听众”。当把它作为整体看待时，谓语动词用单数形式；当把它看作许多人，强调个体时，谓语动词常用复数。类似的名词还有：family，class，team，public等。e.g.The audience were very excited when they saw their favorite star.观众们看到他
25、们最喜爱的明星时非常激动。第37页/共51页2.In order to determine your audience,you will need to do a little research and analysis in advance.(P18)【分析讲解】这是一个简单句，in order to结构在句中作目的状语。表示目的可以用to,in order to,so as to等。第38页/共51页其中in order to只能表示目的,可置于句首或句中;so as to可表示目的或结果,只能置于句中。它们的否定形式为in order not to,so as not to。e.g.In
26、 order to make our city green,we must plant more trees.=We must plant more trees in order to(so as to)make our city green.第39页/共51页3.After you have decided who your target audience is,it is time to decide what you want the audience to know or think about.(P18)当你决定了你的目标受众之后，就该决定你想让他们了解或思考些什么。【分析讲解】这是
27、一个主从复合句。在由after引导的时间状语从句中，包含有一个宾语从句；主句it is time to decide.中亦包括第40页/共51页一个宾语从句。It is time to do sth.表示“该做了，到做的时候了”，还可以用It is(about/high)time that 结构，that从句中用虚拟语气，谓语动词用过去式。e.g.It is time(that)we left for the airport.我们该出发去机场了。第41页/共51页Fill in the blanks with proper words according to the initials or
28、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 第42页/共51页4.The members didnt attend the meeting for v_ reasons.5.Teachers should develop new a_ to teaching.6.My mother r_ angrily to
29、the lies that I told her.pproacheseactedarious第43页/共51页7.It is _(非常地)important for us to grasp a foreign language.8.The purpose of the film is only to satisfy its _(观众).9.Many politicians are _(关心)with the good of the people.extremelyaudienceconcerned第44页/共51页Translate the following sentences into E
30、nglish.1.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。(Its time)Its time for you to go to school./Its(high)time(that)you went to school.第45页/共51页3.这座房子正是我们心中想着的。(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。(the way)I dont like the way(
31、that/in which)you treat your mother.第46页/共51页5.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。(care about)The only thing the greedy man seems to care about is money.第47页/共51页7.我们参与完成了这项任务。(be concerned with)We are concerned with completing this task.8.我相信你能
32、在下星期一之前交回你的作文。(depend on)I depend on you to hand in your composition by next Monday.第48页/共51页9.为自己设立一些能够达到的目标，以树立信 心。(build)In order to build your confidence,set yourself targets you can reach.10.我们正在考虑是否要向顾客征求意见。(consider)We are considering whether to ask the customers for advice/opinions.第49页/共51页Homework Finish your design of the ad campaign on food safety第50页/共51页感谢您的观看！第51页/共51页