Unit 6 The Media Lesson 3 The Advertising Game 教学设计（含答案）-2024-2025学年高中英语北师大版（2019）选择性必修第二册

Unit 6 The Media
Lesson 3 The Advertising Game
教材分析
主题语境：人与社会
主题群：科学与技术
子主题：科技发展、社会进步
语篇类型：说明文
文本分析：
[What]本文主要讲述的是广告的发展史，介绍了传统广告、现代广告、改进的广告、进一步完善的现代广告以及公益广告的特点、目的及问题。
[Why]通过介绍五类广告，梳理不同时期广告的特点，理解广告在日常生活中发挥的重要作用，了解科学技术进步和广告改进的关系，关注公益广告，倡导社会新风尚。
[How]本文是一篇说明文，采用了“总分”结构，介绍了五类广告，并列举了大量实例。
课时目标：
1.梳理广告的发展过程，获取传统广告、现代广告、改进的现代广告、进一步完善的现代广告、公益广告的特点、目的及问题的信息。
2.定位标题，寻找每段主题句，判断文本体裁，了解文本结构。
3.能够在具体的语境中运用本课的重点词汇及了解used to和would的用法。
4.了解说明文的写作方法及表示事物发展顺序或时间的词汇。
5.引导学生了解公益广告对全社会进行道德和思想教育发挥的重要作用，呼吁学生关注社会问题，规范自己的行为，倡导社会新风尚。
教学重点：
梳理广告的发展过程，获取五类广告的特点、目的及问题的信息。
教学难点：
1.能够灵活运用本课的重点词汇及了解used to和would的用法。
2.了解说明文的写作方法。
3.了解公益广告，关注社会问题，规范自己的行为。
教学准备：
教师准备：
1.广告的种类及发展史。
2.公益广告的相关信息。
学生准备：
1.预习本课词汇。
2.准备自己最喜欢的广告的相关照片。
教学过程：
Step 1 ACTIVATE AND SHARE
1. Greeting
2. Appreciate
(1)Ask students to enjoy two advertisements and encourage students to describe each advertisement.
(2)Explore the questions below:
Have you ever bought anything as a result of seeing, hearing or reading advertisements
What makes an advertisement attractive
(3)Ask students to go through the suggested points below and add other ideas they may have.
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
(4)Ask students to think and share their answers with the class.
【设计意图】通过创设情景，呈现华为和星巴克的广告图片，鼓励学生对视频展开描述，激活学生的背景知识和相关经验，并引导学生讨论购买产品与广告的关系及广告中最具吸引力的部分，激励每一个学生积极地参与到课堂活动中来，激发学生对主题的思考，调动身体多种器官，大大提高学习效率。
Step 2 READ AND EXPLORE
While- reading
1.Main idea of the passage.
(1)The passage below is about advertising. Students skim through the passage and find out:
What is it mainly about
a. Different types of advertisements
b. The development of advertisements
c. Different attitudes towards advertisements
(Answers: b)
(2)Ask students to choose an option and tell the reasons.
(3)Check the answer.
2.Identify the text type of this passage
(1)Instruct students to learn the Skill Builder.
(2)Students give examples of different text types to show their understanding, such as poems,essay, drama, argumentation, novel, exposition and so on.
(3)Students call out the text type of the passage. And explain what helped them identify the text type.
(4)Check the answer as a class.
Suggested answer:
This is an explanatory text. It introduces the development of advertisement in the order of time, and it contains lots of time explanations and examples.
3.Read the passage again and find out the topic sentences.
4.Read the whole passage and complete the table. Then write three headings that can categorise the information in the first row.
Types __________________ __________________ __________________
Classic ads give information about___________ to tell people __________ not suitable when __________ not attractive
Modern ads consist of ______ apply _________ to show people __________ to make ads______ not enough to __________
Improved modern ads combine ________ with ____________ use concepts including___________ to stand out __________ to make people believe that ________ repeating old ideas not __________ It does not matter __________
Further improved modern ads use humour as well as_____________ __________________ ________________ ________________
Public ads help to increase public knowledge and __________________ to encourage citizens to ________ to educate the public __________
（1）In pairs, students fill in the blanks except the first row.
（2）Students will be able to fill the headings in the top line after they have completed the table. The titles depend on the completed information.
（3）Students compare the answers with a partner.
Suggested answers:
Types: Features; Purposes; Problems
Classic ads
finding certain products; what the company sells, where they are located and the name of the product; products and services are in direct competition with each other
Modern ads
pictures or words from experts; modern design techniques; how good the product is; visually attractive; be noticed
Improved modern ads
the highest standard of design; creative ways; freedom, happiness, wealth and success; in a world of competitive advertising; they "must have the product"; effective; how attractive the idea linked with the product is
Further improved modern ads
new and unusual ideas; to surprise people; to create something that has never been seen before; to make people forget that someone is trying to sell them something
Public ads
make our society a better place for everyone; participate in improving their neighbourhood, protecting the environment and helping other people; on fighting AIDS, saving water, helping the poor, giving up smoking)
【设计意图】以任务为目的，鼓励学生理解文本主旨大意，然后确定文章体裁。利用表格，梳理Classic ads、Modern ads、Improved modern ads、Further improved modern ads、Public ads五类广告的特点、目的及问题，从而了解广告在不同时期的发展情况，使学生内化已掌握的信息，强化学习内容，使学生对信息的瞬间记忆转为长期记忆。
Step 3 Think and Share
After-reading
1.Use the diagram to talk about what you have learnt about advertising.
【设计意图】通过让学生找出段落的主题句、回答问题及根据图表分享他们所学的关于广告的知识，可以检测学生对课文的理解掌握及结构化知识是否形成或得到发展。同时也能促进学生在活动中以合作和探究的方式获得知识。
2.Students think about the two questions and then write down their answers on the worksheet.
（1）What has been the driving force for the development of advertisements
（2）What does the title "The Advertising Game" mean to you
【设计意图】探讨五类广告的理念及目的，提出自己的问题并设法解答，引导学生思考文章深层含义，对语篇背后的价值取向进行推理和论证，探讨语篇与主题意义的关联。
3.Design a public ad
There are many issues people concerned about in daily life. Students pick out one great concern and design public ads for it. Students can discuss the advertisement and exchange ideas about:
What’s the purpose of a public advertisement
How you would like to make it even better
Students look at the advertisement they have created and describe it in class.
【设计意图】首先鼓励学生讨论自己最喜欢的广告，随后延伸到公益广告上。通过展示图片，与学生共鸣，引导学生了解公益广告是不以盈利为目的。而是为社会提供免费服务的活动，对全社会进行道德和思想教育发挥了重要作用。呼吁学生关注社会问题，以合乎社会公益的准则去规范自己的行为，支持社会事业和倡导社会新风尚。
Step 4 Homework
Bring one of your favourite public advertisements to the classroom.
Explain why you like it and how you would like to make it even better.
板书设计：
Useful keywords
simple persuasive boring
shocking attractive
good-looking tasteless
humorous surprising
amusing clever
offensive serious