Warming up、Pre-reading、Reading、Comprehending课件配套优秀教案设计

Part 1 Teaching Design 第一部分

教学设计

Period 1 A sample lesson plan for reading (HOW ADVERTISING WORKS) Introduction

In this period, after the warming up, students will first be asked to look at an ad and answer questions about advertising. Then they will be helped to read an exposition about how advertising works. The diagram offered can be used in teaching. Three “Warming Up” designs are presented in this book for teachers’ reference. Computer and overhead projector may be used to aid the teaching and learning.

Objectives ■

To help students learn to express different views for argument ■

To help students learn to read an exposition about advertising

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To help students better understand “ads”

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To help students learn to use some important words and expressions ■

To help students identify examples of the object complement in the text Focus Words Inform, feature, broadcast, rely, generate, refresh, murder, appoint, raise, dial, ban, promote, beware Expressions

Patterns

turn into, fit in to,

rely on, have no use for,

In order to persuade people to do something,…

With

so many messages from

advertisers filling our daily lives，it is important to understand how advertisements work．

However，it would be no use advertising products on radio if the ad relies on visual effects．

This is why governments all over the world pay a lot of money for ads on such things as road safety．

They believe these adverts will affect the way people think about their driving

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habits and will subsequently reduce the number of road accidents. Aids Multimedia facilities, tape-recorder, photos, diagrams

Procedures 1．

Warming up

⑴ Warming up by defining advertising

Good morning, class! Do you know what is advertising? Do know want to know some inside information about advertising?

ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns. Now turn to page 42. We shall take HOW ADVERTISE WORKS today. ⑵Warming up by learn to use “advertise”

Advertise: (v. t.) To give notice to; to inform or apprise; to notify; to make known; hence, to warn; -- often followed by of before the subject of information; as, to advertise a man of his loss. Advertise: (v. t.) To give public notice of; to announce publicly, esp. by a printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meeting.

⑶Warming up by looking and saying What are these pictures for?

Yes, they are for advertising goods. Could you say something about them? Could you make questions and answers about these pictures? But first let’s go to page 84 for some necessary information.

2. Pre-reading by looking and answering Look at the ad on the screen, and answer the following questions;

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＊

Where is advertising?

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Who produces advertising? What are their economic and ideological reasons, their intentions and their results? ＊

What technologies are used?

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How does advertising target different groups?

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What research is done before advertising?

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How does advertising work?

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What are the mechanisms of persuasion? eg. appeals to authority (famous people), appeals to a desire to save - pricing ($29.95 instead of $30).

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What visual features are characteristic of advertising? How do they work?

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What language features are characteristic of advertising? How do they work?

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What is the relationship between advertising representations and images of the world and reality？

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How do advertising and advertising language affect us?

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How has advertising changed over the years?

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Have the purposes of advertising changed?

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Have the language, techniques and images changed?

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Have the technologies changed?

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Has the audience changed?

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Have the effects of advertising changed? 3. Reading for forms

Read the text HOW ADVERTISING WORKS to: cut/ the sentence into thought groups, blacken

the predicative, darken the connectives and underline all the useful expressions.

4. Copying expressions and making sentences You are asked to copy all the useful expressions into your notebook after class as homework. You may make your own sentences with each of these expressions. Expressions from: HOW ADVERTISING WORKS be exposed to, pass by, on public notice boards, on the radio, on the Internet, attach to, fill one’s

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daily lives，make effective advertisement, identify one’s target, make sense to, make computer game, appeal to, identify the target group，fit into one’s lives, form the basis for decisions, persuade sb to do something, live an exciting life, grab the attention of, admire sb, use a suitable medium, reach the right audience with the right technique, play a big part in, be appropriate to do, relate to，rely on, be (un)suitable for, no matter how…,

suit one’s interests or lifestyle, have no use for, change one’s opinions over time, pay money for, reduce the number of road accidents

5. Transforming information Read the text again to find necessary information to complete the table below. HOW ADVERTISING WORKS With so many messages from advertisers filling our daily lives，it is important to understand how advertisements work．

What is an advertisement? How do advertisers make How effective are An advertisement is a message effective advertisements? or announcement that informs Identify your target or influences people．

Appeal to your target Use a suitable medium

advertisements? However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them．

On the other hand，being constantly exposed to advertisements can help to change our opinions over time．

6. Reading again to get the main idea of each part of HOW ADVERTISEMENTS WORK Part 1 Part 2 Part 3

Part 4 It is important to understand how advertisements work

What is an advertisement? How do advertisers make effective advertisements? How effective are advertisements?

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7. Closing down by making a diagram of HOW ADVERTISEMENTS WORK and retelling the text with its help

8. Closing down by taking a quiz I. Complete the summary of the text with one word in each blank. An advertisement is a message ___1__ announcement __2___ informs or influences people．__3___must pay the media for displaying their ads.

In order to __4___ people to do something, __5___often appeal to our hopes and dreams __6___ our emotions．As __7___ as reaching the right audience with the right technique, __8___ must also place their __9___ in the right medium．However good an ___10__ is, people are unlikely to be __11___if the product is unsuitable for them．On the ___12__ hand，being constantly __13___ to advertisements can help to change our opinions __14___ time．

II. Reading comprehension questions 1. A successful advertisement must not _________. A. use a suitable medium B. appeal to your target C. persuade people to buy products one is not interested in D. identify its target 2. Which of the following would most probably not be a piece of advice offered by a advertisement expert?

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How do advertisers make effective

advertisements?

Identify your target

Appeal to your target

Use suitable a How effective are advertisements?

Product unsuitable being constantly exposed to advertisements

A. You have to be a big company with lots of money to make TV ads. B. Making your ads funny is sometimes effective. C. Appeal to people’s hopes and dreams in your ads.

D. Ads are always paid for and made by business. 3. The expression “to fit in ” in para. 4 means to_______

A. To be appropriate to; suit B. To be in conformity or agreement with C. To make suitable; adapt D. To make ready; prepare 4. What is the main idea of the last part of the article? A. Advertisements are always effective. B. Advertisements are not effective. C. Advertisements are not always effective. D. Advertisements are both effective and ineffective. (Keys: I. 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers 9. ads 10. advertisement 11. persuaded 12. other 13. exposed 14. over II.CDBD)

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