单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,*,*,dvertising,A,Project Developing an ad campaign,Module 4 Unit 1,Two main types of advertisements?,commercial ads,PSAs,educate people about health,safety,or any other problem that affects,public welfare,promote products or service,An ad campaign?,1 Lead in,Enjoy a short play and think about the questions:,What did he sell?,What are the target audience of the product?,How many different kinds of ads did he employ?,1 Lead in,Act a Play,toothpaste,plaster,aerosol ersl n.,气雾剂,spray sprei,n.,喷雾,Enjoy a short play and think about the questions:,What did he sell?,What are the target audience of the product?,How many different kinds of ads did he employ?,1 Lead in,Yunnan Black medicine.,The old,athletes and someone who needs it.,3 kinds of ads.Ad on a cup,on tissue(,纸巾,),on handbag.,1.What is an ad campaign?,a planned programme of advertisements,using various kinds of ads,reach a certain audience,How do you build an ad campaign?,2 Skimming:,2.What media can you employ in an ad campaign?,3.What questions should we first consider?,Posters,newspapers,magazines,radio and television,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?,2 Skimming,Match the main idea of each paragraph,Para.1,Para.2,Para.3,Para.4,The,definition,of an ad campaign,The,target audience,and how to,determine,the target audience,What,the ad campaign says,How,to reach the target audience,To build an ad c_,Determining the audience,*have a clear a_ and t_ audience in mind;,*do a little r_ and you can c_ right m_ for the right people.,Deciding w_ to say in your ad campaign,*decide what you want the a_to know;,*It is important to always try to a_ to the audience in order to get them to r_ in a certain way.,Deciding what a_ you want to use,*employ different m_ that r_ your audience best to get your message a_,ampaign,im,arget,esearch,reate,essage,udience,ppeal,eact,edia,cross,each,Read for detailed information,hat,pproach,3 Scanning:,We have learned how to build an ad campaign,now lets enjoy a sample of,Anti-smoking ad campaign,.Then,try to analyze how it is built.,A sample,Anti-smoking ad campaign,4 Read the,Anti-smoking ad campaign,and try to focus on the main idea of each paragraph.,The reason why,the author 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 1,Para 2,Para 3,Para 4,How is it formed?,5 Multiple choice,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 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.Who,s the target audience and why?,A.the old;stay away from cigarettes,B.junior students;ban them from smoking,C.high-school teenagers;discourage them from smoking,D.middle-aged man;warm them of the danger of 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 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.2,B.3C.4D.5,5,.Why do they chose the picture,Smoking kills as their logo?,P,eople think smoking is cool,without knowing,the damage it does to their health.,They think it is funny to use this logo.,They want to appeal to more people.,People waste too much money buying cigarettes.,6 Group work,Develop an ad campaign about a public/students welfare problem,*,Planning,Work in small groups.,(2)Discuss the first two questions and choose one welfare problem for your ad campaign.,E.g.,quack medicine school uniforms,animal protection food in school canteen,The subject of your ad campaign will be_.,*,Preparing,Discuss the following eight questions and write down your answers.,*,Preparing,(2):Assignment,Members name,task,Research,Design a logo,Develop a slogan,Forms of media,Campaign proposal,Presentation,*,Producing,Teamwork,researcher,find inf.from various sources,logo/slogan designer,made it attractive,proposal writer,write a brief outline and plan,some questions,the whole team,work as a whole and everyone,should contribute to the project,*,Presenting,Make your presentation clearly.,(2)Explain why your group chose the topic you did.,(3)Answer questions concerning your ad campaign.,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 gr