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译林2003课标版《Project(1)： Developing an ad campaign》优质课教案下载
Paragraph 1: the definition of an ad campaign
Paragraph 2: What a target audience is and how to determine the target audience
Paragraph 3: what the ad campaign says
Paragraph 4: how to reach the target audience
2 Have students ask questions about the content of the paragraphs they have not read. Make sure that students pay attention to the structure of the reading passage-introduction, examples and facts that develop or support the idea and conclusion.
3 Read the passage again and fill in the table.
How to build an ad 1.campaign Step Onehave a clear 2.aim and target 3. audience in mind;
do a little research and you can create right message for the right people. Step Twoit is important to always try to 6.appeal to the the audience in order to get them to 7.react in a certain way. Step Threeuse different 8.ways to get your message 9.across
decide what 10.approach you want to use4 Have students read the second article 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 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!
5 Have students summarize the structure for their own ad campaign
Part B
1. Divide the class into groups of four to six. Have them decide which subject they are interested in from the listed (reading, cell-phone, Stop eating unhealthy food, save water, mother’s day ……) and choose one for their ad campaign. Make sure that everyone has a clear idea of the goal, the target audience, the message of their ad and the media they will use.
2 Divide the work so that each group member will be responsible for a different task. Set a deadline for the project.
Member’s nametask Design a logo Develop a slogan Choose the forms of media Write a campaign proposal Present your work3 Students each do their own work for the ad campaign. They should put what they have written together and add a logo. Each group must proofread their ad campaign proposal and correct mistakes if there are any. New ideas can be added if necessary.
4 Each group must present their ad campaign to the class by taking turns to explain why they choose the topic, the audience, the campaign goal, the forms of media, the logo and slogan. Everyone should have a chance to speak. Have students post their logos and slogans on the display wall in the classroom.