Warming up、Pre-reading、Reading、Comprehending教学实录与评析

Book 9

Unit 5

Inside advertising

教学设计

Warming up & reading Teaching aims: (教学目标)

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遂溪县大成中学

刘群英

1. To comprehend 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.

教学重难点

1. Comprehension of the text. 2. Knowledge accumulation of advertising. 3. Useful words and expressions. Teaching methods: Self-learning & Task-based Language Teaching 教学过程

Teaching procedure:(教学过程) Step 1: Warming up Please enjoy 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? 设计意图:通过给学生展示一些广告图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。

Step 2: Pre-reading Discuss each of the advertisements on Pages 42 and 43 in pairs. 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.

Step 3: Reading 1.

warming up

Make notes about what you have read under the following headings. 1.

What’s the main idea of the text?

2.

What is an advertisement and what is its function? 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 (para. 3-7) Section IV (para. 8-9) 设计意图:快速阅读技能训练。通过寻读，训练学生有目的、有选择地快速观览，寻找所需要的信息的能力。。通过回答主旨问题，学生对文章的内容、结构和作者的写作意图有了一个整体印象。通过让学生分段并总结段落大意，培养学生归纳主旨和概括能力

Step 4: Detail reading Read part 1 and answer questions. 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. Step 5:

Carefully reading

1. Read the text carefully and try to answer the following questions:

1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide where to advertise? 5. Does advertising work?

2. Fill in the table. How advertising works

What is an

advertisement?

How advertising works

An advertisement is a

1______________________ that informs or influences people.

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.

Task3 Translate the sentences 1. Some advertisements appeal to people’s desire to save money.Others are more likely to be noticed if they are funny. 2. As well as reaching the right audience with the right technique，advertisers must also place their ads in the right medium. 3.On the other hand，being constantly exposed to advertisements call help to change our opinions over time. 设计意图: 由于课文长，信息量大，要求学生分部分默读课文，对课文进行深入细致的理解。由于理解课文的需要，由浅入深地设计了单选、问答、填表、翻译、复述等灵活多样的练习，学生通过这些问题，对课文有了更进一步的认识。同时对重要短语和语法点进行设空，引起学生充分注意。复述是很好的考查学生对知识的理解和消化的方式，这一环节对学生的要求较高，要求其在理解课文的基础上进行语言输出，为降低难度，提供了一些关键词供学生参考。

Step 6: Role Play

Suppose you are having an interview to apply for a job concerning advertising. Make a dialogue please. One student plays as a boss, preparing questions; the other one plays as an interviewee, preparing answers. 设计意图:在这一步中给学生提供一个讨论和竞赛情景，提高了学生的兴趣和表现欲，使其在既愉快又紧张的气氛中，体验运用知识的乐趣。这一环节一方面可以锻炼和加强学生合作学习的能力;另一方面，可以培养学生交际能力，让他们将课本知识学以致用，进而提高他们综合运用英语的能力。

Step 7: conclusion What is an ad? How do advertisers make effective ads? How effective are ads? Step 8: HOMEWORK

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