Warming up、Pre-reading、Reading、Comprehending第一课时教学实录

Unit 5 Inside advertising Part One: Teaching Design Period 1: A sample 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. 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 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. 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 advertisement? How do advertisers make How effective are An advertisement is a message effective advertisements? or announcement that informs Identify your target or influences people．

Appeal to your target Use a suitable medium

advertisements? However good an advertisement is, people are unlikely to be 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.

Addition

al 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 right the

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.adverti

sers 9. ads 10. advertisement 11. persuaded 12. other 13. exposed 14. over ) Notes to the special sentences 1．

With so many messages from

advertisers filling our daily lives，it is important to understand how advertisements work．

2．

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.

3．

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．

4．

However，it would be no use adve

rtising products on radio if the ad relies on visual effects．

5．

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 subs

equently reduce the number of road accidents．

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 not interested in D. identify its target 2. Which is

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. make suitable; adapt D. To To

make ready; prepare 4. What is main idea of the last part of the article? A. Advertisements are always effective. B. Advertisements are not the effective.

C. Advertisements are not always effective. D. Advertisements are both effective and ineffective. (Key: CDBD)