g campaign. They are simple, clear, informative and customer-oriented. The heart of an ad is its message - that s what you want your target audience to understand about your product or service. Your message should answer a concrete question, for example: why should customers buy your product at this particular time? Well, a message such as buying during our sale costs less is pretty clear.But it doesn t mean you always need to answer the question directly. The messages may be implied, for example toothpaste that gives you fresh breath will help you to be popular raquo ;. Don t forget that advertising messages are not slogans. A slogan is just one technique to get your message across: a catchy phrase such as Nike s Just do it raquo ;. You can have a successful campaign without a slogan, but you can t without a message. Only after you understand and formulate your message can you think of the slogan and other campaign details. Після одноразового прослуховування учні заповнюють запропоновану їм картку. T: Listen to part 2 of George Dunlow s presentation, and complete the notes about (Додаток 1) : Keys: The characteristics of a successful advertisement: 1. ____ < u> simple ____________ 2. ____ clear ______________ 3. ____ informative _________ 4. ____ customer - oriented ___ 5. The message; what you want people __ understand _ 6. This is not the same as the message ____ slogan ___ Один студент озвучує свої відповіді, які порівнюються з відповідями інших учнів, і визначається правильний варіант. Етап 5. Визначення товару для рекламування Мета: розвиток діалогічної мови та аналізу Прийоми: фронтальна беседаT: So, we know the rules of advertising and the requirements to advertisement. According to the rule of 4 Ps we should define the product to advertise. Don t you mind if it is food. Ss: Why not? It s always necessary and demanded. We don t mind. T: What food to advertise? I think food pyramid will help us to find the answer. What food do you see at the bottom? Middle? Top? Of the pyramid? S: At the bottom I see some bread, cereal, some nuts, crisps, toasts. S: In the middle of the pyramid I see vegetables and fruit, diary and meat products. Such as cabbage, carrot, tomato, potato, watermelon, grapes, milk, cheese, fish, chicken, eggs and some others. S: At the very top of the pyramid I can see sweets and chocolate. T: What s your opinion why this illustration has got the form of a pyramid? S: I guess the food is organised according to its biological and chemical contents and significance to the human organism. The less useful food is put on the top the most useful at the bottom. T: Can we add any food to the pyramid? Well, you are welcome. S: I put cherries to fruit, mushrooms to vegetables, ice - cream to sweets ... S: I put sausages to meat, strawberry to fruit, croissant to bread ... T: What food do you prefer? And what shall we choose for advertising? S: Of course, I prefer something tasty like sweets, chips, coca and something like that. But I know its negative influence on me. That s why I offer to advertise food from the bottom of the pyramid as it is useful and less popular among my mates. S: Fully agree. It s always pleasant to taste a big Mac or something like that. But food from the bottom is not so tasty but useful. So it needs to be advertised. T: Well, I see your opinion. It s difficult to object. Healthy food is an element of the healthy way of life and it needs advertising. Let it be the food from the bottom of the pyramid. Які саме продукти рекламувати вирішують учні спільно з учителем, аналізуючи піраміду продуктів на інтерактивній дошці і доповнюючи її іншими продуктами харчування. Вони приходять до висновку про рекламуванні продуктів, що знаходяться внизу піраміди і які є найбільш «здоровими». Етап 6. Робота з текстом Мета: вдосконалення навичок читання Прийоми: читання тексту з множинним вибором, контроль правильності виконання завдань на інтерактивній доскеT: Moreover, it is not difficult to advertise food products, especially when it has got a definite image. What image should food have? What is preferable? Let s read the text How to Sell Food: a Question of Image and know it. Читання тексту: How to Sell Food: a Question of Image . T: Now we know what to advertise (product), its price (low), placement, by the way, where shall we place it and promote: billboard, poster, flyer , TV? S: I offer it to be a fly...
