Warming up、Pre-reading、Reading、Comprehending全国优秀课堂实录

人教版选修九第五模块第一篇reading: How Advertising Works Unit 5.Inside advertising Reading: How Advertising Works Teaching Aims: 1. To help the students learn more knowledge about advertisements. 2. To help the students comprehend the article on advertising. 3. To develop the students’ reading skills like skimming, scanning especially train their ability of grasping information and dealing with information in the process of reading. 4. To develop Students’ communication skills.

Teaching Methods: 1. Lead-in activity to arouse the students’ interest in the topic.

2. Pre-reading activity to help students predict what the text tells about. 3. Using skimming skills to help students get the general idea of the text. 4. Using scanning skills to help students get more detailed information and further understand the text. 5. Cooperative learning to help train students communicative skills and self-study capability. Teaching Aids:

A multimedia Teaching strategies: 1. Task-based learning 2. Cooperative study

Teaching procedures:

Step 1 Presentation In this round, there are two activities.

1.Invite one student to deliver a speech related to advertisements. 2.Provide a group of pictures about ads for students and let them discuss some questions. For example: （1.）

Do you think advertisements affect your life in any way? For example? Yes. We often buy what we don’t need much. We sometimes buy what we don’t like because of the lower price….

（2）Why do you remember some advertisements and not others? I remember some advertisements because of the beautiful pictures, pleasant color, unforgettable shape, moving words and wonderful music…

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【设计意图】本环节有两个活动。第一个活动通过让一个学生做关于广告题材的class report，自然过渡到本课的主题，把学生从无意注意引向有意注意。第二个活动通过展示与广告有关的图片，引导学生通过看图片，建立图片与内容的图式，进而培养学生通过图片预测阅读内容的能力。

Step 2 Pre-reading

In this round, I let students go through the ads at P42 and 43 carefully and finish the Comprehending Exercise 2 on P44. Exercise 2 is very important as it develops students’ ability to look critically at advertisements. Make sure students have enough time to discuss these questions fully. Ask them to work in groups and then discuss their answers with the whole class. Exercise 2 on P 44: 1.Water A. What is the most common name for H2O? Why did they call it H2O? (Water. Because it rhymes with “slow”.) B. What is the purpose of this advertisement? (To encourage people to use water wisely and to save water where they can.) 2. Super Shooze A. What group of people is the advertisement made for? (Young people who like sports, the latest fashions and like to be part of a group.) B. What message does the advertisement give? (If you wear our shoes ,you’ll have an exciting life, and be popular and have fun.) C. Do you think the message is true? Give reasons. (No, because just wearing a certain brand of shoes won’t make

you exciting, popular or have fun—it takes much more effort than that.) 3. Refresh water A. Why are the first two lines written bigger than the rest of the advertisement? (These lines appear bigger so that they are the first thing people notice about the ad.) B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sales? (No.) C. Why do advertisers often use the “Buy one get one free” message?

(People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.) 4. Environment A. What does this advertisement encourage you to think? (It encourages us to think of the sky, air and our environment and about how the environment is being spoiled.) B. What do you think causes air pollution? (Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.)

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C. How else can advertisers make people more aware of our fragile environment? (Tell people more and help them to be more aware of the importance of protecting our environment.) 5. “Speeding” and “How fast am I going”?

A. Both of these advertisements have the same purpose. What do both ads want people to do? (They want people to stop speeding.) B. Both ads target a certain group of people. Who are they? (Drivers.) C. If you were a driver, which advertisement would have most effect on you? Why? (Students give their own answers.)

【设计意图】本环节要求学生结合课本42，43页的广告图片，回答课本44面第二题。在读文之前先读图，让学生讨论这几则广告的目的、所采用的策略及所达到的效果，这样由浅入深，由表及里，逐步引发学生对广告的深层次思考，同时也暗示学生，课文内容也将围绕这几方面展开，进一步调动学生的积极性。

Step 3. While reading 1.Skimming

This is a reading skill used to get the main idea of a text by reading only the key words. Look at the subtitles & the pictures to guess the general idea.

The text mainly deals with ____________

A. how advertising works

B. how to make an advertisement

C. how to avoid being controlled by advertisements

D. how to make advertisements effective

【设计意图】快速阅读技能训练，培养学生掌握文章的主旨大意的能力。

2. Scanning This is a reading skill used to work for the details of a passage. Read the text to find out the answers to the following 5 questions 1). Who advertises?

Business, individuals, organizations and associations 2). Why do they advertise?

They want to sell something or to inform or educate the public. 3). Where do they advertise?

On TV and radio, in magazines and newspapers (on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places)

4). Does 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.

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【设计意图】通过寻读，训练学生有目的、有选择地快速观览，寻找所需要的信息的能力。

3.Read the text carefully and fill in the

blanks.

【设计意图】通过让学生完成填空题，引导学生进一步挖掘课文细节内容。

Step4.Post reading

1.Let students divide the text into four parts to train their ability of analyzing the structure of the text. Part 1.(p1):Introduction Part2.(p2):Definition Part3.(p3-7):How do advertisers make effective advertisements? Part4.(p8-9):How effective are advertisements?

【设计意图】通过让学生分段并总结段落大意，培养学生归纳主旨和概括能力。

2.Summary: Fill in the blanks of the short passage with suitable words. Nowadays, advertisements__________ an important role in our daily life, so it’s necessary for us to understand ________ads work to avoid being controlled by them. Firstly, what advertisers usually try to do is to_______ the target, getting as much information as possible. Secondly, they often _______to our hopes and dreams or emotions. Thirdly, they must place their ads in the________ medium. Besides, it’s worthwhile to spend lots of money on the______ ads when there is a need for the product.

【设计意图】本环节通过完形填空的形式总结了文章主要大意。通过这个题型，逐步引导学生概括文章大意和复述能力，以达到掌握课本主要内容的目标。

Step 5. Activity

In groups, try to design an effective ads for jeans that are generally for young men and women mainly of university age. The

students may also choose other products they like. During this activity, they can put the knowledge they learn from the text into practice. It’s also a good way to help develop their communication skills.

【设计意图】通过让学生分组制作广告，一方面可以锻炼和加强学生合作学习的能力；另一方面，可以培养学生交际能力，让他们在运用语言的过程中将课本知识学以致用，进而提高他们综合运用英语的能力。

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Homework: Try to design an effective advertisement for your school .

教学反思：

本节课主要是围绕教材设计了一系列探究性题目，以便有效激发学生参与课堂的积极性并且提高学生独立发现问题，思考问题和解决问题能力。然而在具体的教学过程中也发现学生对信息加工、处理和选择的能力较薄弱，因此教师在以后的教学中要侧重技巧的点播和加强针对性训练，帮助学生提高综合运用语言的能力。

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