Book9 Unit5 Inside Advertising 教学设计
Teaching aims: （教学目标）
1. To comprehend the passage and improve the reading skills.
2. To express different views of an argument.
3. To learn about how advertisements work and avoid being controlled by ads.
Important points:（重点、难点）
1. Comprehension of the text.
2. Knowledge accumulation of advertising.
3. Useful words and expressions.
Teaching procedure:（教学过程）
I. Warming up
Please enjoy a video and some pictures and answer some questions.
1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more?
2. What are the features(特征) of ads?
3. Where can you see ads?
设计意图：通过给学生展示一些广告视频和图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。
II. Fast reading
1. The purpose of the passage is to __________.
A. inform us of the fact that there are many advertisements in or daily life.
B. help us understand how ads work and avoid being controlled by them.
C. tell us how effective ads are
D. show us how effective ads can be made
2. Scan the headings of each section and get a general understanding of the text.
Sum up the main idea of each section
Section I (para.1)
Section II (para. 2)
Section III (para. 3-7)
Section IV (para. 8-9)
设计意图：快速阅读技能训练。通过寻读，训练学生有目的、有选择地快速观览，寻找所需要的信息的能力。。通过回答主旨问题，学生对文章的内容、结构和作者的写作意图有了一个整体印象。通过让学生分段并总结段落大意，培养学生归纳主旨和概括能力
III. Detail reading
Read part 1 and answer questions.
Task 1 Answer the question.
Where do they advertise?
Task 2 Translate the sentence
Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements.
Read part 2 and answer questions.
Task1
1. All of the following facts about an ad in Paragraph 2 are mentioned except its ______.
A. definition B. means C. advertisers D. target audience
2. Who advertises?
3. Why do they advertise?
Task2 Fill in the table.
What is an advertisement?
An advertisement is a 1. ______________________ that informs or influences people.
Read part 3 and answer questions.
Task1 Answer the question.
1. The example of the adolescent boys in the third paragraph shows us ________.
A. which group is the target of the computer games
B. it is important for the advertisers to identify the target audience
C. that young people are more likely to buy computer games
D. it makes sense to make computer games ad that appeal to adolescent boys
2. How do they decide where to advertise?
Task2 Fill in the table.
How do advertisers make effective advertisements?
Identify your target
Advertisers 2 _______________________ and find out as much as possible about them, which 3 ___________ for decisions about what type of advertising techniques to use with this group.
Appeal to your target
In order to 4 ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions.
Use a suitable medium
As well as reaching the right audience with the right technique, advertisers must also 5____________. Obviously, cost will play a big part in this decision.
Task3 Translate the sentences
1. Some advertisements appeal to people’s desire to save money．Others are more likely to be noticed if they are funny.
2. As well as reaching the right audience with the right technique，advertisers must also place their ads in the right medium.
Task4 Retell this part by using the information given.
How do advertisers make effective ads?
1) Identify the target (pay…for…, be wasted, reach, in other words, having identified, as much as possible, fit into, form the basis for)
2) Appeal to the target (in order to, appeal to, some, desire, others, are more likely to, conscience, worthy citizen.)
3) Use a suitable medium (as well as, audience, technique, medium, play a big part in, television ads, a big corporation, afford, on the other hand…)
Read part 4 and answer questions.
Task1 Answer the question.
1. Does advertising work?
Task2 Fill in the table.
How effective are advertisements
However good an advertisement is,
people 6 ______________ be persuaded if the product is unsuitable for them. On the other hand, 7______________________ to advertisements can help to change our opinions over time.
Task3 Translate the following sentences.
On the other hand，being constantly exposed to advertisements call help to change our opinions over time．
设计意图： 由于课文长，信息量大，要求学生分部分默读课文，对课文进行深入细致的理解。由于理解课文的需要，由浅入深地设计了单选、问答、填表、翻译、复述等灵活多样的练习，学生通过这些问题，对课文有了更进一步的认识。同时对重要短语和语法点进行设空，引起学生充分注意。复述是很好的考查学生对知识的理解和消化的方式，这一环节对学生的要求较高，要求其在理解课文的基础上进行语言输出，为降低难度，提供了一些关键词供学生参考。
IV. Role Play
Suppose you are having an interview to apply for a job concerning advertising. Make a dialogue please.
One student plays as a boss, preparing questions;
the other one plays as an interviewee, preparing answers.
设计意图：在这一步中给学生提供一个讨论和竞赛情景，提高了学生的兴趣和表现欲，使其在既愉快又紧张的气氛中，体验运用知识的乐趣。这一环节一方面可以锻炼和加强学生合作学习的能力；另一方面，可以培养学生交际能力，让他们将课本知识学以致用，进而提高他们综合运用英语的能力。
V. Quiz
1. 猜测单词含义，进行连线。
corporation the money available that will be spent over a period of time
target company
budget aim
appeal to as time passes
over time to be suitable for
fit into to attract/ interest
2. 选择短语并用适当形式填空。
come across appeal to over time fit into
1) The pain of this failure will disappear ______.
2) I _____________ one of my old classmates in the street the other day.
3) The advertisement design has to _________ all ages and social groups.
4) How do you _________ in the new company?
3. 语篇填空
Advertisements have become part of our everyday life and so it is important that we _________ ourselves about them to avoid being fooled by them. The advertisers often spend a lot of time deciding what kind of things will ______ to their target group. The kind of advertisement depends partly on _______ because it cost a lot more money for ads in _______. Are they really worth all that __________? The advertisers think so or they would not waste their money.
设计意图：本环节包括单词、短语、和语篇三部分，由易到难。前两部分让学生再次回顾本课重点单词并用刚刚学的词组填空，加深了他们对词组的记忆，同时还学会了如何运用，这使他们对基础知识的掌握更扎实。第三部分通过设计高考题型，提高学生分析句子结构、夯实基础、适应高考题型的能力。
VI. Summary
1.表扬优秀小组和个人 2.对同学们提出要求和期望
Let's make a little bit progress every day!
设计意图：通过表扬优秀小组和个人，激发同学们学习英语的热情，并对同学们提出更高的期望和要求，鼓励学生们更上一层楼！
VII. Homework
假设你是一位刚刚大学毕业的广告专业的求职学生，正接受面试，考官要你口头描述广告的定义以及如何制作有效广告。 现在请你按照上面提示为他写一则约120-150字的短文。
设计意图：作业的设计真实有趣，充分练习了课堂上学过的知识还锻炼了学生的写作能力。
教学反思
在本节课设计中，导入环节的设计激发了学生的学习兴趣及对课文内容的好奇，从而做好了学习课文的准备。览读和详读环节围绕教材设计了一系列探究性题目，以便有效激发学生参与课堂的积极性并且提高学生独立发现问题，思考问题和解决问题能力。根据教学目标结合学习内容，设计了贴近学生实际的交际任务，学生在角色扮演过程中，提高了口头表达能力，发展了语言技能，充分体现了语言的交流工具作用。
由于多媒体集图画、图像、文字、动画、视频于一体，利用多媒体辅助教学使抽象内容具体化，形象化，使课本枯燥无味的知识变为立体的动画，有利于提高学生学习兴趣，同时还加大了课堂知识容量，提高了课堂效率。本节课符合学生的认知过程，多媒体与传统教学有机结合，解决了常规教学手段不易达到的效果，使学生的认知、感受、体验都得到了满足。 学生不仅能高效的获取知识，还可充分感受到成功的乐趣。
Book9 Unit5 Inside Advertising 评测练习
1. 猜测单词含义，进行连线。
corporation the money available that will be spent over a period of time
target company
budget aim
appeal to as time passes
over time to be suitable for
fit into to attract/ interest
2. 选择短语并用适当形式填空。
come across appeal to over time fit into
1) The pain of this failure will disappear ______.
2) I _____________ one of my old classmates in the street the other day.
3) The advertisement design has to _________ all ages and social groups.
4) How do you _________ in the new company?
3. 语篇填空
Advertisements have become part of our everyday life and so it is important that we _________ ourselves about them to avoid being fooled by them. The advertisers often spend a lot of time deciding what kind of things will ______ to their target group. The kind of advertisement depends partly on _______ because it cost a lot more money for ads in _______. Are they really worth all that __________? The advertisers think so or they would not waste their money.
课件40张PPT。Unit 5 Inside Advertising Citreon雪铁龙Just do itNikeBrand
(品牌)Logo
(标识，徽标)Obey your thirst.Ask for moreThings go better with Coca-Cola.
饮可口可乐，万事如意Have a free talk2. What are the features(特征) of ads?1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more?3. Where can you find ads?AdvertisingWhere can we find advertisements?on TV; over the radio; on the Internet; in newspapers; on posterseverywhereScanning1. The purpose of the passage is to ______.
A. inform us of the fact that there are many advertisements in or daily life.
B. help us understand how ads work and avoid being controlled by them.
C. tell us how effective ads are
D. show us how effective ads can be made随文Part1
(para1)What is an advertisement?IntroductionHow advertis-ing worksScanningPart2
(para2)Part3
(para3-7)Part4
(para8-9)How effective are advertisements?How to make ads effective1. Where do they advertise?
On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).Part 1 Detail readingPart 1 Translate Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements.甚至在我们穿的有些休闲服上也印着品牌的名字，这就把我们变成了“移动广告”。attached to them是brand names的后置定语，其中them指代the casual garments。Which turn us into walking advertisement 也是brand names的定语，which指代的是brand names。
walking在这里作定语，表示“移动的;活动的”，用于比喻的说法。Yao Ming and Wang Zhizhi, the two basketball
players，have been described as the “Walking Great Wall” by some Western sportswriters.
姚明和王治郅是两位篮球运动员，他们被西方的一些体育新闻记者形容为“移动的长城”。
(比喻身材高大的中国人)
He is the “walking dictionary” in our class他是我们班的“活词典”。(比喻词汇量很大)
You would become a “walking target” if you dressed in such a bright color.
要是你穿这么艳的衣服，很容易成为“话靶子”。(比喻非常惹眼)Part 1 Translate Read part 2 and choose your questions.2233Read part 2 and answer questions.1. All of the following facts about an ad in paragraph 2 are mentioned except its ______.
definition
means
advertisers
target audience2. Who advertises?
Businesses, individuals, organizations and associations.Part 23. Why do they advertise?
They want to sell something or to inform or educate the public.Part 2Fill in the blanks with proper words.message or announcementPart 21. The example of the adolescent boys in the third paragraph shows us ________.
A. which group is the target of the computer games
B. it is important for the advertisers to identify the target audience
C. that young people are more likely to buy computer games
D. it makes sense to make computer games ad that appeal to adolescent boysPart 32. How do they decide where to advertise?
They consider their budget and what medium is most likely to be seen or heard by the target consumers.Part 3identify the target
groupforms the basispersuade place their ads in the right mediumSome advertisements appeal to people’s desire to save money．Others are more likely to be noticed if they are funny.一些广告迎合人们想省钱的愿望，另外一些广告则因为有趣而受人注目。appeal to在这里的意思是“投合…心意,引起兴趣”。
be likely to意思是“很可能，有希望”。TranslateAs well as reaching the right audience with the
right technique，advertisers must also place their ads in the right medium.正如要用恰当的方式吸引合适的消费者，广告商还得将广告置于恰当的媒体上。在同一个句子中反复使用同一个词，也是一种
常用的修辞手法，可以增加强调的效果，比如本句中三次用right( right audience，right technique，right medium)。TranslateStep2Step3 Appeal to the targetUse a suitable mediumHow do advertisers make effective ads?Choose and retellHow do advertisers make effective ads?Identify the target
pay…for…, be wasted, reach, in other words, having identified, as much as possible, fit into, form the basis forRetellHow do advertisers make effective ads?Retell2) Appeal to the target
in order to, appeal to, some, desire, others, are more likely to, conscience, worthy citizen.How do advertisers make effective ads?Retell3) Use a suitable medium
as well as, audience, technique, medium, play a big part in, television ads, a big corporation, afford, on the other hand…1. Does advertising work?
Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time. Part 4are unlikely tobeing constantly exposedOn the other hand，being constantly exposed
To advertisements call help to change our opinions over time．另一方面，经常处于广告包围中，我们的想法有可能随着时间的流逝而发生变化。being constantly exposed to advertisements
是 ing形式，在句中作主语。
over time 随着时间的推移
TranslateRole Play One student plays as a boss, preparing questions; the other one plays as an interviewee, preparing answers.Suppose you are having an interview to apply for a job concerning advertising. Make a dialogue please.Quiz1. corporation2. target3. budget4. appeal to 5. over time6. fit intoA. the money available that will be spent over a period of timeB. company C. aimD. as time passesE. to be suitable forF. to attract interest1. The pain of this failure will disappear ______.
2. I _____________ one of my old classmates
in the street the other day.
3. The advertisement design has to _________
all ages and social groups.
4. How do you _________ in the new company?
over timecame acrossappeal tofit intocome across appeal to over time fit into
Complete the sentencesAdvertisements have become part of our everyday life and so it is important that we _________ ourselves about them to avoid being fooled by them. The advertisers often spend a lot of time deciding what kind of things will ______ to their target group. The kind of advertisement depends partly on _______ because it costs a lot more money for ads in _______. Are they really worth all that __________? The advertisers think so or they wouldn’t waste their money.
educateappealbudgetmedia expenseFill in the blanksBest teamBest individualBest participantBest potentialSummaryHomework 假设你是一位刚刚大学毕业的广告专业的求职学生，正接受面试,考官要你口头描述广告的定义以及如何制作有效广告。 现在请你按照上面提示为他写一则约120-150字的短文。Thank you
