牛津英语模块四Unit1+Project1讲述.ppt

Unit 1 Project Developing an ad campaign Lead-in Question: If Dove wants to promote a new flavor of chocolate, what should be done? eye-catching ads attractive slogans fancy packages famous people eye-catching advertisement fancy packages attractive slogan and logos famous people …… 1.Read the article on P18 to know some basic knowledge about ad campaigns . 2.Answer the following three questions Q1:What is an ad campaign? A planned program of ads using various kinds ads to reach a certain audience. Q2:What media can you use in an ad campaign? We can use different kinds of media , including poster, billboards, newspaper, magazines, radio and television, etc. Q3:What are the major questions should we consider first? 1. Who is the audience for your ad campaigns 2. What do you want your ad campaign to say ? 3. How do you reach your audience? What ad campaign is this ? Anti-smoking ad campaign Read the passage quickly and try to answer the following questions: 1. Why does smoking result in million of people’s death every year? 2.What is the main aim of their anti-smoking ad campaign? 3.On which day will the campaign be started ? Because it can result in lung cancer and heart disease. To discourage young people from smoking. On 31 May, World No Tobacco Day. 4. What is the slogan of the campaign? 5.Why do they choose the picture on P19 as their logo? Smoking kills Because many people don’t know the damage smoking does to their health. ________ an ad campaign Step 1 *have a clear ____ and _____ audience in mind; *do a little _______ and you can _____ the right ______ for the right people. Step 2 *gather _________ from your research; *It is important to always try to _____ to the way the audience will _____. Step 3 *use different _______ to get your message _____ *decide what ________ you want to use to _____ your audience. Building goal target research create message information appeal react methods across approach