1. Unit 1

2. Developing an ad campaign
Project
Developing an ad campaign

3. Enjoy some creative ads.

5. for the sharpest knives

7. Do you understand the meaning of the following advertisements?

11. Listen to the tape and answer the questions.
1. What is an ad campaign?
An ad campaign is a planed programme of advertisements using various kinds of ads to reach a certain audience.
2. What media can you employ in an ad campaign?
We can employ different kinds of media, including posters, newspapers, magazines, radio and television.

12. 3. What questions should we first consider?
1). Who is the audience for your ad campaign?
2). What do you want your ad campaign to say?
3). How do you reach your audience?

13. To build an ad c_________
Step One
*have a clear a____ and t_____ audience in mind;
*do a little r_______ and you can c_____ right m______ for the right people.
Step Two
*gather i__________ from your research;
*it is important to always try to a_____ to the way the audience will r_____.
Step Three
*employ different m____ to get your message a_____
*decide what a________ you want to use to r_____ your audience.
ampaign im
arget
esearch
reate
essage
nformation
ppeal
eact
edia
cross
pproach
each

14. Main idea of each paragraph
the definition of an ad campaign
what a target audience is and how to determine the target audience
what the ad campaign says
how to reach the target audience

15. Read the second passage and answer the 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.

16. 3. Who is the target audience for this ad campaign?
4. What is the ad campaign aimed to do?
High-school teenagers.
To discourage young people from smoking.

18. Languages points
Nowadays, people all over the world use ads to promote public welfare.
promote v. 促进，提升
This conference is about how to promote cooperation between the two countries.
He has been promoted to general manager.
promotion n. 提升；促进；晋升；促销

19. 用括号内所给动词的适当形式填空。
________ (promote) to senior manager, Helen felt very happy.
Promoted

20. Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.
句中using various kinds of ads to reach a certain audience为现在分词短语，做方式状语。
Some time later, they began to eat their meals, using their hands.
People walk around wearing nineteenth- century clothes.

21. 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 算出，想出
It didn’t take the children long to figure out the correct answer.
I can't figure out why he is so angry.

22. Leaders of many countries have been trying to ______ what it is that makes China develop so fast.
A. carry out B. figure out
C. watch out D. make out
解析：选B。考查动词短语辨析。figure out“算出；理解；想出”，符合题意。

23. get sb. to do sth. 让某人做某事
I will get my classmate to help check the spelling for me.
同义短语：have sb. do sth.

24. get / have sth. done 请人做某事，遭受…
get sb. / sth. doing 使……开始起来

25. 用括号中所给动词的适当形式填空
1) He got his watch ______ (steal).
2) You must get the work ______ (do) by Friday.
3) Can you get the machine ______ (run)?
4) I got him ______ (see) the doctor.
stolen
done
running
to see

26. In order to determine your audience, you will need to do a little research and analysis in advance.
We started early in order to arrive before dark.
In order to earn enough money, he worked late into the night.

27. 提醒：
1) in order to和so as to的否定式分别是in order not to和so as not to。
2) so that和in order that引导的目的状语从句中常常有can, could, may, might等情态动词。

28. 3) so that引导结果状语从句时，一般没有情态动词，且它的前面一般有逗号与主句隔开。
4) 当so that / in order that引导的目的状语从句的主语与主句主语相同时，可用so as to / in order to改为简单句。

29. in order to表示“为了、以便”，可以置于句首或句末。
in order that表示“以便，为了”，后面接句子，位于句中，通常不位于句首。
I am saving money in order that I can buy a house.
= I am saving money in order to buy a house.

30. — How did you go home after the party last night?
— Well, there were no buses ______ we had to walk.
　A. so as to B. in order to
　C. so that D. in order that C

31. analysis n. 分析
(pl.) analyses
in advance 预先, 提前
To travel by air you have to book in advance.
Before visiting him, I called him up in advance.

32. It is important to always try to appeal to the audience in order to get them to react in a certain way.
appeal to 迎合；有吸引力
The programme appeals especially to young children.
Many magazines appeal to the young people.

33. The book didn't _______ children probably because the author employed too many scientific terms in it.
A. appeal to B. apply to
C. intend to D. lead to A

34. — How did you like Nick’s performance last night?
—To be honest, his singing didn’t ______ to me much.
A. appeal B. belong
C. refer D. occur A

35. What aspects of this problem would they care about or be concerned with?
Don’t you care about this country’s future?
I don’t think you care about what will happen to him.
They don’t care about the expenses.

36. 和care有关的短语:
care for 关怀；照顾
care for 或care to do 喜欢；愿意
with care 当心；仔细地
take care 注意；当心
take care of 照顾…

37. Mr. Brown was devoted to _______ the sick and the wounded.
A. cared about　 B. care off
C. caring of　　 D. caring about
提示: be devoted to后应该接动名词，首先排除A、B两项；依据句意确定答案为D。

38. be concerned with 担心; 牵涉到; 与 ... 有关; 参与; 挂念
Many people were concerned with privacy issues and security.
Who else are concerned with that matter?
She is deeply concerned with our health problem.
concerned adj. 担心的, 关注的
be concerned for / about 关心…; 担心…

39. When the policemen asked him, he said that he wasn't concerned _____ it. He was at home that day.
A. for B. in C. of D. with
【答案】D
【点拨】be concerned with sth. 与某事有关

40. concern
1）n. 所关心的人或事；担心，挂念
His greatest concern is the future of his daughter.
The report expressed the public’s concerne about / for the nuclear waste.

41. 2）v. 与……有关；涉及；使……担忧
The lecture concerned the environmental protection.
What concerns us is that so many children in the area have dropped out of school.

42. If we can convince young people not to start, they might then urge their parents and other people to give up smoking too.
convince v. 使确信，使信服
You should convince him of the reality as soon as possible.
We convinced him to go by train rather than plane.
How can I convince you (of her honesty)?

43. convince sb. of sth.
使某人相信某事 convince sb. to do sth.
说服某人做某事
convince sb. that 使某人相信… be convinced of / that
坚信……；确信……
convincing adj. 令人信服的

44. 根据句子的要求填入适当的词。
1). What she said _______ (convince) me
that I was mistaken.
2). I soon convinced him ______ (介词)
my innocence.
3). What convinced you _______ (vote)
for them?
4). I’m ________ (convince) that he is
guilty.
5). That was the most _______ (convince)
I had ever heard.
convinced of
to vote
convinced
convincing

45. convince / persuade
convince “说服”，着重理智方面的“辩论，证明”。
persuade “说服”，着重情感上的“劝告”或“说服某人做/不做某事”。常接into / out of doing sth.或to do sth.的结构

46. 用convince，persuade填空。
1). He _________ me that I should study
law.
2). He _______________ me not to stay.
3). The officials were eager to _________
us of the safety of the nuclear reactors.
4). I ________ (convince) I saw you there,
but it must have been someone else.
5). How can we _________ him into
joining us?
convinced
convinced / persuaded
convince
was convinced
persuade