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111 Project Developing an Ad Campaign Teaching Aims: l????? To learn about some basic information about an ad campaign l????? To apply what they have learnt to develop an ad campaign Teaching Key Points & Teaching Difficulties: ?????? How to help them to develop an ad campaign ?????? The usage of some key words Teaching Procedure: Step One: Reading T: (Greet the class as usual) In this unit we have learnt what an advertisement is and even have written one in the last lesson. Then do you know what an ad campaign is? Ss: No. T: Ok. In this lesson we will go on with this topic. Please open your text books at page 18. Read the article silently as quickly as possible to answer the following questions: 1)??????? What is an ad campaign? 2)??????? What must you have in mind when you start a successful ad campaign? 3)??????? What questions must you first consider in an ad campaign? Ss: … Suggested Answers: 1. It is an organized programme of advertisements using various kinds of ads to reach a particular audience. 2. We must have a clear goal and target audience in mind. 3. We must first consider the following questions: ?????? Who is the audience for our ad campaign? ?????? What do we want our ad campaign to say? ?????? How do we reach our audience? T: Very good! Now I think you have got a general idea of the passage. In fact, nowadays people all over the world use the media to advertise for the benefit of the public or public welfare. Step Two: Developing an ad campaign T: Ok, next we will plan and conduct an ad campaign, promoting a public welfare issue. Be as creative as you can. Below are some steps for you to follow. Planning: n??????? Work in small groups. Decide what the subject of your ad campaign will be. Choose one of the topics listed below or come up with one of your own. Animal protection Anti-smoking Anti-drugs Anti-littering The topic of our campaign will be :__________________________ (Make sure that all the group members agree on the topic they choose and that different groups choose their topics relatively.) Preparing: n Discuss the following questions and write down your answers: 1)??????????? Who is the audience for our ad campaign? _______________ 2)??????????? What do we want our ad campaign to say? _______________ 3)??????????? How do we reach our audience? _______________________ (Ask students to discuss the three major questions first. Make sure all the members of their group agree on the answers.) n??? Discuss the tasks listed below and decide which group member will responsible for each task. Write the names beside the work. ?????? Research the topic and the audience _____________________ ?????? Design a logo for the campaign _________________________ ?????? Develop a slogan for the campaign ______________________ ?????? Choose the form of the media __________________________ ?????? Write an ad campaign proposal _________________________ ?????? Present the campaign to the class _______________________ (In this step they should decide what each group member will be responsible for each task. Remember them that two or more people can work on the same task.) Producing: (If possible, let the students surf the Internet to find information they need from various resources on their topic. All the group members must discuss the information found and decide what to include in the ad campaign. T can help them to learn how to work together to complete the ad campaign. Set a deadline for it if they can not finish it in class.) Presenting: n??????? Explain who your target audience is, what the campaign goal is, which forms of media you will use, and talk about the logo and the slogan. n??????? Answer any questions raised by your classmates about your ad campaign. n??????? Post your logo and slogan on the display wall of your classroom. Step Three: Language Points 1)????? have … in mind 考慮/想到/記得… e.g. Who do you have in mind for the job? e.g. It’s hard to have all the new words in mind in such a short time. 2) try to do sth 努力試圖做某事（未必成功） try doing sth 嘗試做某事 （表示方法的改變，與以往不同） e.g. Tom tried to persuade me to give up smoking but failed. e.g. Why not try going to school on foot today? 3) have the chance to do sth have the chance of doing sth 有機會/可能做某事 by chance 偶然地 chance to do sth 碰巧做某事 4) appeal to … 迎合/吸引/呼吁… e.g. The government is appealing to every one to save resources. e.g. Cartoon films appeal to both children and adults. 5) determine vt./vi. 決定；決心 determine to do sth 決定去做某事 be determined to do sth 決心做某事 6) be concerned about/for/over … 關心/關注… be concerned with … 和…有關；關心… be concerned to do sth （很）想做某事 e.g. Nowadays more and more people are concerned about protecting environment. e.g. I am concerned to know your decision. 7) be particular about/over … 對…挑剔/講究 in particular 尤其；特別（作狀語） e.g. Tom is particular about food and clothing. e.g. He likes reading the books written by Lu Xun in particular. Step Four: Homework: ???????? To do Parts B1 and B2 on page 91 in Workbook ???????? To do parts D1 and D2 on page 93 in workbook 111