Warming up、Pre-reading、Reading、Comprehending优质课教案

Unit 5 Inside advertising Reading How advertising works I. Teaching aims: 1. Get students to read the passage and improve the reading skills. 2. To express different views of an argument. 3. To learn about how advertisements work and avoid being controlled by ads. II. Important points: 1. Develop students’ reading ability.

2. Knowledge accumulation of advertising. 3. How to use the important words and expressions. III. Teaching procedure: Step1. Warming up Please enjoy a video and some pictures and answer some questions. 1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more? 2. What are the features(特征) of ads? 3. Where can you see ads? Step 2. Fast reading 1. The purpose of the passage is to __________. A. inform us of the fact that there are many advertisements in or daily life.

B. help us understand how ads work and avoid being controlled by them. C. tell us how effective ads are D. show us how effective ads can be made 2. Scan the headings of each section and get a general understanding of the text. Sum up the main idea of each section Section I (para.1)

Section II (para. 2) Section III (paras. 3-7) Section IV (paras. 8-9) Step 3. Detail reading 1. Read part 1 and answer questions. Task 1. Answer the question. Where do they advertise? Task 2. Translate the sentence Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. 2. Read part 2 and answer questions. 1). All of the following facts about an ad in Paragraph 2 are mentioned except its ______. A. definition B. means C. advertisers D. target audience 2). Who advertises? 3). Why do they advertise? 3. Read part 3 and answer questions. Task1 Answer the question. 1). The example of the adolescent boys in the third paragraph shows us ________. A. which group is the target of the computer games B. it is important for the advertisers to identify the target audience C. that young people are more likely to buy computer games D. it makes sense to make computer games ad that appeal to adolescent boys

2). How do they decide where to advertise? Task2 Fill in the blank. How do advertisers make effective advertisements? Identify your target

Advertisers 2 _______________________ and find out as much as possible about them, which 3 ___________ for decisions about what type of advertising techniques to use with this group. Appeal to your target In order to 4 ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions. Use a suitable medium As well as reaching the right audience with the right technique, advertisers must also 5____________. Obviously, cost will play a big part in this decision. 4. Read part 4 and answer questions. 1. Does advertising work? 2. Translate the following sentences. On the other hand，being constantly exposed to advertisements call help to change our opinions over time. V. Quiz 1. 选择短语并用适当形式填空。

come across \ appeal to \over time \ fit into 1) The pain of this failure will disappear ______. 2) I _____________ one of my old classmates in the street the other day. 3) The advertisement design has to _________ all ages and social groups. 4) How do you _________ in the new company? 2. 语篇填空

Advertisements have become part of our everyday life and so it is important that we _________ ourselves about them to avoid being fooled by them. The advertisers often spend a lot of time deciding what kind of things will ______ to their target group. The kind of advertisement depends partly on _______ because it cost a lot more money for ads in _______. Are they really worth all that __________? The advertisers think so or they would not waste their money.

VI. Homework: 1. In pairs, discuss the questions in Ex 2 on P44. 2. Finish Ex 3 on P45 in pairs.