U5P1

Unit 5 Inside advertising

第一部分 《金色教案》教学设计说明 About the topic 本单元的话题是“广告内幕”，了解有关广告运作基本知识。广告，是广and structures 单元话题和结构 the 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 1 Reading 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 2 Learning about language Learning about language首先引导学生仿写Learning about 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language 知识课 Period 3 Using language重点是阅读48页的短文；其次是围绕“广告”进行听说活语”学习和操练。 优课轩资源网http://www.enteach.net未经授权，本站资源禁止用于任何商业目的 第 1 页 共 8 页

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Using language 运用课 动；最后是仿写刚才读过的文章。 实际教学过程课时划分建议 Period 1 Period 2 将Warming Up、 Pre-reading、Reading和Comprehending整合在一起上一节“阅读课”。 将Learning about language 和Workbook中的 USING WORDS AND EXPRESSIONS、USING STRUCTURES 整合在一起上一节“语言知识课”。 Period 3 将Using language 设计为一节包括听说读写单项技能或组合技能训练的“综合技能课（一）”。 Period 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 1 Background 背景 Section 2 Explanation 解析 Section 3 Vocabulary 词汇

围绕单元话题“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。 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。 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。 优课轩资源网http://www.enteach.net未经授权，本站资源禁止用于任何商业目的 第 2 页 共 8 页

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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 ■ To help students better understand “ads”

■ 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 优课轩资源网http://www.enteach.net未经授权，本站资源禁止用于任何商业目的 第 3 页 共 8 页

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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? ＊ Who produces advertising? What are their economic and ideological reasons, their intentions and their results? ＊ What technologies are used? ＊ How does advertising target different groups? ＊ What research is done before advertising? ＊ How does advertising work? ＊ What are the mechanisms of persuasion? eg. appeals to authority (famous people), appeals to a desire to save - pricing ($29.95 instead of $30). ＊ What visual features are characteristic of advertising? How do they work? ＊ What language features are characteristic of advertising? How do they work? ＊ What is the relationship between advertising representations and images of the world and reality？ ＊ How do advertising and advertising language affect us? ＊ How has advertising changed over the years? ＊ Have the purposes of advertising changed? ＊ Have the language, techniques and images changed? ＊ Have the technologies changed? ＊ Has the audience changed? ＊ 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 优课轩资源网http://www.enteach.net未经授权，本站资源禁止用于任何商业目的 第 5 页 共 8 页

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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? 优课轩资源网http://www.enteach.net未经授权，本站资源禁止用于任何商业目的 第 6 页 共 8 页

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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 学英语报社http://www.e-l-e.net.cn 全新课标理念，优质课程资源

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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