Warming up、Pre-reading、Reading、Comprehending教学设计及教案分析

Unit 5 Inside advertising Reading

Teaching aim：

①

To know how advertising works；

②

To master the new vocabulary；

③

To revise the usage of object complement Teaching important points：To learn and use the vocabulary Teaching difficult points：Reading comprehension

Teaching procedures：

Step 1 Leading in Use a popular advertisement to attract the students’ attention to the topic. Then guide the students to look at the four pictures on Page 41. “What are they telling you?”

Step 2 Warming up Go through the warming-up questions to warm up the students. Focus on the two questions:

1) Do you think advertisements affect your life in any way? Please give an example.

2) Why do you remember some advertisements and not others?

Step 3 Pre-reading Discuss each of the advertisements on Pages 42 and 43 in pairs. 1) What does the advertisement want you to do?

Picture 1: …

Picture 2: …

Picture 3:…

Picture 4: …

Picture 5: …

Picture 6 & 7: …

2) How does it try to persuade you to do this?

They attract our interest, desire, dreams, hope…

3) Which advertisements do you think are the most effective? Why? （Various answers）

Step 4 Reading 1. First reading (the ability to grasp the general idea quickly)

Look at the subtitles (and the pictures) to guess the general idea.

Q: The text mainly deals with ____________

A. how advertising works

B. how to make an advertisement C. how to avoid being controlled by advertisements D. how to make advertisements effective 【答案A】其他几个都是文章的某一个方面。

2. Second reading (to check the main idea and the organization of the whole text) Read the text to find out the answers to the following 5 questions 1) Who advertises?

Business, individuals, organizations and associations 2) Why do they advertise?

They want to sell something or to inform or educate the public. 3) Where do they advertise?

On TV and radio, in magazines and newspapers (on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places.) 4) How do they decide where to advertise? They consider their budget and what medium is most likely to be seen or heard by the target consumer. 5) Does advertising work? Yes and No. People are more usually persuaded by ads to buy things they have no use for. However, people do change their opinions over time. 3. Third reading (to get some important details) ⑴

Where do advertisements appear? Everywhere. ⑵

Why do we need to understand how advertising works? To avoid being controlled by them ⑶

What is an ad? An advertisement is a message or announcement that informs or influences people. ⑷

What are the means of advertising? Words, pictures, music, film…

(5) What can be advertisers? Business, individuals, organizations, associations (6 ) What are the three steps to make effective ads? ①Identify your target ②Appeal to your target

③Use a suitable medium (7) How do advertisers avoid wasting money? They have to identify the target group. (8) How do you persuade people to buy your products? By appealing to their hopes, dreams, emotions, desire. For example…

(9) What do advertisers have to consider while choosing a suitable medium? They have to consider the cost and which media are the most appropriate for their product and which their target audience is most likely to see or hear. (10) How ads can be effective? Ads can be effective when there is a need for the product / if the target audience is exposed to ads constantly. 4. Discuss the questions on Page 44 with your partner. (1) Water

A. H2O rhymes with ‘slow’. Rhymes attract attention and are easily remembered.

B. To encourage people to use water wisely and to save water where they can. (2) Super Snooze A. Young people who likes sports, the latest fashions and like to be part of a group. B. If you wear our shoes, you will have an exciting life and be popular and have fun.

C. This message is not true because just wearing a certain brand of shoes won’t make you exciting, popular or have fun-----it makes much more effort than that. (3)

Refresh water A. These lines appear bigger so that they are the first thing people notice about the ad (HOT DEAL, Absolutely free) B. No, the advertiser will have worked out a price that still give him a profit even if he is giving away two bottles free. The advisers also benefits by selling more bottles than he would have if he hadn’t offered the free bottles.

C. People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free. As explained in B, they are not really getting anything for free because the advertiser puts a price in the product that the consumer buys that will cover the cost of the ‘free” one.

(4) Environment A. It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. B. Human beings cause air pollution by burning fossil fuels, such as gas, oil and coal by using some modern machines, transportation vehicles, and also by manufacturing modern products. C. Tell people more and help them to be more aware of the importance of protecting our environment.

Step 5. Consolidation Work out the main idea of each paragraph so that you can retell the text Paragraph 1 Advertisements are everywhere and so it is important to understand how

advertisements work to avoid being controlled. Paragraph 2 What is an advertisement? Paragraph 3 How do advertisers make effective advertisements? ①

Identify your target ②

Appeal to your target ③

Use a suitable medium Paragraph 4 How effective are advertisements? ①

Even a good advertisement cannot persuade people who are not interested or have

no use for. ②Being constantly exposed to advertisements can change people’s opinions

over time

Step 6 Homework Get the students to do the exercises on Page 45、46、85、86 as homework. Check the answers next lesson.