(共10张PPT)
Lesson 2 Questions about Media
UNIT 6
THE MEDIA
By the end of this period, you will be able to:
clarify and ask questions;
say the advantages and disadvantages of each type of media.
Lead-in
Talk about the influence of the Internet on your life and on the media.
Example : The Internet has changed communication greatly.
Task 1 Listen to the programme and write down the questions the presenter collected for the professor in the left column of the table.
Listening and Speaking
Question Professor Jessop’s answer
Question 1: __________________________________________________________________
Question 2: ______________________________________________
Question 3: _______________________________________________
Do you think the Internet has affected traditional media, news, for example
How has it changed the way we use language
Do you think we will still read newspaper in the future
Task 2 Read the following statements. Group the professor’s answers for each question in the right column in Task 1. Then listen to the programme and check.
( ) a Few people and companies chose to advertise in the newspaper.
( ) b Make a recording of a high-definition video of an event, and upload it to the Internet by smartphones.
( ) c The Internet has introduced a lot of new words to our language.
( ) d The word “microblogging” did not exist before the Internet.
( ) e Every article has reader’s comments below it and anyone can express what they think.
( ) f In my opinion, newspaper businesses will find it much harder to survive in the future.
( ) g Big media corporations are being cut out.
( ) h Anyone can decide what is news.
( ) i Most countries have seen a drop in newspaper sales.
( ) j The Internet has made a great impact on how news is produced.
( ) k I believe the Internet has made media more interactive.
3
3
3
1
1
1
1
2
2
2
2
Task 3 Listen to the programme again. Decide whether Professor Jessop’s answers are facts(F) or opinions(O) before each statement in Task 2.
( ) a Few people and companies chose to advertise in the newspaper.
( ) b Make a recording of a high-definition video of an event, and upload it to the Internet by smartphones.
( ) c The Internet has introduced a lot of new words to our language.
( ) d The word “microblogging” did not exist before the Internet.
( ) e Every article has reader’s comments below it and anyone can express what they think.
( ) f In my opinion, newspaper businesses will find it much harder to survive in the future.
( ) g Big media corporations are being cut out.
( ) h Anyone can decide what is news.
( ) i Most countries have seen a drop in newspaper sales.
( ) j The Internet has made a great impact on how news is produced.
( ) k I believe the Internet has made media more interactive.
F
F
F
F
F
O
F
F
F
O
O
Task 4 Role-play the programme with your partner. Add your opinions or facts.
You can note facts or opinions that you would like to add to the role-play.
1. What would families do in the evening
After dinner, families would gather around the television and watch the news from 7 pm to 7:30 pm.
2. How would they get the news
They would watch the news on TV.
3. Why did they do so
Due to the limited ways to find out the most up-to-date news in those days, watching the evening news became a kind of common practice for many families.
Task 5 Listen to two people talking about how people followed the news 30 years ago. Answer the questions.
Task 6 Listen and plete the Talk Builder.
Clarifying and Asking Questions
Clarifying
1. Let me _____________________.
2. Did I ______________________
Asking Questions
1. So _______________ everyone watched the same TV programme
2. Can you ____________________
3. ___________________ the same interests
Talk Builder
put it another way
make myself clearer
does that mean
tell me more about it
Did they all have
Discuss with your partner about the advantages and disadvantages of different kinds of media.(共11张PPT)
Topic Talk
UNIT 6
THE MEDIA
By the end of this period, you will be able to:
understand the importance of media;
talk about the advantages and disadvantages of media.
What kind of media do you use often What do you use each one for Give examples and talk about it with your partner.
Lead-in
Task 1 Listen and fill in the blanks.
Listening and Speaking
Text Builder Choices of Media
I use so much media on a daily basis. I _________________________________ in the mornings; and in the afternoons, I ____________________________. In the evenings, I _________________________ _______________. like listening to broadcasts on the radio
read magazines / newspapers
catch up on news via the Internet
enjoy watching TV or films with my family
like listening to broadcasts on the radio
catch up on news via the Internet
enjoy watching TV or films with my family
Text Builder Functions of Media
The radio helps give people _____ ____________________________________________________________________________________ ____________________________. On the other hand, the Internet gives us so much ______________ _________________________. quick news about traffic information, weather conditions, news broadcasts, economic or political discussions and the latest music
diverse information about the world
updates on election campaigns and candidates
news coverage of political debates
quick news about traffic information, weather conditions, news broadcasts, economic or political discussions and the latest music
diverse information about the world
Text Builder Disadvantages
One disadvantage is that ________ ____________________________; hence it can be difficult to ______ __________________. _____________________________________________ is really challenging. there is so much diverse information available
the information can be of poor quality
find the right information
interpret if the information can be trusted
figuring out what to acknowledge and what to dismiss
there is so much diverse information available
find the right information
Figuring out what to acknowledge and what to dismiss
Text Builder Advantages
Media allows us to ____________ ___________________, and it can also ______________________, so we can ___________________ _____________________. know what’s going on in the world
get up-to-date information easily
outline problems in society
spread positive energy
work together to find ways to solve them
contribute to social development
know what’s going on in the world
outline problems in society
work together to find ways to solve them
Task 2 Use the Text Builder to talk about what kind of media that you often use to get information or entertain.
Task 3 Read the questions and tell your partner what you expect to hear. Then listen to the dialogue. Answer the questions.
1. What does Ben use the Internet for
2. What types of media does Anna prefer to use
3. What didn’t Anna know about the Internet
1. What does Ben use the Internet for
Ben consults the Internet to research things for school, to better understand complicated issues by finding alternative opinions on the subject and even to do fun things like watching Ping-Pong tournaments.
2. What types of media does Anna prefer to use
She prefers to use traditional media like newspapers, magazines and the radio.
3. What didn’t Anna know about the Internet
She didn’t know she can find all the things on the Internet.
Are there any advantages and disadvantages of using these various media Give examples and talk about it with your partner.(共20张PPT)
Viewing Workshop
UNIT 6
THE MEDIA
By the end of this period, you will be able to:
watch a video about the rise of digital advertising in Asia;
understand the reason why digital advertising is popular nowadays.
Before you watch
How do you feel when advertisements pop up while you are using your phone or computer
Kevin Huang, CEO of an interactive media company, attends a show Trending Business. What would you like to learn from this interview
What types of advertising may be considered digital Tick (√) the forms below first. Then watch Part 1 of the interview and check.
While you watch
display advertising
mobile advertising
search
video
banner ads on mobile phones
social media in terms of popular advertising
√
√
√
√
√
Then watch Part 1 of the interview and check.
Watch Part 1 again. Decide if the statements are true (T) or false (F).
( ) 1. Clients in Asia have no interest in digital advertising.
( ) 2. The advertising communities believe that they need to be where the consumers are.
( ) 3. Advertisers tend to take a wait-and-see approach to find out if digital advertising is going to be a trend before putting major investments in it.
( ) 4. The real catalysts for growth within digital advertising are only on the mobile phone.
( ) 1. Clients in Asia have no interest in digital advertising.
F
( ) 2. The advertising communities believe that they need to be where the consumers are.
T
( ) 3. Advertisers tend to take a wait-and-see approach to find out if digital advertising is going to be a trend before putting major investments in it.
T
( ) 4. The real catalysts for growth within digital advertising are only on the mobile phone.
F
Watch Part 2. What is the basic idea of programmatic advertising How does programmatic advertising work Complete the information.
Identify a user’s ______ from his online behaviour
Get the customers’ data and go back _________
Sell the advertiser an ____ against that particular user behaviour
Identify a user’s ________ from his online behaviour
interests
Get the customers’ data and go back ______________
to an advertiser
Sell the advertiser an _______________ against that particular user behaviour
advertising space
Watch Part 3. What is Kevin’s team trying to do
a to make advertising as relevant and less annoying to a particular user
b to localise the product offering
c to bring control and transparency back to advertisers
a to make advertising as relevant and less annoying to a particular user
√
b to localise the product offering
√
c to bring control and transparency back to advertisers
√
Why is digital advertising popular nowadays What are the advantages and drawbacks of it
After you watch(共23张PPT)
Lesson 3 The Advertising Game
UNIT 6
THE MEDIA
By the end of this period, you will be able to:
read and talk about the advertising game;
read for general understanding and specific information of the passage;
complete a summary of the text.
CONTENTS
Pre-reading
I
While-reading
II
Post-reading
III
Sentences analysis
IV
Pre-reading
the product name the name of a company words of experts humorous language the concept of freedom pictures or images
the unusual idea the design
Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive
Activity 1 Fast-reading for main ideas
1．Skim through the passage.What is it mainly about
A．Different types of advertisements.
B．The development of advertisements.
C．Different attitudes towards advertisements.
While-reading
√
2．Underline the main idea of each paragraph on the book and then match the summarized idea with each paragraph.
Para.1 A．classic ads
Para.2 B．purpose of ads
Para.3 C．public ads
Para.4 D．modern ads
Para.5 E．improved modern ads
Para.6 F．further improved modern ads
Activity 2 Careful-reading for details
Ⅰ.Read para.1 and answer the following question.
What is the fundamental purpose of advertisements
The fundamental purpose of advertisements is to promote and sell goods to people who might need them.
Ⅱ.Read paras.2－6 and do the following exercises.
1．Which kind of advertisement does Da Yi Pu’er Dark Tea belong to according to para.2
A．Modern ad.
B．Classic ad.
C．Public ad.
D．Improved modern ad.
√
2．Read para.3 and complete the table.
Types Features (1)________ Problems
Modern ads ·consist of (2) ___________________________ ·apply (3) ____________________________ ·to show people how good the product is ·to make ads (4)___________________ ·not enough
(5)_____________ in a modern city
Purposes
pictures or experts’ words
modern design techniques
visually attractive
to be noticed
3. What concepts and ideas are often used in improved modern advertisements
Improved modern advertisements often use the concept of “freedom”“happiness”“wealth” and “success”，and also use new and unusual ideas.
√
4．What can we infer from para.5
A．Many of today’s advertisers like repeating old ideas.
B．Top advertisers of today surprise customers in humorous and unusual ways.
C．Advertisers want to make customers interested in advertisements instead of the products.
D．Most people don’t know the purpose of advertisements.
5．What is the purpose of public advertisements
The government has sponsored advertisements to educate the public on fighting AIDS，saving water，helping the poor，giving up smoking and so on.
Activity 3 Deep understanding
1．What is the text type of this passage
A．An argumentative essay. B．An explanatory essay.
C．A news report. D．A story.
2．In what order is the text developed
A．Space. B．Time.
C．Flashback. D．Importance.
√
√
Activity 1 Discussion
1. What are the driving forces for the changing process of the advertising industry
Such advertisements have gone through a process of changing over the years along with social, economic, technological developments.
2. What does the title “The Advertising Game” mean to you
It means there are a lot of competitions in the advertisement market. Different advertisements must compete to get people’s attention in order to promote the sale of different kinds of goods, so advertisements must keep pace with the development of society and technology.
Post-reading
Activity 2 Summary
Commercial advertisements have gone through changes because of the developments of society，economy and technology.
Classic ads used to give information about finding certain products.Effective as they were，they mightn’t be 1.________(suit) for products.It’s normal to see ads 2.__________(consist) of pictures or words from experts to show people how good the product is in order to hold people’s attention.Moreover，some ads apply modern design techniques to make the ads 3.________(visual) attractive.
As the development of advertising，modern ads combine the 4._______(high) standard of design with creative ways by using the 5.________(concept)，making them stand out in 6.____ world of competition.Today’s top advertisers make people notice their products by using humour，aiming to create something 7.____ has never been seen before.
suitable
consisting
visually
highest
concepts
a
that
However，not all advertising is about selling products and services for a profit.Public ads encourage citizens 8.______________(participate) in improving their neighbourhood，protecting the environment and helping other people.Having sponsored ads to educate the public 9.__ fighting AIDS，saving water，etc.，the government tries to increase public knowledge about topics that used to 10.__________(ignore) by most people.
to participate
on
be ignored
1．It was likely to be the name of a company，part of which might include the name of the place from which the product originated.
[句式分析] 此句为 ________句。第一个which引导 ____________ 从句，关系词指代 _____________________，定语从句中又包含一个“介词＋which”引导的定语从句，第二个which指代 _______。
[自主翻译]
主从复合
非限制性定语
the name of a company
the place
这些信息可能是公司名，其中一部分可能包含产品的原产地。
Sentences analysis:
2．From the name you would know what the company sells，where they are located，and the name of the product.
[句式分析] 此句为 ________ 句。what和where引导的是 ______ 从句。
[自主翻译]
主从复合
宾语
一看名字，你就知道这些公司销售的具体产品、它们的所在地以及产品名称。
3．For this reason，it’s now normal to see advertisements that consist of pictures or words from experts to show people how good the product is.
[句式分析] 此句为________句。it是________， 真正的主语是________________________。that引导的是______从句， 在从句中充当_____。to show people how good...中how引导的是____从句。
[自主翻译]
主从复合
形式主语
to see advertisements...
定语
主语
宾语
因此，现在的广告常常引用专家的图片、文字，向人们展示产品有多棒。
4．They realise that it does not matter how attractive the idea linked with the product is—most people know and anticipate that the main purpose of the advertisement is to make customers buy the product.
[句式分析] 此句为________句。it是________，_____引导的从句是真正的主语。linked with the product是过去分词短语作________，修饰the idea；to make...product是动词不定式短语作______。两个that引导的都是______从句。
[自主翻译]
主从复合
形式主语
how
后置定语
表语
宾语
他们意识到与产品关联的概念有多么吸引人并不重要——大多数人都明白，广告的主要目的就是让客户购买产品。
5．Their aim is to create something that has never been seen before and that people find interesting.
[句式分析] 此句为________句。两个that引导的都是_________，修饰_________。
[自主翻译]
主从复合
定语从句
something
他们的目的是创造一些人们从未见过并且觉得有趣的东西。
6．For example，there are public advertisements，which encourage citizens to participate in improving their neighbourhood，protecting the environment，and helping other people.
[句式分析] 此句为_________句。which引导的是____________从句。从句中improving...，protecting...，and helping...作介词in的_________。
[自主翻译]
主从复合
非限制性定语
并列宾语
比如公益广告，它鼓励市民参与改善社区、保护环境和帮助他人的活动。
Bring one of your favourite advertisements to the classroom. Explain why you like it and how you would like to make it even better.
Homework(共20张PPT)
Lesson 1 From Page to Screen
UNIT 6
THE MEDIA
By the end of this period, you will be able to:
read and talk about a film that is adapted from a book;
read for general understanding;
read for specific information;
learn about and practise “it”.
CONTENTS
Pre-reading
I
While-reading
II
Post-reading
III
Sentences analysis
IV
Pre-reading
Look at the title and the pictures. Can you predict what will be talked about in the passage？
This passage is talking about __________________________.
adapting books into films
The original book 原著→The adapted film 改编的电影
Have you ever watched a film that is adapted from a book Which one do you think is better, the original book or the film made from it Why
While-reading
Activity 1 Fast-reading for main ideas
Paras.1－2 Many film adaptations from books failed to satisfy the audience.
Paras.3－6 The reasons for the failure of many adaptations.
Para. 7 There are some highly successful films made from popular books despite all kinds of challenges.
Activity 2 Careful-reading for details
Ⅰ.Read paras.1－2 carefully and do the following exercises.
1．What can we know from the first paragraph
A．It’s abnormal to have high expectations when a film of a favourite book is made.
B．Highly regarded books always make good films.
C．Reading a book is better than watching a film.
D．The Godfather is a good film.
√
2．What does the source materials of films include
Ⅱ.Read paras.3－6 carefully and do the following exercises.
1．Read paras.3－6 and complete the table.
The original VS the film It becomes a question for screenwriters to decide what is appropriate for (1)__________ and what to (2)_________.
The cast It’s difficult to find (3)______ acceptable to film audiences.
Technical reasons Some books are just too (4)_________ to be adapted for technical reasons.
The screenwriter If the writers are the screen-writers，they may be too close to the material and find it difficult to adapt to a new form；if they are not the screenwriters，they may be very (5)___________ with the film versions of their work.
the screen
leave out
actors
difficult
unsatisfied
2.What does “fall down” in paragraph 4 (line 5) mean
A．Drop from the high place. B．Fail.
C．Tell a good story. D．Make people sad.
3．Why A Catcher in the Rye was mentioned
A．To show how popular the novel is.
B．To prove some writers are not satisfied with the film versions of their work.
C．To show that J．D.Salinger is a good film maker.
D．To show a good example of film adaptations.
√
√
Ⅲ.Read para.7 carefully and do the following exercise.
What can we know from the last paragraph
A．The Lord of the Rings and the James Bond series are good examples of great adaptations.
B．One of the actors for James Bond series is the most popular.
C．It is unacceptable that the actors who have played James Bond have changed often.
D．The majority of audiences think that lan Fleming is a good actor for James Bond.
√
Activity 3 Deep thinking
1．How is the passage developed
A．By quoting research findings.
B．By comparison.
C．By listing arguments.
D．By giving examples.
2．What’s the purpose of the passage
A．To argue that good books should be adapted for films.
B．To persuade the audiences to accept the adaptations from books to films.
C．To explain the reasons why many adaptations from books to films failed.
D．To inform that adaptations should be based on various kinds of books.
√
√
Activity 1 Discussion
1. What factors should be taken into consideration when adapting books into films (Creative thinking）
The selection of casts, the use of technology and the screenwriters should be considered when adapting books into films.
2. What is the author’s opinion at the end about adapted films Highlight the evidence in the article. Do you agree with the author’s point of view Why or why not (Critical thinking)
The author is negative about it, because he says that “it is always a bad idea to watch a film of a book you love”.
Post-reading
Activity 2 Summary
It’s normal to have high 1.____________(expect) when a film of a favourite book is made.The source material for a film may 2.________(take) from classic novels，short stories，etc.All can work well，but why do some adaptations get 3._____(low) ratings than others
A key question is 4._________(obvious) how close to the original the film is.Since a typical film is only around two hours long，it becomes a question for screenwriters to decide 5.____ is appropriate for the screen and what 6.________(leave) out.Another problem area is the cast.7._______(find) actors acceptable to film audiences can mean the difference between success and failure.Some books are just too difficult to be adapted for technical reasons.One may think that it is the book writer who is in the best position to do film adaptations,8._____ can actually be a disadvantage because they may be too close to the material and find it difficult to adapt 9.__ a new form.Despite the challenges，there have been some highly successful films 10.______(make) from popular books.
expectations
be taken
lower
obviously
what
to leave
Finding
which
to
made
1．Reading a book and watching a film are two very different experiences，but it’s normal to have high expectations when a film of a favourite book is made.
[句式分析] 本句从整体上看是由but连接的____句，Reading a book和watching a film为现在分词短语作____。but前面是一个______结构的简单句，but后的分句是一个含有when引导的________从句的复合句，it充当形式主语，真正的主语为________________________。
[自主翻译]
Sentences analysis:
并列
主语
主系表
时间状语
to have high expectations
读书和看电影是两种截然不同的体验。如果人们最喜欢的书籍被翻拍成电影，他们对电影的期待值自然更高，这种现象很正常。
2．The source material for a film may be taken from classic novels，short stories，comic books and stage plays，as well as non-fiction such as biographies and autobiographies，even those written by ghost writers.
[句式分析] 本句是一个____句。主语是_____________________________，谓语是____________________，后面都是宾语。过去分词短语written by ghost writers作____修饰those。
[自主翻译]
简单
The source material for a film
may be taken from
定语
一部电影可以取材自经典小说、短篇小说、漫画书、舞台剧，也可以取自传记、自传等非小说作品，甚至是代笔人写的作品。
3．Since a typical film is only around two hours long，it becomes a question for screenwriters to decide what is appropriate for the screen and what to leave out.
[句式分析] 此句为____句。其中since引导的是________从句。主句中，it为________，真正的主语是to do不定式。decide之后第一个what引导____从句，what在从句中作____。what to leave out为特殊疑问词加to do不定式，相当于一个______从句。
[自主翻译]
复合
原因状语
形式主语
宾语
主语
名词性
电影通常只有两小时左右，在有限的时间里，编剧要决定书中哪部分适合银幕，哪部分不适合。
4．This can actually be a disadvantage because they may be too close to the material and find it difficult to adapt to a new form.
[句式分析] 此句为____句。其中because引导________从句，从句中be too close to...和find是________，it是________，________________________ 是find真正的宾语。
[自主翻译]
复合
原因状语
并列谓语
形式宾语
to adapt to a new form
但这其实有局限性，因为作者本人可能过于忠于书中内容，很难将其改编成一种新的形式。
5．Perhaps unusually，audiences seem to accept that the actors who have played James Bond have changed so often，although everyone seems to have their favourite.
[句式分析] 此句为____句。其中although引导的是________从句。句中两个seem to do意思为“__________”。 who引导的是____从句，修饰___________。
[自主翻译]
复合
让步状语
似乎做某事
定语
the actors
系列影片中詹姆斯·邦德的扮演者经常换人，但观众们似乎也能接受，这让人难以相信，虽然每位观众似乎都有自己最喜欢的那个扮演者。
Discuss a film/TV series you have watched that is adapted from a book. How does the film/TV series differ from the book Do you think it is as good as the book Why or why not
Homework
