Using LanguageⅡppt配用优秀教学设计

Unit 5 Inside advertising Part One: Teaching Design Period 3: A sample lesson plan for Using Language (KEPPING ADVERTISERS HONEST) Aims To help students read the passage

KEPPING ADVERTISERS HONEST To help students to use the language by reading, listening, speaking and writing Procedures I. Warming up by seeing looking at a photo of radio advertisement

Hello, class. Look at this photo. It is one of the Coca Cola Radio Advertisement Tapes. This one is entitled Coke is It! These Coca Cola Advertising Tapes, Radio Ads are from 1980's. They are Prepared by McCabb-Erickson as part of the Coke is it! advertising campaign.

You see radio advertising has a long history in the West. II. Listening

Go to page 47. You are to listen and tick and listen and write. ●

Pre-Listening Exercises

What service businesses often advertise over the radio? What points are important to consider when making a radio commercial? ●

While -Listening Exercises

Listen to the radio commercial by pressing the "Play Audio" button of the audio type you want to hear, and answer the questions. Press the "Final Score" button to check your quiz. ●Post-Listening Exercises

What are your opinions about these questions? ○What elements make a radio commercial really great?

○How would you rank this radio commercial on a scale from 1 - 10 based on the points in the first question?

○How does radio advertising differ from other forms of media including television, newspapers, billboards, and magazines? III. Write an Advertisement Go to page 48. You are starting a new business, such as lawn-mowing, pet-walking, or baby-sitting. How are you

going to get clients? By advertising! Write an advertisement that will make people want to use your service. Try to use words from your spelling lesson in your advertisement. Tips for Writing an Advertisement Before you write, think about the reasons that people should use your business. Do you charge less than your competition? Do you have experience? Are you more reliable than others in the same business? Decide what makes your business the best and focus on those points in your ad.

Be honest. Customers will use your business again if they can trust you, so don't promise to do something you can't do. You should also list a price (or price range) so your customers will know what to expect before you begin the job.

Be friendly, persuasive, and specific. Instead of writing "I have experience baby-sitting children of different ages," write "I have been baby-sitting children from the ages of 1-8 for the last two years."

Tell potential clients why you are qualified for the job. Did you take a baby-sitting class? If you are going to care for pet, have you volunteered at an animal shelter? Customers need to know why they should hire you.

IV. Speaking about advertisements around you Now it is time to talk! Think about the advertisements you have seen and heard in your daily life. Share with your partners your experiences with advertisements around you.

Emergency contraceptive pill advertisement, Student Union Building, VUW Girlfriend magazine billboard, Wellington Railway Station

So, it'd appear that Girlfriend magazine has an NZ edition now. 'Girl available for only $3.50.'

Sunsilk shampoo advertisement, Wellington Railway Station/VUW Pipitea. 'Your Blonde, only brighter' -- Sunsilk, VUW Pipitea

V. Reading for forms Go to page 48 and read the text KEPPING ADVERTISERS HONEST to: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions.

KEPPING ADVERTISERS HONEST Organizations/ and individuals advertise/ because they want to persuade

people to behave /in certain ways, for example/ to buy a certain brand of rice，stop speeding /or see a movie /at their cinema．Advertisers go to a lot of trouble/ and expense to make adverts/ and so /they want to make sure/ they achieve their purpose．Unfortunately，not all advertisers are good/ or honest

people．Unless we have ways/ to protect ourselves，these dishonest advertisers will tell lies /or use

methods /that may mislead

us．Fortunately，most countries

have developed

ways to control advertising /and prevent false /or unsuitable advertising．

The law One way/ to control advertising is

to make laws/ that prevent

advertisers doing the wrong thing．Many countries have

laws /that forbid

ads being shown /at inappropriate times/ or in unsuitable places．For example，an ad /that has

an adult theme/ cannot be shown

/during children's television programmes．In some countries /advertising alcoholic drinks/or tobacco is

banned altogether．There are also laws /in most places/ that prevent advertisers making false statements/ about their products/ or from promoting immoral /or harmful behavior．

Advertising organizations Most advertisers are decent /and honest, and they are as interested as everyone else /in making sure/ ads are ethical．For this reason，most advertisers /belong to advertising organizations/ that not only educate/

and support

their members，but also make

rules for everyone/ in the organization/ to follow．They are

called

a code of ethics

/and include

such rules as：Advertisements must not be untruthful /or misleading；Advertisements must not say bad things/ about other people’s products．If well-known people are

used in advertisements，they must

be

honest/ and truthful /about products/ they advertise．

Complaints organization Even though there are laws /and advertisers’ codes of conduct，some bad ads do get made．This is why /many countries have a government organization /which examines complaints about ads．A consumer

can complain

to the organization，giving reasons /for their complaint，and/ if the complaint is

correct，the organization can make

the company /stop using the offending advertisement．

The consumer You may

have

heard the saying：“Buyer Beware"．This means that/ the consumer is responsible for checking the product /before buying．When it comes to advertising，consumers need to be educated

about techniques/ used by advertisers /so /they can judge

the claims /for themselves /and not

blindly

accept

everything /that is said in advertisements．As we are flooded

with advertisements/ in our modern world，many schools believe/ it is their duty/ to educate students/ about advertising．

VI. Copying useful expressions and making sentences Expressions from: KEPPING ADVERTISERS HONEST keep advertisers honest, want to do, persuade sb. to do sth., behave in certain ways, buy a certain brand of rice，stop speeding, see a movie at one’s cinema, go to a lot of trouble, make adverts, make sure that…, achieve

one’s purpose, have ways to protect one selves，tell lies, use methods, mislead sb., develop ways to control advertising, prevent false or unsuitable advertising, make laws, prevent sb.(from)doing sth., forbid sth. being shown, at inappropriate times, in unsuitable places, have an adult theme, during children's television programmes, in some countries, advertise alcoholic drinks or tobacco, be banned,

make false statements about one’s products, promote

immoral or harmful behavior, be decent and honest,

belong to, not only…but also, make rules for sb., in the organization, a code of ethics, say bad things about other people’s products, be honest and truthful about products, get made, a government organization, examine

complaints about, complain to…，give reasons for…,

make sb/sth. stop doing, “Buyer Beware", be

responsible for, come to，need to be educated about techniques,

judge the claims for one selves, be flooded with, in our modern world，it is one’s duty to educate students about advertising