Warming up、Pre-reading、Reading、ComprehendingPPT配套教学设计内容

Unit 5 Inside Advertising

By: Yu Zhen Teaching goals 教学目标

1. Target language 目标语言

a. 重点词汇和短语

casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, refresh, partly, turn ... into, fit in (to), rely on, have no use for b. 重点句子

Even some of the casual garments we wear ...attached to them which ... Adverts are not only ..., but also by... That wishes to ....www.21-cn-jy.com

As well as worrying about ..., advertisers must also consider which media ... and which their target audience is ... However good an advertisement ..., people are unlikely to ... if the product ... They believe ... the way people think about ...and will subsequently reduce ... Some adverts, like the ..., appeal to ... or our desire to ... 2. Ability goals 能力目标

Enable the students to talk about how advertising works. 3. Learning ability goals 学能目标

Teach the students learn how to talk about how advertising works.

Teaching important &

difficult

points 教学重难点

Talk about how advertising works. Teaching methods 教学方法

Skimming,

task-based method,

role-play method. Teaching aids 教具准备

A recorder, a projector and some slides. Teaching procedures && ways 教学过程与方式

Step Ⅰ

Lead-in

As soon as coming into the classroom, the teacher can recite some message (广告词) that is well-known to the students to arouse the interest and get to know what the topic is today.【出处：21教育名师】

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 dishes all of which are seen by her little son, who then, brings her a basin of water for washing. Have you ever saw that advertisement? 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 Ⅱ

Pre-reading Get the students to talk about questions in this part. T: Now, let’s enjoy two advertisements.Do you like McDonald’s better than KFC because of the advertisement?

Let’s watch two videos. Ask the students to discuss which one is easier to remember?

Ss: Students give their ideas. T: let’s do a brainstorm game: Where are the advertisements? Ss: Ss give their answers which might be billboards, TV, buses, radio, train stations, cinema, airport, magazine…

T: Now, let’s go on with Pre-reading. Please look at the advertisements in the text and talk with your partner about each of them. Then I’d like some of you to give your opinions.21教育网

Five minutes later. S1: The first advertisement wants us to save water. It is tap, used in our daily life, with running water, essential to us all, that makes up more than half of the poster,

which aims at drawing people’s attention to cherish water. Meanwhile, a website is offered for further details. S2: The second advertisement wants us to listen to a certain kind of radio station. Words dictating the FM broadcast band shown by white color are very impressive with the background made up by singing orioles, famous for their beautiful sounds, and shining star with bright color. All these make it easy for people to remember and eager to join them. S3: The third advertisement wants us to buy the kind of shoes. Bright red and calm blue pose a striking contrast which makes the shoes adverted more attractive. With the flames and colors, it shows us young people having exciting sports. I think it’s the most effective because it properly appeals to its target and many young people will fix their attention on it at the sight of the picture. S4: The fourth advertisement wants us to buy a certain kind of drinks. With the “Buy one get one free” message, I think it will be the most effective for sure because many customers will get excited when seeing the word “free”.

S5: The fifth advertisement wants us to protect the environment and do something to stop pollution. It shows us the ideal beautiful clear sky and some pictures of the earth being polluted todays. I think it’s the most effective one because it makes the comparison between the idea and reality and people will certainly be deeply impressed by it. S6: The last two advertisements want us to drive carefully at a suitable speed so as to be responsible for ourselves and others. Both of them show the pictures of different traffic conditions for example, highways and expressways. I think the last one is more effective because it sends more messages to drivers, especially the red “stop” with a question mark in the middle.

T: Well done! Next, let’s learn how advertisement works. .

Step Ⅲ

While-reading Get the students to talk about how advertisement works. T: We have talked so much about advertisements. Next, let’s see how advertisement

works. Before you read, glance at Ex. 1 in Comprehending. Give students enough time to do this. T: Have you finished? Ss: Yes! T: Well, next read the text and answer the questions. After the students finish this, check the answers. Suggested answers: Who advertises? Why do Advertisers e.g. Individuals, organizations and associations they To persuade people to behave in certain ways, to inform or educate the public

do they On buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards, in magazines , newspapers and TV programs, on the radio and on the Internet How do they decide After considering which media are most appropriate for their where to advertise? Does work? product and which their target audience is most likely to see or hear. advertise? Where advertise? advertising Advertisements can be effective if they suit the interests or lifestyle of their target audience or if they are constantly used over time. Look at the pictures on page 42-43 and discuss the questions about the advertisements.

T: What is the most common name for H2O?

Ss: H2O = water.

T: What is the purpose of this advertisement?

Ss: To encourage people to use water wisely. T: What group of people is the advertisement made for in Super shooze section? Ss: Young people who like sports, the latest fashions and like to be part of a group. T: Why are the first two lines written bigger than the rest of the advertisement in Refresh water section? Ss: These lines appear bigger so that they are the first thing people notice about the

advertisement. T: Why do advertisers often use the “Buy one

get one free” message?

Ss: 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. T:

What does this advertisement encourage you to think in Environment? Ss: It encourages us to think of the sky, air and our environment and about how the environment is being spoiled. T: Both of these advertisements have the same purpose. What do both advertisements want people to do in Speeding” and “How fast am I going section? Ss: They want people to stop speeding. T: Both ads target a certain group of people. Who are they? Ss:

Drivers. T: Well done! Now you have got a basic idea of this text. Now listen to the tape and talk about how many parts it can be divided into. After a while. T: Are you ready? Ss: Yes! T: Well, who’d like to have a try? Ss: It can be divided into the following four parts: Para. 1

Where ads can be found. Para. 2

What an ad is. Para. 3-7

How successful ads are made. Para. 8-9

What effective ads are. T: Great! Next, please go through the whole text again and I’d like you to analyze the text in details. Show students the following questions: 1. What are the writing techniques of this text? 2. What’s the main idea of the text? Suggested answers: 1. In this text the writer illustrates how adverts work giving different examples,

definition of adverts, listing the steps of making ads, and finally makes the conclusion

of what ads are effective to the targets.

2. The text tell us how adverts work, and how hard a work it is for advertisers, also help us avoid being controlled by the adverts that fill our daily lives. After that help the students to deal with the difficult language points in the text. (Refer to the Appendix.)

Step Ⅳ

Comprehending

Read the text carefully and fill in the blanks. 1.An advertisement is a(n) ________ or announcement that ________ or influences people by using words, pictures, music or film. 2.________ the target: Having identified the target group, researchers ________ as much as possible about those in the target group. 3.Appeal to the target: Appeal to targets’ _________________ or their emotions.

Use a suitable _________: Advertisers consider which media are most ____________ for their product and which their target audience is most _________ see or hear, as well as the cost. 4.People are unlikely to choose the product ___________ for them no matter how good an advertisement is. 5.Making people constantly ___________ advertisements

can help to change their

opinions over time.

T: Well, from all these above, you have got a further understanding of how adverts work. Next let’sdesign an advertisement sentence to sell a paper flower basket ,

using what you have learnt above.

Two minutes later. S1: You can put everything in this basket. T: Wonderful, I’m sure your basket will sell well and you will make a large sum of money owing to your successful advertisements. OK. So far you have learnt a lot about advertising and you know it’s not easy to be successful in this field. I hope you will work hard and get well prepared for your large business deal in the future.

Step Ⅴ

Homework 1. Recite the key sentences in the text. 2. Finish Discovering useful words and expressions on Page 45 and USING WORDS AND EXPRSSIONS in Workbook.