Warming up、Pre-reading、Reading、Comprehending教案3

Unit 5 Reading part :How advertising works

Step1: Pre-reading(warming up) T: Where can you see and hear advertisements? S: on TV, on the radio , at the cinema, on buses, in the train stations , in magazines, on billboards, in newspapers, at the airport and so on T: it means we can see or hear advertisements everywhere. Step2 Reading (including three parts fast reading , careful reading and post reading(discussion)) 1.

Fast-reading Scan the headings of each section and divide the passage into four parts. And then Sum up the main idea of each section. Introduction What is an advertisement? How do advertisers make effective advertisements? How effective are advertisements?(the influence of the advertisements) 2.

Careful reading(Including two parts) I.

Read each part and answer some related questions Part one: Where do ads appear?

Why we need to understand how advertising works? Part Two: What is an ad? Definition (a message or announcement that intends to inform or influence people) 2) Means (words, pictures, music, film …)

3) Advertisers (business, individuals, organizations, associations) Part three: How do advertisers make effective ads? 1)Identify the target (find out necessary information about this group) 2) Appeal to the target (hopes, dreams, emotions, desires …)

3) Use a suitable medium

(cost, media) Part four: How effective are ads? 1)

When there is a need for the product. 2)

If the target audience is exposed to ads constantly. II.

Read the text carefully and fill in the blanks. Step three: Discussion T: choose one of the advertisements on page 42 and 43 and discuss it in groups and decide whether they are good or bad ads and why.(you can refer to the information offered in EX.2 “comprehending”

1.

Water

H2o =water. H2o has been used instead of the word “water”, because it rhymes with “slow”. Rhymes attract attention and are easily remembered. To encourage people to use water wisely and to save water where they can

2.

Super Shooze Young people who like sports, the latest fashions. If you wear our shoes you’ll have an exciting life, and be popular and have fun. This message is not true 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.

Environment It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. 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. Tell people more and help them to be more aware of the importance of protecting our environment.

4.

Refresh water Why are the first two lines written bigger than the rest ?

It can draw people’s attention.

Does it mean the advertiser will lose money if you buy two bottles with two bottles free ? No, they will make more money by selling

more bottles. Why do advertisers often use the “Buy one get one free” message?

People love a bargain and like buying the product if they think they are getting something for free. Step 4 wring and home work 请根据以下提示,以Advertisement为标题,写一篇100词左右的英语短文. 1) 广告成了人们生活中不可或缺的点缀

2)有的广告走向极端

3)你对广告的看法

Advertisements appear everywhere in modern society. When you walk along the streets, you can see large boards with pretty girls smiling at you. You read newspapers, and see half of the pages covered with ads. You turn on TV, and you see commercial advertisements again. Whether you like it or not, advertisements fill your life.

In order to attract more customers, advertisements will sometimes go to extremes. Advertisements use every possible means in producing their announcements. For example, to advertise a certain food, advertisers will employ an actor to sit at a table and eat up their seemingly delicious food product while they film him.

Although advertisements enable you to make decisions quickly, sometimes they can cause lots of trouble. There are always many of them and they make you forget what you are sitting there for.