山东省单县实验中学英语人教版选修9教案Unit5InsideadvertisingP1

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1、精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼Un it 5 In side advertis ing第一部分教学设计说明About the topic andthestructures单元话题和结构本单兀的话题是 广告内幕” 了解有关广告运作基本知识。广告，是广 而告之的简称，可以泛指一切不针对特定对象的公告，包括公益广 告、旅游广告、商业广告等等。然而，日常生活中所说的广告”往往特指商业广告，即用于推广货品、服务、或理念的付费公告。本单元还将学习宾语补语”金色教案教学设计在单元课时划分上与课本保持一致，即阅读课、知识课、运用课三课时/三课型划分”但在实际教学过程中，我们建

2、议 教师依据学生基础、教学条件、学校安排的因素，对课本、对金色教 案教学设计重新划分课时、 裁剪、拼接使用我们提供的材料，以便物尽所用”达到最佳教学效果。教师也可以按照我们提出的实际教学过程课时划分建议”进行教学。Period 1Readi ng阅读课Warming Up 部分教师可以选择给广告下定义、学习使用动词advertise 和问答形式激发背景知识、为其后的阅读作好词语、结构和 心理的准备。普通的商业广告媒介包括：广告栏，印刷传单，广播，电 影和电视广告，网络横幅，空中广告，公共汽车站台，杂志，报纸，推 销员工，公共汽车侧身，出租车车身，日常用品，商品标签，音乐和视 频，以及某些票券背

3、面等等。Pre-reading 引导学生看图说话，回答有关 广告”的问题。广告的一个 重要目的就是刺激甚至创造对某一产品，服务和想法的需求或者态度改变。除了广告，影响需求的其他因素还有价格和替代品。Reading 是篇说明文，说明广告运作的内幕和常识。Period 2Lear ningaboutIan guage知识课Learning about language Learning about language 首先弓丨导学生仿写 学过的课文，巩固阅读所得；其次学习词汇习得策略；最后是宾语补语”学习和操练。Period 3Using Ian guageUsing Ianguage 重点是阅读

4、48 页的短文；其次是围绕广告进行听说活动；最后是仿写刚才读过的文章。精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼运用课实际教学过程课时划分建议Period 1将 Warming Up、Pre-reading、Reading 禾口 Comprehending 整合在一起上一节阅读课”Period 2将 Learning about Ianguage 和 Workbook 中的 USING WORDS ANDEXPRESSIONS、USING STRUCTURES 整合在一起上一节 语言知识课”Period 3将 Using Ianguage 设计为一节包括听说读与单项技能或

5、组合技能训练 的综合技能课（一）”P eriod 4将 Workbook 的 READING AND LISTENING 和 TALKING 整合在一起上一节听说课”Period 5将 Workbook 的 LISTENING TASK、READING AND WRITING TASK 和SPEAKING TASK 整合为一节 综合技能课(二)”。第二部分教学资源说明Section 1Backgro und背景围绕单兀话题 广告内幕”我们提供了若干实用性背景材料。这些材料既可以作为教师教学参考材料为教师所用，也可以直接或改写、重组后作为课堂内外的拓展性阅读材料呈现给学生。Section 2Ex

6、pla nati on解析重点针对 阅读课型”中的课文难句，我们提供了详尽的，就句论句的解 析和翻译，并且以解析的焦点话题为线索，进行了一定的归纳、辨析 和总结，以帮助教师更好地实施语言形式”的教学。Section 3Vocabulary词汇按照课本单元词汇表顺序，我们重点提供动词、短语搭配的讲解。所 提供的例句，经典、地道、实用、易懂，完全可以直接用于教学。Part 1 Teaching Design第一部分教学设计Period 1 A sample lesson plan for reading(HOW ADVERTISING WORKS)In troduct ion精诚凝聚 =A_A=成

7、就梦想In this period, after the warming up, students will first be asked to look at an ad and answer questions aboutadvertising. Then they will be helped to read an exposition about how advertising works. The diagram offered can be used inteachi ng.Three “ Warming Up ” designs presented in this book fo

8、r teachers reference. Computer andoverhead projector may be used to aid the teaching and learning.ObjectivesTo helpstude nts lear nto express d ifferent views for argume ntTo helpstude nts lear nto read an expositi on about advertis ingTo helpstude nts better un dersta nd“ ads”To helpstude nts lear

9、nto use some importa nt words and expressi onsTo help stude nts ide ntify examples of the object compleme nt in the textFocusWordsInform, feature, broadcast, rely, gen erate, refresh, murder, appo int, raise, dial, ban,promote, bewareExpressionsturn in to, fit i n to, rely on, have no use for,Patter

10、nsIn order to persuade people to do something,With so many messagesfrom advertisers filling our daily lives , it is important tounderstand how advertisements work .However, it would be no use advertising products on radio if the ad relies on visualeffects.This is why gover nments all over the world

11、pay a lot of money for ads on such things asroad safety.They believe these adverts will affect the way people think about their driving habits andAidsMultimedia facilities, tape-recorder, photos, diagramsProcedures1 . Warming up(1) Warming up by defi ning advertis ingGood morning, class! Do you know

12、 what is advertis ing? Do know want to know some in side in formatio n about advertis ing?精诚凝聚 =A_A=成就梦想.鑼点亮心灯/()照亮人生 .鑼精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼ADVERTISING is a paid form of com muni cat ing a message by the use of various medi a. It is persuasive, in formative,and desig ned to in flue nee p

13、urchas ing behavior or thought patter ns.Now turn to page 42. We shall take HOW ADVERTISE WORKS today.Warming up by learn to use “advertise ”Advertise: (v. t.) To give no tice to; to inform or apprise; to no tify; to make known; hence, to warn; - ofte n followed by ofbefore the subject of informatio

14、n; as, to advertise a man of his loss.Advertise: (v. t.) To give public no tice of; to announce publicly, esp. by a prin ted no tice; as, to advertise goods for sale, alost article, the sailing day of a vessel, a political meeting. Warming up by looking and sayingWhat are these pictures for?Yes, the

15、y are for advertis ing goods. Could you say someth ing about them? Could you make questi ons and an swers aboutthese pictures?But first let s go to page 84 for some necessary informatio2. Pre-reading by looking and answeringLook at the ad on the scree n, and an swer the follow ing questio ns;Ruokaju

16、omksi TKIOpils精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼衣Where is advertis ing?衣Who produces advertising? What are their economicand ideological reasons, their intentions and their results?衣What tech no logies are used?衣How does advertis ing target differe nt groups?衣What research is done before advertising?衣

17、How does advertis ing work?*What are the mechanisms of persuasion? eg. appeals to authority (famous people ,), appeals toa desire to save - prici ng ($29.95 in stead of $30).*What visual features are characteristic of advertis ing? How do they work?*What Ian guage features are characteristic of adve

18、rtis ing? How do they work?*What is the relati on ship betwee n advertis ing represe ntati ons and images of the world and reality ?*How do advertis ing and advertis ing Ian guage affect us?*How has advertis ing cha nged over the years?*Have the purposes of advertis ing cha nged?*Have the Ian guage,

19、 tech niq ues and images cha nged?*Have the tech no logies cha nged?*Has the audie nee cha nged?*Have the effects of advertis ing cha nged?3. Reading for formsRead the text HOW ADVERTISING WORKS to: cut/ the sentence into thought groups, blacken the predicative, darke n theconn ectives and underline

20、 all the useful expressi ons.4. Copying expressions and making sentencesYou are asked to copy all the useful expressions into your notebook after class as homework. You may make your ownsentences with each of these expressi ons.Expressions from: HOW ADVERTISING WORKSbe exposed to, pass by, on public

21、 notice boards, on the radio, on the Internet, attach to, fill one精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼daily lives , make effective advertisement, identify one s target, make sense to, make computerII精诚凝聚7=成就梦想game, appeal to, identify the target group , fit into one s lives, form the basis for decisions

22、, persuade sb to dosometh in g, live an excit ing life, grab the atte nti on of, admire sb, use a suitable medium, reach the right audiencewith the right technique, play a big part in, be appropriate to do, relate to, rely on, be （unsuitable for, no matter howsuit one -s, interests or lifestyle, hav

23、e no use for, change one s opinions over time, pay money for, reduce thenuirabroad accidents5. Transformi ng informationRead the text again to find necessary information to complete the table below.HOW ADVERTISING WORKSWith so many messages from advertisers filling our daily lives , it is important

24、to understand howadvertisements work .What is an advertisement?An advertiseme nt is a messageor announ ceme nt that in formsor in flue nces people.How do advertisers makeeffective advertisements?Ide ntify your target Appeal toyour target Use a suitablemediumHow effective areadvertisements?However go

25、od an advertiseme ntis, people are un likely to bepersuaded if the product is unsuitable for them.On the other hand,being consta ntly exposed to advertisements can help to cha nge ouropinions over time.6. Reading again to get the main idea of each part of HOW ADVERTISEMENTS WORKPart 1It is importa n

26、t to un dersta nd how advertiseme nts workPart 2What is an advertiseme nt?Part 3How do advertisers make effective advertiseme nts?Part 4How effective are advertiseme nts?7. Closing down by making a diagram of HOW ADVERTISEMENTS WORK and retelling the textHow do advertisers make囂点亮心灯 vh7（W）照亮人生advert

27、iseme nts?with its help 鑼.鑼点亮心灯/()照亮人生 .鑼II精诚凝聚7=成就梦想8. Closing down by taking a quizI. Complete the summary of the text with one word in each blank.An advertiseme nt is a message_1_ announ ceme nt _2_ in forms or in flue nces people . _3_ mustpay the media for display ing their ads. In order to _4_

28、people to do someth ing, _5_ ofte n appeal toour hopes and dreams _6_our emotions. As _7_as reaching the right audienee with the righttechnique, _8_ must also place their _9_ in the right medium . However good an_ 10_ is, peopleare unlikely to be _11_if the product is unsuitable for them . On the_ 1

29、2_ hand, being constantly_13_to advertisements can help to change our opinions _14_ time .II. Reading comprehension questions1. A successful advertisement must not_.A. use a suitable medium B. appeal to your targetC. persuade people to buy products one is not in terested in D. ide ntify its target2.

30、 Which of the following w ould most probably not be a piece of advice offered by a advertisementexpert?A. You have to be a big compa ny 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.鑼点亮心灯/()照亮人生 .鑼D. Ads are alway

31、s paid for and made by bus in ess.精诚凝聚=A_A=成就梦想 鑼点亮心灯/(AvA)照亮人生 .鑼3. The expression “ to fit in ” in para. 4 means to_A. To be appropriate to; suit B. To be in conformity or agreement withC. To make suitable; adapt D. To make ready; prepare4. What is the main idea of the last part of the article?A.

32、Advertiseme nts are always effective. B. Advertiseme nts are not effective.C. Advertiseme nts are n ot always effective. D. Advertiseme nts are both effective and in effective.(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)