2012 年上学期制作 10 湖南长郡卫星远程学校《 M4-U1-Project. 湖南长郡卫星远程学校 2012 年上学期制作 10 2. What media can you employ in an ad campaign?

2012 年上学期制作 10湖南长郡卫星远程学校

《M4-U1-Project

湖南长郡卫星远程学校 2012 年上学期制作 10

2. What media can you employ in an ad

campaign?

Listen to the tape and answer the questions.

1. What is an ad campaign?

3. What questions should we first consider?





An ad campaign is a planed

programme of advertisements using

various kinds of ads to reach a

certain audience.





campaign?



campaign?

We can employ different kinds of

media, including posters, newspapers,

magazines, radio and television.




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?



To build an ad c_________

Step One

*have a clear a____ and t_____ audience in mind;

*do a little r_______ and you can c_____ right m______ for the right people.

Step Two

*gather i__________ from your research;

*it is important to always try to a_____ to the way the audience will r_____.

Step Three

*employ different m____ to get your message a_____

*decide what a________ you want to use to r_____ your audience.



Step One



Step Two



Step Three



ampaign



Step One



Step Two



Step Three



ampaign

im



Step One



Step Two



Step Three



ampaign

im arget



Step One



Step Two



Step Three



ampaign

im arget

esearch



Step One



Step Two



Step Three



ampaign

im arget

esearch reate



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppeal



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppealeact



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppealeact

edia



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppealeact

ediacross



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppealeact

ediacross

pproach



Step One



Step Two



Step Three



ampaign

im arget

esearch reateessage

nformation

ppealeact

ediacross

pproacheach


Para.

4

Para.

3

Para.2

Para.1

Main idea of each paragraph


The definition of an ad campaign.

Para.

4

Para.

3

Para.2

Para.1



The definition of an ad campaign.What a target audience is and how to determine the target audience.

Para.

4

Para.

3

Para.2

Para.1




What the ad campaign says.

Para.

4

Para.

3

Para.2

Para.1




What the ad campaign says.

How to reach the target audience.

Para.

4

Para.

3

Para.2

Para.1



1. What is the subject of this ad campaign?

2. Why do they build this ad campaign?

Read the second passage and answer the questions.

3. Who is the target audience for this ad

campaign?

4. What is the ad campaign aimed to do?







Anti-smoking.





Anti-smoking.


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

ad campaign?



High-school teenagers.


ad campaign?



High-school teenagers.

To discourage young people from

smoking.


ad campaign?



Languages points


Nowadays, people all over the world use ads to promote public welfare.

Languages points


Nowadays, people all over the world use ads to promote public welfare. promote v. 促进，提升

Languages points


Nowadays, people all over the world use ads to promote public welfare. promote v. 促进，提升 This conference is about how to promote cooperation between the two countries.

Languages points


Nowadays, people all over the world use ads to promote public welfare. promote v. 促进，提升 This conference is about how to promote cooperation between the two countries. promotion n.

Languages points


Nowadays, people all over the world use ads to promote public welfare. promote v. 促进，提升 This conference is about how to promote cooperation between the two countries. promotion n. all over the world 全世界

Languages points


Nowadays, people all over the world use ads to promote public welfare. promote v. 促进，提升 This conference is about how to promote cooperation between the two countries. promotion n. all over the world 全世界 People from all over the world love peace.

Languages points


Unlike a single advertisement, an ad

campaign is a planned programme of

advertisements ...




advertisements ...

句中 using 为现在分词，做方式状语。




advertisements ...

句中 using 为现在分词，做方式状语。

Some time later, they began to eat their

meals, using their hands.


It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.


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 算出，想出


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 算出，想出 I can't figure out why he is so angry.


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 算出，想出 I can't figure out why he is so angry. get sb. to do sth. 让某人做某事


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 算出，想出 I can't figure out why he is so angry. get sb. to do sth. 让某人做某事 I will get my classmate to help check the spelling for me.


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 算出，想出 I can't figure out why he is so angry. get sb. to do sth. 让某人做某事 I will get my classmate to help check the spelling for me. 同义短语： have sb. do sth.


In order to determine your audience,

you will need to do a little research and

analysis in advance.





in order to 为了





in order to 为了 We started early in order to arrive

before dark.





in order to 为了 We started early in order to arrive

before dark.

In order to earn enough money, he

worked late into the night.


in order to 表示“为了、以便”，可以置于句首或句末。


in order to 表示“为了、以便”，可以置于句首或句末。 in order that 表示“以便，为了”，后面接句子，位于句中，通常不位于句首。


in order to 表示“为了、以便”，可以置于句首或句末。 in order that 表示“以便，为了”，后面接句子，位于句中，通常不位于句首。 I am saving money in order that I can

buy a house.


in order to 表示“为了、以便”，可以置于句首或句末。 in order that 表示“以便，为了”，后面接句子，位于句中，通常不位于句首。 I am saving money in order that I can

buy a house.

= I am saving money in order to buy a

house.


analysis n. 分析 (pl.)

analyses



analyses

in advance 预先 , 提前



analyses

in advance 预先 , 提前 To travel by air you have to book in

advance.



analyses

in advance 预先 , 提前 To travel by air you have to book in

advance.

Before visiting him, I called him up in

advance.


It is important to always try to appeal

to the audience in order to get them to

react in a certain way.





appeal to 迎合；有吸引力





appeal to 迎合；有吸引力 The programme appeals especially to

young children.





appeal to 迎合；有吸引力 The programme appeals especially to

young children.

Many magazines appeal to the young

people.


What aspects of this problem would they care about or be concerned with?


What aspects of this problem would they care about or be concerned with? care about 关心


What aspects of this problem would they care about or be concerned with? care about 关心 Don’t you care about this country’s future?


What aspects of this problem would they care about or be concerned with? care about 关心 Don’t you care about this country’s future? care for 照顾 , 喜欢 , 介意


What aspects of this problem would they care about or be concerned with? care about 关心 Don’t you care about this country’s future? care for 照顾 , 喜欢 , 介意 concern with 使关心


What aspects of this problem would they care about or be concerned with? care about 关心 Don’t you care about this country’s future? care for 照顾 , 喜欢 , 介意 concern with 使关心 Many people were concerned with privacy issues and security.


What aspects of this problem would they care about or be concerned with? care about 关心 Don’t you care about this country’s future? care for 照顾 , 喜欢 , 介意 concern with 使关心 Many people were concerned with privacy issues and security. be concerned for / about 为……担心


This decision should depend mainly on

your target audience and which kinds of

ads reach that group best.





depend on 依赖；取决于





depend on 依赖；取决于 All living things depend on the sun for

their growth.





depend on 依赖；取决于 All living things depend on the sun for

their growth.

Children depend on their parents for

food and clothing.


If we can convince young people not to

start, they might then urge their parents

and other people to give up smoking too.





convince v. 使确信，使信服





convince v. 使确信，使信服

You should convince him of the reality

as soon as possible.


Language practice

Part A1 （ page 90 ）1. a am not used to b be used for c used to

2. a affected b effect(s)

3. a pleasure b pleased c pleasant


Part A2 （ page 90 ）

1. share 2. fall for

3. cured 4. Persuade

5. promoting 6. encouraged

7. follows 8. aims at/aimed at


Part B1 （ page 91 ）

1. personally 2. determine

3. target 4. packet

5. shocked 6. posters

7. approach 8. poisonous


Part B2 （ page 91 ）

1. to 2. with/about

3. on 4. unlike

5. about 6. in

7. across 8. to


1. your tomorrow

2. I did last I haven’t

3. Have you had/Did you have

4. I finished yesterday

5. am going

6. Will come

7. have to today won’t tomorrow

Part C1 （ page 92 ）


Part C2 （ page 92 ）


Part C2 （ page 92 ） 1. The teacher said that the sun rises in the east and goes down in the west.


Part C2 （ page 92 ） 1. The teacher said that the sun rises in the east and goes down in the west. 2. I asked my friends if they had bought presents for their mothers.


Part C2 （ page 92 ） 1. The teacher said that the sun rises in the east and goes down in the west. 2. I asked my friends if they had bought presents for their mothers. 3. The mother told the boy not to play with fire.


Part C2 （ page 92 ） 1. The teacher said that the sun rises in the east and goes down in the west. 2. I asked my friends if they had bought presents for their mothers. 3. The mother told the boy not to play with fire. 4. He asked me what I wanted.


Part C2 （ page 92 ） 1. The teacher said that the sun rises in the east and goes down in the west. 2. I asked my friends if they had bought presents for their mothers. 3. The mother told the boy not to play with fire. 4. He asked me what I wanted. 5. I said that I was not sure how Mum would feel when she got my present, but that I had made up my mind to give her one.


Part D1 （ page 93 ）

1. share 2. slogan

3. Product 4. campaigns

5. appeal to 6. commercial

7. approaches 8. aspects

9. unique 10. promoted


Part D2 （ page 93 ）


Part D2 （ page 93 ） 1. These words are not hurt you, but to encourage you.


Part D2 （ page 93 ） 1. These words are not hurt you, but to encourage you. 2. On the day of the festival, children can play tricks on neighbours who refuse to offer them sweets.


Part D2 （ page 93 ） 1. These words are not hurt you, but to encourage you. 2. On the day of the festival, children can play tricks on neighbours who refuse to offer them sweets. 3. I wrote a letter to Yao Ming yesterday. Do you know how he deals with letters from his fans?


Part D2 （ page 93 ） 1. These words are not hurt you, but to encourage you. 2. On the day of the festival, children can play tricks on neighbours who refuse to offer them sweets. 3. I wrote a letter to Yao Ming yesterday. Do you know how he deals with letters from his fans? 4. To do this analysis, I consulted several experienced experts.


5. He had suffered from headaches for a long time, so the doctor recommended him to take a vacation.


5. He had suffered from headaches for a long time, so the doctor recommended him to take a vacation. 6. I have just returned from England and now I would like to update you on some of the latest news.


5. He had suffered from headaches for a long time, so the doctor recommended him to take a vacation. 6. I have just returned from England and now I would like to update you on some of the latest news. 7. Have you figured out what’s wrong your car?


5. He had suffered from headaches for a long time, so the doctor recommended him to take a vacation. 6. I have just returned from England and now I would like to update you on some of the latest news. 7. Have you figured out what’s wrong your car? 8. Some people wanted to give up, but the captain urged them to march ahead.


Part A （ page 94 ）

Reading


Part A （ page 94 ） 1. Because it is designed to encourage

students to develop their English writing

skills, and become more skilled at using

words.

Reading


Part A （ page 94 ） 1. Because it is designed to encourage

students to develop their English writing

skills, and become more skilled at using

words.

2. They will be judged on how well they

are researched and if they are creative and

imaginative.

Reading


3. They should pay attention to

grammar, punctuation and spelling.




4. Because it challenges them to improve

their English language skills and gives them

a chance to win a prize.




4. Because it challenges them to improve

their English language skills and gives them

a chance to win a prize.

5. He or she will receive and award of

2,000 yuan.


Part B （ page 95 ）

1. Aims 2. aware

3. example 4. without

5. make 6. Results

Documents

2012 年上学期 制作 10 湖南长郡卫星远程学校 《 M4-U1-Project. 湖南长郡卫星远程学校 2012 年上学期 制作 10 2. What media can you employ in an ad campaign?

2012 年上学期制作 10 湖南长郡卫星远程学校《 M4-U1-Project. 湖南长郡卫星远程学校 2012 年上学期制作 10 2. What media can you employ in an ad campaign?