M4U1project公开课

Unit1EnjoysomeadsCommercialadMyGod!Ihavenohomenow!PublicServicead(PSA)EnjoysomeadsBrainstormingAsanaddesigner,whatshouldbeconsideredbeforemakinganad?ProjectDevelopinganadcampaign1.What’sanadcampaign?Anadcampaignisaplannedprogrammeofadvertisementsusingvariouskindsofadstoreachacertainaudience.2.Howtostartasuccessfuladcampaign?ReadingforunderstandingPara.1Howtostartasuccessfuladcampaign?Youmust_________________________________________,figureoutexactly____________________________and___________________________________Youmayneedtoemploydifferentkindsofmedia,including__________________________________________________________.haveaclearaimandanaudienceinmindwhatyouwanttotelltheaudiencewhatyouaretryingtogetthemtodoposters,newspapers,magazines,radioandtelevision.ReadthefollowingparagraphsMajorthingstobeconsideredthetarget___1___foritthe___2____ofanadcampaignthe___3___toreachyouraudienceaudiencecontentwaysToknowwhattheaudiencethinks,youneedtodoalittleresearchand___5___,whichisbeneficialforyouto__6___therightmessage.analysiscreate*Topersuadetheaudiencetoreactinanexpectedway,theadsmust___7___theaudienceattract*Usedifferentmethodstogetyourmessage__8___*Choosethebestapproach,__9___onyourtargetaudiencedependacrossingAsampleHowtobuildanadcampaignGuidelines(P18)Sample:Anti-smoking(P19)TohaveaclearaimTodeterminethetargetaudienceTodecidethecontentofanadcampaignDifferentwaystoreachyouraudienceToaimat___1____youngpeoplefromsmoking,becausesmokingcostsmuchmoneyandcausesgreat__2__tothewelfareofpeople.Toreachhigh-school____3_____.•Toeducatethemaboutthebadphysical_____4____ofsmoking.•Toexplainthe____5_____ofsmoking•Toshowsmokingisnotcoolorattractive•Largepostersaroundschool•Informationonthewebsite•Anarticleontheschoolmagazine.•AlogoandslogandiscouragingdamageteenagerseffectsdisadvantagesWhatarethemainstepsofdesigninganadcampaign?•Haveaclearaim•Determineyourtargetaudience•Whattotelltheaudience•Howtoreachtheaudience•Addslogan(标语)andlogo(标志)tomakeyouradcampaignmoreattractiveSummaryCancerCuresSmoking.看似安静的一句话，对那些老烟枪们却是重重的一巴掌!WeTryHarder.(Avis)艾维斯(Avis)租车：我们是第二，所以我们更努力。艾维斯租车就这么以一种谦虚、诚恳的态度有力地赢得了消费者的信任。TheWorld’sLocalBank.(HSBC)“您身边的世界银行”。人人叫嚣高端大气国际化的时代，只有汇丰银行做到了国际化和亲切感的完美融合，瞬间拉近了和顾客间的距离。short/simple/impressiveSloganimaginative/artisticLogoLaunchanadcampaign1)Anti-littering(Southgroups)2)Anti-rubbishfood(Northgroups)TwotopicsTargetaudience:ourclassmatesWorkingroupsofsix.Memberstask3•Why&theaim•Whattotelltheaudience•Howtoreachtheaudience2Trytodevelopasloganorlogo1Presentation(展示)Thepresentation(展示)willbeginlikethis:Thetopicofouradcampaignis…Ourgroupchoosethistopicbecause…Ourtargetaudienceis…Ouraimis…Theformsofmediaweuseare…and…