Warming up、Pre-reading、Reading、Comprehending教案教学设计

Unit5 Inside advertising Reading

Ⅰ. Teaching aims 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. Ⅱ. Important points 1. Comprehension of the text. 2. Knowledge accumulation of advertising. 3. Useful words and expressions. Ⅲ. Teaching procedure (1). Warming up Please enjoy a video and 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? (2). Fast reading 1. The purpose of the passage is to __________. A. inform us of the fact that there are many advertisements in or daily life.

B. help us understand how ads work and avoid being controlled by them.

C. tell us how effective ads are D. show us how effective ads can be made 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) (3). Detail reading Read part 1 and answer questions. Task 1 Answer the question. 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. Read part 2 and answer questions. Task1

1. All of the following facts about an ad in Paragraph 2 are mentioned except its ______.

A. definition

B. means

C. advertisers

D. target audience 2. Who advertises? 3. Why do they advertise? Task2 Fill in the table.

What is an advertisement? An advertisement is a 1. ______________________ that informs or influences people. Read part 3 and answer questions. Task1 Answer the question. 1. The example of the adolescent boys in the third paragraph shows us ________.

A. which group is the target of the computer games B. it is important for the advertisers to identify the target audience C. that young people are more likely to buy computer games D. it makes sense to make computer games ad that appeal to adolescent boys 2. How do they decide where to advertise? Task2 Fill in the table.

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.

Appeal to your target In order to 4 ________

people to do something, advertisements often appeal to our hopes and dreams or our emotions. Use a suitable medium As well as reaching the right audience with the right technique, advertisers must also 5____________. Obviously, cost will play a big part in this decision. 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. Task4 Retell this part by using the information given.

How do advertisers make effective ads? 1) Identify the target (pay…for…, be wasted, reach, in other words, having identified,

as much as possible, fit into, form the basis for) 2) Appeal to the target (in order to, appeal to, some, desire, others, are more likely to, conscience, worthy citizen.) 3) Use a suitable medium (as well as, audience, technique, medium, play a big part in, television ads, a big corporation, afford, on the other hand…)

Read part 4 and answer questions. Task1 Answer the question. 1. Does advertising work?

Task2 Fill in the table.

How effective are advertisements

However good an advertisement is,

people 6 ______________ be persuaded if the product is unsuitable for them. On the other hand,

7______________________

to advertisements can help to change our opinions over time.

Task3 Translate the following sentences.

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

(4). 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. (5). Quiz 1. 猜测单词含义，进行连线。

corporation

the money available that will be spent over a period of time target

company

budget

appeal to over time fit into

aim as time passes to be suitable for

to attract/ interest

2. 选择短语并用适当形式填空。

come across \ appeal to \over time \ fit into 1) The pain of this failure will disappear ______. 2) I _____________ one of my old classmates in the street the other day.

3) The advertisement design has to _________ all ages and social groups. 4) How do you _________ in the new company? Ⅳ. Summary Ⅴ. Homework 假设你是一位刚刚大学毕业的广告专业的求职学生，正接受面试，考官要你口头描述广告的定义以及如何制作有效广告。

现在请你按照上面提示为他写一则约120-150字的短文。