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

Unit 5 Inside Advertising 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。

1.1 Warming Up 提供了四幅不同场合的广告设计图片，让学生运用已有的知识和经验，选择广告的投放地点；描述日常生活中见到的广告并通过讨论广告对人们消费观念的影响以及什么样的广告会给人留下较深刻的印象。

1.2 Pre-reading是Reading的热身活动。它要求学生首先通过观察，讨论文中图片广告的目的、说服手段和表达效果，对文章的内容有一个框架性的认识，再通过阅读来回答细节性理解题。

1.3 Reading 是一篇说明性的文章。从广告的定义、有效广告的特点等方面介绍了广告的运作过程，让学生了解有效的广告是如何对消费群体产生影响的。

1.4 Comprehending第一个训练题较容易回答,学生运用找读的方式可以从文中找到相关信息完成表格中内容；第二题要求学生利用文中信息对广告的设计意图，目标人群，传达的信息，有效性，真实性等方面的讨论并表达观点；第三题要求学生与同伴合作角色扮演，共同为某一产品策划制作一则广告并向全班展示。

Teaching goals 教学目标

1. Target language目标语言

a. 重点词汇和短语

billboard, misleading, percentage, unsuitable, claim, in charge of b. 交际用语

I think ... because ... I don’t think ... because ... I can remember ...

I think it would be a good idea to ... I can tell whether ... by ... I could check ... by ... 2. Ability goals 能力目标

Enable the students to talk about the effect, ethic and claims of different advertisements with target language. 3. Learning ability goals

学能目标

Help the students learn to comment on a certain topic with good reasons to support their opinions. Teaching important and difficult points

教学重难点

Learn to use the structure to express and suppport their opinions on adverts freely. Teaching methods

教学方法

Pair works to discuss and work in groups of four. Teaching aids

教具准备

A computer and a projector. Teaching procedures && ways

教学过程与方式

Step Ⅰ

Lead-in Arouse students’ interest in adverts by listing some vivid examples. T: Good morning / afternoon, boys and girls!

Ss: Good morning / afternoon, Mr / Miss. / Mrs ... T: All of you look forward to entering your ideal university in the coming future. Right?

Ss: Yes! T: So, your parents do their best to let you get enough nutrition. And milk is the best choice to most of you. Can you tell me what brand milk do you usually drink?

Ss: Yili milk. / Mengniu milk ... T: Yes, Mengniu milk today is recognized as the most popular brand national wide. But do you know how it became the household name at the very beginning? Ss: Yes. Good quality. / Advertisements ...

T: That’s it! When it was first established in 1999,

Niu Gensheng, the manager of the company, put one third of the 9 million start-up fund（启动资金）into advertising. It was just that year the income increased from 0 to 40 million Yuan. How do you think about that?

Teacher here can write “9 million” && “0 to 40 million” on the Bb.

Ss: It’s amazing! / It’s unbelievable ... T: Do you want to know more about advertising—

the key element of Mengniu’s success? Ss: Yes!

Step Ⅱ

Warming Up

Get the students to talk about advertisements on how they change their ways of consuming. T: Well, during the following periods, we’ll learn more about the adverts. Look at the four pictures and questions 1 and 2 on Page 41 please. Work in pairs and talk about the four different advertisements, including their messages and media.（Besides what have been mentioned, there is also leaflet, shop window, in the middle of our favorite TV programs, public notice board, internet ... ）

S1: Advertisements can be seen on billboards, just like those on the busy business streets in Shanghai, which is shown in the first picture above. We can also see advertisements on moving buses like the one about newspapers shown in the first picture on the left. Advertisements can also be seen in the train stations, at the airport, at the cinema, at newspapers or magazines, on TV and on the radio. S2: We can see advertisements on large boards along the main roads and on the balloons in the air, just like those shown in the next two pictures below. S3: I agree. Posters are put up on the shops’

walls. Sometimes even light planes pulling huge signs fly slowly over a city. It’s really splendid and exciting! S4: Aha, I see. Well, sometimes customers receive mails or gifts sent by companies or shops and this is of course another way of advertising. I will never forget the exciting moment when I was dining with my parents in Kentucky on my 10th birthday. Best

wishes were sent to me through birthday songs and soft music. I felt the warmest welcome from the bottom of heart and I made a decision that I would catch every chance to dine there whenever and wherever possible. Maybe one day I will bring my son and grandson there to celebrate their birthdays! T: Great! From these pictures we can see that various advertisements can be seen or heard almost everywhere in our life and they can be very persuasive and effective as you have just talked about. OK, let’s go on with questions 3 and 4. This task can be assigned as group working. The teacher can divide the students into several groups, and discuss according to the following clues: 1. aspects affected: clothes, food, study, cosmetics, public welfare... 2. Reasons for choosing a certain products: quality, suitable, the attractive adverts, famous spokespeople in the adverts ...

After a while. T: Have you finished? S1:Yes, I think it’s true that my life has been affected greatly by the advertisements in many ways. For example I used to dress ordinary clothes made by tailors in my hometown when I was very young. Now I know many famous brands of sports clothes such as Linling, PUMA, Semir and so on and my parents usually buy me these kinds of clothes as I have grown up and these suits are sold at a reasonable price for us students. They are so well designed that I always feel comfortable in them. Every day I see or hear about scores of advertisements in the newspapers or magazines, on the radio and even in the middle of my favorite TV programs. I can remember some of tthe products that are being advertised such as the Maotai wine, the Septwolves business suits for men, the Wahaha drinks, the Mengniu milk, the Songhe wine and so on because they are advertised repeatedly and some of them are recommended by my favorite actors. As a result I think of them whenever I buy these kind of products. S2: Yes, advertisements have affected my life in some ways. For example I was not good at English especially about how to remember so many words and phrases. I have seen many products designed to help students repeat and pronounce words and expressions correctly. Today with the help of the products named Haojixing, I can

practise reading and spelling English words and expressions every day after class and now I have

a larger vocabulary and have made great progress in the last few English exams. I can see or hear dozens of advertisements either in the newspapers or on TV and I can still remember

some of their names, for example, the Quanyou furniture, the OLAY cosmetics, the Yili milk powder, and the Luzhou wine. I think these advertisements are so vivid, lively and impressive that it’s easy for me keep their names in mind. S3: Yes, I used to buy food and cosmetics at a low price. Now, however, I have got into the habit of buying food and cosmetics of certain brands which are advertised very often, for example the Coca-Cola, the Shuanghui meat, the Annyway cosmetics and so on. As is explained in detail in the advertisements, these products are of high quality and produced by famous companies, which can ensure safety and have reasonable prices for ordinary people. Every day nearly hundreds of advertisements can be seen or heard through different media and many names of the products are very familiar to me, such as, the Kangshifu noodles, the Sanlu milk, the Kangbide medicine, the Quick capsules and so on. These kinds of ads appeal to the hopes and dreams or emotions of the suitable target, and the products become their first choices. S4: Sure. Our life has been greatly affected by the instructive ads for the public welfare, from which people are educated to respect the old, help those poor students, save the earth and protect the environment around us. These ads help

to make people more friendly and helpful to one another as well as to the nature so that we can live a better life. They spread knowledge, change attitudes and improve society. Many names of the products remind me of hundreds of ads advertised every day, for example the Yafang cosmetics, the PANTENE hair cream, the Deer wooden floor, the Tingmei clothing, the Kangbide medicine, the Xianqu biscuits and so on. These ads are carefully designed with images of beautiful actress, creative pictures and persuasive words, so people can be very familiar with them after constant broadcast, especially after using them .

T: Very good! I am glad to see that all of you have your own opinions on ads. It’s certain that some ads have good effect on people but some don’t, so you should learn

to distinguish them and buy the right products. OK, so much for these pictures.

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 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 todays. 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 question mark in the middle.

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

Step Ⅲ

While-reading Get the students to talk about how adervtising works. T: We have talked so much about advertisments.Next, let’s see how asvertising 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

advertise? Where advertise? 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. 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! 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. (Refer to the Appendix.)

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. 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 prtection 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 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.

s in bold? Q2: What words usually have this kind of function? Q3: Which verbs are usually used in this kind of sentences? List some of them. T: Now, let’s deal with the questions one by one. S1: All the words in bold act as object complements, which explain and add what has happened to the objects in front of them.

S2: Infinitive && Present participant (e.g. 1-3)

Past participant (e.g. 4).

Nouns and adjectives (e.g. 5-6).

S3: There are many verbs which act as predicates can be followed by an object and then an object complement. For example: have, make, get, leave, find, see, hear, notice, watch, observe, force, help, order, choose, name, call, keep, elect , so on and so on. T: Very good! Now that you have learnt a lot about object complement, please open your books and let’s try to fill in the blanks in Ex. 1 on Page 46 and Ex. 1 on Page 86.

You should pay attention to the different forms of the object complements and try to figure out the language situation from the context of each sentence before you fill in the blanks. I’ll give you five minutes and we will check the answers after that.

After the students finishing the exercise, check the answers.