EEBII U3PB-The Ad Council at a Glance-2010.ppt

1、The Ad Council at a Glance,EEIC BIIU3 Passage B,Warm-up Discussion,1. Have you ever benefited from pubic service advertisements? 2. Can you mention one or two slogans from public service advertisements? 3. Do you think public service campaigns necessary? Explain.,Background Information,Ad Council,Th

2、e Ad Council is a private, non-profit organization that produces, distributes and promotes thousands of public service campaigns on behalf of non-profit organizations and government agencies in issue areas such as improving the quality of life for children, preventive health, education, community we

3、ll being, environmental preservation and strengthening families.,Smokey Bear Forest Fire Prevention,This Smokey Bears Campaign is an effort to help educate people about the importance of preventing accidental, human-caused wildfires and their effects upon life, property, and natural resources. The f

4、ocus of the visit was on promoting wildfire prevention, and Smokey Bear as a teacher, as a friend, and as the guardian of our land.,United Negro College Fund,UNCFs mission is to enhance the quality of education by providing financial assistance to deserving students, raising operating funds for memb

5、er colleges and universities, and increasing access to technology for students and faculty at historically black colleges and universities (HBCUs).,Friends Dont Let Friends Drive Drunk,This campaign features real photographs and stories of individuals who lost their lives because of alcohol-impaired

6、 drivers. By creating the Friends Dont Let Friends Drive Drunk campaign, the U.S. Department of Transportation and the Ad Council launched an effort that would change the way Americans think about drinking and driving.,Eighty-four percent of Americans recall having seen or heard a Friends Dont Let F

7、riends Drive Drunk public service announcement. Nearly 80 percent report they took action to prevent a friend or loved one from driving drunk, and 25 percent report they stopped drinking and driving as a result of the campaign.,Crash Test Dummies,Vince and Larry were developed by the National Ad Cou

8、ncil and National Highway Traffic Safety Administration (NHTSA) and the United States Department of Transportation. They are two NHTSA crash test dummies who came alive to tell everyone about safety belts and what happens when you dont wear safety belts. Vince and Larry are seen on TV in creative PS

9、As and are also heard on the radio. Most people recognize them; in fact many people can repeat ads vocally without making mistakes.,War Bonds,On May 1, 1941, the first Series E U.S. Savings Bond was sold to President Franklin D. Roosevelt by Secretary of the Treasury Henry Morgenthau. On January 3,

10、1946, the last proceeds from the Victory Bond campaign were deposited to the Treasury. The War Finance Committees, in charge of the loan drives, sold a total of $185.7 billion of securities. This incredible mass selling achievement (for helping to finance the war) has not been matched, before or sin

11、ce. By the end of World War II, over 85 million Americans had invested in War Bonds, a number unmatched by any other country.,Victory Gardens,The world was at war. Resources of all kinds were being diverted to support national war efforts. Countries asked their citizens to help in every way that the

12、y could. People dutifully funded the war by purchasing bonds, they conserved raw materials, they recycled, they rallied behind the troops, they helped their neighbors, they gave their lives, and they planted Gardens for Victory”. Victory Gardens came in every shape and size. Governments and corporat

13、ions promoted this call for self-reliance. People in rural and urban areas worked the soil to raise food for their families, friends, and neighbors. Victory gardening enabled more supplies to be shipped to our troops around the world.,Loose Lips Sink Ships,Concerns about national security intensify

14、during wartime. With German and Japanese submarines patrolling off U.S. coasts, great emphasis was placed on educating servicemen and civilians about the need for secrecy concerning military matters, especially troop movements. Central to maintaining national security was the Office of War Informati

15、ons drive to limit talk about the war in both the public and private arenas of American life. Silence meant security. The graphic designs of this loose talk on the home front posters were usually strong and eye catching using bright colors for impact.,Rosie the Riveter,Following the United States en

16、try into World War II in 1941, millions of American women answered the governments call to enter the work force and fill traditionally male jobs left vacant by those who had gone off to fight. Above all, womens labor was urgently needed to help fill shortages created by the expanded wartime economy,

17、 especially in the production of military hardware.,These women who wore hard-hats and overalls and operated heavy machinery represented a radical departure from the traditional American feminine ideal of housewife and mother. In 1942, a popular song about a patriotic female defense worker called Ro

18、sie the Riveter provided the name that became synonymous with this new kind of American woman.,Nielsen/NetRatings Rankings,The Nielsen/NetRatings services include the Nielsen/NetRatings Internet audience measurement service, AdRelevance, the leading online ad measurement service, and plan, the leadi

19、ng target-marketing platform for Internet media planning, buying and selling. Companies around the world-advertising agencies, consumer packaged goods, technology firms, media companies and financial services rely on media and market research from Nielsen/NetRatings to make business-critical decisio

20、ns.,Reading Skills,Reading meaning clusters is one of the techniques for increasing reading speed. Learn about this reading skill and practice it with Exercise 16. (P.64-65) Then read Passage B using this skill. Complete reading it within 6 minutes and answer the following questions.,Q & A,1. What i

21、s the Ad Council according to the passage? The Ad Council is a public service organization that helps to solve the most pressing social issues. 2. What effects do the slogans by PSAs have on people? They testify to the Ad Councils power of its messages to make positive social changes.,3. What is the

22、 purpose of UNCF? The purpose of UNCF is to help minority students to graduate from college. 4. What do dummies Vine and Larry remind people of? They remind people of wearing safety belts.,Discussion,What do role do public service advertisements play in society?,Summary Completion,The Ad Council was founded during World War II to help sell War Bonds. After the war it continued to address pressing _1_ with _2_ advertisements (PSAs). Since 1942 it has created over 1