Warming up、Pre-reading、Reading、Comprehending教案3

Book IX Unit 5 Inside Advertising How Advertising Works

Warming up &Reading Learning aims:

1. To know how advertisement works through warming up and reading.

2. To learn to design an advertisement with the learned from the text. Leading-in: Look at several pictures of ads, I’m sure you are familiar with the ads of these brands. Yes?Ads are around us everywhere. So, today, we’ll learn something more about ads,

Warming up: 1)

Let’s enjoy an advertisements! 2)

Appreciate some slogans,such as Sprite, Coca-cola, Sony and so on

3)

Discussion:Where do you see or hear advertisements? in the street/on billboards/on the bus/in train stations/at the airport/ on the radio/on TV/at the cinema/in the newspaper/in the magazine/on the Internet Can you think of anywhere else you see or hear advertisements? Reading: step1--scanning:Read the text and get the answer. 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 Answer:B Step2. Fast reading Task1. Skim the passage and get the main idea of each part.

Divide the text into four parts. Part1--------Para.1--------Introduction Part2-------

-Para.2-------- What is an ad? Part3--------

Para.3-7------How do advertisers make effective ads? Part4--------

Para.8-8------How effective are ads? Task2. Scan the Para.1&2,

and get the answer. What is an advertisement? Who advertises? Why do they advertise?

The first para tells us Where the ads can be seen, and this para tells us What is an ads, Who advertises and Why do they advertise. What will the author talk about next?

Yes, How.

Now, let’s go to Section III to know “How”.

Step3. Careful reading Task3. Scan Para.3-7, and answer following questions. Q1. why should advertisers identify their target?

Answer: Advertisers must pay the media for displaying their ads. Their money would be wasted if the message didn't reach its target audience. Q2. How to appeal to their target audiences?

Answer: In order to persuade people to do something, advertisements often appeal to our hopes and dreams, emotions and desire. Q3. What should we take into consideration when choosing the medium? Answer:

As well as worrying about the expense, advertisers must also consider which

media are most appropriate for their product and which their audience is most likely to see or hear. Let us have a guess! Q: Who are their target audience(目标群体)? Answer:Drivers Q: Who are their target audience(目标群体)? Answer:People who likes playing computer games, especially adolescent boys. Task4. choose the best answer. 1.

Which advertisement is to educate the pubilc ? A

B

CD

2.The advertisement on the right probably appeals to people’s

. A. conscience to be worthy citizens B. hopes to live an exciting life C. curiosity to know more about the product D. focus on the rich and famous people

3. Which of the following is NOT the factor in choosing the right medium?

A. Whether the budget(预算) can be afforded.

B. Which target audience the products are intended for.

C. Which medium can best display the products.

D. How to advertise the products with the right technique.

4. What does the word “conscience”

in paragrapg 5 probably mean?

A.

condition

B. requirement

C. inner peace

D.moral sense 5. The purpose of this text is to

. A. inform people of the functions of advertisements B. persuade people to buy the products advertised by some advertisements C. Let people understand how advertisements work so as not to be controlled by them. D. warn people not to be cheated by some dishonest advertisements Answer:A,A,D,D,C Task5. Scan Para.8-9, and judge True or False.

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

2.

The reason why governments all over the world pay a lot of ads on such things as road satey is that they believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents. Answer:FT Step4. Group work 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。

step5. Conclusion What is an ad? ) Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film…) 3) Advertisers (business, individuals, organizations, associations) How do advertisers make effective ads? 1) Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires…) 3) Use a suitable medium

(cost, media) How effective are ads? 1)When there is a need for the product. 2)

If the target audience is exposed to ads constantly.

It's important to understand how advertisements work, and then we can avoid being control by them. Homework: I.

Design an advertisement for a new kind of

milk powder Flag with the learned from the text

II.课文缩写填空Wecanmeetmanyadvertisementsmustpayinforourtheirdailyads,life.Ansotheadvertisementisamessage__1__anannouncementthatinformsorinfluencespeople.Advertisersmessagemustreach__2__targetaudience,ortheirmoneywouldbewasted.Sotheymustdosomeresearchtomaketheproductfit__3__theaudience'slives.Identifyingtheirtargetisnotenough,theyshouldtrytheirbesttoappeal__4__theirtarget.Forexample,theenvironmentalprotectionadvertisementappealstotheaudience'sconscienceortheirdesire__5__(be)worthycitizens.Atthesametime,advertisersmustalsoplacetheiradsintherightmedium,such as TV，newspapers，magazines.To do this，they also need to spend money.They have to be a big __6__ (corporate) with a big budget __7__ (afford) the ads.In addition to worrying about the expense, advertisers must consider __8__ media are most appreciate.For example, if the ad relies on visual effects, it is no use __9__ (advertise) products on radio.However, people don't buy the products they are not interested in or have __10__ use for. 答案：1.or

2.the

3.into

4.to

5.to be

6.corporation

7.to afford

8.which

9.advertising

10.no