Using LanguageⅠ课件配套优秀获奖教案

Unit 5 Using Language

The Fifth Period

Extensive reading Teaching goals 教学目标

1. Target language 目标语言

a. 重点词汇和短语

misleading, ethical, dishonest, alcoholic, tobacco, ban, promote, immoral, decent, ethics, offending, beware, consumer, trustworthy , when it comes to, be responsible for b. 重点句子

1. Unfortunately, not all advertisers are good or honest people. 2.One way to control advertising is to make laws that…

3. When it comes to ..., consumers need to ... used by advertisers so ... for themselves and ... everything that is said in advertisements.

4. The World Health Organization (WHO) has stated that ..., over 50 percent ... by the diseases associated with ... and that. 2. Ability goals 能力目标

Enable the students to talk about keeping advertisers honest. 3. Learning ability goals 学能目标

Help the students learn how to talk about keeping advertisers honest. Teaching important points 教学重点

The main idea of the passage and the answers to each question.

Teaching difficult points 教学难点

Let Ss to learn to tell the general idea of the passage and make an ad.. Teaching methods 教学方法

Fast reading and group work. Teaching aids 教具准备

A projector, computer. Teaching procedures & ways 教学过程与方式

Step Ⅰ

Lead-in Check the preview work of words & Look at some ads. 1. dial

a. giving wrong ideas 2. mature

b. to use the front face of a phone to call 3.misleading

c. fully grown and developed 4.dishonest

d. to be careful 5.beware

e. not honest 6. decent

f. to cause displeasure 7.offending

g. proper, socially acceptable Step Ⅱ

Pre-reading Get the students to talk about the honesty and ethic of the advertisement. T: Today, as the development of economy, ethic especially honesty has been paid much attention to. In the NMET for 2001 graduation, this subject was even taken as the title for Chinese writing. And it is also emphasized in various fields. Of course, including what we have learnt recently — adverts. Do all the advertisements you have seen and heard in your daily life give the true information?

S: No. Some of them are true but some of them tell lies. It’s not easy to tell them apart.

T: Well, next, let’s talk about the adverts and how to keep advertisers honest.

Ask the students to turn to Page 48 and discuss the questions in Speaking in groups of four. After a while. T: Now, who’d like to have a try?

S1: Every year, when the NMET is coming, appealing to the examinees’ eagerness to enter an ideal university, many producers drumbeat their so-called tonics (补品) through

advertisements. These tonics are said to be helpful to examinees by enhancing their memory, wiping out fatigue and also improving their marks in some way. These advertisements mislead parents to buy them for their children. In fact, the tonics are not as powerful as they are described. Healthy eating, proper rest and efficient study are key elements to good performance in NMET. Rules and laws should be carried out to regulate these advertisements, and protect the customers from being treated.

S2: The ads on the electric poles contain misleading information because they try to persuade people to trust

fortunetellers who wipe out diseases. I think children might be misled . They are totally in some way because some diseases can not be completely cured even in

hospitals with the advanced equipment and professional doctors. I think the local organization in charge of the public health should make their rounds every day and clean

these ads and find out the truth and take the liars to the police station to punish them. T: I agree. Some laws should be passed to regulate advertising and some organizations should be set up to help consumers keep from these misleading and unethic advertisements.

Step III Reading Skimming 1．How many ways does the passage offer to protect the consumers from false or unsuitable advertising? A. 3

B. 4

C. 5

D. 6 2．What well-known people should do when they are used in advertisements? A．Be honest.

B．Be truthful.

C．Both A and B. 3．Why do many countries have a government organization to examine complaints about ads? A．Because there are too many ads. B．Because there are some bad ads made. C．Because some consumers can't understand some ads. Careful 1)

Match 1．The law 2．Advertising organizations

3．Complaints organization

4．The consumer

A．can make the company stop using the offending advertisement if a complaint about an ad is correct. 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. Keys: 2) What’s the purpose of the advertisement? A. To persuade people to do sth. B. To sell sth. C. To inform people about sth. New D. All of above Step IV READING TASK Get students to read a passage, find out useful structures. (教材P48)Unfortunately，not all advertisers are good or honest people.不幸的是，并不是所有的广告者都是好的或者诚实的。

句中的not all...是部分否定，也可以用all...not...表示“并非……都……”。

Not all men can be masters.＝All men cannot be masters.并非人人都能当领导。

Not all bamboo grows tall.并非所有的竹子都会长得很高。

翻译句子

①我并不都认识他们。

②两本书我并不是都喜欢。

(教材P49)When it comes to advertising，consumers need to be educated about techniques used by advertisers...当涉及广告时，消费者需要了解广告商所使用的伎俩……

【句式分析】

句中的when it comes to...表示“谈到；涉及；处理，处置”。

When it comes to politics I know nothing.说到政治，我是一窍不通。

When it comes to cooking，Jenny knows what's what.谈到烹饪，珍妮是行家。

完成句子

①在语言能力方面我根本不是她的对手。

I am no match for her

language. ②一谈到交朋友，你再怎么小心也不为过。

When it comes to

，you cannot be too careful. Step V

Group work Write a short ad through a few sentences according to the picture Step VI

Homework 1. Ask students to work in groups and talk about how to keep the ads honest and the effect of food ads. 2. Preview writing in USING LANGUAGE and WRITING TASK in the Workbook.

KEEPING ADVERTISERS HONEST

Organizations and individuals advertise because they want to persuade people to behave in certain ways, for example to buy a certain brand of rice, stop speeding or see a movie at their cinema. Advertisers go, to a lot of trouble and expense to make adverts and so they want to make sure they achieve their purpose. Unfortunately, not all advertisers are good or honest people. Unless we have ways to protect ourselves, these dishonest advertisers will tell lies or use methods that may mislead us. Fortunately, most countries have developed ways to control advertising and prevent false or unsuitable advertising.

The law

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. For example, an ad that has an adult theme cannot be shown during children's television programmes. In some countries advertising alcoholic drinks or tobacco is banned altogether. There are also laws in most places that prevent advertisers making false statements about their products or from promoting immoral or harmful behaviour.

Advertising organizations

Most advertisers are decent and honest, and they are as interested as everyone else in making sure ads are ethical. For this reason, 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; Advertisements must not say bad things about other people's products. If well-known people are used in advertisements, they must be honest and truthful about products they advertise.

Complaints organization

Even though there are laws and advertisers' codes of conduct, some bad ads do get made. This is why many countries have a government organization which examines complaints about ads. 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.

The consumer

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 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. As we are flooded with advertisements in our modem world, many schools believe it is their duty to educate students about advertising. 组织和个人都做广告，因为他们都说服别人按某种方式来行事，例如要你买某个牌子的大米，或者要你停止高速驾车或在他们的电影院里看一场电影。广告制作者在广告上花了不少精力和财力，因此，他们要确保能达到他们的目的。不幸的是，并不是所有的广告商都诚实、正直。除非我们有办法进行自我保护，否则这些不老实

的广告上就会说谎，或者采用误导我们的手段。好在多数国家都采用了一些办法来控制广告业，防止虚假不实的广告。

法律

控制广告的办法之一就是制定法律以约束广告商们的不法行为。许多国家制定了法律，禁止在不恰当的时间和不适宜的地点播放广告。譬如有成人内容的广告就不能在儿童电视节目的时间里播放。在有些国家里，酒类及烟草的广告都是一概被禁止的。在许多地方还制定了法律，以防止广告商为他们的产品说假话，或者宣传不道德或有害的行为。

广告组织

多数广告商都是正派、诚实的。他们和其他人一样也致力于确保广告合乎道德规范。为此，多数广告商都是从属于某个广告组织。广告组织不仅仅对其成员进行教育和支持，而且还制定多种规则让组织中的每个成员都必须遵守。这些规则被称为道德规范，他们包括以下规则：广告一定不能失实或误导；广告一定不能说别人产品的坏话。如果广告中用到人名，那么他们必须对所宣传的产品确保诚信。

投诉机构

虽然有法律和广告的行为规

范，还是有很多糟糕的

广告被制

作出来了。这就是为什么

许多国家都设有检查有关广告投诉的政府机构。消费者可以向这个机构投诉，提出投诉的理

由。如果投诉是正确的，该机构可以责令该公司停止用这种令人不愉快的广告。

消费者

你可能听说过买者自负的说法

就是说消费者有责任在购买其产品之前对产品进行检查。涉及广告时，消费者需要了解广告商所使用的伎俩。这样他们才能对各种广告主张做出自己的判断。而不致盲目地接受广告中所说的一切。当今社会上广告泛滥成灾，许多学校认为它们有责任对学生进行有关广告的教育。