Warming up、Pre-reading、Reading、Comprehendingppt课件配套教案内容

Unit 5 Inside Advertising Period 1

Warming up ，reading I & comprehending Teaching goals 教学目标

1. Target language目标语言：

重点词汇和短语

Advertiser, billboard, casual , garment, advert, inform 2. Ability goals能力目标

Enable the students to talk about advertisements. Ask students to discuss how to make an effective advertisement. 3. Learning ability goals 学能目标

Help the students learn how to talk about advertisements and how to make an effective advertisement. Teaching important & difficult points教学重难点

How to talk about advertisements and learn how to make an effective advertisement. Teaching methods教学方法

Discussion. Teaching procedures & ways教学过程与方法

Step 1: warming up 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…

T: There are many advertisements around us, can you remember the names of any products that were being advertised?

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Step 2 Skimming Ask the Ss to skim the text and find out the main idea of each section. Section I (para.1) Section II (para. 2) Section III (para. 3-7) Section IV (para. 8-9) Introduction What is an advertisement? How do advertisers make effective advertisements? How effective are advertisements?

Step 3 Scanning

Ask the Ss to scan the text and find out the key information of the headings of each section. 1.

What is an ad? 1) Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film…)

3) Advertisers (business, individuals, organizations, associations) 2.

How do advertisers make effective ads? 1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…)

3) Use a suitable medium (cost, media) 3.

How effective are ads?

1) When there is a need for the product. 2) If the target audience is exposed to ads constantly. 第

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Step 4 Reading comprehending

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. 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 Group discussion * Make up 5 groups and each group picks one advertisement. * Then discuss the questions of the chosen ad of Ex 2 on P 44 in groups. * Talk about whether it is the most effective advertisement or not and share the reasons why you think so.

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Suggestive answers: Group 1. Water

A. What is the most common name for H2O? Why did they call it H2O?

Water. Because it rhymes with “slow”.

B. What is the purpose of this advertisement?

To encourage people to use water wisely and to save water where they can. Group 2. Super Shooze A. What group of people is the advertisement made for?

Young people who like sports, the latest fashions and like to be part of a group. B. What message does the advertisement give?

If you wear our shoes you’ll have an exciting life, and be popular and have fun.

C. Do you think the message is true? Give reasons.

No, because just wearing a certain brand of shoes won’t make you exciting, popular or have fun—it takes much more effort than that. Group 3. Refresh water

A. Why are the first two lines written bigger than the rest of the advertisement?

These lines appear bigger so that they are the first thing people notice about the ad. B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sale? No, the advertiser will have worked out a price that will still give him a profit even if he is giving away two bottles free. The advertiser also benefits by selling more bottles than he would have if he hadn’t offered the free bottles

C. Why do advertisers often use the “Buy one get one free” message?

People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free. Group 4. Environment

A. What does this advertisement encourage you to think?

It encourages us to think of the sky, air and our environment and about how the environment is being spoiled.

B. What do you think causes air pollution? 第

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Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.

C. How else can advertisers make people more aware of our fragile environment?

Tell people more and help them to be more aware of the importance of protecting our environment. Group 5. “Speeding” and “How fast am I going”?

A. Both of these advertisements have the same purpose. What do both ads want people to do?

They want people to stop speeding. B. Both ads target a certain group of people. Who are they?

Drivers. C. If you were a driver, which advertisement would have most effect on you? Why?

…

Step 6 Homework

In groups, make an advertisement. Try to make it effective and attractive. 第

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