Warming up、Pre-reading、Reading、Comprehending教案设计（一等奖）

Unit5

Inside

Advertising

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）

Warming

up

Please

enjoy

a

video

and

some

pictures

and

answer

some

questions.

1.

Can

you

remember

the

names

of

any

products

that

were

being

advertised?

If

so,

why

does

this

ad

appeal

to

you

more?

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视频和图片，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。

Fast

reading

1.

The

purpose

of

the

passage

is

to

__________.

A.

inform

us

of

the

fact

that

there

are

many

advertisements

in

or

daily

life.

B.

help

us

understand

how

ads

work

and

avoid

being

controlled

by

them.

C.

tell

us

how

effective

ads

are

D.

show

us

how

effective

ads

can

be

made

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

Detail

reading

Read

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. Read

part

2

and

answer

questions.

Task1

1.

All

of

the

following

facts

about

an

ad

in

Paragraph

2

are

mentioned

except

its

______.

A.

definition

B.

means

C.

advertisers

D.

target

audience

2.

Who

advertises?

3.

Why

do

they

advertise?

Task2

Fill

in

the

table.

What

is

an

advertisement?

An

advertisement

is

a

1.

______________________

that

informs

or

influences

people.

Read

part

3

and

answer

questions.

Task1

Answer

the

question.

1.

The

example

of

the

adolescent

boys

in

the

third

paragraph

shows

us

________.

A.

which

group

is

the

target

of

the

computer

games

B.

it

is

important

for

the

advertisers

to

identify

the

target

audience

C.

that

young

people

are

more

likely

to

buy

computer

games

D.

it

makes

sense

to

make

computer

games

ad

that

appeal

to

adolescent

boys

2.

How

do

they

decide

where

to

advertise?

Task2

Fill

in

the

table.

How

do

advertisers

make

effective

advertisements?

Identify

your

target

Advertisers

2

_______________________

and

find

out

as

much

as

possible

about

them,

which

3

___________

for

decisions

about

what

type

of

advertising

techniques

to

use

with

this

group.

Appeal

to

your

target

In

order

to

4

________

people

to

do

something,

advertisements

often

appeal

to

our

hopes

and

dreams

or

our

emotions.

Use

a

suitable

medium

As

well

as

reaching

the

right

audience

with

the

right

technique,

advertisers

must

also

5____________.

Obviously,

cost

will

play

a

big

part

in

this

decision.

Task3

Translate

the

sentences

1.

Some

advertisements

appeal

to

people’s

desire

to

save

money．Others

are

more

likely

to

be

noticed

if

they

are

funny.

2.

As

well

as

reaching

the

right

audience

with

the

right

technique，advertisers

must

also

place

their

ads

in

the

right

medium.

Task4

Retell

this

part

by

using

the

information

given. How

do

advertisers

make

effective

ads?

1)

Identify

the

target

(pay…for…,

be

wasted,

reach,

in

other

words,

having

identified,

as

much

as

possible,

fit

into,

form

the

basis

for)

2)

Appeal

to

the

target

(in

order

to,

appeal

to,

some,

desire,

others,

are

more

likely

to,

conscience,

worthy

citizen.)

3)

Use

a

suitable

medium

(as

well

as,

audience,

technique,

medium,

play

a

big

part

in,

television

ads,

a

big

corporation,

afford,

on

the

other

hand…)

Read

part

4

and

answer

questions.

Task1

Answer

the

question.

1.

Does

advertising

work?

Task2

Fill

in

the

table.

How

effective

are

advertisements

However

good

an

advertisement

is,

people

6

______________

be

persuaded

if

the

product

is

unsuitable

for

them.

On

the

other

hand,

7______________________

to

advertisements

can

help

to

change

our

opinions

over

time.

Task3

Translate

the

following

sentences.

On

the

other

hand，being

constantly

exposed

to

advertisements

call

help

to

change

our

opinions

over

time．

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、填表、翻译、复述等灵活多样的练习，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。

Role

Play

Suppose

you

are

having

an

interview

to

apply

for

a

job

concerning

advertising.

Make

a

dialogue

please.

One

student

plays

as

a

boss,

preparing

questions;

the

other

one

plays

as

an

interviewee,

preparing

answers.

设计意图：在这一步中给学生提供一个讨论和竞赛情景，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。

V.

Quiz

1.

猜测单词含义，进行连线。

corporation

the

money

available

that

will

be

spent

over

a

period

of

time

target

company

budget

aim

appeal

to

as

time

passes

over

time

to

be

suitable

for

fit

into

to

attract/

interest

2.

选择短语并用适当形式填空。

come

across

\

appeal

to

\over

time

\

fit

into

1)

The

pain

of

this

failure

will

disappear

______.

2)

I

_____________

one

of

my

old

classmates

in

the

street

the

other

day.

3)

The

advertisement

design

has

to

_________

all

ages

and

social

groups.

4)

How

do

you

_________

in

the

new

company?

3.

语篇填空

Advertisements

have

become

part

of

our

everyday

life

and

so

it

is

important

that

we

_________

ourselves

about

them

to

avoid

being

fooled

by

them.

The

advertisers

often

spend

a

lot

of

time

deciding

what

kind

of

things

will

______

to

their

target

group.

The

kind

of

advertisement

depends

partly

on

_______

because

it

cost

a

lot

more

money

for

ads

in

_______.

Are

they

really

worth

all

that

__________?

The

advertisers

think

so

or

they

would

not

waste

their

money.

设计意图：本环节包括单词、短语、和语篇三部分，由易到难。前两部分让学生再次回顾本课重点单词并用刚刚学的词组填空，加深了他们对词组的记忆，同时还学会了如何运用，

这使他们对基础知识的掌握更扎实。第三部分通过设计高考题型，提高学生分析句子结构、夯实基础、适应高考题型的能力。

Summary

1.表扬优秀小组和个人

2.对同学们提出要求和期望

Let's

make

a

little

bit

progress

every

day!

设计意图：通过表扬优秀小组和个人，激发同学们学习英语的热情，并对同学们提出更高的期望和要求，鼓励学生们更上一层楼！

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。

设计意图：作业的设计真实有趣，充分练习了课堂上学过的知识还锻炼了学生的写作能力。

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。览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。