Warming up、Pre-reading、Reading、Comprehending优秀教学设计

Module 9, Unit 5

Inside advertising Reading and speaking

How advertising works 教学设计

广州市第七十五中学 欧阳夏文

设计及执教：欧阳夏文

上课年级：高二

课型：阅读拓展课

课题：Module 9, Unit 5. How advertising works

教材分析：

本课的中心话题是广告。具体内容涉及“什么是广告”“如何制作有效的广告”“广告的效果”“广告的语言特点”等。通过结合学生日常生活遇见的形形色色的广告，引导学生深入观察、分析广告的产生目的、目标群体、制作手法、常用媒介和广告效果，达到语言教学源于生活，探究生活，思考生活的目的。由于所选篇章取自高三的教材，词汇难度对于高二的学生会略大；但本课的文章结构清晰明了，有助于学生快速把握段落大意，也易于总结阅读的经验技巧。阅读拓展部分，有意让学生讲本课的所学所悟，撰写一则广告，重点感受广告语言的特色，引起学生的兴趣，激发学生的学习热情。

教学目标：

一、语言能力目标

1. 通过阅读，猜测部分生词的含义，巩固在行文中理解单词的能力。

2. 通过概括段落大意，复述全文核心意思，强化说明文的文体结构意识。

3. 通过回答提问和小组发言，锻炼语言组织能力和提高口语表达的清晰流畅性。

二、学习能力目标

1. 通过层层深入的引导，培养学习英语、理解文章的条理性。

2. 通过分组活动，增进小组合作，促进相互启发、相互学习。

三、思维情感目标

1. 通过对广告行业的剖析，启发学生用心观察身边事物，并用批判的眼光评价广告。

2. 通过切实撰写广告语言，加深对某一特定行业的认知。

教学重点：

教会学生精炼地概括出文章的篇章结构，帮助学生明晰广告的五大要素（目的、对象、手法、媒介、效果），培养学生的口头表达能力。

教学难点：

如何与首次接触的学生配合顺利；如何刺激学生思考和表达，并迸发出富有新意的问题；如何帮助学生完成广告的设计。

教学流程：

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Step One. Warming up 1. Please recall as many advertisements as possible. What are those popular, classic or creative adverts in your childhood or in present days? 2. What do you remember of them?

Step Two. Pre-reading 1. Please observe the four well-known advertisements, and answer the following five questions.

①

What is the advertisement trying to tell us?

②

Who is the advertisement intended for?

③

Where do we usually see the advertisement?

④

Why is it so impressive?

⑤

How you do feel after you see the advertisement? 2. Please conclude from the five questions the five elements of advertisements.

Step Three. Reading comprehension 1. Fast reading

With the help of the headlines, conclude the main idea of each part using your own words.

Part 1___________________________________________________________________

Part 2___________________________________________________________________

Part 3___________________________________________________________________

Part 4___________________________________________________________________ 2. Detailed reading

Work in groups to give answers to the following questions.

[Part 1-2] Are advertisements always for the purpose of gaining profit? Why?

________________________________________________________________

What is the language style of adverts?

________________________________________________________________

[Part 3]

Why is it so important to identify the target?

________________________________________________________________

What do advertisers try to satisfy?

________________________________________________________________

What techniques do advertisers use to make adverts better?

________________________________________________________________

How can a suitable medium help the advertisers?

________________________________________________________________

[Part 4]

In what kind of situation are advertisements effective?

________________________________________________________________ 3. Extensive reading

Describe the advertisement given to your group, covering the information from the tips. _______________________________________________________________________________

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_____________________________________________________________________________________________________________________________________________________________________________________________________________________________________________ 4. Summary List the details we have just discussed, and complete the web. Try to make a brief summary of the secret of advertising.

Purpose

__________________________________________

Target

___________________________________________

Advertisement

Technique

___________________________________________

Medium

__________________________________________

Effect

__________________________________________

Step Four. Practicing Create your own advertisement!

In-class notes for new words: Collect words you don’t know here. Try to guess what they mean through reading, and write down their Chinese meanings below. 1 2 3

4 5 6

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