牛津英语模块四公开课.pptx

Unit 1 ProjectDeveloping an ad campaignQuestion:If Dove wants to promote a new flavor of chocolate,what should be done?Lead-in eye-catching adsattractive slogansfancy packagesfamous people neye-catching advertisement nfancy packages nattractive slogan and logos nfamous peoplen Ad Campaigns1.Read the article on P18 to know some basic knowledge about ad campaigns.2.Answer the following three questions.Q1:What is an ad campaign?Q2:What media can we use in an ad campaign?Q3:What are the major questions should we consider first when designing an ad campaign?Q1:What is an ad campaign?Q2:What media can we use in an ad campaign?Q3:What are the major questions should we consider first?An ad campaign is an organized programme ofadvertisements using various kinds of ads to reach a particular audience.We can use different kinds of media,including newspapers,magazines,televisions,billboards,mailing,etc.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?Para 1Para 2C.the definition of an ad campaignD.the target audience and how to determine the target audience Para 3Para 4A.what the ad campaign saysB.how to reach the target audienceWhat ad campaign is this?Anti-smoking ad campaignRead the second article on page 19 and answer the following questions: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?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.Read the two articles again for detailed information.2.Fill in the blanks within 3 words.How to build an ad campaignGeneral GuidelinesSample:Anti-smoking ad campaignStep One To have a clear 1._ about the ad campaignTo do a little research and analysis in advanceTo aim at 2._young people from smoking,because smoking costs much money and causes 3._ to the welfare of the peopleStep Two To 4._ your target audience To reach High-school 5._ Step Three To decide what you want to tell the audience and what you try to 6._ them to do.To 7._the audience in order to get them to react in a certain wayTo educate them about the bad physical 8._ of smokingTo explain the 9._of smokingTo show smoking is not cool or attractiveStep Four Different 10._ to get the message across:posters,newspapers,radio and televisionLarge posters around school.Information on the website.An article on the school magazine.II.Fill in the missing words in the chart:aim/goaldiscouragingdetermine/decideteenagersget/persuadeappeal to/attractwaysgreat damageeffectsdisadvantagesWhat are the main steps of designing an ad campaign?have a clear aimdetermine your target audiencewhat to tell your audiencehow to reach your audienceadd slogan and logo to make your campaign more attractivesick dead pigs in Huangpu RiviernWhat public welfare problem can the picture tell us about?Group Work:Design an ad campaign about food safetyn1.Introduction:n a clear aim and why this topicn2.Main body:n 1).to decide your target audiencen 2).what to tell the audiencen 3).how to tell the audiencen 4).can add logos and slogansn3.Conclusion n your hopes and suggestionsBefore we design our ad campaign,lets enjoy some ads about food safety!Lets present our design!1.have sth.in mind2.figure out3.try to4.in order to5.in advance6.appeal to7.be concerned with8.get message across9.put together想到，记得想到，记得弄清楚，计算弄清楚，计算尽力做尽力做为了为了提前，预先提前，预先呼吁，吸引呼吁，吸引和和有关，有关，涉及涉及传递信息传递信息放在一起，装配，组织放在一起，装配，组织11.due to12.result in13.discourage sb.from14.educate sb.about15.be concerned about16.urge sb.to do17.give up18.provide sb.with sth.19.die from20.be related to由于，因为由于，因为结果是结果是阻碍某人做某事阻碍某人做某事教育某人有关某事教育某人有关某事关心，关注关心，关注敦促敦促/力劝某人做某事力劝某人做某事放弃放弃提供某人某物提供某人某物死于死于与与有关有关Language Points1.When you start a successful ad campaign,you must have a clear aim and an audience in mind.(P18,lines 2-4)have in mind 考虑考虑/想到想到/记得记得e.g.Who do you have in mind for the job?Its hard to have all the new words in mind in such a short time.2.It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do.(P18,lines 4-5)figure out 弄清楚，弄懂，计算出弄清楚，弄懂，计算出e.g.Weve never been able to figure her out.I cant figure out how to do this.Have you figured out how much the trip will cost?try to do sth 努力试图做某事（未必成功）努力试图做某事（未必成功）e.g.Tom tried to persuade me to give up smoking but failed.注意区分：注意区分：try doing sth 尝试做某事尝试做某事（表示方法的改变，（表示方法的改变，与以往不同）与以往不同）e.g.Why not try going to school on foot today?3.In order to determine your audience,you will need to do a little research and analysis in advance.(P18,lines 10-11)determine v.确定，查明确定，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我们来确定一下下一步该做什么吧?in advance 预先，事先；在前头预先，事先；在前头e.g.She was in advance throughout the race.在整个赛跑过程中在整个赛跑过程中,她一路领先。她一路领先。Everything was fixed in advance.一切都是预先安排好的。一切都是预先安排好的。There is no reason that you shouldnt tell them in advance when you are going.你没理由不事先告诉他们你打算要走。你没理由不事先告诉他们你打算要走。4.It is important to always try to appeal to the audience in order to get them to react in a certain way.(P18,lines 17-18)appeal to 吸引，引起兴趣；呼吁吸引，引起兴趣；呼吁e.g.The government is appealing to every one to save resources.Cartoon films appeal to both children and adults.5.What aspects of this problem would they care about or be concerned with?(P18,line 22)be concerned with 和和有关；涉及有关；涉及e.g.The book is primarily concerned with Soviet-American relations during the Cold War.这本书主要讲的是冷战时期的苏美关系。这本书主要讲的是冷战时期的苏美关系。拓展拓展 be concerned about/for 关心关心/关注关注e.g.Nowadays more and more people are concerned about protecting environment.be concerned to do sth 认为认为(做某事做某事)重要重要e.g.She was concerned to write about situations that everybody could identify with.6.If we can convince young people not to start,they might them urge their parents and other people to give up smoking,too.(P19,lines16-17)urge vt.敦促，力劝；竭力主张敦促，力劝；竭力主张 n.强烈的欲望，冲动强烈的欲望，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。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。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。他非常希望成为电影明星。难句解析难句解析1.Unlike a single advertisement,an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience.(P18)与单个广告不同的是与单个广告不同的是,系列广告是指运用各种形系列广告是指运用各种形式的广告将商品推向特定群体的一组协调好的式的广告将商品推向特定群体的一组协调好的广告活动。广告活动。本句的主句为本句的主句为an ad campaign is a planned programme of advertisements。Unlike a single advertisement为为介词短语作状语介词短语作状语；using various kinds of ads to reach a certain audience为为V-ing短语作方式状语。短语作方式状语。句中句中unlike是介词，表示是介词，表示“不像，与不像，与不不 同同”，是介词，是介词like的反义词。的反义词。e.g.Unlike westerners，Chinese people often eat with chopsticks.与西方人不同的是，中国人吃饭时常使用与西方人不同的是，中国人吃饭时常使用 筷子。筷子。audience表示表示“观众，听众观众，听众”。当把它作为。当把它作为整体看待时，谓语动词用单数形式；当把它整体看待时，谓语动词用单数形式；当把它看作许多人，强调个体时，谓语动词常用复看作许多人，强调个体时，谓语动词常用复数。类似的名词还有：数。类似的名词还有：family，class，team，public等。等。e.g.The audience were very excited when they saw their favorite star.观众们看到他们最喜爱的明星时非常激动。观众们看到他们最喜爱的明星时非常激动。2.In order to determine your audience,you will need to do a little research and analysis in advance.(P18)【分析讲解分析讲解】这是一个简单句，这是一个简单句，in order to结构在句中作目的状语。表示目的可结构在句中作目的状语。表示目的可以用以用to,in order to,so as to等。等。其中其中in order to只能表示目的只能表示目的,可置于句首或可置于句首或句中句中;so as to可表示目的或结果可表示目的或结果,只能置于句只能置于句中。它们的否定形式为中。它们的否定形式为in order not to,so as not to。e.g.In order to make our city green,we must plant more trees.=We must plant more trees in order to(so as to)make our city green.3.After you have decided who your target audience is,it is time to decide what you want the audience to know or think about.(P18)当你决定了你的目标受众之后，就该决定你当你决定了你的目标受众之后，就该决定你想让他们了解或思考些什么。想让他们了解或思考些什么。【分析讲解分析讲解】这是一个主从复合句。这是一个主从复合句。在由在由after引导的时间状语从句中，包含有一个宾引导的时间状语从句中，包含有一个宾语从句；主句语从句；主句it is time to decide.中亦包括中亦包括一个宾语从句。一个宾语从句。It is time to do sth.表示表示“该做该做了，到做了，到做的时候了的时候了”，还，还可以用可以用It is(about/high)time that 结构，结构，that从句中用虚拟语气，谓语动词用过去从句中用虚拟语气，谓语动词用过去式式。e.g.It is time(that)we left for the airport.我们该出发去机场了。我们该出发去机场了。Fill in the blanks with proper words according to the initials or Chinese.1.The organizations t_ was to double its membership.2.When c_,the museum will be open to the public.3.The singers voice a_ to many fans.arget ompleted ppeals 4.The members didnt 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.pproacheseactedarious7.It is _(非常地非常地)important for us to grasp a foreign language.8.The purpose of the film is only to satisfy its _(观众观众).9.Many politicians are _(关心关心)with the good of the people.extremelyaudienceconcernedTranslate the following sentences into English.1.我不知道怎样传达你的信息。我不知道怎样传达你的信息。(get.across)I dont know how to get your message across.2.该是你们去上学的时间了。该是你们去上学的时间了。(Its time)Its time for you to go to school./Its(high)time(that)you went to school.3.这座房子正是我们心中想着的。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。我不喜欢你对待你母亲的方式。(the way)I dont like the way(that/in which)you treat your mother.5.工人们正在组装一架模型飞机。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。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.7.我们参与完成了这项任务。我们参与完成了这项任务。(be concerned with)We are concerned with completing this task.8.我相信你能在下星期一之前交回你的作文。我相信你能在下星期一之前交回你的作文。(depend on)I depend on you to hand in your composition by next Monday.9.为自己设立一些能够达到的目标，以树立信为自己设立一些能够达到的目标，以树立信 心。心。(build)In order to build your confidence,set yourself targets you can reach.10.我们正在考虑是否要向顾客征求意见。我们正在考虑是否要向顾客征求意见。(consider)We are considering whether to ask the customers for advice/opinions.Homework nFinish your design of the ad campaign on food safety