Project(2): Developing an ad campaignPPT及专用教学设计内容

Module4 Unit 1

Advertising

Project

Developing an ad campaign

(2)

Presenting our own ad campaign 教学设计

湘潭县第四中学

罗金海

Teaching aims: 1. Ss will know how to develop an ad campaign better. 2. Ss will be able to present their own ad campaign by cooperating with their partners. 3.Ss will learn to comment on classmates’ ad campaigns in English.

4.Ss will keep sustained interest in learning English. 5.Ss’ comprehensive ability to use English will be improved.

Teaching important points:

1.Encourage Ss to better their ad campaign with their partners. 2.Encourage Ss to present their own ad campaign by cooperating with their partners. 3.Enable Ss to comment on classmates’ ad campaigns in English.

Teaching difficult points:

How to help Ss to present their own ad campaign clearly and comment on others’ ad campaigns in English.

Teaching methods:

Task-based teaching method Group work

Teaching aids:

A computer and multimedia, an IWB

Analysis of the text: Module 4 Unit 1 Project:Developing an ad campaign.It is designed to help Ss learn and use English by doing a project and presenting their own ad campaign.The reading material is used to introduce some basic information about ad campaigns. The handout can help Ss have a clear goal and target audience when they are developing their own advertising campaign.

Project课型的设计注重对学生英语学科核心素养的培养，让学生运用在本单元中学到的知识来完成某一项任务并展示成果,确立明确的学习目标，提高学生的学习能力，将英语学习拓展到课外，保持持续的学习兴趣，有积极主动的学习态度和成就动机，有主动参与语言实践的意识和习惯，这充分体现了“Learn by doing”教学理念。

Teaching procedures:

Step 1 Lead in Show Ss the learning aims :

[Explanation] 本节课以呈现学习目标导入，强调课堂的中心任务是“作品展示”与“思考点评”，将课堂主动权交给学生，他们的课堂他们做主，充分激发学生学习激情。

Step 2 Learn to create Ss watch a Micro-Course Online Video about how to develop an ad campaign by analysing the handout in Project.In fact, it is an approach to consolidating what they have learnt and being prepared to better their own ad campaign.

[Explanation] 播放一个微课，让学生再次复习怎样策划一个广告活动，为下一个步骤“组内完善作品”做铺垫。

值得一提的是：这个微课的录制，从形式上采用了“翻转课堂”的教学方式，微课的录制，也跳出了原来的纯粹录屏方式，而是采用“三段式”微课形式，既发挥了“教师出镜”的优势，又避免了“教师出镜”的干扰作用。既让学生学习时产生“师生面对面的存在感”，又保证不会干扰和分散学习注意力。

Step3

Find related information Show pictures of how they find related information before they develop their own ad campaign.

Step4

Prepare for the campaign Show pictures of how they develop their own ad campaign with their partners. [Explanation] 这两个环节中图片呈现了学生课后怎样为develop their own ad campaign 而搜寻资料（如，搜寻网页、报纸、杂志等），然后小组

成员共同协作准备作品的过程，虽然只是一些片段，时间也很短，但可以激发学生对自己的学习过程的认同感和满足感。

Step5

Better our ad campaign

Give Ss a few minutes to better their own ad campaign so that they can present their campaign more correctly and fluently.

[Explanation] 这个环节让学生课内完善作品，实际上也是学生将所学知识与语言实践综合运用的一个过程。通过共同协作，学生不仅巩固了基本的语言知识，还在相互学习的过程中提升了语言运用的能力。

Step5

Show our own ad campaign

Get Ss to present their own ad campaign in class with their partners one by one. （优秀学生作品附后）

[Explanation] 这个环节是课堂的主体，真正把课堂还给学生。学生通过与组内成员分工合作完成作品的展示。他们的精彩表现，不仅体现在作品创作的内容，还体现在他们展示时的手段，组内成员互动形式多样、配合默契、英语表达的熟练与准确度，充分展现了学生的学习能力、创新能

力、语言运用能力等，学生成就感得到充足的体验，是学生持续学习兴趣维持的催化剂。这个过程，再次证明学生的潜力无限，给他们一个支点，他们真的能撬动地球。

Step6

Think and comment First,let Ss think and talk about their comments on different ad campaigns.Then, ask several Ss to share their opinions in class. The teacher draw a conclusion to this lesson,commenting Ss’ work at the same time. [Explanation] 学生在欣赏了各小组精彩的作品分享之后，对照how to develop an ad campaign的要求，形成自己的点评意见，真正凸显了“练有所得，思有所悟”的学习效果。教师作最后的点评与小结，既对学生的优秀表现点赞，也为学生进一步学习指明了方向，坚持了“学生为主体、教师为主导”的教育思想。

Step7

Homework Better your ad campaign according to different comments.

附：优秀学生作品

设计背景：

基于Project教材特点，针对以往很多教师都把这一课等同或类似于阅读课对待的不足，本人在不断探索与实践过程中，注重对学生英语学科核心素养的培养，结合翻转课堂教学理念，将Project板块教学分两课时进行。注重引导学生形成积极主动的学习态度和成就动机，确立明确的学习目标，提高学习能力，将英语学习拓展到课外，并保持持续的学习兴趣，有主动参与语言实践的意识和习惯，达到“Learn by doing”的教学效果。

第1课时注重学生阅读技能的提升及任务创作基本知识的掌握，让学生读有所获。课后学生通过观看微课进一步内化所学知识，积极进行小组探索、讨论、实践，分工合作，创作作品。第2课时，将课堂主动权交给学生，展示成果并进行思考点评，做到练有所得、思有所悟，让学生体验成功的喜悦。

课后自评：

今天本人执教的是第2课时，个人觉得在本堂课中，我角色定位准------学生精彩展示与点评活动的组织者，突出体现了“学生为主体，教师为主导”的教育思想。同时，在学生活动结束后进行总体点评，以赞赏、激励为主，点拨、指导为辅，为学生进一步学习指明方向。

本堂课，师生准备充分，流程清晰，自然过渡，环环相扣，师生互动、生生互动配合默契，收放自如，一气呵成。“三段式”微课的引用，学生课外创作情景的再现，作品展示时交互式电子白板的使用，读有所获------练有所得------思有所悟，整个课堂浑然天成。既锻炼了

学生综合运用英语的能力，体验了成功的喜悦，也培养了学生的英语思维品质，学会从不同角度思考和评价，达到了预期的教学效果。

同时，深感类似的学生作品展评课值得有、必须有、还可以更精彩。因学生知识的局限性，导致学生在运用英语表达时有些词穷。因此，在平时的教学中，教师可以多给学生提供学***台，进一步拓宽学生视野，浓厚英语学习氛围。

课后互评：

这堂课师生准备充分，教学设计合理，程序清晰，师生互动好。教师个人素质高，亲切自然，注重学生英语核心素养的培养。将现代教育技术手段巧妙结合，由微课引入，到学生创作情景再现，再到交互式电子白板辅助学生展示作品，课堂衔接自然，顺理成章。是一堂优秀的学生作品展示课，引领了Project板块教学新思路。