Warming up、Pre-reading、Reading、Comprehending教学内容

Book9 Unit5 Inside advertising教学设计

教案背景

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面向学生：高中学生 2.

学科：英语

3.

课时：1 4.

学生课前准备：

1）阅读有关“广告”的背景材料，为学习本文做好热身。

2）

学习本单元有关词汇及表达。

教学目标

情感目标：了解广告相关内容

知识目标：学习本课基础词汇及其表达

能力目标：提高学生阅读理解能力

教材分析

本课内容为学生感兴趣的广告话题，而且本文内容与我们日常生活息息相关，教师可以以此为契机，教授学生与本文有关的词汇及表达，相信能取得较好的课堂效果。

教学方法

1）自我学习 2）合作探究 3）启发教学4）任务型教学法

教学过程

1）视频导入，激发学生兴趣，快速导入本课主题——广告。

2）采用自我学习，合作探究，分组讨论、展示等多种方法。

3）练习形式多样化，并辅以当堂训练，多角度、多方位提高学生能力。

4）适时地对学生进行阅读方法和技巧指导。

Book 9 Unit 5

Inside advertising 【Learning aims】

Students can use the new words and phrases in the passage and express their idea about ads by themselves. Students can summarize the main idea of a paragraph. Students can grasp some basic information about advertisements. 【Before class】

Step I. Warming up Let’s enjoy one video of an advertisement first and think about where can we find advertisements? 【设计意图】通过观看广告视频自然过渡到本课的主题，把学生从无意注意引向有意注意，进而培养学生预测阅读内容的能力。

【During class】

Step II. Pre –reading

Look at each of the advertisements on your book (page 42&43) and discuss the questions with a partner.

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What does the advertisements want you to do and what is an advertisement ? 【设计意图】通过讨论广告图片意图更加深刻理解广告作用和设计理念，此外通过总结和归纳广告定义来培养学生预测能力。

Step III. Fast reading

Task I: Scan the text quickly and try to answer the following questions. 1. We may find this text in a (an) ____. A.

advertisement

B. magazine B.

travelling brochure

D. encyclopedia 2. What is the main idea of the passage? A. Why advertisers spend so much money. B. How advertisements appeal to people’s desire to buy the products. C. Advertisements have become part of our everyday life, so it is important that we understand how advertising works to avoid being fooled by them. D. Advertisements have become part of our everyday life and so it is important that we understand how advertising works. 3. The purpose of this text is to ____ . A. inform people of the functions of advertisements B. persuade people to buy the products advertised by some advertisements C. tell people how to make effective advertisements D. warn people not to be cheated by some dishonest advertisements 4. What can you learn from the first paragraph? A. Advertisements always have us controlled. B. Our daily life is filled with advertisements here and there. C. Everybody is the walking advertisement. D. How advertisement works. 【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。

Task II：Divide this passage

into four parts and sum up the main idea of each part. Part I (para.

) ___________________________________________________ Part II (para.

) ___________________________________________________ Part III (para.

) ____________________________________________________ Part IV (para.

) ____________________________________________________ 【设计意图】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。

(方法指导：引导学生利用文中的大字标题迅速抓住文章的框架结构)

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Step IV. Detailed reading Read the passage in detail and answer the following questions.

Definition （para.2）

An advertisement is a(n) ________ or announcement that ________ or influences people by using words, pictures, music or film.

________the target: Having identified the target group, researchers ________ as much as possible about those in the target group.

Appeal to the target: Appeal to targets’_________________ or their How to make emotions. （para.3-7）

Use a suitable _________: Advertisers consider which media are most ____________ for their product and which their target audience is most _________ see or hear, as well as the cost.

How

effective change their opinions over time.

【设计意图】通过细读课文更加全面的了解广告的相关定义，制作流程以及相应影响和作用，此外通过填空形式学生快速搜索关键词的能力。

Step V. Post - reading Task I：Read the passage in detail and answer the following questions. Make judgments about the following descriptions and find out the reason to support your ideas. (T or F) 1.

Advertisers include business, individuals, organizations and associations.

2. We are exposed to ads only in the public places.

3. Advertisers just want to sell something by advertising.

4. No matter whether an ad is good or not, it will affect our life in one way.

3 People are unlikely to choose the product ___________ for them no matter how good an advertisement is.

（para.8-9）

Making people constantly ___________ advertisements can help to

5. Advertisers make ads effective by identifying the target only.

【设计意图】为了更好的掌握课文内容，以上题目设置除了训练学生对细节信息挖掘能力之外，分别对应课文主题五个因素：

Who

advertises?

Where

do they advertise? Why

do they advertise? How

effective are advertisements? How

do advertisers make effective advertisements? 题目设置环环相扣，为后文总结文章内容做了良好铺垫。此外，此部分题目设置为抢答，很好的活跃课堂气氛，鼓励学生参与课堂。

Task II. Conclusion: Think about the structure of the whole passage.

Part1(Para1): We can see ads everywhere.

Part2(Para2): What is an advertisement?

Part4(Para8 & Para9): How effective are

Part3: How do advertisers make effective advertisements?

advertisements?

Para3: Para4 & Para6 &

Identify Para5: Para7: Use

your target. Appeal to a suitable

your target. medium

【设计意图】对文章结构进行更好的梳理能够为学生整体理解篇章理清思路，同时为下一教学活动总结全文做好框架式铺垫。

Task

III. Summary

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

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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.

【设计意图】对文章内容进行再次回顾和梳理，加深学生对广告了解的同时进一步提升总结和分析能力，此外语篇填空的形式能够帮助学生更好的掌握重点词汇用法和短语结构，增强学生语篇和语法意识。

【After class】

StepVI. Discussion

What do you think of advertisement? In groups talk about the advantages and disadvantages of advertisement. 【设计意图】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，让他们在运用语言的过程中将课本知识学以致用，进而提高他们综合运用英语的能力。此外，对于广告的全方位了解可以让学生更加客观的看待广告对于我们生活的影响，树立正确的价值观。

StepVII. Homework:

Choose one of the favorite subjects and introduce it to other students. Make sure that after listening to the introduction, other students will be willing to buy the product. 【设计意图】通过学习本篇文章，掌握广告基本要素，并能够学会应用所学知识解决问题付诸实践，此作业设置旨在检测学生的迁移能力。

教学反思： 本节课主要是围绕教材设计了一系列探究性题目，以便有效激发学生参与课堂的积极性并且提高学生独立发现问题，思考问题和解决问题能力。然而在具体的教学过程中也发现学生对信息加工、处理和选择的能力较薄弱。

在Discussion部分不够活跃，团队意识不强，参与展示人数较少；在Intensive reading部分，教师如果能够再多一点技巧的点拨、并加强针对性训练，效果会更好。另外，在总结部分，可以加深难度让学生用自己的语言进行简短复述，对于提高尖子生表达能力会更有效果。

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