1、會計學1牛津牛津(ni jn)英語模塊四公開課英語模塊四公開課第一頁，共51頁。Question: If Dove wants to promote a new flavor of chocolate, what should be done?Lead-in 第1頁/共51頁第二頁，共51頁。eye-catching ads第2頁/共51頁第三頁，共51頁。attractive slogansfancy packages第3頁/共51頁第四頁，共51頁。famous people 第4頁/共51頁第五頁，共51頁。Ad Campaigns第5頁/共51頁第六頁，共51頁。1. Read the

2、 article on P18 to know some basic knowledge about ad campaigns.2. Answer the following three questions.第6頁/共51頁第七頁，共51頁。第7頁/共51頁第八頁，共51頁。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

3、 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?第8頁/共51頁第九頁，共51頁。Para 1Para 2C.the definition of an ad campaignD.the target audience and how to determine the target

4、 audience Para 3Para 4A.what the ad campaign saysB.how to reach the target audience第9頁/共51頁第十頁，共51頁。Anti-smoking ad campaign第10頁/共51頁第十一頁，共51頁。第11頁/共51頁第十二頁，共51頁。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 t

5、hey build this ad campaign? Because the problem costs countries a lot of money and causes great damage to the welfare of the people.第12頁/共51頁第十三頁，共51頁。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 smo

6、king.5. What is the slogan for this campaign? Smoking kills!第13頁/共51頁第十四頁，共51頁。1. Read the two articles again for detailed information.2. Fill in the blanks within 3 words.第14頁/共51頁第十五頁，共51頁。How to build an ad campaignGeneral GuidelinesSample: Anti-smoking ad campaignStep One To have a clear 1._ abo

7、ut 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 a

8、nd 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

9、 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 damageeffectsdisadvantages第15頁/共51頁第十六頁，共51頁。What are the main steps

10、 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 attractive第16頁/共51頁第十七頁，共51頁。第17頁/共51頁第十八頁，共51頁。第18頁/共51頁第十九頁，共51頁。第19頁/共51頁第二十頁，共51頁。第20頁/共51頁第二十一頁，共51頁。第21頁/共51頁第二十二頁，共51頁。

11、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，記得想到，記得弄清楚，計算弄清楚，計算盡力做盡力做為了為了提前，預先提前，預先呼吁，吸引呼吁，吸引和和有關，有關， 涉及涉及傳遞信息傳遞信息放在一起放在一起(yq)，裝配，組織，裝配，組織第22頁/共51頁第二十三頁，共51頁。11. due to12.result in13.discourage sb. from14. educat

12、e sb. about15.be concerned about16.urge sb. to do17. give vide sb. with sth.19.die from20.be related to由于，因為由于，因為結果是結果是阻礙某人阻礙某人(mu rn)做某事做某事教育某人教育某人(mu rn)有關某有關某事事關心，關注關心，關注敦促敦促/力勸某人力勸某人(mu rn)做做某事某事放棄放棄提供某人提供某人(mu rn)某物某物死于死于與與有關有關第23頁/共51頁第二十四頁，共51頁。Language Points1. When you start a succe

13、ssful ad campaign, you must have a clear aim and an audience in mind. (P18, lines 2-4)have in mind 考慮考慮/想到想到(xin do)/記得記得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.第24頁/共51頁第二十五頁，共51頁。2. It is important to figure out exactly what you wan

14、t 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，計算弄清楚，弄懂，計算(j sun)出出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?第25頁/共51頁第二十六頁，共51頁。try to do sth 努力試圖做某事（未必成功）努力試圖做

15、某事（未必成功）e.g. Tom tried to persuade me to give up smoking but failed.注意區分：注意區分：try doing sth 嘗試做某事嘗試做某事 （表示方法的改變，（表示方法的改變，與以往與以往(ywng)不同）不同）e.g. Why not try going to school on foot today?第26頁/共51頁第二十七頁，共51頁。3. In order to determine your audience, you will need to do a little research and analysis in

16、advance. (P18, lines 10-11) determine v. 確定，查明確定，查明(ch mn)e.g. Shall we determine what we are going to do next? 我們來確定一下下一步該做什么吧我們來確定一下下一步該做什么吧?第27頁/共51頁第二十八頁，共51頁。in advance 預先，事先；在前頭預先，事先；在前頭e.g. She was in advance throughout the race. 在整個賽跑過程中在整個賽跑過程中, 她一路領先。她一路領先。 Everything was fixed in advance.

17、 一切都是預先安排好的。一切都是預先安排好的。 There is no reason that you shouldnt tell them in advance when you are going. 你沒理由不事先告訴你沒理由不事先告訴(o s)他們你打算他們你打算要走。要走。第28頁/共51頁第二十九頁，共51頁。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 吸引吸引

18、(xyn)，引起興趣；呼吁，引起興趣；呼吁e.g. The government is appealing to every one to save resources. Cartoon films appeal to both children and adults.第29頁/共51頁第三十頁，共51頁。5. What aspects of this problem would they care about or be concerned with? (P18, line 22)be concerned with 和和有關；涉及有關；涉及e.g. The book is primarily

19、 concerned with Soviet-American relations during the Cold War. 這本書主要這本書主要(zhyo)講的是冷戰時期的蘇講的是冷戰時期的蘇美關系。美關系。第30頁/共51頁第三十一頁，共51頁。拓展拓展 be concerned about/for 關心關心(gunxn)/關注關注e.g. Nowadays more and more people are concerned about protecting environment. be concerned to do sth 認為認為(做某事做某事)重要重要e.g. She was

20、concerned to write about situations that everybody could identify with.第31頁/共51頁第三十二頁，共51頁。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，力勸；竭力主張敦促，力勸；竭力主張 n. 強烈強烈(qin li)的欲望，沖動的欲望，沖動 e.g. Th

21、e report urged that all children be taught to swim. 這份報告呼吁給所有的兒童教授游泳。這份報告呼吁給所有的兒童教授游泳。第32頁/共51頁第三十三頁，共51頁。The situation is dangerous, but the UN is urging caution.局勢局勢(jsh)岌岌可危，但聯合國力主謹慎行岌岌可危，但聯合國力主謹慎行事。事。He has an urge to become a film star.他非常希望成為電影明星。他非常希望成為電影明星。第33頁/共51頁第三十四頁，共51頁。難句解析難句解析(ji x)1

22、. Unlike a single advertisement, an ad campaign is a planned programme of advertisements using various kinds of ads to reach a certain audience. (P18) 與單個廣告不同的是與單個廣告不同的是,系列廣告是指運用各種系列廣告是指運用各種( zhn)形式的廣告將商品推向特定群體的形式的廣告將商品推向特定群體的一組協調好的廣告活動。一組協調好的廣告活動。第34頁/共51頁第三十五頁，共51頁。本句的主句為本句的主句為an ad campaign is a

23、planned programme of advertisements。Unlike a single advertisement為介詞為介詞(jic)短語作狀語；短語作狀語； using various kinds of ads to reach a certain audience為為V-ing短語作方式狀語。短語作方式狀語。第35頁/共51頁第三十六頁，共51頁。 句中句中unlike是介詞，表示是介詞，表示“不像，與不像，與不不 同同”，是介詞，是介詞like的反義詞。的反義詞。e.g. Unlike westerners，Chinese people often eat with c

24、hopsticks. 與西方人不同的是，中國人吃飯時常與西方人不同的是，中國人吃飯時常(shchng)使用使用 筷子。筷子。第36頁/共51頁第三十七頁，共51頁。 audience表示表示“觀眾，聽眾觀眾，聽眾”。當把它作為。當把它作為整體整體(zhngt)看待時，謂語動詞用單數形式看待時，謂語動詞用單數形式；當把它；當把它看作許多人，強調個體時，謂語動詞常用復看作許多人，強調個體時，謂語動詞常用復數。類似的名詞還有：數。類似的名詞還有：family，class，team，public等。等。e.g. The audience were very excited when they saw

25、their favorite star. 觀眾們看到他們最喜愛的明星時非常激觀眾們看到他們最喜愛的明星時非常激動。動。第37頁/共51頁第三十八頁，共51頁。2. In order to determine your audience, you will need to do a little research and analysis in advance. (P18)【分析【分析(fnx)講解】講解】 這是一個簡單句，這是一個簡單句，in order to結構在句中作目的狀語。表示目結構在句中作目的狀語。表示目的可以用的可以用to, in order to, so as to等。等。第38

26、頁/共51頁第三十九頁，共51頁。其中其中in order to只能表示只能表示(biosh)目的目的, 可置可置于句首或句中于句首或句中; so as to可表示可表示(biosh)目的或目的或結果結果, 只能置于句中。它們的否定形式為只能置于句中。它們的否定形式為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. 第

27、39頁/共51頁第四十頁，共51頁。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)當你決定了你的目標受眾之后，就該決定你當你決定了你的目標受眾之后，就該決定你想讓他們了解或思考些什么。想讓他們了解或思考些什么。【分析講解】【分析講解】 這是一個主從復合句。在由這是一個主從復合句。在由after引導引導(yndo)的時間狀語從句中，包含有的時間狀語從句中，包含有一個賓語從句；主句一

28、個賓語從句；主句it is time to decide . 中亦中亦包括包括第40頁/共51頁第四十一頁，共51頁。一個賓語從句。一個賓語從句。It is time to do sth. 表示表示“該該做做了，到做了，到做的時候了的時候了”，還可以用，還可以用It is (about / high) time that 結構，結構，that從句中用從句中用虛擬語氣，謂語虛擬語氣，謂語(wiy)動詞用過去式。動詞用過去式。e.g. It is time (that) we left for the airport. 我們該出發去機場了。我們該出發去機場了。第41頁/共51頁第四十二頁，共51頁

29、。第42頁/共51頁第四十三頁，共51頁。5. Teachers should develop new a_ to teaching.6. My mother r_ angrily to the lies that I told her.pproacheseacted第43頁/共51頁第四十四頁，共51頁。第44頁/共51頁第四十五頁，共51頁。Translate the following sentences into English.1. 我不知道怎樣傳達你的信息。我不知道怎樣傳達你的信息。(get . across) I dont know how to get your message across.2. 該是你們該是你們(n men)去上學的時間了。去上學的時間了。(Its time) Its time for you to go to school. / Its (high) time (that) you went to sch