Warming up、Pre-reading、Reading、Comprehendingppt配套教案和课堂实录

Book 9 Unit 5 Inside advertising

Warming Up、Pre- reading and Reading Teaching Design I. Analysis of the teaching materials This lesson is Warming up & Reading of Book 9 Unit 5 Inside Advertising. This unit introduces students to several issues about advertising. The aim of the unit is to help students become more aware of how advertising can affect their lives and to critically examine the messages and techniques used in adverts. The reading passage discusses the purpose of advertisements and how advertisers decide where and how to advertise.

II. Analysis of the students

The students are from Senior Three, and most of them have years’ experience of learning English. They are studious most of the time and make good performances in academic learning. They prefer teacher lecturing and taking note. They don’t think highly of pair work or group work. Many students don’t feel confident and comfortable speaking English in class.

III. Analysis of teaching methods and approaches In this class, to arouse students’ interests on the topic and their motive to present themselves, I use a little TPR, audio-lingual approach, oral approach. Besides, I adopt situational language approach, community language approach, content-based teaching, competency- based teaching and task-based teaching to help students promote their core competence in English learning.

IV. Teaching objectives: Knowledge aims: ◆

Learn words and expressions: billboards, turn.. Into, advertiser, fit into, lane, conscience, worthy, expense, generate emotional responses stereo, have no use for, etc. ; ◆

Learn about some basic information concerning advertising, such as definition, means, and effectiveness

Ability aims: ◆

Know the purpose and techniques of advertising through careful reading and discussing; ◆

Learn how to make a summary of the reading orally.

Emotional aims: ◆

Develop the sense of telling good ads from misleading ones.

◆

Know more about the advertisements and broaden own horizon.

V. Teaching key points and difficulties

◆

Know the purpose and techniques of advertising through careful reading and discussing; ◆

Learn how to make a summary of the reading orally.

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VI. Teaching procedures Teaching activities Warming Up work

Activity 1 Individual/ Whole class

Students’ activities

Visual stimulus proves to be effective to tune students’ minds into Purpose 【Greeting】: Good afternoon,

everyone! Welcome to our class. 【Teaching objectives】: In this class,

we are going to learn something about

ads.

【Lead-in】: First I want to share a video with you. Please enjoy it.

【Showing the video】

【Asking questions】

What’s in the video?

Where is it?

Who advertised? 【Writing on the backboard】

agency

Why did they advertise?

Is it successful?

【Answering】: An

advertisement: The Fearless Girl.

【Answering】: In front of Wall the lesson and engage them. A video clip Street's iconic charging bull statue

【Answering】: McCann New York, a famous advertising agency.

【Answering】: Aiming to pressure companies to add more women to their boards 【Answering】: Yes, very successful! After taking over Wall Street, the Fearless Girl invader Cannes International Advertising Festival 2017, picking up three Cannes Lions on the festival’s first day. provides amount enormous of information. Then we dig deeper by asking them some related questions.

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Reading Activity 2

Individual work

【Answering】: Everyday, we pass

Just like the Fearless Girl invading the by advertisements on buses and

Cannes International Advertising billboards, on trains and in train Here a situation is Festival, various advertisements have stations, in shop windows, outside created for students to already invaded our daily life. Let’s restaurants and on public notice go through the find out how they invaded our life.

see introduction of the advertisements in magazines and reading, raising the boards. At home, we newspapers and in the middle of our question of how we favorite television programs. We can avoid being by hear advertisements on the radio controlled and come across them on the advertisements, which Internet.

paves the way for students to skim the outline of the whole passage.

They are filling/ invading/ sweeping

our daily lives! 【Answering】: Yes, though

【Asking questions】

advertisements are filling our daily

Can we avoid being controlled by lives, we can avoid being controlled

To sum up, students them? by them. are required to

【Writing on the backboard】

Sum Up: Part 1. Though…, we can…

【Asking questions】

How can we?

【Answering】: To understand how advertisements work.

【Answering】: describe this part in one sentence at the end of each part, which will pave the way for students to make presentations.

oral

Skim the text quickly to find out how 1.

What is an advertisement?

the writer shows us how 2.

How do advertisers make

advertisements work. effective advertisements?

3.

How effective are

advertisements?

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Careful Reading reading part 2 An advertisement

Try to complete the blanks after 【Answering】:

An advertisement is a message or

announcement

conveyed through

is ___________________ conveyed words, pictures, music or film by

through ______________________by business, individuals, organizations

___________to __________________.

Activity 3 Pair work Water: The and associations to inform or

educate the public.

【Answering】:

An activity of pair advertisement a message; words and pictures; an work is designed here for students to is_______________ conveyed through organization or association; appeal describe three ads by to the public to save water. ______________by _____________to using the definition of

_______________________.

ads.

Super shooze: The advertisement a message; words and pictures; a company; appeal to the public to

is_______________ conveyed through

buy the shoes. ______________by _____________to

_______________________. Star: The

4 advertisement a message; words and pictures; a radio station; appeal to the public to is_______________ conveyed through listen to their program. ______________by _____________to

_______________________. 【Writing on the backboard】

Sum Up: Part 2. An advertisement is…

Activity 4 Individual work 【Asking questions】

【Answering】: Why is identifying the target so Their money would be wasted if the important for advertisers?

message didn’t reach its target audience

What do they do?

Further thinking: 【Asking questions】

Identify the target group; fitness);make techniques

【Answering】: decisions

on

To develop their further thinking, they are required to find out what the target audience

of this advertisement. do researches (likes& dislikes,

What is the target audience of this Teenagers/ Adolescents. advertisement? (Show the picture of

Super Shooze)

Activity 5

Pair work 【Asking questions】

How do they appeal to the target?

Further thinking: Which advertisement appeals to you most? (Show several advertisements.) Why?

Activity 6 Individual work 【Asking questions】

【Answering】: By using colors, pictures, slogans

An activity of pair work is created here etc.

Answers vary.

【Answering】: for students to further understand paragraph.

To sum up, students are required to describe this part in one sentence at the end of each part, 5 this What are the factors for their using a Cost/ expense and appropriateness suitable medium?

Further thinking: 【Answering】: 【Asking questions】

Radio and TV

Because the first ads via radio can reach a lot of drivers very easily. Television adverts are great for generating emotional responses

What are the suitable media of these

two advertisements? ( speeding & dove) Why?

【Writing on the backboard】

Sum up: Part 3. To make effective ads, advertisers____________________________________________________.

【Asking questions】

What does the effectiveness of an advertisement depend on?

【Writing on the backboard】

Sum up: Part 4. The effectiveness of an advertisement depends on

【Answering】: Meet your need? Suit your interest? Have a use for? Constant exposure?

The effectiveness of an which will pave the way for students to make presentations.

oral advertisement depends on the suitability of the products.

【Answering】: the truthfulness of the contents of the advertisements.

Group work and then oral presentation. To digest and consolidate what they have learned today, a group work is designed here for students to persuade John by using the information they got in the reading. After the activity an oral presentation will be expected.

After class, students are required to turn their oral work to a written one to emphasize formality and correctness of their work. 6 _____________________.

【Asking questions】

But what else will influence the effectiveness of an advertisement?

Activity 7

Group Work (A piece of news about advertising scandals is shown to students.) Whenever talking about advertisements, John is always strongly opposed to them since so many advertising scandals (丑闻) around us.

Try to persuade him by using the information we got in the reading. (An oral presentation will be expected.) Activity 8

Assignment

Please turn your oral work into a

written one.

Class is over! Thank you for your attention!

VII. The blackboard design

Part 1. Though…, we can…

Part 2. An advertisement is…

Part 3 To make effective ads, advertisers…

Part 4 The effectiveness of advertisements depends on…

agency

fit v.--- fitness n. expose v.--- exposure n.

IX. Reflection In the process of teaching, I carry out situational teaching and task-based teaching methods to make the lesson rich, effective and instructive. The design of context and situation guarantee the consistency, sequentiality and hierarchy of the whole teaching procedures. Besides, students actual cognitive level, difficulty of the questions, the time for asking questions are all taken into consideration while designing the teaching procedures.

In daily classes, I lay more stress on reading and writing, which accounts for the students’

lack of competency in listening and speaking.

Well guided and inspired, students can express themselves freely and clearly.

It’s necessary for us teachers to attach great importance to formality and correctness of writing in our daily teaching.

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