Project(1): Developing an ad campaign主要内容及教案内容

牛津高中英语教学设计

教

材：牛津高中英语(模块四)

文档内容：教学设计—教案

单

元：Unit 1 Developing an ad campaign 板

块：Project 作

者：陈玲

Thoughts on the design: 本节课是引导学生进行探究性学习，首先提供与该单元话题有关的阅读材料—反吸烟广告宣传活动，让学生从中受到启发引起学生展开创办广告宣传活动的兴趣。然后通过阅读该材料学会设计广告宣传活动的步骤，然后通过所掌握的具体步骤，通过小组讨论、分工合作、信息探索和交流汇报等形式创造性地完成学习任务，呈现学习成果，培养综合运用语言的能力。

Teaching aims:

1.To develop students’ listening , speaking ,reading and writing ability.

2.To gain the general idea of how to develop an ad campaign. 3.To arouse students’ enthusiasm for developing an ad campaign. 4.To guide students to cooperate effectively through group work. 5.To strengthen students’

ability of putting theory into practice and develop an ad campaign by themselves.

Teaching important point: Help the students to know how to cooperate and do the project together. Teaching difficult point: Help the students to use what they’ve learnt throughout the unit to complete a project.

Teaching methods: 1.Task-based method; 2.Discussion; 3.Group work.

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Teaching aids: Multimedia and a blackboard

Teaching procedures: Step one: Lead-in

Watch a short video clip about smoking kills and answer the questions: 1.

What is the ad about? 2.

What can we learn from it?

Nowadays people all over the world use ads to promote social concerns. Have you ever thought of starting an ad campaign about social problems? [Explanation] 学生在该部分主要通过观看关于反吸烟的广告视频，让学生了解到广告是可以用来引起人们对社会福祉问题的关注

，从而自然引导到本课的主题：创办一个公益广告宣传活动。

Step two: Reading

Anti-smoking ad campaign Task 1

Please match the main idea with each paragraph.

Para 1

a. The target audience, the aim and the content of their ad campaign. Para 2

b. The different ways used to get their message across. Para 3

c. The slogan and logo. Para 4

d. The reason why the writer chose anti-smoking as the subject of their

ad campaign.

Q: What key information should be included in an ad campaign?

[Explanation] 学生在完成阅读反吸烟广告宣传活动的第一个主旨连线任务后，可以迅速掌握一个广告宣传活动所应该具备的几个主要要素。此环节主要培养学生快速把握文章每段主旨的能力。

Task 2

Read the sample again and try to fill in the following table Reason

Audience

Aim

Title : Anti-smoking ad campaign Smoking 1._____ countries a lot of money and causes great 2.________to the welfare of the people. High-school teenagers To 3.__________young people from smoking, we will start an anti-smoking ad campaign.

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Content Educate them about the bad 4.________ effects of smoking and how smoking affects those people around them. Explain all the 5.____________of not smoking. Show how smoking is not cool or attractive. Put

large posters around the school with our logo and 6.________—Smoking kills. Provide students with more information about smoking on our website.

Publish an article in the school magazine 7.__________students about the Ways

dangers of smoking. 8.__________an essay competition. Q:What can we tell the audience in an ad campaign? Q: What forms of media can we use in an ad campaign?

[Explanation] 让学生仔细阅读文章的每一部分，处理相关细节问题，培养学生精读并发现信息的能力，学生在完成此阅读填空任务后，可以掌握反吸烟广告宣传活动的细节信息，从而给学生自己创办广告宣传活动提供参考。

Task 3

Slogan and logo for an ad campaign Slogans:

Try to complete the following slogans. Yes to life, n___ to drugs.

Alert today –

A____ tomorrow.

Be aware, take c_____.

Animals are friends, not f_____.

K_____ road safety, N____ injury.

Pollution isn't cool, so don't be a f____.

Q: What do you think a slogan and logo should be? Slogan: _________________________________________________________ Logo:___________________________________________________________ [Explanation] 学生在完成第三个任务补全广告口号以及观看几个公益广告标志之后，可以总结出广告宣传活动的口号和标语的特点，从而为学生自己设计口号和标志指明方向。

Step three

Group work

Task 4 Developing your own ad campaign

1.

Work in small groups and decide the subject of your ad campaign. Environmental protection

Anti-drugs

Animal protection

Nationwide reading Family

Caring for the elderly Road safety

Food safety

...

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[Explanation]

在这一部分，给学生展示一些社会热点话题的图片，引起学生想要创办一个相关主题的广告宣传活动的兴趣。引导学生讨论并确定本组主题以及为什么选择该主题的理由。

2.

Discuss and develop your ad campaign



Topic&reason:

Reasons: _________________________________________________________ This is why we have chosen _____________as the subject of our ad campaign.



Aim & target audience & content:

The target audience is______________________________________________ Our main aim is to_________________________________________________ We will__________________________________________________________ 

Ways : To begin with, we will______________________________________________

In addition, we will________________________________________________ Finally, we will____________________________________________________ 

Slogan and logo:

The slogan of our ad campaign is_____________________________________，

which aims to_____________________________________________________ We have _______________in our logo. We want to use this logo to___________ [Explanation]

在这一部分，给学生提供一些可用的句式结构，让学生能够根据广告宣传活动的几个关键要素再结合这些句式结构将自己的活动内容进行细化，培养学生的写作能力。

3.

Presentation Hello, everyone! I’m…

I’ll give a presentation on behalf of Group…

The topic of our ad campaign is ________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________________At last, please join us in wishing our campaign a great success. [Explanation]

在开始这一环节之前，让学生总结广告宣传活动所应具备的几个要素。在这一环节中，学生根据前面阅读范文所总结的文章结构和主要要素，小组合作讨论，分工完成本组公益广告宣传活动的设计。为了让学生的活动设计更具有完整性，教师提供了句型结构作为参考。学生可以将其内容细化最后将其成果做一个汇报。通过这样一个活动让学生了解到自己其实可以为社会尽一份力，形成正确的价值观。

Step Five

Homework

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Polish the ad campaign you designed during the class. Each of you is expected to write a composition about the ad campaign your group developed just now. The groups who haven’t had the chance to give the presentation today will give their presentation in next lesson.

[Explanation]

在最后呈现报告的环节中，若没有足够的时间让每个小组来汇报他们的成果，可以让其余小组在下一堂课上来进行展示，这样每一个同学都将得到锻炼的机会。课后学生将其讨论的广告宣传活动方案写成作文。

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