Warming up、Pre-reading、Reading、Comprehending教学设计(第一课时)

M9 U5

Teaching Plan for Reading How Advertising Works

广州市第八十九中学邱实

一、教学目标：

1. 知识目标：学生在阅读完课文后，能清楚地掌握广告的设计及制作过程。

2. 能力目标：通过小组合作，结合课文中广告的制作流程，设计出有创意的广告。

3. 情感目标：多关注公益广告，提高公民意识。

二、教学重难点

通过快速阅读及拼图阅读的方式，让学生掌握哪些步骤可以让广告的制作更有效，并且能够以小组为单位简单地设计一些英文广告。

三、教学过程：

教学步骤

1. Watch an interesting commercial and bring in our topic about ads 2. Discuss where we can see ads and what kinds of ads there are in our daily life.

设计意图

1.用Thinkpad对Macbook Air的反击广告作为引入，旨在激发学生对广告话题的兴趣。

2. 通过讨论广告的普遍性和类型引出主题。

Step1：

Lead-in

Look at the seven pictures in the passage, and find out which are 根据上面提到广告

commercials and which are public service ads? 分类简单分析一下课Step2：

本给出的广告属于哪Pre-reading Commercials: picture 2, 3, 4 种类型，提醒学生多

Public service ads: picture 1 and 5 关注公益广告。

Step3：

Scanning

Step4：

Detailed reading

Scan the headings of each section and get a general understanding of the text. Section 1(Para1):Introduction Section 2 (Para 2): What is an advertisement? Section 3(Para 3-7): What is an advertisement? Section 4(Para 8-9): How effective are advertisements? Step3：Detailed reading Section 1: Read the para1 and get the answer. 1.

How can we become walking advertisements? When we wear the casual garments with brand names attached to them.

2.

What is the benefit of knowing how advertisements work?

快速浏览文章的大小标题，从而掌握文章的整体思路和框架。

1. 通过细节阅读掌握文章具体内容。

Step4：

Detailed reading When we wear the casual garments with brand names attached to them.

Section 2: Read the para2 and get the answer. 3. What is an advertisement? Who advertises? Why do they advertise? What An advertisement is a message or announcement that informs or influences people. Businesses individuals, organizations and associations.

They want to sell something or to inform or educate the public.

Who why

Section 3: Read the para3-7 and get the tasks done. There are three parts in the section. Three students a group, each one read one part and answer the relevant question. Then share what you have read with the members in your group. Part 1. What should be done after identifying the target group?（Identify your target）

Having identified the target group, researchers find out as much as possible about those in…

Part 2. How to make the ads appealing to your target?(Appeal to your target) They may appeal to people’s desire to save

money or they can be funny, or they can appeal to people’s conscience.

Part 3.What should be considered when choosing a suitable medium?(Use a suitable medium) Cost and what the target audience is most likely to hear or see.

4. What is the right order of the following steps? ③⑤①②④

①

deciding what type of techniques to use and are appealing to target group ②

paying the media for displaying the ads ③

identifying the target group ④

letting the message reach the target audience ⑤

finding out as much as possible about the group

Try to summarize each point and use one word to describe it.

Identification

research

decision

payment

delivery

Read para8-9 and get the answer. 5. How can ads be effective? 1) When the product is suitable for the target audience. 2) If the target audience is exposed to ads constantly.

2. Section1 和section2 主要通过提问让学生掌握广告的基本概念。

3. Section3的文章较长较复杂，所以采用“Jigsaw Reading即拼图阅读“的方式，三个同学一组，每人读一个部分并回答相应的问题，随后组内交流自己的阅读内容，使得每个人在最短的时间内获得最多最全的信息。（教师可以不呈现问题答案，可在学生讨论时了解学生对于答案的掌握情况）

4. 排序的任务是在Jigsaw Reading完成之后在组内进行的，学生可以较快地找到自己阅读的内容并且将其排序，之后再组内整合，完成任务。随后老师用关键词帮助学生回顾并进一步理清广告的准备流程。

5. 了解影响广告有效性的因素。

What is an ad?

1) What

2) Who

3) Why

How do advertisers make effective ads? Step 5：

1) Identify the target

2) Appeal to the target

3) Use a suitable medium

Conclusion

How can the ads be effective? 1) When there is a need for the product. 2) If the target audience is exposed to ads constantly.

We have learnt how advertising works, and now work in groups and design a TV advertisement for Coca-Cola

Think about the following questions before you start

1.

Our target people are ……?

2.

We will attract our target by……

3.

What should we say to make it more persuasive?

通过关键词及文章的小标题回顾整个文章的思路和重点，尤其是如何设计有效的广告，从而为下面的小组活动做好铺垫和准备。

Step 6：

Ad Design

选择学生熟悉并喜爱的可口可乐作为载体，学生以小组为单位为可口可乐设计电视广告。通过抓住广告人群，思考新颖且有说服力的广告词来吸引观众。作为文章的输出环节，学生可以运用所学的知识尽情发挥想象力。

1.让学生体会到即使是商业广告也能有公益价值。

2. 广告海报的制作强化组内合作意识，并将口头创意落实到笔头。

Step7: Homework

1. Watch the ad of Coca-cola and write your feelings down.

2. Make a poster for Coca-Cola.

四、板书设计

1. 板书关键词：where, what, who, why, how, 从而呈现文章的总体思路。

2. 板书制作有效广告的流程：Identification

research

decision

payment

delivery，让学生在自己设计广告时有据可循。