Self-assessment课件配套优秀公开课教案设计

Advertisements

宿州二中英语组李荣荣

Learning objectives By the end of the period, we will be able to

1. analyze the structure of expository writing(说明文) and understand the passage about advertisements; 2. apply the reading strategy of expository writing;

3. develop our ability to think critically and creatively; 4. use our intelligence for advertisements.

Learning procedures Step 1 Situational leading in

Talk about the school.

Step 2 Predicting the text before reading

Predict what will be written about in a passage titled “advertisements”.

Step 3 Reading and filling in the text

Read the passage and find out the missing subtitle or sentences. Advertisements Nowadays, we can see advertisements almost wherever we go. We are so used to them that we often do not even realize how many we see and hear in a day. I did some research on advertisements, and have some very important information to share with you.

1_______________ An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea. Newspapers, magazines, the Internet, radio and television are the most common places to find them. 2_______________ A commercial advertisement is one which someone has paid for to advertise a product or service. PSAs are often run for free, and are meant to educate people about health, safety, or any other problem that affects public welfare.

Does an advertisement tell people the complete truth? There are laws to protect people from advertisements that cheat people. However, we still must be aware of the skillful methods used in ads to try and sell us things. Even if an ad does not lie, it does not mean it is altogether innocent. One toothpaste ad declares, ‘Bright-Teeth fights bad breath!’ This statement tries to fool you into assuming that the toothpaste cures bad breath, yet it does not say that! All it says is that it fights it, and that is not the same thing at all. One grocery tells customers, ‘You are proud of your cooking, so shouldn’t you buy the very freshest food?’ This ad is very clever, because it tells customers they are good cooks. However, it never says that this grocery has the freshest food! The grocery just hopes that when you read the ad, you will feel pleased with the nice comment, remember the words ‘freshest food’,

Reading without reflecting is like eating without digesting. 吃饭消化好，阅读要思考。

and make a mental connection with the food in the grocery. 3______________

Public service advertisements

4________________ PSAs use some of the same methods, like attractive pictures and clever language, but they are made to serve the public. PSAs aim to teach us and help us lead better lives. Our government understands this and has been using PSAs to educate people for many years. China began a nationwide public service advertising campaign in 1996, and since then various types of PSAs have appeared around the country. You have probably seen or heard some of them yourself, such as ‘Yes to life, no to drugs’ and ‘Knowledge changes life’. These ads deal with widespread social concerns. There are also PSAs that encourage people to support public service projects, such as Project Hope. Its motto is ‘Project Hope—educating every child’. There are even PSAs to teach us how to live healthy lives. One of these is ‘when you smoke cigarettes, you are slowly killing yourself’. All of these ads are meant to benefit the public, and you can often learn a lot by following the advice they give.

Finally, I wish to tell you this: think about why you should do the things the ad suggests, or buy the product or service the ad promotes. 5________________

A. Who is the audience for the advertisements? B. What is an advertisement? C. Not all ads play tricks on us though. D. We must not fall for this kind of trick! E. There are two main types of advertisements—commercial advertisements and public

service advertisements (PSAs).

F. When it comes to advertisements, we must all use our intelligence and not be a slave to

them. G. Advertisements are a good way to sell products or services.

Step 4 Reading and composing the text

Finish the mind map. (附后)

Step 5 Reading and questioning the text

Do you think the definition “An advertisement uses words and pictures to persuade people to buy a product or service, or to believe in an idea” is totally right?

Step 6 Reading and generating the idea Will you buy things according to advertisements in your daily life? Why?

Step 7 Summarizing the lesson

Step 8 Homework

1. Write a short summary according to the mind map (about 60 words) 2. Finish the extensive reading.

Reading without reflecting is like eating without digesting. 吃饭消化好，阅读要思考。

Extensive reading Advertising Advertising is only part of the total sales effort, but it is the part that attracts the most attention. This is natural enough because advertising is designed for just that purpose. In newspapers, in magazines, in the mail, on radio and television, we constantly see and hear the messages for hundreds of different products and services. For the most part, they are the kinds of things that we can be persuaded to buy—food and drinks, cars and television sets, furniture and clothing, travel and leisure time activities. The simplest kind of advertising is the classified ads. Every day the newspapers carry a few pages of these ads; in the large Sunday editions there may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available. Newspapers also carry a large amount of display advertising. Most of it is for stores or for various forms of entertainment. Newspapers generally reach

an audience only in a limited area. To bring their message to a large audience, many who want to put out

their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colors, attractive pictures, and short messages is all characteristic of magazine ads. The most important purpose is to catch the eye. The message itself is usually short, often no more than a slogan which the public identifies

with the product. The same techniques have been carried over into television advertising. Voices and music have been added to color and pictures to catch the ear as well as the eye. Television ads are short—usually only 15, 30, or 60 seconds, but they are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising. If you want the entertainment, you have to put up with the advertising—and millions of people want the entertainment. The men and women in the sales department are responsible for

the company’s advertising. They must decide on the audience they want to reach. They must also decide on

the best way to get their message to their particular audience. They also make an estimate of the costs before management approves the plan. In most large companies management is

directly involved in planning the advertising.

1. What does the underlined “that purpose” refer to? 2. What features do the magazine ads have? 3. What can you learn about television ads from the last but two paragraph?

Reading without reflecting is like eating without digesting. 吃饭消化好，阅读要思考。