学年高中英语译林版必修4江苏专版Unit 1 SWord下载.docx

1、Btell us what an ad campaign isCshow us where we can put an adDexplain to us why we should build an ad campaign答案：1.A2.C3.D4.A.Read the text Antismoking ad campaign and decide whether the following statements are true （T） or false （F）1Teenage students think that smoking is something enjoyable.（ T ）2

2、Asia has the largest numbers of smokers in the world.（ F ）3It seems that young people dont care about their health and future.（ F ）4An antismoking campaign may result in teenagers parents stopping smoking.（ T ）.Fill in each blank with no more than three words according to the texts.How to build an a

3、d campaign Basic informationDetailsExample：Antismoking ad campaignWhoDetermine your target audience by researching and （1）analyzing/analysing_related_information.The target audience of our ad campaign is highschool teenagers.WhatBefore planning a public welfare campaign, you need to know：What your a

4、udience already know；What they focus on；Whether there is any history （2）appealing_to them；How the problem produces （3）an_effect/influence on their lives.（5）Educating them about the bad physical effects of smokingExplaining how much （6）benefit they can get from giving up smokingShowing how smoking ca

5、uses （7）damage to their healthHowYou can （4）choose from a variety of ways to make your messages understood by your target audience.Putting （8）large_posters around the school with our logo and slogan（9）Offering/Giving students more information about smoking on our websitePublishing an article in the

6、school magazine to （10）inform students of the dangers of smokingOrganizing an essay competition.单词拼写1The role of the news media （媒体） in forming public opinion is very important.2Cars without security devices are an easy target （目标） for the thief.3He let me buy a packet （包） of gum for him.4The police

7、 appealed （呼吁） to the audience not to panic, saying that there was no immediate danger.5If you urge （力劝） someone to do something, you try hard to persuade him to do it.拓展词汇6determine vt.确定，查明；决定；裁决determined adj.坚决的，有决心的determination n决心7analysis n分析，分析结果analyse vt.分析8react vi.做出反应，回应reaction n反应，回应

8、 9personally adv.个别地；就本人而言；本人，亲自personal adj.个人的，私人的person n人10poisonous adj.有毒的poison n有毒物；毒药11smoker n吸烟者smoke v吸烟n.烟12shock vt.使震惊，使惊愕 n震惊，惊愕shocking adj.令人震惊的shocked adj.（人）感到震惊的巧记单词例词规律派生词determine去eationdeterminationv.（a）tionn.poisonouspoisonousn.ousadj.补全短语1figure out 明白，弄懂2in advance 预先，提前3a

9、ppeal to 吸引，引起兴趣4be concerned about 关心5get sth. across 使被理解6give up 放弃，戒掉7result in 结果，导致8discourage sb. from doing sth. 阻止某人做某事9provide . with 给提供10inform sb. about 通知/告知某人11put together 组织；整理出；组装12die from 死于，因而死1教材原句It is important to figure out exactly what you want to tell the audience and what

10、 you are trying to get them to do.重要的是，你得确切弄清楚想要告诉受众什么，想让他们做什么。句型点拨It isadj.（for sb.） to do sth.句型。佳句赏析In many houses it is necessary to put a limit on the time the children can watch TV.大多数家庭对孩子看电视的时间加以限制是必要的。2教材原句When planning a public welfare campaign, you may want to ask yourself .在设计公益广告宣传活动时，你

11、可能想要问自己句型点拨状语从句的省略。佳句赏析When very young, she began to learn to play the piano.她很小时就开始学习弹钢琴。 How do you build an ad campaign?Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience. When you start a successful ad cam

12、paign, you must have a clear aim and an audience in mind. It is important to figure out exactly what you want to tell the audience and what you are trying to get them to do. In an ad campaign you may need to employ different kinds of media, including posters, newspapers, magazines, radio and televis

13、ion.There are three major questions you must first consider：1 Who is the audience for your ad campaign?The people you want to reach are your target audience. In order to determine your audience, you will need to do a little research and analysis in advance. You will need to explore what the audience

14、 already thinks. It is very important to know your audience so you can create the right message for the right people.2 What do you want your ad campaign to say?After you have decided who your audience is, it is time to decide what you want the audience to know or think about. It is important to alwa

15、ys try to appeal to the audience in order to get them to react in a certain way. You can gather this information from your research. When planning a public welfare campaign, you may want to ask yourself：What does my audience already know about this problem?What aspects of this problem would they car

16、e about or be concerned with?Is there some history behind the problem that they would be interested in?How does the problem personally affect their lives?3 How do you reach your audience?There are lots of different ways to get your message across when you are putting together an ad campaign. You mus

17、t decide what approach you want to use. The decision should depend mainly on your target audience and which kinds of ads reach that group best.Every year millions of people around the world die due to smoking. Every packet of cigarettes contains poisonous chemicals that can result in lung cancer and

18、 heart disease. This costs countries a lot of money and causes great damage to the welfare of the people. There are huge numbers of smokers in Asia. This is why we have chosen antismoking as the subject of our ad campaign.The target audience is highschool teenagers. Our main aim is to discourage you

19、ng people from smoking. Our research shows that young people care about their health and future. We will educate them about the bad physical effects of smoking and how smoking affects those people around them. We will explain all the advantages of not smoking, such as saving money which can then be

20、spent on other things. Our interviews also indicate that young people are concerned about what is cool and what their friends like.We will show how smoking is not cool or attractive, because it makes people smell terrible, and gives them bad teeth, skin and fingernails. If we can convince young peop

21、le not to start, they might then urge their parents and other people to give up smoking, too.Our campaign will start on 31 May, World No Tobacco Day. We will put large posters around the school with our logo and slogan. Our website will provide students with more information about smoking. We will a

22、lso publish an article in the school magazine informing students about the dangers of smoking, and we will organize an essay competition as well.Our slogan: Smoking kills!Many people think that smoking is cool or enjoyable, but they are not fully aware of the damage that it does to their health. Thi

23、s is why we chose this picture as our logo. We want to shock people into realizing that many smokers die all too soon from illnesses and diseases related to smoking.如何策划广告宣传活动？与单个广告不同，广告宣传活动是有计划的广告活动，它使用各种各样的广告形式以引起某一受众的注意。当你成功地启动一个广告宣传活动时，你的脑海里必须有一个清晰的广告目标和受众。在广告宣传活动中，你可能需要运用包括海报、报纸、杂志、广播、电视等在内的不同的

24、媒介来进行广告宣传。首先你必须考虑以下三个重要的问题：1谁是你的广告宣传活动的受众？你想引起谁的注意，谁便是你的目标受众。为了确定你的目标受众，你需要事先做点儿调查和分析。你要探究目标受众已有的想法。了解你的目标受众这一点至关重要，这样你才能向特定的人群传达恰当的信息。2你希望你的广告宣传活动传达什么？在确定你的受众后，就该决定你希望传达什么样的信息给他们或者如何引导他们的思维。为了让受众做出预期的反应，努力去吸引他们是很重要的。你可以通过自己的调查来搜集有关目标受众反应方式的信息。在设计公益广告宣传活动时，你可能需要问自己以下几个问题：有关这个问题我的受众已经了解了些什么？他们会关注或者担心

25、这个问题的哪些方面？这个问题有没有让他们感兴趣的历史背景？这个问题会怎样影响他们的生活？3如何引起目标受众的注意？当你组织广告宣传活动时，有许多不同的方式让你将信息传达给目标受众。这时你必须决定你想采用什么样的方式。这一决定应该主要取决于你的目标受众以及哪些类型的广告能最大程度地吸引人群。禁烟广告活动每年全世界都有数百万的人死于吸烟。每包烟都含有能导致肺癌和心脏病的有毒化学物质。吸烟使许多国家都花费了大量资金，也使人们的健康受到严重的损害。在亚洲，烟民的数量很大。这就是我们为什么在广告活动中选择禁烟为主题的原因。此次广告活动的目标人群是中学生。我们主要的目标是鼓励青少年远离吸烟。我们的调查表明

26、年轻人关心自己的健康和未来。我们将告诫他们吸烟对自己健康的危害和对周围人的影响。我们将告诉他们不抽烟的好处，比如可以省下钱来花在其他事情上。我们的调查也表明年轻人在意自己是否酷，是否被他们的朋友喜欢。我们将展示吸烟并不酷并没有魅力，因为吸烟使人闻起来糟糕，而且使他们的牙齿、皮肤和手指变得难看。如果我们能够说服年轻人不吸烟，那么他们可能会敦促自己的父母和其他人戒烟。我们的广告活动将于5月31号“世界无烟日”开始。我们将在校园各处贴上有禁烟图标和口号的海报。我们的网站将提供更多有关吸烟的信息给学生。我们也将在校园杂志上发表文章告诉学生们吸烟的危害，同时也将组织一次禁烟作文比赛。我们的口号是：烟是杀

27、手！很多人认为吸烟很酷或很享受，但是他们并没有充分认识到吸烟给他们健康带来的危害。这就是我们选择这个图标作为我们禁烟标志的原因。我们想震撼人们的心灵，让他们意识到许多吸烟者过早地死于与吸烟有关的疾病。1（教材P18）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弄清楚，弄懂；计算出；想出We had to figure out the connection between the two e

28、vents.我们必须弄清楚这两件事之间的联系。Have you figured out how much the journey to Korea will cost?你算出去韩国旅行得花多少钱了吗？名师点津figure out后常接连接代词或连接副词引导的宾语从句作宾语。figure on sth./doing sth. 计划、打算、预料到某事/做某事figure up 合计，把加起来；计算出figure in 被计算进，被考虑在；在中出现He said he hadnt figured_on_getting_home so late.他说他没有估计到那么晚才回到家。It may take several hours to_figure_up these expenses.把这些费用加起来也许要用好几个小时的时间。联想发散我们学过的“动词out”构成的短语很多，请完成下列常用短语。work out 解出，算出，锻炼put out 扑灭leave out 漏掉，忽略turn out 证明是 let out 发出，泄露come out 发行；显出；开发2（教材P18）In order to determine your audience, you will need to do a little re