Using LanguageⅠppt配套教案和课堂实录

Module 9 Unit 5 Using language Keeping Advertisers Honest Analysis of teaching material Topic: Advertising controls Focus: Ways to control advertising This passage is a problem-solution discourse

Analysis of students Senior Two students

Good at English, but their English is so poor and can’t speak English well, so my contents of the class are relatively easy Teaching objectives

To judge the advertisements by themselves and to be a wise consumer To understand the culture of advertising To form a correct code of ethics Teaching procedures Step1: Revision

The new words

misleading adj. 易误解的;

ethnical

adj. 合乎道德的; 道德的

dishonest

adj. 不诚实的

alcoholic

adj. 酒精的; 含酒精的;n. 酗酒者; 酒鬼

tobacco

n. 烟草; 烟草制品

ban

n. 禁令;vt. 禁止; 取缔

promote

vt. 促进; 提升

immoral

adj. 不道德的; 邪恶的

decent

adj. 正派的; 得体的; 适当的

ethics

n.伦理学; 道德规范

offending

adj. 令人不愉快的; 伤害人感情的

beware

vi. 小心; 谨慎

consumer

n. 消费者; 顾客

trustworthy

adj. 可信赖的; 可靠的

Step2: Lead in

Some advertisements

Step3: Skimming 1.

The topic sentence

Fortunately, most countries have developed ways to

control advertising and prevent false or unsuitable

advertising 2.

How many kinds of ways? The

law ---Advertising

organizations -Complaints organization --The consumer Step4: Scanning

Match each way with their functions a. a correct complaint can make the company stop using the offending

ad. b. is also responsible for checking the product before buying. c. can prevent advertisers doing the wrong thing. d. make rules that are called a code of ethics for everyone in the organization to follow. 1. The laws ____

2. Advertising organization ____ 3. Complaints organizations ____ 4. The consumer ____ Step 5: Careful reading

Questions : 1.

Why do organizations or individuals advertise?

Because they want to persuade people to behave

in certain ways.

2. Fill in the blanks

Advertisers go to a lot of __________ and ____________

to make adverts and so they want to make sure

they ______________________. The law Question:

What is the function of advertising laws? The laws can prevent advertisers doing the wrong thing. They can

forbid ads being shown at inappropriate times or in unsuitable places. The laws can also help prevent advertisers making false statements about their products or from promoting immoral or harmful behavior.

Advertising organizations

Questions 1.The function -----not only _______________________________

-----but also ______________________________ 2. Why do most advertisers belong to advertising organizations?

3. What are the rules called? Which is right about a code of ethics?

(

)

A. They are rules for every advertiser to follow.

B . Advertisers must not be untruthful

or misleading .

C . Advertisers can say bad things about other people’s products .

D. If well-known people are used in advertisements , they can be dishonest .

Complaints organization Its function ---examines complaints about ads; …

-----can make the company stop using the offending

advertisement after receiving a correct complaint. …

Why do many contries have such a government organization? …because even though there are laws and advertisers’

code of ethics, some bad ads do get made 2. Guessing

“... make the company stop using the offending advertisement.” The word “offending” is closest in meaning to _____ .

(

)

A. unpleasant

B. different

C. illegal

D. fantastic

The consumer “buyer beware”

the buyer or consumer is responsible for checking the

product before buying

Consumers need to be educated about techniques used by advertisers. Why?

---Because consumers can judge the claims for themselves and not blindly accepting everything in advertisements. Step 6: Discussion Conclusion To be a wise consumer

how Step7：Summary Organizations and individuals advertise because they want to persuade people ________ (behavior) in certain ways . However, not all advertisers are good or honest. We can protect ourselves from bad advertisements _______ fours ways. Firstly, many countries have laws that forbid ads ________ ( show)

at inappropriate times or in ________ (suit) places. Secondly, advertising organization not only support and educate _______

members, but also make rules for everyone in the organization to follow.

...

Thirdly, a consumer can give reasons

to complaints organization to

stop using the ________ (offend) ad. If his complaint is correct, the organization can make the company stop using ________ advertisement. Fourthly, Consumers need to be responsible about checking the products _______ (use) by advertisers, ______ is called “Buyer Beware”. Consumers are educated for checking the product before buying.

Step 8: Assignment

Design a simple advertisement with your group partner about your drink and then present it. If possible, you can give it a brand name. Teaching reflection

1. The importance of teaching objectives 2. Read more, understand more.