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Book9 Unit5 Inside Advertising How Advertising Works --warming up and reading

Teaching Objectives：

1. Knowledge Objective: Enable students to learn some basic information about advertising. 2. Ability Objective: Enable students to develop basic skills about how to design an effective advertisment. 3. Emotion Objective: Enable students to pay attention to saving food.

Teaching Important Points: Help students have a better grasp of how to make an effective advertisement Teaching Difficult Points: Encourage students to actively participate in the discussion over how to design an advertisement for the new school canteen. Teaching Methods: Task-based teaching and learning

Teaching Aids: PPT Teaching Procedures:

Task 1: Skim and Talk: have a brief understanding of advertising (2 minute to read para. 1 & 2) 1.

What is an advertisement? An advertisement is a message or announcement that ________or _________ (_________________) people, using words, pictures, music or films (to communicate its message).

Keys: informs; influences; persuades/educates

2. raise a question: Are there many advertisments in our daily life and where can you see them?

(after sharing, reach a conclusion) Therefore, advertisements are everywhere. Even some of the casual garments we wear have brand names attached to them which turn us into _______________________.

Keys: walking advertisements

3. raise another question: Can you think of any advertisements that leave a deep impression on you? why are they impressive?（allow students to list some examples and then the teacher gives some other examples）

After the sharing of examples, the teacher guides the students to think about whether they are persuaded to buy or do something after watching some advertisements

4. How effective are advertisements? (1 minute to read the last part.) However good an advertisement is, people ______________ be persuaded if the product is

unsuitable for them. On the other hand, ______________________ advertisements can help to change our opinions over time. Keys: are unlikely to; being constantly exposed to

Task 2:

read and summarize: have a better understanding of how to make an effective advertisments.

What is anadvertisement? How do advertisers make effective advertisements? How effective are advertisements? How to make effective advertisements? 1)

Identify your target Advertisers __________________ and find out as much as possible about them, which ___________ for decisions about what type of advertising techniques to use with this group. Keys: identify the target group; forms the basis 2)

Appeal to your target

In order to _______________ people to do something, advertisements often appeal to our hopes and dreams or our emotions. Keys: persuade/convince 3)

Use a suitable medium As well as reaching the right audience with the right technique, advertisers must also __________________. Obviously, ____ will play a big part in this decision. Keys: place their ads in the right medium; cost

How advertising works:

Task 3: discuss and design: learn to design an effective advertisement

The new canteen is opening soon，and your group (4 members) are invited to design an advertisement which will be used to urge students not to waste food.

please discuss with your members and write a report, analyzing how to make an effective and impressive advertisement.

Please note: 5 minutes for discussion; you need to appoint one member in your group as the reporter. Report Sample:

After discussion, we make it clear that the advertisment should appeal to... , and to make it attractive, we decide on the following plan: ...

Homework:

Please work together and finish designing and polishing the advertisment, making it a really impressive one.