Warming up、Pre-reading、Reading、Comprehending教案和学案内容

Unit 5 Inside Advertising Reading

How Advertising Works

Teaching Schedule I 单元教学目标

Skill goals技能目标



Discuss advertising and advertisements.



Talk about how advertisement works. 

Talk about the truth and ethnic of the advertisement. 

Learn the object complement. 

Write an advertisement for a certain target. II 目标语言

Talking about the process, effect and honesty of advertisements I think…because…

功能句式I don’t think…because…

I can remember…

I think it would be a good idea to…

I can tell whether…by …

1. 四会词汇

billboard, casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, refresh, partly, murder, suitcase, sheet, actress, typist, spokesman, fluent, hostess, invitation, 词汇chairman, dial, operator, liter, mature, fashion, misleading, ethical, dishonest, alcoholic, tobacco, ban, promote, immoral, decent, ethics, offending, beware, consumer, trustworthy 2. 词组

turn…into, fit in (to), rely on, have no use for

3．重点词汇

advertiser, inform, worthy, rely, appoint, raise, conscience

1.

Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements.

P42 2.

As well as worrying about the expense, advertisers must also consider which media are most appropriate for their product and which their target audience is most likely to see or hear.

P 43 3.

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

P43 重点句子4.

They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.

P43 5.

This is why many countries have a government organization which examines complaints about ads.

P49 6.

A consumer can complain to the organization, giving reasons for their complaint,

and if the complaint is correct, the organization can make the company stop using the offending advertisement.

P49 7.

When it comes to advertising, consumers need to be educated about techniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements.

P49

Ⅲ. 教材分析与教材组合

1. 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。

2. 教材组合

从话题内容上分析，将Warming Up 与Pre-reading, Reading还有Comprehending三个活动整合在一起设计一节“阅读课”。

Ⅳ. 课时教案

The First Period -----Reading

Teaching goals 教学目标

1. Target language 目标语言

a. 重点词汇和短语

casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, refresh, partly, turn ... into, fit in (to), rely on, have no use for b. 重点句子

Even some of the casual garments we wear ...attached to them which ... Adverts are not only ..., but also by... That wishes to .... As well as worrying about ..., advertisers must also consider which media ... and

which their target audience is ... However good an advertisement ..., people are unlikely to ... if the product ... They believe ... the way people think about ...and will subsequently reduce ... Some adverts, like the ..., appeal to ... or our desire to ... 2. Ability goals 能力目标

Enable the students to talk about how advertising works. 3. Learning ability goals 学能目标

Teach the students learn how to talk about how advertising works.

Teaching important && difficult

points 教学重难点

Talk about how advertising works. Teaching methods 教学方法

Skimming, task-based method, role-play method. Teaching aids 教具准备

A all-in-one computer. Teaching procedure教学过程

Step Ⅰ

Lead-in 1.Enjoy an advertisement. 2.Display the homework. 3.Appreciating advertisements Step Ⅱ

Warming Up

T：1.Where do you see or hear advertisements? Ss：

in magazines,

in newspapers,

on billboards,

on TV,

on buses,

on the radio,

in train stations,

at the cinema,

at the airport,

in shop windows,

on the internet ...

S1:And sometimes in the middle of our favorite TV programs, public notice board, on the leaflets, on the balloons, on posters in supermarkets. S2:We can see that advertisements can be seen or heard almost everywhere in our life.

T：2.Do you think advertisements affect your life in any way?

S1:Yes. I think it’s true that my life has been affected greatly by the advertisements in

many ways.

S2:Yes. We often buy what we don’t need. We sometimes buy what we don’t like because of the lower price…. S3:Yes. My purchase is always limited to some famous brands such as Nike, Jordan Puma and Peak.

T：3.Why do you remember some advertisements and not others? S1:Because of beautiful pictures. S2:Because of pleasant colors. S3:Because of unforgettable shapes. S4:Because of moving words. S5:Because of wonderful music…

Step III. Pre-reading T:Now you have 2 minutes to discuss each of the pictures in the text and then answer the question.What does the advertisement want you to do?

S1: The first picture wants us to save water.

S2: The second picture wants us to listen to a certain kind of radio station.

S3: The third picture wants us to buy the kind of shoes.

S4: The fourth picture wants us to buy a certain kind of drinks.

S5: The fifth picture wants us to do something to stop pollution.

S6: The last two advertisements want us to drive carefully at a reasonable speed. .

Step Ⅳ. Scanning T：Now you have 2 minutes to scan the text and answer the following questions. 1.How do you understand the topic of this text？

2.How many sections is the text divided into？

Ss：Four 3. What’s the main idea of the text? S1：How advertising works and how to make effective advertisements. 4.Which is the topic sentence in section 1? S1：With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work.

Step V. Fast Reading T：Now you have 2 minutes to read the text quickly and find the main idea of each section. Section I (para.1)：

Ss：Introduction Section II(para. 2)：

Ss：What is an advertisement? Section III(para. 3-7)：

Ss：How do advertisers make effective advertisements? Section Ⅳ(para. 8-9)：

Ss：How effective are advertisements? Step VI. Careful Reading

T:Now you have 5 minutes to reading the text carefully and answer the following questions. 1.The expression “to fit in ”

in Paragraph 4 means to

2. What is the main idea of the last part of the text?

3. What does the writer intend to do by writing the text?

4. The environmental protection advertisement “We only have one clear sky and this belongs to us all.” will

5. Government all over the world pay a great deal of money for ads so as to

Step VII. Comprehending Fill in the missing information according to the text:

Paragraph 1 Main idea of each paragraph Advertisements are Ss：everywhere and so it is important to understand how advertisements work to avoid being

Ss：controlled

. Paragraph 2 Paragraph 3-7 What is an advertisement? How do advertisers make effective advertisements? Ss：①.Identify your target. Ss：②.Appeal to your target. Ss：③.Use a suitable medium.

Paragraph 8-9 How effective are advertisements? Ss：①.Even a good advertisement cannot persuade people who are not

interested or have no use for. Ss：②.Being constantly exposed to advertisements can change people’s opinions over time.

T：Now please make notes about what you have just read under the following headings：

1.Who advertises?

S1：Companies, individuals and organizations.

2.Why do they advertise? S20：To sell something or to educate the public.

3.Where do they advertise? S2：On TV and radio,

S3：in magazines and newspapers S4：On buses, trains, at stations and many other places. 4. How do they decide where to advertise? S5：They consider what medium is most likely to be seen or heard. 5. Does advertising work? S6：Maybe Yes ,Maybe No. Because people are more often persuaded by ads to buy things they don’t need. However, people will change their opinions over time. Step VIII.Homework

Advertising Campaign I：Make an advertisement campaign for a company which produces high quality jeans for young students. Advertising Campaign II：

Make an advertisement campaign for a high school which is badly in need of experienced teachers of all subjects. Notes：Decide

Who is your target；

How you will appeal to your target；

What media you will use. You may choose either of them and hand in tomorrow.