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Module 4 Unit 1 Project:Developing an ad campaignPeriod ILearning Aims●In this period, you’ll know some basic information about an advertisement campaign.●Your reading ability will be improved.●Learn English through doing group work.●Your creative, comprehensive and consolidating abilities can be developed. 【Activity procedures】学生学习活动教Activity 1 Lead-in1．Activity Aim：make Ss have a brief understanding of the passage 2．Teaching Method：students-centered practiceStep 1. Lead in. Answer the following questions:What are the two main types of advertisements?Step 2. Fast reading:Go through the two passages quickly and answer the following questions:1. What is an ad campaign?2. When you start a successful ad campaign, what must you have in mind?3. Before building an ad campaign, what questions you must consider first?Activity 2 Detailed reading1．Activity Aim : make Ss get some details of the text2．Teaching Method: students-centered practicePassage One How do you build an ad campaign?Step 1. Answer the following questions:1. Who is the audience for your ad campaign?2. What do you want your audience to say?3. How do you reach your audience?Step 2. Go through the passage carefully to finish the True or False questions:1. Starting a successful ad campaign, you can only have a clear mind.2.After determining the target audience, you can freely choose the approach to reaching the audience.3.The purpose of an ad campaign is to reach a certain audience.Passage Two Anti-smoking ad campaignQuestions based on Passage Two1.What is not the reason for anti-smoking?A. Every year millions of people around the world die due to smoking.B. Every pack of cigarettes contains poisonous chemicals leading to lung cancer and heart diseases.C. Smoking costs a lot and causes great damage to the welfare of the people.D. So as to develop huge numbers of smokers in Asia.2.Who’s the target audience and why?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 smell terrible.D. Convince the parents to urge their children to give up smoking.4. Why do they chose the picture ----- “Smoking kills” as their logo? Activity 3 Consolidation1．Activity Aim：make Ss master the text structures2．Teaching Method：students-centered practiceTask- based reading Title: How do you build an ad campaign?An ad campaignis a plannedprogramme ofadvertisementsusing1.________kinds of ads to reach a certain audience. Three2._____Your3.________audience5. _________ your targetaudience by 6._______ someresearch so as to create the rightmessage for the right people.A clear goalDecide what you want toexpress in this campaign. Whatyou will advertise should7.________ to the audience inorder to get them to8._________ in a certain way.In other words, you must knowwhat they 9.________ about orwhat they are concerned aboutand how the issue will affecttheir lives, etc.4.________Choose a proper one to get yourmessage 10.__________. Itdepends mainly on which kindsof ads reach that particulargroup best.Activity 4 Writing1. Activity Aim : practice oral English and writing2. Teaching Method: students-centered practiceWhat do you think of the fact some high-school teenagers smoke at school?What measures will you take to discourage them from smoking?Homework :1 Read the reading materials and get familiar with it.2.Make your ad campaign more perfect after class.Period II Language points【Learning Aims】1. Learn some useful words and expressions2. Master some important language points3. Make use of the important words, phrases and sentences flexibly【Learning Procedures】学生学习活动教师组织教学方案【活动一】1．活动目标：培养学生自学的能力2．活动方式：学生练习I Translate the following phrases1.促进公共福利2.不同种类的... / 各种各样的...3.影响特定的受众4.心里有明确的目标5.理解，明白6.让某人做某事7.提前做研究及分析8.迎合, 对...有吸引力9.关心, 关注/ 担忧10.让...被理解明白11.组织, 汇集; 组装12.取决于...13.因为14.导致15.使国家花费了大量的钱使...付出了代价16.损害, 伤害17.阻止...做某事18.使信服/ 说服某人(不)做某事19.督促/ 力劝某人做...20.戒烟21.提供某人某物22.通知/ 告知学生吸烟的危害23.完全意识到24.与...有关25.死于...II Read the following sentences fluently1.It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.2.It is important to always try to appeal to the audience in order to get them to react in a certain way.3. When planning a public welfare campaign, you may want to ask yourself.4. There are a lot of ways to get your message across when you are putting together an ad campaign.5. Our interviews also indicate that young people are concerned about what is cool and what their friends like.6. We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking.【活动二】1．活动目标：让学生掌握重要语言点并能在练习中活用2．活动方式：学生读背，老师做适当讲解1.recommend vt. 推荐；建议，劝告；介绍【常见搭配】推荐某人某物推荐某人当...建议做某事建议某人做某事建议... recommend that _____________E.g. 我向我所有的学生都推荐这本书。
英语必修4译林牛津Unit 1精品学案（Project 第1部分）教材：牛津高中英语(模块四)高一下学期文档内容：教学设计—教案单元：Unit 1 Advertising板块：Project 1课堂设计指导思想：本堂课的宗旨是引导学生在“做中学”，通过让学生完成一份围绕本单元主题的传单来学习和使用英语。
引导学生主动学习，帮助他们形成以能力发展为目的学习方式，鼓励学生通过体验、实践、讨论、合作和探究的方式发展自己的语言综合能力。
Teaching aims:1. Get to learn and use English by doing a project.2. Try to fully understand the two reading materi als and master the language items.3. Learn to get enough information about ad campaigns from the reading materials.Teaching procedures:Step 1 Lead-inShow students two groups of pictures and draw their attention to the importance of ads.【设计说明】通过两组图片将学生的思绪带回本单元主题，重新引发他们对广告的注意力，以旧带新，自然导入本课。
Step 2 Listen and understandHave students listen to the recording of the handout and answer the three questions to get a general idea of this reading material.【设计说明】帮助学生通过听录音和回答问题初步理解阅读材料，并获取有关广告宣传单的基本信息。
Unit 1 AdvertisingProjectDeveloping an Ad CampaignTeaching Aims:●To learn about some basic information about an ad campaign●To apply what they have learnt to develop an ad campaign Teaching Key Points & Teaching Difficulties:How to help them to develop an ad campaignThe usage of some key wordsTeaching Procedure:Step One: ReadingT: (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 quicklyas possible to answer the following questions:1)What is an ad campaign?2)What must you have in mind when you start a successful adcampaign?3)What questions must you first consider in an ad campaign?Ss: …Suggested Answers:1.It is an organized programme of advertisements usingvarious 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 themedia to advertise for the benefit of the public or publicwelfare.Read the second article and answer.1. What is the subject of this ad campaign?2. Why do they build this ad campaign?3. Who is the target audience for this ad campaign?4. What is the ad campaign aimed to do?5. What is the slogan for this campaign?Suggested Answers:1. Anti-smoking.2. Because the problem costs countries a lot of money and causes greatdamage to thewelfare of the people.3. High-school teenagers.4. To discourage young people from smoking.5. Smoking kills!Step Two: Developing an ad campaignT: Ok, next we will plan and conduct an ad campaign, promoting a public welfareproblem. Discuss the questions on Page 19 with your group members. Planning:Decide which subject you are interested in and choose one for your ad campaign. You should have a clear idea of the goal, the target audience, the message of your ad and the media you will use.Preparing:Divide the work to each group member.Producing:Put what you have written together and add a logo. You must proofread your ad campaign proposal and correct mistakes if they are any. Presenting:Present your ad campaign to the class.Step Three: Homework:To do Parts B1 and B2 on Page 91 in Workbook. To do Parts D1 and D2 on Page 93 in Workbook.。
