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

How Advertising Works Unit 5.Inside advertising 吉林省通化市第一中学英语组

张小川

教学设计：

一、教学课型：

阅读课

二、教材分析和教材主要内容

本节课是人教版高三年级模块九第五单元的阅读课部分。主要内容涉及“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”以及“广告行业的道德规范”等。语言技能和语言知识都是依据这一中心话题设计的。通过本课的教学，使学生更多地了解广告方面的知识，如何制作广告才能到达预期效果，并引发学生对广告道德深层思考-为什么会出现虚假广告，广告业应当遵循什么样的行业道德规范，如何约束广告的不法行为以及如何判断虚假信息，避免被广告误导、欺骗。同时着重培养学生的阅读技巧如skimming，scanning、归纳文章主题和段落大意的阅读技巧及综合运用语言的能力。

三、教学目标

1、知识与技能目标

① 全面培养学生听、说、读、写综合能力；侧重阅读技巧（如寻读和略读、归纳文章主题和段落大意）和语言运用能力的培养；促进学生开放性思维能力的培养与发展。

② 引导学生理解和掌握课文主要内容，在理解的基础上能根据关键词或关键句对课文大意进行复述概括并能对广告相关问题表达自己的看法或意见，培养学生的交际能力。

③ 使学生了解广告方面的知识及如何制作广告才能到达预期效果，并引发学生对广告道德深层思考。

2、德育目标

通过对课文的学习和读后中几个问题的讨论，使学生不仅了解广告方面的知识，而且知道如何判断虚假信息，避免被广告误导、欺骗，从中培养了良好的辨证、客观地分析问题的能力。

四、教学重点

①

指导学生了解课文大意和广告知识

②

指导和帮助学生完成本单元阅读任务，掌握阅读技巧

五、教学难点

指导学生运用阅读技巧，找出关键信息，并能正确理解和运用这些信息归纳文章大意。

六、教具准备

以多媒体辅助教学为主，板书关键词、句为辅。需要准备一台电脑和一块黑板。

1

七、教学方法

①

快速阅读法

②

任务型教学法

③

合作学习法

八、教学过程

人教版选修九第五模块第一篇reading: How Advertising Works Unit 5.Inside advertising 通化一中

张小川

Reading: How Advertising Works Teaching Aims:（教学目标）

1. To help the Ss learn more knowledge about advertisements. 2. To help the Ss 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:（教学方法）

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

2. Pre-reading activity to help Ss predict what the text tells about. 3. Using skimming skills to help Ss get the general idea of the text. 4. Using scanning skills to help Ss 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 Ss and let them discuss some

2

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…

【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 Ss 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

3

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.) 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

4

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). How do they decide where to advertise? They consider their budget and what medium is most likely to be seen or heard

by the target consumer. 5). 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.

【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.Divide the students into several groups, and let them ask more questions. Each group will work out one question and let the students in other groups answer them.

【设计意图】通过让学生分组互相提问，引导学生进一步挖掘课文细节内容，弥补学生之间的信息差，并活跃课堂气氛。

Step4.Post reading

1.Let Ss 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.

5

【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

1.

Help Ss review the process of making an effective ad.

1)Identify the target (find out as much as possible about those in the target group, such as their likes and dislikes and how their product would fit into their lives) 2)Appeal to the target ( In order to persuade people to do something, advertisements often appeal to our hopes and dreams or our emotions. ) 3)Use a suitable medium

(They consider their budget and what medium is most likely to be seen or heard by the target consumer.)

【设计意图】引导学生复习制作有效广告的过程，一方面复习巩固本课内容，另一方面也为下一个环节做好铺垫，以便学生能有效的利用本课新学知识进行输出。

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

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。

6