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Sách Tiếng Anh How to write an ad explorer junior library how to write



PublishedintheUnitedStatesofAmericabyCherryLakePublishing
AnnArbor,Michigan
www.cherrylakepublishing.com
ContentAdviser:JeannetteMancilla-Martinez,EdD,AssistantProfessorofLiteracy,Language,andCulture,UniversityofIllinois
atChicago
DesignandIllustration:TheDesignLab
PhotoCredits:Page5,©PatrickBatchelder/Alamy;page6,©archana
bhartia/Shutterstock,Inc.;page15,©gsmad/Shutterstock,Inc.;page17,
©MediaBakery;page21,©DavidR.Frazier,Photolibrary,Inc./Alamy
Copyright©2012byCherryLakePublishing
Allrightsreserved.Nopartofthisbookmaybereproducedorutilizedin
anyformorbyanymeanswithoutwrittenpermissionfromthepublisher.
LibraryofCongressCataloging-in-PublicationData
Minden,Cecilia.
Howtowriteanad/byCeciliaMindenandKateRoth.
p.cm.—(Languageartsexplorerjunior)
Includesbibliographicalreferencesandindex.
ISBN-13:978-1-61080-107-2(lib.bdg.)
ISBN-10:1-61080-107-5(lib.bdg.)

1.Advertising—Juvenileliterature.I.Roth,Kate.II.Title.III.Series.
HF5829.M562011
659.1—dc222011000169
CherryLakePublishingwouldliketoacknowledgetheworkofThePartnershipfor21stCenturySkills.Pleasevisit
www.21stcenturyskills.orgformoreinformation.
PrintedintheUnitedStatesofAmerica
CorporateGraphicsInc.
July2011
CLFA09


TableofContents
CHAPTERONE

BePersuasive!
CHAPTERTWO

TheWayAdsWork
CHAPTERTHREE

YourAttentionPlease!
CHAPTERFOUR

MadeYouLook!
CHAPTERFIVE

BringingEverythingTogether
CHAPTERSIX

FinalCheck

Glossary
ForMoreInformation
Index
AbouttheAuthors


CHAPTERONE

BePersuasive!


Haveyouevertalkedyourgrandmaintogettingyouatoy?Maybeyoutalkedyourbestfriendinto
joiningateam.Thesearebothexamplesofyoubeingpersuasive.

Youseeadvertisementseveryday.Wecallthem“ads”forshort.Adstrytopersuadeyouto
dosomething.



CHAPTERTWO

TheWayAdsWork

Lookthroughmagazinesandnewspapers.Whichadsgetyourattention?Readingadsisagood
waytolearnhowtowritethem.Salesadstrytopersuadepeopletobuythings.
Otheradsarenotaboutsales.Theyaremorelikeannouncements.Theseadstellpeople
aboutupcomingevents.Mostadstrytoanswerfourquestions:
1.
2.
3.
4.

Whatisforsale?orWhatishappening?
Whyshouldsomeonebuywhatisbeingsold?orWhyshouldsomeonegotothisevent?
Wherecansomeonebuywhatisbeingsold?orWhereisthiseventhappening?
Whencansomeonebuywhatisbeingsold,andhowlongwillthesalelast?orWhenisthis
eventhappening?


Adsoftenlistotherinformationtoo.Forexample,asalesadmightincludeprices.Anadfora
contestprobablyexplainsthecontest’srules.
Mostadsusepersuasivewords.Manyincludeactionwords.“Come,”“see,”and“listen”are
wordsthattellustotakeaction.Otherphrasesorgroupsofwordshavespecialmeaningsthat
alsomakethempersuasive.Afewexamplesare“newandimproved,”“thisweekonly,”and
“expertsagree.”



CHAPTERTHREE

YourAttentionPlease!

Beforeyouwriteanad,youneedtoknowyouraudience.Whatgroupofpeopleareyoutryingto
reach?Usewordsthatwillappealtothataudience.Itisagoodideatokeepyoursentencesshort.
Thiswillhelpyouraudiencereadyouradmorequickly.
Imagineyourschoolishavingafairtoraisemoneyforanewplayground.Youwantasmany
studentsaspossibletocometothefair.Whatcouldyousayinanadthatwouldgettheattentionof
otherstudents?Howcouldyoupersuadethemtocome?





CHAPTERFOUR

MadeYouLook!

Nowyouhavedecidedwhichwordstouseinyourad!Youalsoneedtochooseadesignthatwill
makeyouradpersuasive.Youraudiencewillseethedesignfirst.Thentheywillreadthewords.
Boldlettersandbrightcolorsgetpeople’sattention.Pickingtherightpicturetoappearonthe
adisanotherimportantstep.Choosethedesigncarefully.Don’ttrytofittoomanywordsand
picturesintoyourad.Trydifferentstylesuntilyoufigureoutwhichoneworksbest!



CHAPTERFIVE

BringingEverythingTogether
Youarereadytodothefinaldraftofyourad!Gatheranymaterialsyouwillneedtodoprinting
andcreateartwork.Haveyourfirstdraftandyoursketchhandy.Itistimetobringthewordsand
thedesigntogethertosharewithyouraudience!




CHAPTERSIX

FinalCheck

Whatshouldyoudoafteryoucarefullycheckthefinaldraftofyourad?Askateacherorparentif
youshouldmakecopies.Discussthebestspotstoplaceyourad.Pickareaswhereyouraudience
issuretoseeit.DoesyourschoolhaveaWebsite?Askyourteacherifyoucanpostyourad
online.
Whatotherideasdoyouhaveforads?Keepreadingotherpeople’sadsandwritingyourown.
Whoknows?Somedayyoumaygetajobwritingads!



Glossary
advertisements(ad-vur-TIz-muhntz)publicnoticesusedtosellaproductormakean
announcement
announcements(uh-NAUNT-smuhnts)writtenorspokenmessagesthattellpeopleaboutanevent
appeal(uh-PEEL)tocausepeopletolikesomeoneorsomething
attention(uh-TEN-shuhn)theactoflookingatorlisteningtosomethingcloselyandcarefully
audience(AW-dee-uhntz)agroupofpeoplewhoviewanad
design(di-zYNE)aplanforcreatingartworkanddecorations
draft(DRAFT)anearlyversionofawritingproject
persuasive(pur-SWAY-siv)abletomakepeopleactorfeelacertainway
sketch(SKECH)tomakearoughdrawing


ForMoreInformation
BOOKS
Boucher,Francoize.ILoveWords.Tulsa,OK:Kane/Miller,ADivisionofEDCPublishing,2010.
Connolly,Sean.Advertisements.Mankato,MN:SmartAppleMedia,2010.
WEBSITES
FederalTradeCommission(FTC)—Admongo
www.admongo.gov/
Thissitefeaturessampleadsandgamesthatteachlessonsaboutadvertising.
PBSKidsGo!—CreateYourOwnAd
www.pbskids.org/dontbuyit/advertisingtricks/createyourownad_flash.html
VisitthisWebsitetopracticecreatinganadforsoda.


Index
actionwords,8
announcements,7
artwork,15,16,17,18
attention,6,9,10,11,12,15,20
audiences,10,11,14,17,20,21
colors,15,16
copies,21
designs,14–15,16,17,18,20
eventads,7,10,12
finaldraft,17,18–19,21
firstdraft,11,13,17,18
information,7–8,9,20
letters,15,16,20
magazines,6,9
newspapers,6
outlines,11,12
persuasion,4,5,6,8,9,10,11,12,14,20
phrases,8,9,11,12,16,20
placement,21
printing,17
questions,7,9,11,12,20
salesads,6
sentences,10,11,20
sketches,16,17,18
words,8,9,10,11,12,14,15,16,17,18,20


AbouttheAuthor
CeciliaMinden,PhD,istheformerdirectoroftheLanguageandLiteracyProgramatHarvard
GraduateSchoolofEducation.SheearnedherdoctoratefromtheUniversityofVirginia.Whileat
Harvard,Dr.Mindenalsotaughtseveralwritingcourses.Herresearchfocusesonearlyliteracy
skillsanddevelopingphonicscurriculums.Sheisnowafull-timeliteracyconsultantandthe
authorofmorethan100booksforchildren.Dr.MindenliveswithherfamilyinChapelHill,
NorthCarolina.Shelikestowriteearlyinthemorningwhilethehouseisstillquiet.
KateRothhasadoctoratefromHarvardUniversityinlanguageandliteracyandamaster’sdegree
fromColumbiaUniversityTeachersCollegeincurriculumandteaching.Herworkfocuseson
writinginstructionintheprimarygrades.Shehastaughtkindergarten,firstgrade,andReading
Recovery.Shehasalsoinstructedhundredsofteachersaroundtheworldinearly-literacy
practices.ShelivesinShanghai,China,withherhusbandandthreechildren,ages2,6,and9.
Togethertheydoalotofwritingtostayintouchwithfriendsandfamilyandtorecordtheir
experiences.



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