Warming up、Pre-reading、Reading、Comprehending优质课教案

Unit 5

Inside Advertising

本单元的中心话题是广告, 主要内容涉及什么是广告、如何制作有效的广告、广告的效果、广告的语言特点等。本单元的语言技能和语言知识也都是围绕这个话题设计。

本单元涉及的要点：

1）

学习了解广告的相关知识、以及广告行业的道德规范。

2）

学会表达对事物的不同看法。

Park One: Warming up Teaching Goal: 1.

to arouse students’ curiosity about advertisements 2.

to prepare them for reading Teaching Procedures: Step1. Present advertisements to students, let them realize that ads are around their life. Step2. Ask Ss to think any advertisements they can remember (Chinese is also OK),

and share them with classmates. The teacher can provide some as examples: I’m loving it!

-- McDonald 没有联想，世界将会怎样？

-- Lenovo Impossible is nothing.

-- Li Ning Connect people.

-- Nokia 原来一切可以更美的。-- Midea

Step3.The teacher shows some ads for products, and ask Ss:

Do you know the advertisements for these products?

Good to the last drop．滴滴香浓，意犹未尽

Just do it! 只管去做！

Obey your thirst 服从你的渴望

…

Step4. Get Ss to recall:

Where do you usually see or hear these advertisements?

Some options are provided:

on TV

on the radio

at the cinema

on buses

in train stations

in magazine

on billboard

in newspapers

at the airport

Step5. Ask Ss: Do you think advertisements affect your life in any way? If Ss find this question hard to answer, sub questions can be presented: •

Do you dress different because of advertisements? •

Do you eat food that are advertised? •

Do you buy things that you might not otherwise buy?

Step6. Group Discussion.

•

How many advertisements do you hear every day? •

Can you remember the names of products that were being advertised? If so, why do you remember these and not others? Park II Reading I Teaching goal: 1.

to get students to know what advertisement is, how to make advertisements effective

2.

to get students to practice the reading skills of skimming and scanning

Teaching Procedures: Pre-reading (step 1-2) Reading (step 3,4) Comprehending (step 5-7) Homework (step 8) Step1. Look at each of the advertisement and discuss the question with a partner:

What is the purpose of each advertisement?

Encourage people to save water

Encourage people to listen to the radio station

Encourage people to buy shoes of this brand

(Some more in PPT)

Step2. Get Ss to discuss:

Which one do you think is the most effective? Why? Make Ss discuss it with group members, and report their ideas. Step3 .Ask Ss to scan and skim the text, and grasp the man idea of this text with the help of outline. •

Introduction •

What an ad is •

How advertisers make effective ads •

How ads can be effective Step 4.Ask Ss to Read the text in detail and tell the statements True or False. •

Brand names are even attached to some close. T •

Adverts are only used for business. F •

It might be proper to advertise goods related to cars on radio. T •

Good advertisements are always working well. F Step 5. Get Ss to look at exe.1 on page 44. With the questions in mind, read the text.

Suggested answers: Who advertise? Business, individuals, organizations and associations Why do they advertise? They wan to sell things or to inform or educate the public. Where do they advertise? On TV and radio, in magazines and newspapers;

Also on closes, billboards, at sports field, on buses and trains, etc. How do they decide where do they advertise? They consider their budget and what medium is most likely to be seen or heard by the target consumer.

Do advertising work? Yes and No. People are not usually persuaded by ads to buy things they have no use for . However, ads do change people’s opinions over time.

Step 6. Ss are required to discuss the questions about the advertisements. 1.

What is the common name for H2O?

Why did them call it H2O? 2.

What group of people is the “Super Shoze” made for?

What message does the ad give? 3. Both ads are to persuade drivers to stop speeding, what’s the difference?

Suggested answers:

1.H2O= water. They use H2O because it rhymes with “slow”; thus can attract attention and easily remembered. 2. Young people who like sports and in fashions.

The ad gives the message that: if you wear our shoes, you’ll have an exiting life and be popular and have fun. 3.“$100 just like that” is about punishing people if they speed.

“How fast am I going?” reminds us the reason for not speeding.

Step 7. Role-play in pairs.

One: producer of high quality jeans The other: advertising agency Here are the tasks that they have to achieve: •

Decide who might be the target consumers

•

•

What media you will use How you will appeal to them

Step 8. Homework:1)Collect ads that you like; 2)Share them with your classmates.