Warming up、Pre-reading、Reading、Comprehending课堂实录及点评

Book9 Unit5 Inside Advertising

How advertising works Teaching aims: （教学目标）

1. To comprehend the passage and improve the reading skills. 2. To express different views of an argument.

3. To learn about how advertisements work and avoid being controlled by ads. Important points:（重点、难点）

1. Comprehension of the text. 2. Knowledge accumulation of advertising. 3. Useful words and expressions. Teaching procedure:（教学过程）

I. Warming up Please enjoy a video

dream it possible and some pictures and answer some questions.

1. Can you remember the names of any products that were being advertised? And guess. 2. What are the features(特征) of ads? 3. Where can you see ads? 设计意图：通过给学生展示一些广告歌曲和图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。

II. Fast reading 1. The purpose of the passage is to __________.

(help us understand how ads work and avoid being controlled by them. ) 2. Scan the headings of each section and get a general understanding of the text. Sum up the main idea of each section Section I (para.1)

Section II (para. 2)

Section III (para. 3-7)

Section IV (para. 8-9)

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。。通过回答主旨问题，学生对文章的内容、结构和作者的写作意图有了一个整体印象。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

III. Detail reading 一、Listen to part 1 and answer questions. Task 1 Answer the question.

Where do they advertise? Task 2 Translate the sentence Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. 二、Read part 2 and answer questions. Task1 Listen to this par.2 1.What is an ad? 2. Who advertises? 3. Why do they advertise? Task2 Enjoy some ads and make a guess. 三、Read part 3 and answer questions.

How do they decide where to advertise? Task1 Introduction. ★Identify your target

likes/dislikes

★Appeal to the target In order to persuade

people to do something, advertisements often appeal to our hopes and dreams or our emotions.

★Use a suitable medium

The right audience \The right technique\The right medium

——

Cost will play a big part in this decision. (TV;magazines;newspapers) Task2 A competition:

choose a number and do some exercises.

1. What do both ads want people to do? Who are their target? Two pictures. 2.

★

Which group does making computer game ads appeal to according to the text on page 42? A．Adults.

B．Adolescent boys . C．Young women.

D．All the above. ★

Which kind of adverts can give you more detail? Choose. ★The advertisement on the right probably appeals to people’s _____ .

3. Some ads appeal to our_________ or our _____to be ___________. What does this ad encourage you to think?

What do you think causes air pollution? 4. The ad in Picture1, 1. ____ advertises sports shoes. The colors and the flames also suggest 2._______ (excite).The message is: “Buy our shoes, and you’ll live an exciting life in the‘fast lane’.”

The ad in Picture2, 3. ____the star in it, is for

a new4. _________. It appeals to people’s desire to “fit in”

and be part of the group. 四、Read part 4 and answer questions. Task1 Conclusion 1）When there is a need for the product. 2) If the target audience is exposed to ads constantly. Task2 choice

Governments all over the world spend a large sum of money on such ads as road safety. The governments want to make use of advertisements’ function of _____.

A. informing B. educating

C. Entertaining

D. persuading．

设计意图：

由于课文长，信息量大，要求学生分部分默读课文，对课文进行深入细致的理解。由于理解课文的需要，由浅入深地设计了单选、问答、听力、翻译等灵活多样的练习，学生通过这些问题，对课文有了更进一步的认识。同时对重要短语和语法点进行设空，引起学生充分注意。复述是很好的考查学生对知识的理解和消化的方式，这一环节对学生的要求较高，要求其在理解课文的基础上进行语言输出，为降低难度，提供了一些关键词供学生参考。

IV. Summary We can meet many advertisements in our daily life .An advertisement is a message or an announcement that 1._______ (inform) or influences people. Advertisers must pay for their ads，so the message must reach 2.____target audience，or their money would be wasted. So they must do some research to make the product fit3._____the

audience’s lives .Identifying their target4.____(be) not enough, they should try their best to appeal to their target .Advertisers must also place their ads in the right medium，such as

TV, newspapers，magazines. To do this，they also need to spend money. They have to be a big 5._________ (corporate) with a big budget 6.______(afford) the ads .In addition to worrying about the expense，advertisers must consider 7.____ media are most appreciate. For example，if the ad relies on

effects ,it is no use 8.__________ (advertise) products on radio. However，people don’t buy the products they are not 9._______(interest) in or have 10.____ use for.

V. Show time We have learnt how advertising works, and can you design an ad 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）

Tips for you: 1.

Our

target people are ……? 2.

We want to put it on TV (or radio, internet, newspaper, magazine )……

3.

We will appeal to our target by……4.

……

设计意图：在这一步中给学生提供一个讨论情景，提高了学生的兴趣和表现欲，使其在既愉快又紧张的气氛中，体验运用知识的乐趣。这一环节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，让他们将课本知识学以致用，进而提高他们综合运用英语的能力。

VI. Homework 假设你是一位刚刚大学毕业的广告专业的求职学生，正接受面试,考官要你口头描述广告的定义以及如何制作有效广告。现在请你按照上面提示为他写一则约120-150字的短文。

教学反思

在本节课设计中，导入环节的设计激发了学生的学习兴趣及对课文内容的好奇，从而做好了学习课文的准备。略读和详读环节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。根据教学目标结合学习内容，设计了贴近学生实际的交际任务，学生在角色扮演过程中，提高了口头表达能力，发展了语言技能，充分体现了语言的交流工具作用。

由于多媒体集图画、图像、文字、动画、视频于一体，利用多媒体辅助教学使抽象内容具体化，形象化，使课本枯燥无味的知识变为立体的动画，有利于提高学生学习兴趣，同时还加大了课堂知识容量，提高了课堂效率。本节课符合学生的认知过程，多媒体与传统教学有机结合，解决了常规教学手段不易达到的效果，使学生的认知、感受、体验都得到了满足。

学生不仅能高效的获取知识，还可充分感受到成功的乐趣。