Warming up、Pre-reading、Reading、Comprehending教学设计(第一课时)

Unit 5 Inside advertising

Teaching aim：

①

To know how advertising works；

②

To master the new vocabulary；

③

To revise the usage of object complement Teaching important points：To learn and use the vocabulary Teaching difficult points：Reading comprehension Teaching procedures：

Step 1 Leading in Use a popular local advertisement to attract the students’ attention to the topic. Then guide the students to look at the four pictures on Page 41. “What are they telling you?”

Step 2 Warming up Go through the warming-up questions to warm up the students. Focus on the two questions:

1) Do you think advertisements affect your life in any way? Please give an example.

Yes. We often buy what we don’t

need much. We sometimes buy what we don’t

like because of the lower price….

2) Why do you remember some advertisements and not others? I remember some advertisements because of the beautiful pictures, pleasant color, unforgettable shape, moving words and wonderful music…

Step 3 Pre-reading Discuss each of the advertisements on Pages 42 and 43 in pairs. 1)

What does the advertisement want you to do?

Picture 1: It wants us to save water. Picture 2: It wants us to listen to the new radio. Picture 3: It wants us to buy the shoes. Picture 4: It wants us to buy their water. Picture 5: It wants people to protect environment. Picture 6 & 7: They remind us of road safety. 2)

How does it try to persuade you to do this?

They attract our interest, desire, dreams, hope…

3)

Which advertisements do you think are the most effective? Why? （Various answers）

Step 4 Reading 1.

First reading (the ability to grasp the general idea quickly)

Look at the subtitles (and the pictures) to guess the general idea.

Q: The text mainly deals with ____________

A. how advertising works

B. how to make a advertisement C. how to avoid being controlled by advertisements D. how to make advertisements effective

【答案A】其他几个都是文章的某一个方面。

2. Second reading (to check the main idea and the organization of the whole text) Read the text to find out the answers to the following 5 questions 1) Who advertises?

Business, individuals, organizations and associations

2) Why do they advertise?

They want to sell something or to inform or educate the public.

3) Where do they advertise?

On TV and radio, in magazines and newspapers (on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places.) 4) How do they decide where to advertise?

They consider their budget and what medium is most likely to be seen or heard by the target consumer. 5) Does advertising work? Yes and No. People are more usually persuaded by ads to buy things they have no use for. However, people do change their opinions over time.

3. Third reading

(to get some important details) 1.

Where do advertisements appear? Everywhere.

2.

Why do we need to understand how advertising works? To avoid being controlled by them

3.

What is an ad? An advertisement is a message or announcement that informs or influences people. 4.

What are the means of advertising? Words, pictures, music, film…

5.

What can be advertisers? Business, individuals, organizations, associations

6.

What are the three steps to make effective ads? ①Identify your target ②Appeal to your target

③Use a suitable medium 7.

How do advertisers avoid wasting money? They have to identify the target group.

8.

How do you persuade people to buy your products? By appealing to their hopes, dreams, emotions, desire. For example…

9.

What do advertisers have to consider while choosing a suitable medium? They have to consider the cost and which media are the most appropriate for their product and which their target audience is most likely to see or hear. 10.

How ads can be effective? Ads can be effective when there is a need for the product / if the target audience is exposed to ads constantly

4. Discuss the questions on Page 44 with your partner.

1. Water

A.

H2O rhymes with ‘slow’. Rhymes attract attention and are easily remembered. B.

To encourage people to use water wisely and to save water where they can. 2. Super Shooze A.

Young people who likes sports, the latest fashions and like to be part of a group. B.

If you wear our shoes, you will have an exciting life and be popular and have fun. C.

This message is not true because just wearing a certain brand of shoes won’t make you exciting, popular or have fun-----it makes much more effort than that.

3. Refresh water A.

These lines appear bigger so that they are the first thing people notice about the ad (HOT DEAL, Absolutely free) B.

No, the advertiser will have worked out a price that still give him a profit even if he is giving away two bottles free. The advisers also benefits by selling more bottles than he would have if he hadn’t offered the free bottles. C.

People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free. As explained in B, they are not really getting anything for free because the advertiser puts a price in the product that the consumer buys that will cover the cost of the ‘free” one. 4. Environment A.

It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. B.

Human beings cause air pollution by burning fossil fuels, such as gas, oil and coal by using some modern machines, transportation vehicles, and also by manufacturing modern products. C.

Tell people more and help them to be more aware of the importance of protecting our environment. 5. “Speeding’ and “How fast am I going?”

A.

They want people to stop speeding. B.

Drivers

C.

Answers may depend on whether avoiding a fine or staying safe.

Step 5. Consolidation

Work out the following form so that you can retell the text

Paragraph 1 Main idea of each paragraph Advertisements are everywhere and so it is important to understand how advertisements work to avoid being controlled. What is an advertisement? How do advertisers make effective advertisements? ①Identify your target ②Appeal to your target ③Use a suitable medium Paragraph 6 How effective are advertisements? ①Even a good advertisement cannot persuade people who are not interested or have no use for. ②Being constantly exposed to advertisements can change people’s opinions over time

Paragraph 2 Paragraph 3

Step 5 language points 1.

come across=happen to meet I came across one of my old classmates in the street the other day. 2.

have brand names attached to them which turn us into walking advertisements

attached to them 作后置定语

3.

appeal to

“投合……心意；引起……兴趣”

Creative work, such as advertisement design, appeals to me. 创造性工作，比如广告设计很吸引我。

This exercise appeals strongly to the imagination. 这个练习可以有力地激发想象力。

4.

with so many messages from advertisers filling our daily life, it is important to understand how advertisements work. with sth. V+ing 独立主格结构，

作状语。

5.

be likely to “很可能，有希望”

The train is likely to be late. 这趟火车很可能晚点。

6.

As well as reaching the right audience…

as well as 连接并列成分“不但……而且……；既……又……”和not only…but also意义相近，

not only…but also强调的是后面部分。

比较：She is kind as well as beautiful. 她不仅外表漂亮，心地也和善良。（同时强调两方面）She is not only kind, but also beautiful. （强调长得漂亮。）

7.

over time 意思为“随着时间的推移”

8.

Deal with any other language points that the students have.

Step 6 Learning about language

Get the students to do the exercises on Page 45、46、85、86 as homework.

Check the answers next lesson.