Supporting details
● Putting large posters around the school with the logo and (9) ___s_l_o_g_a_n. ● Providing students with more information about smoking on the website. ● Publishing an article in the school (10) __m__a_g_a_z_inteo tell students about the dangers of smoking. ● Organizing an essay competition.
Nowadays, 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?
Project
Developing an ad campaign
To learn about some basic information about an ad campaign To apply what they have learnt to develop an ad campaign
5. What is the slogan for this campaign? Smoking kills!
Fill in each blank with no more than one word according to the texts.
How do you build an ad campaign?
determine the target audience
Para. 3 what the ad campaign says Para. 4 how to reach the target audience
Read the article again and answer the following questions. Pay attention to the structure of the reading passage — introduction, examples and facts that develop or support the idea and conclusion.
campaign to deal with? 2. What do you want your campaign to say?
Why?
3. Who is the target audience for yll research the topic and interview
Anti-smoking ad campaign
Passage outline
Supporting details
Reason for the The diseases caused by smoking
ad campaign
cost countries lots of money and do great damage to the (6) _w_e_l_f_a_re__ of the people.
Producing:
Put what you have written together and add a logo. You must proofread your ad campaign proposal and correct mistakes. Presenting: Present your ad campaign to the class.
How to reach the target audience
Supporting details
You have many (5) _a_p_p_r_o_a_c_h_e_s to choose from to get your message across and the decision depends mainly on your target audience and that group’s interested type of ads.
Enjoy some ads Commercial ad
My God! I have no home now!
Public Service ad (PSA)
Brainstorming In the opinion of a viewer, a good ad should be …
A good ad should be…
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
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 second article on page 19 and answer the following questions: 1. What is the subject of this ad campaign?
What the ad campaign says
You should make your ad campaign (4) _a_p_p_e_a_li_n_gso as to have your target audience react in a certain way.
Paragraph outline
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.
Paragraph Supporting details outline
How to determine your target audience
You can determine your target audience by doing research and _a_n_a_l_y_si_s_(2)to explore the audience’s (3t)h_o_u_g_h_t_s__.
Paragraph Supporting details outline
What an ad ★An ad campaign is not a(n) (1) campaign is s_i_n_g_le_ advertisement but a
planned programme of advertisements. ★An ad campaign uses a(n) variety of ads to reach a certain audience.
1. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. 重要的是，你得确切弄清楚想要告诉受众 什么、想让他们做什么。 figure out 弄清楚，弄懂，计算出
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.
As a designer, to produce an ad, what will you first consider?
Read the article on Page 18. Try to tell us the main idea of each paragraph.
Para. 1 the definition of an ad campaign Para. 2 the target audience and how to
用figure out翻译下列句子。 1）我弄不明白他为什么缺席。
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.
2. What must you keep in mind when you start a successful 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.
The target audience
High-school teenagers.
Passage
Supporting details