Using LanguageⅠ第二课时教案

Book9 Unit5 Using language: keep advertising honest

1.

A topic to consider: Why do we need advertising?

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2.

Listen to learn Dishonest advertisements usually contain ____________ information or __________ information that causes misunderstanding among ____________. Therefore, dishonest ads are intended to ____________ consumers so they ___________ the goods that are advertised.

Some ads use extremely attractive information. For example, you can cure all ____________ by taking a certain medicine. Some other ads use false information on ____________ to mislead consumers. Still other ads use false information. For example, they say the product is ____________ by a professional organization, but actually this organization doesn’t ____________at all.

3.

Discuss and speak to learn Topics to discuss:

1.Is this ad honest or dishonest? (Ad of Hongmao Medical Wine 鸿茅药酒)

2. What is the harm of dishonest advertising?

4.

Read to learn Not all advertisers are good or honest people. Fortunately most countries have developed ways to control advertising and prevent false or unsuitable advertising.

One way to control advertising is to make laws that prevent advertisers doing the wrong thing. Many countries have laws that forbid ads being shown at inappropriate times or in unsuitable places. There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behavior. Secondly, most advertisers belong to advertising organizations that not only educate and support their members, but also make rules for everyone in the organization to follow. They are called a code of ethics

and include such rules as: Advertisements must not be untruthful or misleading. A third way to fight against dishonest advertising is complaint organization. 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. Finally you may have heard the saying: “Buyer Beware”. This means that the consumer is responsible for checking the product before buying. When it comes to advertising, consumers need to judge the claims for themselves and not blindly accept everything that is said in advertisements.

5.

My ad for school uniform

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