Project Developing an ad campaign

Lead-in 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?

Read the article on page 18. Try to tell us the main idea of each paragraph. Para. 1 Para. 2 the definition of an ad campaign the target audience and how to determine the target audience

Para. 3 Para. 4 what the ad campaign says 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.

1. What do you know about an ad campaign? An ad campaign is an organized programme of advertisements using various types of ads to reach a particular audience. 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. 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? 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!

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. figure out 弄清楚，弄懂，计算出 e.g. I can’t figure out why he is absent. 我弄不明白他为什么缺席。

It didn’t take the children long to figure out the correct answer. 孩子们没有花很多时间就算出了正确的 答案。

2. In order to determine your audience, you will need to do a little research and analysis in advance. determine v. 确定，查明 e.g. Shall we determine what we are going to do next? 我们来确定一下下一步该做什么吧 ?

3. It is important to always try to appeal to the audience in order to get them to react in a certain way. appeal to 有吸引力，引起兴趣 e.g. The programme appeals especially to young children. 这个节目特别受小朋友欢迎。

动词 react 的意思是 “ 反应 ” 。 e.g. I wonder how they are going to react to my suggestion. 我不知道他们对我的提议会有什么反应。

4. There are lots of different ways to get your message across when you are putting together an ad campaign. get something across 的意思是 “ 将 …… 表 达清楚 ” 。

e.g. John has a way to get his opinion across while using as few words as possible. 约翰用最简短的语言将自己的观点表达 清楚。

5. If we can convince young people not to start, they might them urge their parents and other people to give up smoking, too. urge vt. 敦促，力 劝；竭力主张 n. 强烈的欲望，冲动 e.g. The report urged that all children be taught to swim. 这份报告呼吁给所有的儿童教授游泳。

The situation is dangerous, but the UN is urging caution. 局势岌岌可危，但联合国力主谨慎行事。 He has an urge to become a film star. 他非常希望成为电影明星。

Fill in the blanks with proper words according to the initials or Chinese. 1. The organization’s t______ was to double its membership. 2. When c_________, the museum will be open to the public. 3. The singer’s voice a______ to many fans. arget ompleted ppeals

4. The members didn’t attend the meeting for v______ reasons. 5. Teachers should develop new a_________ to teaching. 6. My mother r______ angrily to the lies that I told her. pproaches eacted arious

7. It is __________ ( 非常地 ) important for us to grasp a foreign language. 8. The purpose of the film is only to satisfy its _________ ( 观众 ). 9. Many politicians are _________ ( 关 心 )with the good of the people. extremely extremely audience concerned

Translate the following sentences into English. 1. 我不知道怎样传达你的信息。 (get... across) I don’t know how to get your message across. 2. 该是你们去上学的时间了。 (It’s time) It’s time for you to go to school. / It’s (high) time (that) you went to school.

3. 这座房子正是我们心中想着的。 (have... in mind) This house is exactly what we have in mind. 4. 我不喜欢你对待你母亲的方式。 (the way) I don’t like the way (that / in which) you treat your mother.

5. 工人们正在组装一架模型飞机。 (put together) The workers are putting together a model plane. 6. 那个贪婪的人好像只在乎钱。 (care about) The only thing the greedy man seems to care about is money.

Homework To do Parts B1 and B2 on Page 91 in Workbook. To do Parts D1 and D2 on Page 93 in Workbook.