Warming up、Pre-reading、Reading、Comprehending教学设计

人教版英语选修九

Unit 5 Inside Advertising教案

I 单元教学目标

Skill goals技能目标



Discuss advertising and advertisements.



Talk about how advertisement works. 

Talk about the truth and ethnic of the advertisement. 

Learn the object complement. 

Write an advertisement for a certain target. II 目标语言

1. 四会词汇

billboard, casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, refresh, partly, murder, suitcase, sheet, actress, typist, spokesman, fluent, hostess, invitation, 词汇chairman, dial, operator, liter, mature, fashion, misleading, ethical, dishonest, alcoholic, tobacco, ban, promote, immoral, decent, ethics, offending, beware, consumer, trustworthy 2. 词组

turn…into, fit in (to), rely on, have no use for

3．重点词汇

advertiser, inform, worthy, rely, appoint, raise, conscience

1

1.

Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements.

P42 2.

As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear.

P 43 3.

However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them.

P43 重点句子4.

They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.

P43 5.

This is why many countries have a government organization which examines complaints about ads.

P49 6.

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.

P49 7.

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.

P49

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Ⅲ. 教材分析与教材重组

1. 教材分析

本单元以Inside advertising（揭密广告）为话题，旨在通过单元教学，使学生了解广告的制作，如何影响到消费群体，正确认识广告并识别和阻止虚假广告；能灵活运用基础句型描述不同广告的目的意图、表现手段和特色以及不同的创意和表达效果；能根据一些建议和要求，针对不同的目标群体，设计并展示自己的

广告。

The Third Period

Intensive reading Teaching goals 教学目标

1. Target language 目标语言

a. 重点词汇和短语

casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, refresh, partly, turn ... into, fit in (to), rely on, have no use for b. 重点句子

Even some of the casual garments we wear ...attached to them which ... Adverts are not only ..., but also by... That wishes to .... As well as worrying about ..., advertisers must also consider which media ... and which their target audience is ... However good an advertisement ..., people are unlikely to ... if the product ... They believe ... the way people think about ...and will subsequently reduce ... Some adverts, like the ..., appeal to ... or our desire to ... 2. Ability goals 能力目标

Enable the students to talk about how advertising works. 3. Learning ability goals 学能目标

Teach the students learn how to talk about how advertising works.

Teaching important && difficult

points 教学重难点

Talk about how advertising works. Teaching methods 教学方法

Skimming, task-based method, role-play method. Teaching aids 教具准备

A recorder, a projector and some slides. Teaching procedures 教学过程

Step Ⅰ

Lead-in As soon as coming into the classroom, the teacher can recite some message (广告词) 3

that is well-known to the students to arouse the interest and get to know what the topic is today. T: Hello! Everybody! Yesterday, when I was watching TV, an advertisement really moved me. Next, I’d like to describe it to you: A woman, exhausted from a whole day work, helps her mother wash the fect all of which are seen by her little son, who then, brings her a basin of water for washing. Have you ever saw that advert? What does it mainly talk about? Ss: It aims at educating people that everything you do will directly effect people around you, especially the little children. T: Yes, that’s it! A good advert can impress people deeply. But do you know how an effective advert work?

Ss: Yes! / No! T: Today, we’ll learn more about that.

Step Ⅱ

Pre-reading Get the students to talk about questions in this part. T: Now, Look at the title of the reading passage. What can you guess about the content of the passage from the title? I’d like you to discuss this question with your partner. Then I’ll ask some students to report your work. Are you clear? Ss: Yes, sir / madam. After a few minutes. T: Who’d like to answer the question? Volunteer?

S1: Let me try. As a TV fan, I got excited at the first sight of the title. Every day I watch a great deal of ads, which change my way of consuming, and I wonder how them greatly influence us. I guess the passage will tell us how to make advers. S2: Judging from the title, I think the passage is mainly about how the advertisers work in order to succeed in their career. S3: It tells us that the text is about the advertising and explains the advantage and difficulty for the advertisers to achieve their goal in modern times. T: Very good! Now, let’s go on with Ex. 1 in Pre-reading. Please look at the 4

advertisements in the text and talk with your partner about each of them. Then I’d like some of you to give your opinions. Five minutes later. S1: The first advertisement wants us to save water. It is tap, used in our daily life, with running water, essential to us all, that makes up more than half of the poster, which aims at drawing people’s attention to cherish water. Meanwhile, a website is offered for further details. S2: The second advertisement wants us to listen to a certain kind of radio station. Words dictating the FM broadcast band shown by white color are very impressive with the background made up by singing orioles, famous for their beautiful sounds, and shinning star with bright color. All these make it easy for people to remember and eager to join them. S3: The third advertisement wants us to buy the kind of shoes. Bright red and calm blue pose a striking contrast which makes the shoes adverted more attractive. With the flames and colors, it shows us young people having exciting sports. I think it’s the most effective because it properly appeals to its target and many young people will fix their attention on it at the sight of the picture. S4: The fourth advertisement wants us to buy a certain kind of drinks. With the “Buy one get one free” message, I think it will be the most effective for sure because many customers will get excited when seeing the word “free”.

S5: The fifth advertisement wants us to protect the environment and do something to stop pollution. It shows us the ideal beautiful clear sky and some pictures of the earth being polluted today. I think it’s the most effective one because it makes the comparison between the idea and reality and people will certainly be deeply impressed by it. S6: The last two advertisements want us to drive carefully at a suitable speed so as to be responsible for ourselves and others. Both of them show the pictures of different traffic conditions for example, highways and expressways. I think the last one is more effective because it sends more messages to drivers, especially the red “stop” with a 5

question mark in the middle.

T: Well done! Next, let’s learn how advertising works. .

Step Ⅲ

While-reading Get the students to talk about how advertising works. T: We have talked so much about advertisements. Next, let’s see how advertising works. Before you read, glance at Ex. 1 in Comprehending. Give students enough time to do this. T: Have you finished? Ss: Yes! T: Well, next read the text and answer the questions. After the students finish this, check the answers. Suggested answers: Who advertises? Why do Advertisers e.g. Individuals, organizations and associations they To persuade people to behave in certain ways, to inform or educate the public

do they On buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards, in magazines , newspapers and TV programs, on the radio and on the Internet How do they decide After considering which media are most appropriate for their where to advertise? Does work? product and which their target audience is most likely to see or hear. advertise? Where advertise? advertising Advertisements can be effective if they suit the interests or lifestyle of their target audience or if they are constantly used over time. T: Well done! Now you have got a basic idea of this text. Now read it again and talk about how many parts it can be divided into. After a while. T: Are you ready? Ss: Yes! 6

T: Well, who’d like to have a try?

Ss: It can be divided into the following four parts: Para. 1

Where ads can be found. Para. 2

What an ad is. Para. 3-7

How successful ads are made. Para. 8-9

What effective ads are. T: Great! Next, please go through the whole text again and I’d like you to analyze the text in details. Show students the following questions: 1. What are the writing techniques of this text? 2. What’s the main idea of the text?

Suggested answers: 1. In this text the writer illustrates how adverts work giving different examples,

definition of adverts, listing the steps of making ads, and finally makes the conclusion of what ads are effective to the targets.

2. The text tell us how adverts work, and how hard a work it is for advertisers, also help us avoid being controlled by the adverts that fill our daily lives. After that help the students to deal with the difficult language points in the text.

Step Ⅳ

Comprehending

Get students to talk about and role-play adverts according to what they have learned. T: Now, please look at Ex. 2 on page 44. Read the passage again and discuss Ex. 2 in group of four. Suggested Answers: 1. A. The common name for H2O is water. They call it H2O because it rhymes with the words “go and low”, or “have to (two) no.”

B. The purpose of this advertisement is to educate people to save water and protect the limited natural resource in the earth. 2. A. The advertisement is made for young people. B. The message it gives is that you will live an exciting life in the fast lane if you buy the shoes. 7

C. Affirmative: The shoes are specially designed for sports, which can help people keep fit and enjoy their life. In that way people will be full of passion and hope for the coming future. Negative: I think it is not true because people can’t do all the exciting things shown in the picture such as surfing, skiing, skating, etc. just by wearing the shoes advertised. That’s just a kind of overstating about the function of their shoes.

3. A. Because the advertiser wants to emphasize the words which carry the key massage so as to win the attention of the target audience to know more about the free drink. B. I think the advertiser will not lose money by giving two more at no extra cost because it’s simply another way of advertising, by means of which they can increase their product sales and make more money. C. The advertiser make use of the consumers psychology-save money and get more-to promote their products sales and gain more profit. 4. A. This advertisement encourages us to think over the pollution on the earth and try to take measures to protect the environment. B. With the development of modern agriculture and industry, people neglect protecting environment, instead they overdo in fulfilling their individual desire. More and more waste is produced, much of which goes into the air and causes the air pollution as a result. C. Set a date for publicizing the importance of environmental protection to our human beings. Or establish rules and take measures to punish to restrain environmental damage.

5. A. Both ads want people to pay more attention to the speed limit while driving in different places and at different period of time in order to ensure safety. B. Both ads target at people who have cars, especially those who are fond of speed driving. C. If I were a driver, I would pay more attention to the second advertisement. It uses two questions which provoke people to think about their driving speed, and the 8

possible consequences. The wording is concise, but thought-provoking.

T: Well, from all these above, you have got a further understanding of how adverts work. Next let’s do the role-play on Page 45 in pairs , using what you have learnt above.

Ten minutes later. S1: Age is not a barrier for people to choose jeans. We can enlarge the buyer groups by taking age group as the breakthrough(切入点). We can make a series of adverts which take the memory of a successful man as the clue. In his memory, jeans of this brand have accompanied him through all his time, no matter hard or sweet. Because of trust, he succeeds; because of trust, he chooses the jeans. By this we can pass our idea to the audience: our jeans are suitable to different age groups. (Or we can change age group to different occasions: at work, in public, at leisure time, at party, etc.) S2: We think young couples or young lovers might also buy them. We will invite some beautiful young ladies and handsome guys who will act as couples or lovers to have a fashion show in the city center. We will invite a fashion designer of our company to instruct every two couples or lovers to wear fashionable jeans of different styles and colors for different scenes for example at home, in the streets or at work. A broadcaster will be invited to be present at the show, who will explain the good quality of the jeans as well as describing the satisfaction of the performers with our product. At last we will interview some audience and ask questions about our product and finally offer some free suits of jeans to those winners as

prize. What a great scene! T: Wonderful, I’m sure your jeans will sell well and you will make a large sum of money owing to your successful advertisements. OK. So far you have learnt a lot about advertising and you know it’s not easy to be successful in this field. I hope you will work hard and get well prepared for your large business deal in the future.

Step Ⅴ

Homework

Recite the key sentences in the text. 9