Reading(1)：Advertisements教学设计及教案分析

Instructional Design of Module 4 Unit 1 Advertising Project: Developing an ad campaign Part 1 Pre-class Section: 1.

Coursebook Analysis: The project in this unit is designed to help students learn and use English by doing a project. The reading material is used to introduce some basic information about ad campaigns. The handout can help students have a clear goal and target audience when they are developing their own ad campaign. The purpose of this section is to encourage students to use what they have learnt throughout the unit to complete a project. In the course of doing the project, students should consider three things: the target audience of the ad campaign, the message they want to send and how they plan on reaching their target audience. Students are expected to know how to cooperate and do the project together. 2.

Students Condition Analysis: The students are familiar with the advertisements. But they are lack of vocabulary What’s more, the abilities of English speaking and reading are also not good enough to accomplish this complex project. So I resolve each part into bearable tasks and give students enough information in order to make the job simple for them to finish, and design some interesting activities to draw students’ attention. 4. Teaching Aims: (1) Knowledge aim: Help the students to learn the passage about some basic information on an ad campaign. (2) Ability aim: Help the students learn how to develop an ad campaign and write an ad campaign proposal. (3) Emotional aim: Students will improve their sense of social responsibility by developing public service ad campaign. 5. Teaching Important and Difficult Points: (1) How to understand the text better. (2) How to develop an ad campaign.

6. Teaching Methods:

Task-based in-class activities

Discussion in groups

Question and answer activities

Competition Part 2 Teaching Procedure: Step1: Lead-in

1. Play a short video about an advertisement.

T: Just now we have enjoyed a short video, do you know what kind of advertisement it is? 2. T: Now let’s come back to our class. As we all know, China is aiming to build a harmonious society. But I think there are still some problems existing in our society. Such as some big disasters or some bad behaviors which are seriously hindering the harmonious development of our society. Guide students to set some examples of social problems. Meanwhile, show students some vivid

pictures of social problems such as the earthquake in Yushu, the event of Taihu Lake blue algae, smoking, taking drugs, and hunting wild animals etc. T: They are all the problems existing in our society which are seriously hindering the harmonious development of our society. As a member of this society, do you think we have the responsibility to do something for it? Do you think we should deal with these problems? T: But what should we do to deal with these problems? S1: Ask policemen for help. S2: Write an advice letter to the leaders. …

T: I have got an idea. Nowadays people all over the world use the media to advertise for the benefit of the public or public welfare. Do you think it is a good idea to build an ad campaign about social concerns? an ad campaign. Step2: Gaining information At this time students have no idea about the ad campaign, so they should get some information first. Ask the students to read the first paragraph to get some basic information on an ad campaign. And answer the questions on the screen. Questions: What is an ad campaign? What must you keep in mind when you start a successful ad campaign? What media can you use in an ad campaign? Suggested answers: 1. An ad campaign is an organized program of advertisements using various kinds of ads to reach a particular audience. 2. You must have a clear goal and target audience in mind. 3. We can use different kinds of media including newspapers, magazines, television, billboards, mailings, etc. Teacher should explain what an ad campaign is as well as the meaning of “a clear goal” and “target audience”. Also, teacher should tell students they can use various kinds of media in their ad campaign. In this way, students have a clear idea about what they should do next. Step 3 Planning

Remind the students of the problems mentioned at the beginning of the class. To address the problem, teacher set some subjects for an ad campaign as follows.

Animal Protection

Anti-smoking

Protection of the Taihu Lake

Anti-drugs

Donation for the people in Yushu

…

Ask the students to form the groups of 6. Discuss which of the topic they are interested in and choose one as their topic, or come up with one of their own and explain why they choose this topic. Then the teacher can pretend to be a reporter to interview each group about their topic and the reason why they choose this topic. Step 4: Gaining information Before the students do the project, there are three questions they must first consider. So ask them to listen to the tape and fill in the blanks.

Three questions (1)______ Key points Do a little (2)________

on what the audience already thinks and you can (3)_______ the right message for the right people. You should try to (5)______ __ the way the audience will react. There are lots of different (7)_______

to get your message across.

You must decide what (8)_________ to use, which mainly depend on your target audience. (4)______ to say (6)_____ to reach your audience

Step 5: Explain logo and slogan (1)

Show some pictures of logo and slogan to students. Make them get a general idea about logo and slogan.

(2) Competition

Match the posters with suitable slogans. Divide the whole class into boys and girls and hold a competition to answer questions. Step 6: Preparing (1)

Ask the students to discuss the following three questions for their own ad campaign and write down the answers.

Who is the target audience for our ad campaign?

What do we want our ad campaign to say?

How will we reach our audience?

(2) Assignment

Discuss the tasks listed below and decide which group member will be responsible for each task. Write the names beside each task. Member’s name

Task Research Design a logo Develop a slogan Forms of media Campaign proposal

Presentation

Also the teacher can pretend to be a reporter to interview each group and ask them to report their works. Step 7: Producing T: Do you think the slogans above are vivid and attractive? I think It’s a challenge for you. It’s time for you to design your own slogan and logo. Please remember the duty of each group member. researcher---find inf. from various sources logo/slogan designer--- made it attractive proposal writer--- write a brief outline and plan some questions the whole team---work as a whole and everyone should contribute to the project. Step 8: Presenting

Ask the students to present their ad campaign and try to make their presentation clearly. Students should prepare for answering questions concerning their ad campaign. Remind the students to use the structures as follows. Presentation

Good morning/afternoon, ladies and gentlemen! I am very honored to have this opportunity to present our ad campaign to you! The topic of our ad campaign is ____________________. Why did we choose this topic? Because _______________ _____________________________________________________________________

Now let me introduce my group members and their tasks to you! __________ was required to do some research on the topic and the audience. ________ and ________ was responsible for designing the logo and developing a slogan. Then__________ took charge of choosing the forms of media. And the ad campaign was written by _________. Here my duty is to present the new ad campaign to the class. Through our joint efforts we have finally decided that our target audience should be _______________________________________ and we choose _______________ as the forms of media, because ____________________________________________ Now, I will talk about our campaign goal and show you our logo and slogan. ________________________________________________________________________________________________________________________________________________________________________________ (Explain your ad campaign in detail)

Thank you for your listening! Part 3 Homework

1．Try to find more information about your ad campaign and finish it after class.

2．Post your logo and slogan on the display wall of your classroom.