1、Unit 1 AdvertisingHow do you build an ad campaignTwo main types of advertisements?commercial adsPSAsStep one:Lead ineducate people about health,safety,or any other problem that affects public welfarepromote products or serviceAn ad campaign?.Questionsv 1.What is an ad compaign?v An ad campaign is a
2、planned programme of advertisements using various kinds of ads to reach a certain audience.v 2.When you start a successful ad campaign,what must you have in mind?v A clear aim and an audiencev 3.Before building an ad campaign,what questions you must consider first?v（1）Who is the audience for your ad
3、 campaign?v（2）What do you want your ad campaign to say?v（3）How do you reach your audience?.Fill in the blanksv What differs from a _ ad,an ad campaign is a _ programme of ads using various kinds ads to reach a certain audience.The _ of the questions you must first consider are as below:singleplanned
4、majority1、Who is the audience for your ad campaign?v The people you want to know are your _audience._ determine your audience,what you will need to do _ a little research and analysis _ of time.targetToareahead2.What do you want your audience to say?v You _ decide what you want your audience to know
5、 or think about _you have decided who your audience is.It is important to _ to the audience to get them to _ in a certain way.wontuntilappealreact3.How do you reach your audience?v There are a great number of approaches to _ your message _ when you are putting together an ad campaign.The decision _
6、way you want to use should rely mostly on your target audience and which kinds of ads _ that group best.gettingacrosswhatreachKey phrasesv 促进公共福利v 一个关于社会关注点的广告运动v 使用不同的广告来影响目标观众v 心里有明确的目标及观众v 理解，明白v 让某人做某事v 利用不同的媒体v 考虑三个主要的问题v 确定你的观众v 提前做研究及分析v 试图吸引观众v 设计一次公共福利活动v 关心/关注一个社会问题v 对感兴趣v 影响他们的生活v 让你的信息被理
7、解明白v 主要取决于你的目标观众Key sentencesv It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.v You will need to explore what the audience already thinks.v When planning a public welfare campaign,you may want to ask yourself.v There are a lot of wa
8、ys to get your message across when you are putting together an ad campaign.v This decision should depend mainly on.Questions based on Article 2v 1.What is not the reason for anti-smoking?v A.Every year millions of people around the world die due to smoking.v B.Every pack of cigarettes contains poiso
9、nous chemicals leading to lung cancer and heart diseases.v C.Smoking costs a lot and causes great damage to the welfare of the people.v D.So as to develop huge numbers of smokers in Asia.v 2.Whos the target audience and why?v To discourage high-school teenagers,who are the target audience,from smoki
10、ng.v 3.The following approaches to achieving the goal are used except _.A.Tell teenagers to care about health and future.B.Educate teenagers about the bad physical effects of smoking and those on the people around them.C.Tell them smoking is not cool or attractive,on the contrary,which makes people
11、smell terrible.D.Convince the parents to urge their children to give up smoking.v 4.How many kinds of forms be used to promote the information on anti-smoking?_A.2B.3C.4D.5v 5.Why do they chose the picture Smoking kills as their logo?v Because many people think that smoking is cool or enjoyable with
12、out fully realizing the damage it does to their health.Fill in the blanksv Every year millions of people around the world _ due to smoking,_ is why we have chosen anti-smoking as the subject of our ad campaign.Our target audience is high-school teenagers and our aim is to _ young people from smoking
13、.v Our campaign will start on 31 May,World No Tobacco Day,_ we willdiewhichdiscouragewhenput large posters around the school with logo and slogan.Our website will _ students with more information about smoking.We will also _ an article in the school magazine _ students about the dangers of smoking,a
14、nd we will _ an essay competition as _.providepublishinformingorganizewellv It is because many people think that smoking is cool or enjoyable,but they are not fully aware of the effect that it _ _ their health _we choose this picture as our logo.We want to _ people into _ that many people smokers die all too soon _ illness and diseases _ to smoking.hasonthatshockrealizingfromrelatedWriting:vWhat do you think of the fact some high-school teenagers smoke at school?What measures will you take to discourage them from smoking?
