Warming up、Pre-reading、Reading、Comprehending特级教师教学实录

Book IX Unit 5 Inside Advertising How Advertising Works

Reading 【Learning aims】

1. To know how advertisement works through reading and retelling.

2. To learn to design an advertisement with the learned from the text. Leading-in

Lead in the new lesson according to a question:Compare the advertisements, which one is easier for you to remember? Why?

I’m sure you are familiar with the ads of these brands. Yes?

And where can you see them?

Yes, ads are around us everywhere. So, today, we’ll learn something more about ads, that is, how advertising works. Pre-reading

As you can see in our textbook, in this passage, there are several pictures. Discuss each of the advertisements on Pages 42 and 43 in pairs.What does the advertisement want you to do? You have 2 mins.

Please share your opinion with us.

This text has many headings in it. They tell us the clear structure of the passage. We can see there are four sections in it.

Scan the headings of each section and get a general understanding of the text. So the first para is Section I and it’s the introduction. Section II is para 2; Section III is para 3-7; Section IV is the last two paras. While-reading

Since we’ve got the main idea and the structure of the passage, we’ll go to the details.

Read the first paragraph and get the answer. 1. How can we become walking advertisements?

Yes, you find the answer in the introduction of the passage: When we wear the casual garments with brand names attached to them.

What is the benefit of knowing how advertisements work?

We can avoid being controlled by them. Here is a picture. Chen Yixun and Fan Bing are the walking ads for adiddas. Read the second paragraph and get the answer. 2.

What is an advertisement? Who advertises? Why do they advertise?and

How do they make effective ads? Choose the correct answers. 1. Who advertises?(

)

A. business

B. individuals

C. organizations

D. associations 2. Why do they advertise?(

)

A. to inform the public

B. to sell their goods

C. to educate the bad guys

D. to fool people 3. Where do they advertise?(

) A. on buses

B. on the radio

C. on the Internet

D. on billboards

E. on our textbook

F. on our clothes 4. How do they make effective ads?(

) A. identify their target

B. appeal to their target C.

use a cheap medium

D.

use visual medium The first para tells us Where the ads can be seen, and this para tells us What is an ads, Who advertises and Why do they advertise. What will the author talk about next?

Yes, How.

Now, let’s go to Section III to know “How”.

Read the para3-7 and get the tasks done. It’s Question 4-5. What is the right order of the following steps?

① deciding what type of adverting techniques to use

② finding out as much as possible about the target group

③ identifying the target group

④ letting the message reach the target audience

⑤ paying the media for displaying the ads Two volunteers go to the blackboard to give your answers. And I want a volunteer to give

some comments. Yes, the right order is ③②①⑤④. I think we use one word to summarize each steps.

Identification->Investigation->Decision->Payment->Delivery. 4. Why do advertisements often appeal to our hopes and dreams or emotions?

To persuade us to do something 5.

What do advertisers also consider when choosing suitable media?

The cost.

Can you find another two words from these two paragrahs with the same meaning?

The budget/expense. Read para8-9 and get the answer. 6. Why do governments all over the world pay much for ads on such things as road safety? Because being constantly exposed to advertisements can help change people's opinions over time. The believe ads will affect the way people think about their driving habits and will subsequently reduce the bumber of road accidents. Post-reading According to the text and tell the following questions true(T)or false(F)

1.We are exposed to ads only in the public places. 2. Understanding how advertising works can help us earn a lot of money. 3.An advertisement is a message or announcement that intends to inform or cheat people. 4.

Advertisers include business, individuals, organizations and associations. 5. Advertisers make ads effective by identifying the target only. 6. Using a suitable media plays an important part in ads. 7.An effective advertisement is likely to make people buy the products that they have no use for.

Conclusion

Summary

Now, let’s make a brief summary of the whole passage. Please fill in the blanks.

We can meet many advertisements in our daily life. An advertisement is a message____ an announcement that informs or influences people. Advertisers must pay for their ads, so the message must reach _____ target audience, or their money would be wasted. Identifying their target is not enough, they should try their best to appeal____ their target. For example, their environmental protection advertisement appeals to the audience’s consciences or their desire ______(be )worthy citizens. At the same time, advertisers must also place their ads in the right medium. To do this, they also need to spend money. They have to be a big corporation with a big budget______(afford) the ads. In addition to worrying about the expense, advertisers must consider______ media are most appropriate. For example, if the ad relies on visual effects, it is no use __________(advertise) products on radio. However, people don’t buy the products they are no interested in or have ____ use for.

One of you is expected to write down your answers on the blackboard.

Check you keys.

You are expected to read it loudly, and try to recite it. Promotion We have learnt how advertising works, and can you design an advertisements for the following products or items?

1. An advertisement for your favorite(cell-phone,jeans, book, computer etc.) 2. A public service advertisement（公益广告）

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