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

Book 9

Unit 5

Inside Advertising

Period 1

Warming up & reading I Teaching goals

1. Target language：

Key words and expressions: Advertiser, billboard, casual, garment, advert, inform 2. Ability goals Enable the students to talk about advertising and advertisements. 3. Learning ability goals

Help the students learn how to talk about their opinions about advertisements Teaching important & difficult points how to talk about their opinions about advertisements Teaching methods Discussion. Teaching procedures & ways Step 1: warming up 1. Let Ss enjoy two video T: Do you like McDonald's better than KFC because of the advertisement? 2. Brainstorm Ask the Ss to think about where they can see or hear advertisements Ss: on TV, on the radio, at the cinema, on buses, in train stations, in magazines, on billboards, at the airport

3. Compare the two advertisements, which one is easier for you to remember? Why? T: There are many advertisements around us, can you remember the names of any products that were being advertised? Or, what kinds of advertisements are easier for you to remember. 4. Pre- reading T: look at each of the advertisements on the next two pages and discuss the questions with a partner:

①

What doses the advertisement want you to do? ②

How does it try to persuade you to do this? ③

Which advertisements do you think are the most effective? Why? How Advertising Works Step 2 Scan the text. Ask the Ss to scan the headings of each section and get a general understanding of the text. Step 3 Read again Read the passage carefully and 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) Step 4 Detail reading Ask the Ss to 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? Suggestive answers:

1.

Who advertises? 

Businesses, individuals, organizations and associations. 2.

Why do they advertise? 

They want to sell something or to inform or educate the public. Introduction What is an advertisement? How do advertisers make effective advertisements? How effective are advertisements?

3.

Where do they advertise? 

On TV and radio, in magazines and newspapers (also 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 not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time.

Step 5 Homework 1.

In pairs, discuss the questions in Ex 2 on P44. 2.

Finish Ex 3 on P45 in pairs.