牛津高中英语M4U1 课文背诵与检测.

M4U1 Reading advertisements

Nowadays, we can find advertisements almost wherever we go. We are so used to them that we often do not even realize (how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.

What is an advertisement?

An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the internet, radio and television are the most common places to find them. There are two main types of advertisements —commercial advertisements and public servic e advertisements(PSAs. A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem (that affects public welfare.

Does an advertisement tell people the complete truth?

There are laws to protect people from advertisements (that cheat people. However, we still must be aware of the skilful methods (used in ads to try and sell us things. Even if an ad does not lie, it does not mean(it is altogether innocent. One toothpaste ad declares, ‘Bright-Teeth fights bad breath!’this statement tries to fool you into assuming(that the toothpaste cures bad breath, yet it does not say that! All (it saysis (that it fights it, and that is not the same thing at all. One grocery tells customers, ‘ You are proud of your cooking, so shouldn’t you buy the very freshest food?’ this ad is very clever, bec ause it tells customers (they are good cooks. However, it never says (that this grocery has the freshest food! The grocery just hopes (that when you read the ad, you will feel pleased with the nice comment, remember the words ‘freshest food’, and make a me ntal connection with the food in the grocery. We must not fall for this kind of trick!

Public service advertisements

Not all ads play tricks on us though. PSAs use some of the same methods, like attractive pictures and clever language, but they are mad e【to serve the public】. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as, ‘Yes to life, no to drugs’and ‘Knowledge changes life’these ads deal with widespread social concerns. There are also PSAs( that encourage people to support public servie projects, such as Project Hope. Its motto is ‘Project Hope-educating every child’. There are even PSAs to teach us how to live healthy lives. One of these is, ‘ When you smoke cigarettes, you are slowly killing yourself.’ All of t hese ads are meant to benefit the public, and you can often learn a lot by following the advice (they give.

Finally, I wish to tell you this: think about why you should do the things (the ad suggests, or buy the product or service (the ad promotes. When it comes to advertisements, we must all use our intelligence and not be a slave to them!

M4U1 Project

Developing an ad campaign

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 campaign, 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 television.