Book IX Unit 5 Inside Advertising
How Advertising Works
Reading
【Learning aims】
1. To know how advertisement works through reading and retelling.
2. To learn to design an advertisement with the learned from the text.
Leading-in
Look at several pictures of ads, such as Sprite, Coca-cola, Pepsi, Levi’s, McDonald’s etc. I’m sure you are familiar with the ads of these brands. Yes?
And where can you see them?
Yes, ads are around us everywhere. So, today, we’ll learn something more about ads, that is, how advertising works.
Pre-reading
As you can see in our textbook, in this passage, there are several pictures. Discuss each of the advertisements on Pages 42 and 43 in pairs.What does the advertisement want you to do? You have 2 mins.
Please share your opinion with us.
This text has many headings in it. They tell us the clear structure of the passage. We can see there are four sections in it.
Scan the headings of each section and get a general understanding of the text.
So the first para is Section I and it’s the introduction. Section II is para 2; Section III is para 3-7; Section IV is the last two paras.
While-reading
Since we’ve got the main idea and the structure of the passage, we’ll go to the details.
Read the first paragraph and get the answer.
1. How can we become walking advertisements?
Yes, you find the answer in the introduction of the passage: When we wear the casual garments with brand names attached to them.
What is the benefit of knowing how advertisements work?
We can avoid being controlled by them.
Here is a picture. Chen Yixun and Fan Bing are the walking ads for adiddas.
Read the second paragraph and get the answer.
2. What is an advertisement? Who advertises? Why do they advertise?
The first para tells us Where the ads can be seen, and this para tells us What is an ads, Who advertises and Why do they advertise. What will the author talk about next?
Yes, How.
Now, let’s go to Section III to know “How”.
Read the para3-7 and get the tasks done. It’s Question 4-5.
What is the right order of the following steps?
① deciding what type of adverting techniques to use
② finding out as much as possible about the target group
③ identifying the target group
④ letting the message reach the target audience
⑤ paying the media for displaying the ads
Two volunteers go to the blackboard to give your answers. And I want a volunteer to give some comments.
Yes, the right order is ③②①⑤④.
I think we use one word to summarize each steps.
Identification->Investigation->Decision->Payment->Delivery.
4. Why do advertisements often appeal to our hopes and dreams or emotions?
To persuade us to do something
What do advertisers also consider when choosing suitable media?
The cost.
Can you find another two words from these two paragrahs with the same meaning?
The budget/expense.
Read para8-9 and get the answer.
6. Why do governments all over the world pay much for ads on such things as road safety?
Because being constantly exposed to advertisements can help change people's opinions over time. The believe ads will affect the way people think about their driving habits and will subsequently reduce the bumber of road accidents.
Conclusion
Summary
Now, let’s make a brief summary of the whole passage. Please fill in the blanks.
We can meet many advertisements in our daily life. An advertisement is a message____ an announcement that informs or influences people. Advertisers must pay for their ads, so the message must reach _____ target audience, or their money would be wasted. Identifying their target is not enough, they should try their best to appeal____ their target. For example, their environmental protection advertisement appeals to the audience’s consciences or their desire ______(be )worthy citizens. At the same time, advertisers must also place their ads in the right medium. To do this, they also need to spend money. They have to be a big corporation with a big budget______(afford) the ads. In addition to worrying about the expense, advertisers must consider______ media are most appropriate. For example, if the ad relies on visual effects, it is no use __________(advertise) products on radio. However, people don’t buy the products they are no interested in or have ____ use for.
One of you is expected to write down your answers on the blackboard.
Check you keys.
You are expected to read it loudly, and try to recite it.
Post-reading
Guys, I have two more questions for you to answer.
2.You can find the phrase “for example” in para3,4 and 8. There are many examples in the text. What is the writing purpose?
The examples can help to let the argument more convincing and persuasive.
3. There are subtitles in the text. What are their functions?
Clear and logical.
Promotion
We have learnt how advertising works, and can you design an advertisements for the following products or items?
1. An advertisement for your favorite(cell-phone,jeans, book, computer etc.)
2. A public service advertisement（公益广告）
Homework
1. In pairs, discuss the questions in Ex 2 on P44.
2. Finish Ex 3 on P45 in pairs.
Book IX Unit 5 Inside advertising
How Advertising works
Reading
【Learning aims】
1. To know how advertisement works through reading and retelling.
2. To learn to design an advertisement with the learned from the text.
I. Pre-reading
1. Where do you see or hear advertisements?
2. Discuss each of the advertisements on Pages 42 and 43 in pairs.
?What does the advertisement want you to do?
II. While-reading
1. How can we become walking advertisements?What is the benefit of knowing how advertisements work?
2. What is an advertisement? Who advertises? Why do they advertise?
3. What is the right order of the following steps? ________
① deciding what type of adverting techniques to use
② finding out as much as possible about the target group
③ identifying the target group
④ letting the message reach the target audience
⑤ paying the media for displaying the ads
4. Why do advertisements often appeal to our hopes and dreams or emotions?
5.What do advertisers also consider when choosing suitable media?
6. Why do governments all over the world pay much for ads on such things as road safety?
III. Post-reading
Blanks filling
We can meet many advertisements in our daily life. An advertisement is a message____ an announcement that informs or influences people. Advertisers must pay for their ads, so the message must reach _____ target audience, or their money would be wasted. Identifying their target is not enough, they should try their best to appeal____ their target. For example, their environmental protection advertisement appeals to the audience’s consciences or their desire ______(be )worthy citizens. At the same time, advertisers must also place their ads in the right medium. To do this, they also need to spend money. They have to be a big corporation with a big budget______(afford) the ads. In addition to worrying about the expense, advertisers must consider______ media are most appropriate. For example, if the ad relies on visual effects, it is no use __________(advertise) products on radio. However, people don’t buy the products they are no interested in or have ____ use for.
2. There are many examples in the text. What are their purpose?
3. There are subtitles in the text. What are their functions?
IV. Promotion
We have learned how advertising works, and can you design an advertisements for the following products or items?
(1). An advertisement for your favorite(cell-phone,jeans, book, computer etc.)
(2). A public service advertisement（公益广告）
V. Reflection
How can you make your opinion persuasive?
What reading skills have you learned this class?
课件21张PPT。Unit 5 Inside advertising
How advertising works
【Learning aims】
1. To know how advertisement works through reading and retelling.
2. To learn to design an advertisement with the learned from the text.Obey your thirst.Things go better with Coca-Cola. Advertisements WHERE?On billboardsOn busesOn TVOn the radioIn train stationsIn newspapersIn magazinesAt the cinemaAt the airportEverywhereWherePre-readingDiscuss each of the advertisements on Pages 42 and 43 in pairs.
?What does the advertisement want you to do?
Picture 1: It wants us to save water. Picture 2: It wants us to listen to the new radio. Picture 3: It wants us to buy the shoes. Picture 4: It wants us to buy their water. Picture 5: It wants people to protect the environment. Picture 6 & 7: They remind us of road safety. IntroductionWhat is an advertisement?How do advertisers make effective advertisements?How effective are advertisements?Scan the headings of each section and get a general understanding of the text.Scanning1. How can we become walking advertisements?
What is the benefit of knowing how advertisements work?
Detailed readingRead the first paragraph and get the answer.When we wear the casual garments with brand names attached to them.We can avoid being controlled by them.2. What is an advertisement? Who advertises? Why do they advertise?Read the second paragraph and get the answer.message or announcementeducateBusinessesWhere
+
What
+
Who
+
Why
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?HowWhat,who,why3. What is the right order of the following steps? ________Read the para3-7 and get the tasks done.③②①⑤④identifying the target groupfinding out as much as possible about the groupdeciding what type of techniques to use
letting the message reach the target audience paying the media for displaying the adsHowidentificationinvestigatondecisionpaymentdelivery4. Why do advertisements often appeal to our hopes and dreams or emotions?To persuade us to do something. How5. What do advertisers also consider when choosing suitable media? The cost.Can you find another two words from these two paragrahs with the same meaning?
The budget/expense.How6. Why do governments all over the world pay much for ads on such things as road safety?Read para8-9 and get the answer.Because being constantly exposed to advertisements can help change people's opinions over time. The believe ads will affect the way people think about their driving habits and will subsequently reduce the bumber of road accidents.HowWhat is an ad?1) Definition
2) Means
3) Advertisers ConclusionHow do advertisers make effective ads?1) Identify the target
2) Appeal to the target
3) Use a suitable medium How effective are ads?1) When there is a need for the product.
2) If the target audience is exposed to ads constantly. We can meet many advertisements in our daily life. An advertisement is a message____ an announcement that informs or influences people. Advertisers must pay for their ads, so the message must reach _____ target audience, or their money would be wasted. Identifying their target is not enough, they should try their best to appeal____ their target. For example, their environmental protection advertisement appeals to the audience’s consciences or their desire ______(be )worthy citizens. At the same time, advertisers must also place their ads in the right medium. To do this, they also need to spend money. They have to be a big corporation with a big budget______(afford) the ads. In addition to worrying about the expense, advertisers must consider______ media are most appropriate. For example, if the ad relies on visual effects, it is no use __________ (advertise) products on radio. However, people don’t buy the products they are no interested in or have ____ use for. Summaryorthetoto beto affordwhich/whatadvertisingno2.You can find the phrase “for example” in para3,4 and 8. There are many examples in the text. What is the writing purpose?
3. There are subtitles in the text. What are their functions?Post-readingThe examples can help to let the argument more convincing and persuasive.Clear and logical. We have learnt how advertising works, and can you design an advertisements for the following products or items?
1. An advertisement for your favorite(cell-phone,jeans, book, computer etc.)
2. A public service advertisement（公益广告）
Tips for you:
1. Our target people are ……?
2. We want to put it on TV (or radio, internet, newspaper, magazine )……
3. We will appeal to our target by……
4. ……Promotion
How can you make your opinion persuasive?
What reading skills have you learned this class?Reflection1. In pairs, discuss the questions in Ex 2 on P44.
2. Finish Ex 3 on P45 in pairs.HOMEWORK课后反思
本节课结束之后，我将本节课对照课堂实录视频仔细回顾了一遍，结合自己上完课之后的感受和体会做简要总结和反思。
一、优点：
1.课前准备充分。自己在认真研究课标和教参的基础上仔细研读课文。深入挖掘课文内容学习的探究点和育人点。
2.设计了较有深度的探究问题和多种学习活动。对课文的分析透彻， 问题的设计多样化，引发学生思考。
3.将学生的生活和自己的经验与学习内容有效结合。激发学生的学习兴趣。
二、不足之处：
1. 在整体课中，学生的出声诵读较少。而诵读应是语言学习的重要方式之一。
2. 课堂步骤较紧张。下课前没有给学生留下充足的反刍和总结的时间。
3. 给学生开口说的机会还不够多，promotion部分应留下充足时间让学生进一步发挥自己的想象。
三、以后打算：
1.加强业务学习和英语口语练习。课堂上能迅速反应和说一口流利标准的英语是一个英语老师必备的素质。但是在课后观看自己的教学视频时发现，自己的发音不够标准，语调也不够地道。以后一定要加强英语发音模仿练习和听力练习，抓住一切可能的机会练习英语口语。
2.学习新科技新设备的学习和使用。在学校新建的录播教室上课，对里面的设备还是不够熟练。以后要定期在录播教室上课练习，熟悉设备操作方法且课后仔细研究课堂视频，反思自己的教学过程和语音语调。且在课件制作，课堂设计中尽可能再多添加技术手段的运用，增强学生的学习效果。
3.加强对学情的调查和对学生的研究。备课不仅要备教材，备课堂设计，更要备学生。真正根据学生的需要来设计课堂。
