Warming up、Pre-reading、Reading、Comprehending第二课时 公开课

选修9 Unit5 Inside Advertising Reading: How Advertising Works? 高三（1）班

授课者：李方东

I. Teaching Aims Knowledge aims: Get students to know some knowledge about the advertisement, such as its definition and how it works and so on.

Ability aims: The teacher divides the whole passage into several parts and each part is used to train one special skill for the students. Emotional aims: Get students to know how advertising works and how to judge what is an effective advertisement.

II. Teaching important and difficult points：

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. III. Teaching methods: Task-based teaching methods IV. Teaching aids:

Multimedia

V. Teaching procedure: Step 1 Lead-in

Get students to enjoy a video about an advertisement and introduce the topic of the passage—advertising. Step 2 七选五（Seven selected five）

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 titles and the subtitles.

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.

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.

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.

Step6 Show Time

Get students to make advertisements for their favorite things that they want to share with others. Step7 Homework

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

选修9 Unit5 Reading Reading教学中融入高考题型的解题指导

The material below is a passage adapted from New Senior English for China Student’s Book 9 Unit 5 Reading. The teacher divides it into several parts. Each part is designed for a special skill training. 以下内容选自新课标人教版选修九Unit5 Reading，任课教师把它分成若干部分，每一个部分设计为一项高考题型特殊技能的训练。

Part1: 七选五（Seven selected five）

(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? ************************************************************************* Part2: 语法填空（Rational cloze）

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).

*************************************************************************Part3: 完形填空（Cloze）

(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 ************************************************************************* Part4: 阅读理解（Reading comprehension）

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.

Part5：Show time

Get students to make advertisements for their favorite things that they want to share with others.