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

Teaching Plan of Unit 5 Inside advertising Reading: How advertising works

Stephanie Song宋杜鹃

1. Teaching Aims: 1) Enable students to understand the text 2) Develop students’ reading skills such as fast reading and detailed reading 3) Develop students’ ability of independent thinking and teamwork 4) Lead students to appreciate the advertisements and even learn to design them

2. Important and Difficult Points of Teaching: 1) Enable students to use different strategies to read and understand the text 2) Get students to design advertisements according to the text

3. Teaching Method:

1) Task-based language teaching 2) Cooperative language learning

3) Communicative approach

4. Teaching Aids: Multi-media computer

5. Teaching Procedures Step1: Warming up

Students are exposed to a brainstorm, through which they come up with some ideas about where they can see or hear advertisements in their daily life. Thus, the topic of advertising can be introduced. Two advertisement videos, respectively from KFC and McDonald’s, are played for students to appreciate and decide on whether they are effective.

Step2: Pre-reading Before reading, students are asked to look at each of the advertisements on the next two pages and discuss with their partners what the advertisements want them to do, as pictures are more attractive than words, which helps them get a general idea of the text and stimulate their interest in reading.

Step3: Fast reading

For the first reading, students should read the title and the headings of each section fast to get the main idea of the text and figure out the structure of the whole text. In this part, students’ ability of skimming and generalizing can be practiced.

What is an advertisement?(Para.2)

Introduction(Para.1)

How do advertisers make

effective advertisements? (Para3-7)

How advertising works How effective are advertisements?(Para.8-9)

Step4: Detailed reading

For the second reading, students should read the text carefully to get detailed information and get to understand the passage better. Different tasks are designed for each section.

Para2: Answer the question: What is an advertisement and who advertises?

A: An advertisement is a message or announcement that informs or influences people. Business, individuals, organizations and associations that wish to inform or educate the public advertise.

Para3-7: Fill in the blanks (How do advertisers make effective advertisements?)

Identify

☆Advertisers should identify the right

your target ______________________ so that they can find out more

(right audience)

about the target group, which forms _______________

decisions about the type of advertising ____________.

Appeal to

☆

In order to __________ people to do something, Para.3-7 your target some advertisements often appeal to _________________________ while others appeal to (right _________________________. techniques)

Use a

☆

To choose a suitable medium, the advertisers suitable medium should consider not only the __________ but (right media)

also______________________________________.

Para8-9:Answer the following questions Q1. Are advertisements always effective? Why?

Not always. If we are not interested in or have no use for the products advertised, the advertisements are not effective.

Q2:How can advertisements help to change our opinions? Being constantly exposed to advertisements can help to change our opinions over time.

Step5: Summary Make a summary of the whole text in general according to the text structure. In this part, students can try to retell the text in general according to the structure. Definition of advertisement

Right audience How advertising work?

Ways of making effective advertisements

Effects of advertisements

Summary: This text mainly tells us how advertising works. First, we know that an advertisement is a message or announcement that informs or influences people. Besides, in order to make advertisements effective, advertisers should choose right audience, techniques and media. What’s more, if we are not interested in or have no use for the products advertised, the advertisements have no effects, but being constantly exposed to advertisements may help to change our opinions over time. Right techniques Right media

Step6: Post reading: group work Supposing that you are working for an advertising company and you are asked to design an effective advertisement for a given product, please make your design in groups. Take the three factors into your consideration.

·Decide who may buy the product

(right audience)

·How you will appeal to them

(right techniques)

·What media you will use (right media)

Step7: Homework Complete your advertisement design, review the text and mark out the sentences you find difficult to understand. Finish the exercise on P45-46