1、Unit 1Unit 1 Advertising ProjectDeveloping an ad campaignNowadays, people all over the world use ads to promote public welfare. Have you ever thought of starting an ad campaign about social concerns? How do you build an ad campaign?Warming upRead the article on Page 18. Try to tell us the main idea

2、of each paragraph.Para. 1Para. 2the definition of an ad campaignthe target audience and how to determine the target audience Para. 3Para. 4what the ad campaign sayshow to reach the target audienceRead the article again and answer the following questions. Pay attention to the structure of the reading

3、 passage introduction, examples and facts that develop or support the idea and conclusion.1. What do you know about an ad campaign? An ad campaign is an planned programme of advertisements using various types of ads to reach a particular audience. 2. What must you keep in mind when you start a succe

4、ssful ad campaign? A clear aim and target audience. 3. Why do you need to research your audience? Because the right message needs to be created for the right people.4. What is important when you are planning an ad campaign? It is important to try to appeal to the way the audience will react.Read the

5、 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 great damage to the welfare of the people.3. Who is the target audience for this

6、 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!DiscussionWork in groups and discuss what has impressed you most after you read this ad campaign.The project is to develop your o

7、wn ad campaign about a public welfare problem. Discuss the following questions with your group members.1. What welfare problem do you want your ad campaign to deal with?2. What do you want your campaign to say? Why?3. Who is the target audience for your campaign?4. Who will research the topic and in

8、terview the target audience?5. Which sources will you use to find your information?6. How will you reach your audience?7. Who will design the logo and develop the slogan for the campaign?8. Who will present the campaign to the class?Planning:Decide which subject you are interested in and choose one

9、for your ad campaign. You should have a clear idea of the goal, the target audience, the message of your ad and the media you will use.Preparing:Divide the work to each group member.Producing:Put what you have written together and add a logo. You must proofread your ad campaign proposal and correct

10、mistakes. Present your ad campaign to the class.Presenting:Language points1. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. figure out 弄清楚，弄懂，計(jì)算出e.g. I cant figure out why he is absent. 我弄不明白他為什么缺席。 It didnt take the children long

11、to figure out the correct answer. 孩子們沒有花很多時(shí)間就算出了 正確的答案。2. In order to determine your audience, you will need to do a little research and analysis in advance. determine v. 確定，查明e.g. Shall we determine what we are going to do next? 我們來確定一下下一步該做什么吧?3. It is important to always try to appeal to the audi

12、ence in order to get them to react in a certain way. appeal to 有引力，引起興趣e.g. The programme appeals especially to young children. 這個(gè)節(jié)目特別受小朋友歡迎。react v. 反應(yīng)e.g. I wonder how they are going to react to my suggestion. 我不知道他們對(duì)我的提議會(huì)有什么 反應(yīng)。4. There are lots of different ways to get your message across when y

13、ou are putting together an ad campaign. get something across的意思是“將 表達(dá)清楚”。e.g. John has a way to get his opinion across while using as few words as possible. 約翰用最簡(jiǎn)短的語(yǔ)言將自 己的觀點(diǎn)表達(dá)清楚。 5. If we can convince young people not to start, they might them urge their parents and other people to give up smoking,

14、too. urge vt. 敦促，力勸；竭力主張 n. 強(qiáng)烈的欲望，沖動(dòng) e.g. The report urged that all children be taught to swim. 這份報(bào)告呼吁給所有的兒童教授游泳。The situation is dangerous, but the UN is urging caution.局勢(shì)岌岌可危，但聯(lián)合國(guó)力主謹(jǐn)慎行事。He has an urge to become a film star.他非常希望成為電影明星。Fill in the blanks with proper wordsaccording to the initials o

15、r 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 4. The members didnt attend the meeting for v_ reasons.5. Teachers should develop new a_ to teaching.6. My mother r_ angrily

16、to the lies that I told her.pproacheseactedarious7. It is _ (非常地) important for us to grasp a foreign language.8. The purpose of the film is only to satisfy its _ (觀眾).9. Many politicians are _ (關(guān)心) with the good of the people. extremelyaudienceconcernedTranslate the following sentences into English

17、.1. 我不知道怎樣傳達(dá)你的信息。(get . across) I dont know how to get your message across.2. 該是你們?nèi)ド蠈W(xué)的時(shí)間了。(Its time) Its time for you to go to school. / Its (high) time (that) you went to school.3. 這座房子正是我們心中想著的。 (have . in mind) This house is exactly what we have in mind.4. 我不喜歡你對(duì)待你母親的方式。(the way) I dont like the way (that / in which) you treat your mother.5. 工