Warming up、Pre-reading、Reading、Comprehending优秀获奖教案

Book IX Unit 5 Inside Advertising How Advertising Works

Warming up &Reading

甘肃省靖远县第一中学

王宏煜

I. Teaching Aims Knowledge aims: Get students to know some knowledge about the advertisement, such as its definition and how it works and so on.

Ability aims: The teacher divides the whole passage into several parts and each part is used to train one special skill for the students. Emotional aims: Get students to know how advertising works and how to judge what is an effective advertisement.

II. Teaching important and difficult points：

Get students to learn to use the context of a passage for skill training and find the related information for reading comprehension as quickly and effectively as possible. III. Teaching methods: Task-based teaching methods IV. Teaching aids:

Multimedia

V. Teaching procedure: Step 1

Warming up

T: Hello! Everybody!Yesterday, when I was watching TV, an advertisement really moved me. Next, I’d like to describe it to you: A woman, exhausted from a whole day work, helps her mother wash the feet all of which are seen by her little son, who then, brings her a basin of water for washing. Have you ever saw that advert? What does it mainly talk about? Ss: It aims at educating people that everything you do will directly effect people around you, especially the little children. T: Yes, that’s it! A good advert can impress people deeply. But do you know how an effective advert work?

Ss: Yes! / No!

T: Today, we’ll learn more about that.

Step

2

Pre-reading

As you can see in our textbook, in this passage, there are several pictures. Discuss each of the advertisements on Pages 42 and 43 in pairs.What does the advertisement want you to do? You have 2 mins.

Please share your opinion with us.

This text has many headings in it. They tell us the clear structure of the passage. We can see there are four sections in it.

Scan the headings of each section and get a general understanding of the text. So the first para is Section I and it’s the introduction. Section II is para 2; Section III is para 3-7; Section IV is the last two paras. Step 3 :

While-reading

Since we’ve got the main idea and the structure of the passage, we’ll go to the details.

Read the first paragraph and get the answer. 1. How can we become walking advertisements?

Yes, you find the answer in the introduction of the passage: When we wear the casual garments with brand names attached to them.

What is the benefit of knowing how advertisements work?

We can avoid being controlled by them. Here is a picture. Chen Yixun and Fan Bing are the walking ads for adiddas. Read the second paragraph and get the answer. 2. What is an advertisement? Who advertises? Why do they advertise? The first para tells us Where the ads can be seen, and this para tells us What is an ads, Who advertises and Why do they advertise. What will the author talk about next?

Yes, How.

Now, let’s go to Section III to know “How”.

Read the para3-7 and get the tasks done. It’s Question 4-5. 3. Why do advertisements often appeal to our hopes and dreams or emotions?

To persuade us to do something Read para8-9 and get the answer.

Why do governments all over the world pay much for ads on such things as road safety?

Step

4 : Summary

Now, let’s make a brief summary of the whole passage. Please fill in the blanks.

We can meet many advertisements in our daily life. An advertisement is a message____ an announcement that informs or influences people. Advertisers must pay for their ads, so the message must reach _____ target audience, or their money would be wasted. Identifying their target is not enough, they should try their best to appeal____ their target. For example, their environmental protection advertisement appeals to the audience’s consciences or their desire ______(be )worthy citizens. At the same time, advertisers must also place their ads in the right medium. To do this, they also need to spend money. They have to be a big corporation with a big budget______(afford) the ads. In addition to worrying about the expense, advertisers must consider______ media are most appropriate. For example, if the ad relies on visual effects, it is no use __________(advertise) products on radio. However, people don’t buy the products they are no interested in or have ____ use for.

One of you is expected to write down your answers on the blackboard.

Step 5 : Post-reading

A public service advertisement（公益广告）

Step 6: Homework 1. In pairs, discuss the questions in Ex 2 on P44. 2. Finish Ex 3 on P45 in pairs.