Warming up、Pre-reading、Reading、Comprehending教案推荐

Unit 5 Inside advertising Part One: Teaching Design Period 1: A lesson plan for reading (HOW ADVERTISING WORKS) Aims To help students develop their reading ability

To help students learn about advertising Procedures Warming up by defining advertising

Good morning, class! Do you know what is advertising? Do know want to know some inside information about advertising?

ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. Now turn to page 42. We shall take HOW ADVERTISE WORKS today. ■Warming up by learn to use “advertise”

Advertise: (v. t.) To give notice to; to inform or apprise; to notify; to make known; hence, to warn; -- often followed by of before the subject of information; as, to advertise a man of his loss. Advertise: (v. t.) To give public notice of; to announce publicly, esp. by a printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meeting.

■Warming up by looking and saying What are these pictures for?

Yes, they are for advertising goods. Could you say something about them? Could you make questions and answers about these pictures? But first let’s go to page 84 for some necessary information. I. Pre-reading Here are some questions and answers for the pictures I showed you just now. Read them and match them with the correct pictures. You may draw your own pictures to match them. Question1: What can be more terrible than watching these ads?

Answer1: You could get someone watch the ads for you.

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Question2: Why are the ads on this page so small?

Answer2: I don't want people to die, I just want them to suffer.

Question3: What can I do if I want to order some of these products? Answer3: You can seek for medical care, but it's probably too late already.

Question7: What is the purpose of these silly colours you use? Answer7: Turn your monitor off and read the black text on the screen, then you'll know ... Question8: Is it true that you grow banana-threes in Finland?

Answer8: Nope, the climate is too hot for them to survive. II. Reading for forms

Read the text HOW ADVERTISING WORKS to: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions.

HOW ADVERTISING WORKS Do

you know

how many advertisements /you are exposed

to/ in your daily life? Every day，we pass by advertisements/ on buses /and billboards，on trains/ and in train stations，in shop windows, outside restaurants /and on public notice boards．At home，we see

advertisements/ in magazines/ and newspapers /and in the middle /of our favourite television programmes．We hear

advertisements /on the radio/ and come

across them /on the Internet．Even some of the casual garments/ we wear/ have brand names/ attached to them /which turn us into walking advertisements. With so many messages /from advertisers/ filling our daily lives，it is important to understand /how advertisements work．Then /we can

avoid being controlled by them．

What is an advertisement? An advertisement is

a message/ or announcement/ that informs

/or influences

people．It can

use

words，pictures，music/ or film/ to communicate its message．Adverts are

not only made

/and paid

for by business，but also by individuals，organisations /and associations/ that wish

to inform /or educate the public. How do advertisers make effective advertisements? Identify your target Advertisers must pay the media/ for displaying their ads.

Their money would be wasted /if the message didn’t reach its target audience，in other words the people /the advertisement intends to persuade. For example，adolescent boys are more likely to buy computer games/ than any other group，so it makes

sense/ to make computer game ads/ that appeal to this group．Having identified the target group，researchers find out as much as possible/ about those/ in the target group，such as their likes /and dislikes, and how the product would fit into their lives．This information then/ forms

the basis /for decisions /about what type of advertising techniques to use/ with this group．

Appeal to your target In order to persuade people to do something, advertisements often appeal

to our hopes/ and dreams/ or our emotions．For example，the one /on the right，which advertises sports shoes，shows young people/ doing exciting things．The colours/ and

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the flames /also suggest excitement．The message/ it is

sending is：

“Buy our shoes /and you'll live

an exciting life /in the‘fast lane’．”The ad above，with the star in it, is

for a new radio station．It appeals

to people’s desire /to“fit in”/and be

part of the group．The message is：“Everyone else is

listening /and if you want to be part of the group，you’d better listen too.”

Some advertisements appeal

to people’s desire/ to save money．Others are

more likely to be noticed/ if they are funny．Ads/ that feature rich /and famous people /will

grab the attention of those/ who admire people /like that．Some adverts，like the environmental protection advertisement /below, appeal

to our conscience/ or our desire /to be worthy citizens．

Use a suitable medium As well as reaching the right audience /with the right technique, advertisers must also place

their ads/ in the right medium．Obviously, cost will play

a big part/ in this decision．Television adverts are expensive to make/ and to show．You have to be a big corporation/ with a big budget/ to afford television ads．Advertisements/ in newspapers，on the other hand，are much cheaper．

As well as worrying about the expense，advertisers must also consider which media /are most appropriate for their product /and/ which their target audience is most likely to see /or hear．Because most cars have radios，ads broadcast via radio can

reach a lot of drivers/ very easily．For this reason，it would be appropriate/ to use radio/ to advertise goods/ and services /relating to cars．However，it would be no use advertising products /on radio/ if the ad relies on visual effects．Television adverts are

great for generating emotional responses/ to a product, but magazines/ and newspapers can give more detail．

How effective are advertisements? However good an advertisement is, people are

unlikely to be persuaded /if the product is unsuitable for them．For example，no matter how good /an ad for a car stereo system is，people /who don’t own

cars are

unlikely to run out /and buy one．Look at the advertisements/ in this unit．How many of the goods /or services suit

your interests/ or lifestyle? Would

really good advertising persuade

you /to buy products/ and services/ you are

not interested in /or have no use for?

On the other hand，being constantly exposed /to advertisements can help

to change our opinions/ over time．This is why governments/ all over the world/ pay a lot of money/ for ads /on such things/ as road safety．They believe /these adverts will

affect the way /people think about their driving habits /and will subsequently reduce

the number of road accidents．

III. Copying expressions and making sentences You are asked to copy all the useful expressions into your notebook after class as homework. You may make your own sentences with each of these expressions. Expressions from: HOW ADVERTISING WORKS be exposed to, in one’s daily life, pass by, on buses, on billboards，on trains, in train stations，in shop windows, on public notice boards, at home, in magazines and newspapers, in the middle of, one’s favourite television programmes, on the radio, come across, on the Internet,

attach to, fill one’s daily lives，avoid doing, inform

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sb., influence sb., pay for，make effective advertisement, Identify one’s target, pay…for, in other words, intend to,

computer games, make sense to, make computer game, appeal to, identify the target group，find out, as much as possible, such as, fit into one’s lives, form the basis for decisions, in order to, persuade sb to do something, on the right，live an exciting life, one’s desire to fit in, be part of the group, you’d better do, grab the attention of, admire sb,

use a suitable medium, as well as, reach the right audience with the right technique, in the right medium, play a big part in, a big corporation with a big budget, to afford television ads, on the other hand，worry about, be appropriate for,

be appropriate to do, relate to，be no use doing,

rely on, visual effects, generate emotional responses to, be (un)likely to, be (un)suitable for, no matter how…, run out,

look at the advertisements in this unit, suit one’s interests or lifestyle,

be not interested in,

have no use for, change one’s opinions over time, all over the world, pay money for,

think about, one’s driving habits, reduce the number of road accidents IV. Transforming information Read the text again to find necessary information to complete the table below. HOW ADVERTISING WORKS With so many messages from advertisers filling our daily lives，it is important to understand how advertisements work．

What is an How do advertisers make How effective are advertisement? effective advertisements? advertisements? An advertisement is a Identify your target However good an message or announcement Appeal to your target advertisement is, people that informs or influences Use a suitable medium are unlikely to be people．

persuaded if the product is

unsuitable for them．

On the other hand，being constantly exposed to advertisements can help to change our opinions over time．

V. Closing down by discovering what is funny Look and find what is funny about these advertisements.

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Additional Materials Complete the summary of the text with one word in each blank. An advertisement is a message ___1__ announcement __2___ informs or influences people．__3___must pay the media for displaying their ads.

In order to __4___ people to do something, __5___often appeal to our hopes and dreams __6___ our emotions．As __7___ as reaching the right audience with the right technique, __8___ must also place their __9___ in the right medium．However good an ___10__ is, people are unlikely to be __11___if the product is unsuitable for them．On the ___12__ hand，being constantly __13___ to advertisements can help to change our opinions __14___ time．

(Key: 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers 9. ads 10. advertisement 11. persuaded 12. other 13. exposed 14. over ) Reading comprehension questions 1. A successful advertisement must not _________. A. use a suitable medium B. appeal to your target C. persuade people to buy products one is not interested in D. identify its target 2. Which of the following would most probably not be a piece of advice offered by a advertisement expert? A. You have to be a big company with lots of money to make TV ads. B. Making your ads funny is sometimes effective. C. Appeal to people’s hopes and dreams in your ads.

D. Ads are always paid for and made by business. 3. The expression “to fit in ” in para. 4 means to_______

A. To be appropriate to; suit B. To be in conformity or agreement with C. To make suitable; adapt D. To make ready; prepare 4. What is the main idea of the last part of the article? A. Advertisements are always effective. B. Advertisements are not effective. C. Advertisements are not always effective. D. Advertisements are both effective and ineffective. (Key: CDBD)

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