Reading(1)：Advertisements教案3

学英语报社http://www.e-l-e.net.cn

金色教案

全新课标理念，优质课程资源

Reading

Advertisements Step1: Lead—in Enjoy a very interesting video, please. Does it have an interesting impression on you, boys and girls? After learning “Welcome to the unit”, we know ads are a kind of poster that makes us want to buy a product or a service. When you see a clever advertisement in a newspaper, do you say to yourself, "Ah, that's good. I'd like to have one of those?" Or do you say, "What lies are they telling this time? Advertisements can be extremely useful and persuasive if they are honest; if you have broken your pen and you want to buy another, you may want to look at as many advertisements for pens as you can find. That will help you to choose the model, color and price that you are satisfied with.

But do you know any basic advertising knowledge? There are two basic types of advertisements. What are they? (commercial advertisements and public service advertisements-PSAs ) Today, we’ll learn something about advertisements. Please answer the following questions. 1.

Where can you find the advertisements? 2.

Do you like advertisements in the media? 3.

Do you think ads play an important part in our lives? Why or why not?

4.

Do you think there are too many of them and that they are everywhere? 5.

What kind of things can be advertised?

6.

Why do companies and organizations advertise? What kind of things can be advertised? (Some advertisements are meant to sell products or services, and some to make people think about problems in society or about people who need help.) Step2: Fast Reading for general ideas 1.

Skim and scan the text to answer the questions on page2. Answers: 1. To buy a product or service or believe in an idea. 2.

Public service advertisements. 3.

To educate people about health, safety or any other issue which affects public welfare. 2.

Listen to the tape about the text and finish Part C1 on page 4.

Answers

C1 1. They are most commonly found in newspapers and magazines, on billboards, the Internet, radio

and television.

2. A commercial advertisement is one which someone has paid for to promote a product or service,

while a public service advertisement is often placed for free, and is intended to educate people

about issues which affect public welfare.

3. Because although the advertisements do not lie, they do not tell you the complete truth.

4. In 1996.

5. Because PSAs are meant to be helpful, and following the advice in PSAs, we can often learn a lot.

Step 3: Detailed reading for important information 1.

Read the following sentences and decide whether they are true (T) or false (F) according to the article. ①

Advertisements are found in many places. ②

PSAs are only found in newspapers.

第

1 页

共

4页

学英语报社http://www.e-l-e.net.cn

金色教案

全新课标理念，优质课程资源

③

All advertisements tell the complete truth. ④

PSAs and commercials ads use some of the same methods. ⑤

Commercial ads can often give us valuable information about how to live our lives. ⑥

An ad warning people against smoking is an example of a PSA.

Answers:

C2

1 T

2 F

3 F

4 T

5 F

6 T 2. Please self-evaluate how well you understand and comprehend the article with the following exercise. (This step is optional and flexible.)You should try to summarize the differences and similarities between the two types of advertisements and fill in the following chart. Types of ads Similarities Places found Commercial ads

Billboards, newspapers, magazines, the Internet, radio, television Methods used

Persuasive language, exciting images Differences Purposes To promote a product or service Validity They do not tell you the complete truth. ‘Bright-teeth fights bad breath!’

‘You are proud of your cooking, so shouldn’t you buy the very freshest food?’

‘Yes to life, no to drugs’

‘Knowledge changes life’

‘Project Hope-schooling every child’

‘Smoking is committing suicide slowly’

Examples PSAs To educate people about health, safety or any other issue which affects public welfare They are helpful and we can learn a lot by following the advice they give. 3. Complete Part D (Refer to the text while complete Part D)

Answers D

1 b

2 e

3 c

4 f

5 g

6 h

7 a

8 d 4. Now let’s come to part E. It’s an e-mail that the author of the article writes to thank a professor who helped her with her research. The e-mail serves as a summary of the article. Try to finish the e-mail individually which will help you to strengthen what you’ve learnt in the article. We’ll check the answer later together. Answers (1) advice

(2) advertisements

(3) intended

(4) public welfare

(5) promote

(6) customers

(7) persuasive

(8) nationwide

(9) campaigns

(10) encourage 5.Pair work According to the dialogue on page 5, work in pairs and discuss the three questions together. a.

What are the differences between commercial ads and public service ads. b.

Do you think young people are easily persuaded into buying new products? Why or why not? c.

What’s the most impressive PSA you have ever seen? Why do you think it is impressive?

第

2 页

共

4页

学英语报社http://www.e-l-e.net.cn

金色教案

全新课标理念，优质课程资源

b. Yes, I think so. In my point of view, young people are easily persuaded into buying new

products, because young people like to try new things and to look cool and smart. They like to

follow the latest fashion. In addition, they are likely to be influenced by persuasive language and

vivid images. For instance, if their favorite stars or idols advertise a product, young people will

usually buy the product.

c. So far, I have seen so many PSAs on TV or the Internet. However, none of them struck me but

the ad for Project Hope. In the ad, a little girl with her eyes open wide shows us how eager she is

to go to school. This ad also reminds me of the fact that there are still a lot of children dropping out

of school for economic reasons. From the ad, I come to realize how lucky I am to have the chance

to study at school. I would like to devote myself to helping them return to school.

Step 4: Post-reading activities

Now I’d like to divide you into two groups and have a debate on whether advertising plays a positive or negative role in our daily lives. (Advertising is an integral part of modern life. Do you think the positive effects outweigh the negative?)

For reference: We have to admit, advertising plays an important role in our daily lives. Although there are disadvantages and maybe even some bad influences, in the end it is up to us to choose if we want to buy into any of the advertisements.

Needless to say, some advertising that targets at public good bring an enormously positive impact on the society.

I agree that advertising can play a positive role in helping to promote better health. Indeed, Hastings also says that advertising ‘could just as easily be positive as negative’. He also found that advertising plays only a minor role on food choice.

Advertising plays a critical role on promote the products. Advertising plays a role in the promotion of the voluntary initiatives of other.

In these ways, advertising plays a key role in the transition to a new image culture, and thus in the transition from a discursive book/print culture to a figurative media culture.

第

3 页

共

4页

学英语报社http://www.e-l-e.net.cn

金色教案

全新课标理念，优质课程资源

Advertising plays a major role in today's society and causes one to think of the effects it plays on our minds. From shoes, to alcohol to underwear, advertisement has invaded our subways, highways, schools and world.

The main objective of publicity and advertisement is to sell goods and services. It is meant to inform and influence the consumer into buying the good or service. Often the product in the advertisement is compared to another, according to them, worse product. Consumers’ attention must be grasped in order to make them think of buying the product. Advertisement, made by companies, is meant for consumers, who, in turn, buy the product, therefore completing the circle.

"Advertisement at its best is making people feel that without the product, you're a loser. " explained Nancy Shalek, president of the Shalek Agency. "Kids are very sensitive to that. If you tell them to buy something, they are resistant. But if you tell them they'll be a dork([俚] 笨伯，呆子) if they don't, you've got their attention. You open up emotional vulnerabilities, and it's very easy to do with kids because they're the most emotionally vulnerable. Of course there are negative things and aspects of advertisement. Sometimes advertisement encourages people to buy a lot of products that in reality, they can't afford, plunging them into enormous debts. Ads manipulate(操纵) people into believing that every product is important to have in one's life and to strife(斗争,竞争) for the look of the beautiful model, and not to be content with the person that you are.

Step 5: Homework Let’s do Part A1 and A2 on page 90 in Workbook, so we will be more familiar with the usage of some words in it.

第

4 页

共

4页