Warming up、Pre-reading、Reading、Comprehending优质课教案

选修9 Unit5 Inside Advertising Reading: How Advertising Works? 教学设计

福建省云霄第一中学

陈艳

设计主题：人教版高中选修9 Unit5 Reading: How Advertising Works? （一）整体设计思路、指导依据说明

本课取材于人教版高中教程选修9 Unit5 Reading: How Advertising Works? 主要目的是引导学生如何通过教材进行高考题型的训练并且通过对本课的阅读了解广告是如何运作的以及学会判断什么是有效广告。

（二）教学背景和学生学情分析

现阶段的学生学英语的特点就是流于单词的识记和一些句型的背诵，平时也不爱读课文，以至于课文里很多有用的细节性的东西往往都被忽略了，因此教师希望通过本节课的授课能让学生充分明白教材的实用性和重要性，平时多多通读教材，做到物尽其用。

（三）教学目标分析

1. 语言技能目标

Get students to know some knowledge about the advertisement, such as its definition and how it works and so on. 2. 学能目标

The teacher divides the whole passage into several parts and each part is used to train one special skill for the College Entrance Examination for the students. 3. 情感态度和价值观

Get students to know how advertising works and how to judge what is an effective advertisement.

（四）教学重点、难点分析

Get students to learn to use the context of a passage for skill training and find the related information for reading comprehension as quickly and effectively as possible. （五）教学过程设计

Step 1. Lead-in

Get students to enjoy a video about an advertisement and introduce the topic of the passage—advertising. 【设计说明】这一步骤主要是通过一个很特别的航空公司的广告让学生了解一下一些广告的独特之处，并且进入本课主题—广告。

Step 2 七选五

The teacher hides five sentences in the first three paragraphs and get students to choose five correct sentences from seven choices. They should also try to get the main idea of each part according to the content, the title and the subtitle.

Part1: 七选五

(1)1. __________. Every day, we pass by advertisements on buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favorite television programs. 2. __________. Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. 3. ___________.

4. __________. (2)An advertisement is a message or announcement that informs or influences people. It can use words, pictures, music or film to communicate its message. Adverts are not only made and paid for by business, but also by individuals, organizations and associations that wish to inform or educate the public. How do advertisers make effective advertisements? Identify your target

(3)Advertisers must pay the media for displaying their ads. 5. __________, in other words the people the advertisement intends to persuade. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group, such as their likes and dislikes, and how the product would fit into their lives. This information then forms the basis for decisions about what type of advertising techniques to use with this group. A. What is an advertisement? B. How effective are advertisements?

C. Advertisements are important in our daily life.

D. Then we can avoid being controlled by them.

E. Their money would be wasted if the message didn’t reach its target audience

F. We hear advertisements on the radio and come across them on the Internet.

G. Do you know how many advertisements you are exposed to in your daily life? 【设计说明】这一步骤主要是让学生通过挖空七选五的设计来充分利用上下文来了解句子与句子之间的衔接关系，从而把段落的上下文理顺并理解段落大意。

Step 3 语法填空（Rational Cloze）

The teacher hides 10 words from Para4, Para5 and Para6 and get students to fill in the blanks while reading. They should also try to get the main idea of each part according to the subtitles.

Part2: 语法填空

Appeal to your target (4)In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. For example, the one in Picture1, 1. _______ advertises sports shoes, shows young people doing exciting things. The colors and the flames also suggest excitement. The message it is sending is: “Buy our shoes, and you’ll live an exciting life in the ‘fast lane’.” The ad in

Picture2, 2. __________the star in it, is for a new radio station. It appeals to people’s desire to “fit in” and be part of the group. The message is: “Everyone else is listening and if you want to be part of the group, you’d better listen too.”

Picture1

Picture2

Picture3 (5)Some advertisements appeal to people’s desire to save money. 3. __________are more likely 4. __________(notice) if they are funny. Ads that feature rich and famous people will grab the attention of those 5. __________admire people like that. Some adverts, like the 6. __________(environment) protection advertisement in Picture3, appeal to our conscience or our wish to be worthy 7. __________(citizen). Use a suitable medium (6)As well as reaching the right audience with the right technique, advertisers must also place their ads in the right medium. 8. __________(obvious), cost will play 9. __________ big part in this decision. Television adverts are expensive to make and to show. You have to be a big corporation with a big budget to afford television ads. Advertisements in newspapers, on the other hand, are much 10. __________(cheap).

【设计说明】这一步骤主要是通过课文挖空设计语法填空，让学生学会根据语法、句法以及上下文的联系来了解句子间的衔接关系，选出合乎句意的单词来使段落的意思完整。

Step 4 完形填空（Cloze）

The teacher hides 6 words from Para7, Para8 and Para9 and get students to choose the correct

answers from four choices. Students are required to choose the correct answers according to the context of the paragraphs.

Part3: 完形填空

(7)As well as worrying about the expense, advertisers must also consider which media are the most appropriate for their product and which their target audience is most likely to see or hear. Because most cars have radios, ads broadcast via radio can reach a lot of drivers very easily. For this reason, it would be appropriate to use radio to advertise goods and services relating to cars. 1. _________, it would be no use advertising products on radio if the ad relies on visual effects. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can give more detail. (

) 1. A. Therefore

B. Instead

C. Besides

D. However How effective are advertisements? (8)However good an advertisement is, people are unlikely to be persuaded 2. __________the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who don’t own cars are unlikely to run out and buy 3. ________. Look at the advertisements in this unit. How many of the goods or services suit your interests or lifestyle? Would really good advertising persuade you to buy products and services you are not 4. ___________ in or have no use for? (

) 2. A. if

B. unless

C. while

D. since (

) 3. A. it

B. that

C. this

D. one (

) 4. A. fond

B. interesting

C. interested D. pleased

(9)On the other hand, being constantly exposed to advertisements can help to 5. __________ our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road 6. __________. They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents. (

) 5. A. change

B. develop

C. form

D. have (

) 6. A. accidents

B. traffic

C. safety

D. facility 【设计说明】这一步骤主要是通过对文章几个单词的挖空，让学生根据上下文和句与句之间的关系选出合乎上下文和句意的选项。让语句通顺，段落前后呼应。

Step 5 阅读理解（Reading comprehension）

Get students to fill in the mindmap about the structure of the whole passage and then choose the correct answers to two questions about reading comprehension.

Part4: 阅读理解

1. The structure of the whole passage

(

) 1. What is the best title of the passage?

A. The importance of advertisements B. The definition(定义) of advertisements C. How advertising works D. The influence of advertisements (

) 2. Which of the following is true?

A. We are exposed to ads only in the public places.

B. Advertisers include business, individuals, organizations and associations.

C. Using suitable media is not necessary in ads.

D. An effective advertisement is likely to make people buy the products that they have no use for.

【设计说明】这一步骤主要通过让学生总结归纳文章的结构，让学生了解文章的整体框架，并利用这个框架结构快速定位阅读理解的信息点，然后根据信息点的内容进行阅读理解，选出文章的最佳标题和四个细节选项。

Step6 Show time Get students to make advertisements for their favorite things that they want to share with others. 【设计说明】这一步骤主要让学生在学习之余放松一下，并学会用不同的技巧推销他们愿意与其他同学分享的东西。

Step 7 Homework Get students to read the text in detail and find useful sentences worth reciting.

【设计说明】学以致用，让学生通过多读课本来掌握更多有用的知识并准确地加以使用。

选修9 Unit5 How Advertising Works Reading教学反思

1. 成功之举：

1）围绕教材中的阅读材料展开，但是能围绕高考题型将材料的各部分内容都合理的利用起来，做到物尽其用。

2）教师与学生之间的配合很好，学生能按照指令完成各部分的任务。

3）通过该课能让学生体会到阅读课文的重要性，并在阅读的过程中关注材料中的一些细节性的东西。

2. 不足之处：

1）时间安排有部分不合理，导致后面时间较赶。

2）因为时间不够而导致紧张，因此有部分解题指导没有及时讲解，到后面才补充。

3）部分设题不严谨，有漏洞存在。

4）因为是第一次借班上课，因此任课教师和学生在课堂用语的理解的方面有时候不协调，得借助中文让学生熟悉。

3. 教学机智：

1）能针对学生上课时对题目的不同反应做出相对应的解答。

2）能引导学生比较正确选项及错误选项，并通过他们自己的理解最终确定正确选项。

4. 学生创新见解：

学生能利用已学的知识应用到要介绍的产品的推介当中，让自己要推销的产品更立体，更丰富。

5. 同伴互助情况：

在个别学生回答错误的情况下，其他同学能及时加以提醒引导其找出正确答案。

6. 再教设计：

1）适当减少第二部分语法填空的时间，增加后面阅读理解的时间。

2）对部分设题不严密的题目重新设题。