Unit 5 Inside advertising 教案(新人教版选修9）

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Unit 5 Inside advertising
Teaching aims and demands
类别 课程标准要求掌握的项目
话 题 Talking about advertising and advertisements; ways to make effective ads; advertising controls
词 汇 Billboard casual garment advertiser advert inform association target basis technique lane feature conscience worthy corporation budget expense broadcast rely visual generate response stereo refresh partly murder suitcase sheet actress typist spokesman fluent hostess invitation appoint chairman raise dial operator litre mature fashion misleading ethical dishonest alcoholic tobacco ban promote immoral decent ethics offending beware consumer trustworthy
Turn…into fit in (to) rely on have no use for
功 能 表达不同观点(Expressing different views of an argument)You are quite right. I’m afraid I can’t accept that.I quite agree with you. I wouldn’t say that.I think so, too. Not really.I see your point, but…. That’s not how I see it.That’s ridiculous. I’m afraid I have a different opinion.Not at all. No problem. No way.
语 法 复习宾语补足语(The Object Complement)Committee members recently appointed me their chairman.（名词作宾补）They made Ronaldo, the soccer star, the spokesman of their product.（名词作宾补）I find it very difficult to raise the money.（形容词作宾补）As my neighbour is a troublemaker, I have to keep myself away from him.（副词作宾补）Please remember me to your parents.（介词短语作宾补）His speech left the president in a very awkward situation.（介词短语作宾补）Really good advertising persuades people to behave in certain ways.（动词不定式作宾补）Committee members have asked me to tell you how much we all appreciate your donation. （动词不定式作宾补）Many people consider advertisements offending.（-ing形式作宾补）Through the window, I could see the rain coming down in sheets. （-ing形式作宾补）She is going to have the novel translated.（过去分词作宾补）I’d like to have the goods delivered directly to my office. （过去分词作宾补）
Period 1
Warming up
Step 1 Presentation
Enjoy some advertisements.
Step 2 Discussion
Divide the students into several groups and discuss the questions in Warming up.
Step 3 Understand some ads.
Look at the ads at page 42 and 43 carefully and finish the Comprehending Exercise 2. Exercise 2 is very important as it develops students’ ability to look critically at advertisements. Make sure students have enough time to discuss these questions fully. Ask them to work in groups and then discuss their answers with the whole class.
1. Water
A. What is the most common name for H2O Why did they call it H2O
Water. Because it rhymes with “slow”.
B. What is the purpose of this advertisement
To encourage people to use water wisely and to save water where they can.
2. Super Shooze
A. What group of people is the advertisement made for
Young people who like sports, the latest fashions and like to be part of a group.
B. What message does the advertisement give
If you wear our shoes you’ll have an exciting life, and be popular and have fun.
C. Do you think the message is true Give reasons.
No, because just wearing a certain brand of shoes won’t make you exciting, popular of have fun—it takes much more effort than that.
3. Refresh water
A. Why are the first two lines written bigger than the rest of the advertisement
These lines appear bigger to that they are the first thing people notice about the ad.
B. The advertisement says that when you buy two, they will give you two more at no extra cost. Does this mean the advertiser will lose money on the sales
No.
C. Why do advertisers often use the “Buy one get one free” message
People love a bargain, so they are attracted to free offers and are more likely to buy the product if they think they are getting something for free.
4. Environment
A. What does this advertisement encourage you to think
It encourages us to think of the sky, air and our environment and about how the environment is being spoiled.
B. What do you think causes air pollution
Human beings cause air pollution by burning fossil fuels, such as gas, oil, coal, etc by using some modern machines, transportation vehicles and also by manufacturing modern products.
C. How else can advertisers make people more aware of our fragile environment
Tell people more and help them to be more aware of the importance of protecting our environment.
5. “Speeding” and “How fast am I going”
A. Both of these advertisements have the same purpose. What do both ads want people to do
They want people to stop speeding.
B. Both ads target a certain group of people. Who are they
Drivers.
C. If you were a drive, which advertisement would have most effect on you Why
Students give their own answers.
Step 4 Homework
1. Read the passage How Advertising Works.
2. Finish Comprehending Exercise 1.
Period 2 and 3
How Advertising Works
Step 1 Scan the text.
Before students read the text, ask them to survey the text by looking at the headings of section. Predict the content.
Step 2 Detail reading
Read the passage carefully and make an outline.
Part 1(Para 1) Introduction
Part 2(Para 2) What is an ad
Part 3(Para 3-7) How do advertisers make effective ads
Part 4(para 8-9) How effective are ads
How Advertising Works
Introduction
We are exposed to ads in our daily life.
1) What kind of ads can we find
2) Where do ads appear
3) Why we need to understand how advertising works
What is an ad
1) Definition (a message or announcement that intends to inform or influence people)
2) Means (words, pictures, music, film…)
3) Advertisers (business, individuals, organizations, associations)
How do advertisers make effective ads
1) Identify the target (find out necessary information about this group)
2) Appeal to the target (hopes, dreams, emotions, desires…)
3) Use a suitable medium (cost, media)
How effective are ads
1) When there is a need for the product
2) If the target audience is exposed to ads constantly
Step 3 Language points
Step 4 Homework
Make up an advertisement for a product (including a slogan, the spokesman/spokeswoman and the whole procedure.
Period 4
Grammar: Object Complement
Step 1 Do Ex. 1 page 46
Do the exercise on page 46. Let the students know what can be object complement.
Step 2 Explanation
宾语补足语是补充宾语的成分，通常置于宾语之后。宾语和宾语补足语构成复合宾语。可以用作宾语补足语的有名词、形容词、副词、介词短语、动词不定式、-ing形式、和过去分词。能带宾语补足语结构的动词一定是及物动词。
第一类，感觉动词，所接的宾补可以是-ing形式，也可以是动词原形。
feel, hear, listen to, notice, observe, see, watch, look at. 但变为被动语态时，不定式要带to
1. I saw him ________________(cross) the road
2. He was seen __________________(cross) the road.
第二类，含使动意义的动词，所接的宾补多为动词原形或过去分词。
let, have, get, make, would like, want等。
3. If Mr Smith is in the hall, will he please make himself ______________(know) to me
4. It makes people __________ (know) the importance of protecting environment
5. The machine doesn’t work. I must have it ______________ (repair) right now.
6. I have a letter _______________(write).
7. Mr Smith, do you have something ______________________(type)
8. Professor Li had the students _________ (practise) all morning.
9. I won’t have you ________ (say) such things.
第三类，含命名意义的动词，所接的宾补一般是名词。
call, name, appoint, elect, make, consider等
Call me Joe, please.
She was elected the president of the company.
注意和双宾语区别：
They have made me the chairman. （宾补）
They have made me a nice chair.（直接宾语）
第四类，v + sb + to do sth 结构中的动词，所接的宾补一般是不定式。
advise, allow, ask, beg, cause, expect, force, get, help, inspire, invite, order, permit, persuade, remind, request, require, teach, tell, train, urge, want, warn, wish等
10. Tell him _____ the window.
A. to shut not B. not to shut C. to not shut D. not shut
第五类，find, keep 等几个词的用法非常灵活，后面所接的宾补可以是形容词、副词、词组、现在分词、过去分词等。
We found it very difficult to solve the problem.
How can you keep them waiting for so long
Suddenly I found my wallet had been stolen.
Keep the door closed.
Step 3 Do some exercises.
Period 5
Listening and writing
Step 1 Listen to tape and tick the words and expressions.
superstar clothing stores run out
singing wide and narrow save money
uncomfortable dial the operator
latest fashion litres of water
Step 2 Listen again and finish the exercises on page 47.
Ad 1
A: Cool shoes! B: Thanks. They’re Superstar. A: Expensive B: Not at all. Superstars have great styles at reasonable prices. A: But I have big feet. B: No problem. Superstars come in all sizes. Long and short, wide and narrow. A: Where do you get them B: All good shoe stores. A: Great. B: Want to dance
A: Again Aren’t your feet sore
B: No way, not when I’m wearing Superstars!
C: Superstar shoes and boots, latest fashions, all sizes, comfortable. (drag this word out cuuuumffffooorrtable) Available at all good shoe stores.
Ad 2
A: Dad, turn the tap off while you’re brushing. B: What for A: It saves water. B: That won’t save much water. A: But if everyone in the whole city turns off the tap while they’re brushing their teeth, think how much water that would save. And if you stop singing in the shower, you won’t be in there so long and we’ll save litres of water.
C: Sam’s right you know. The water in our dams is getting low. We could run out, you know. Besides, your singing’s terrible!
B: OK, you’re right. We do need to save water. What other ways can you tell me about, Sam
A: I’ll show you. There’s a fantastic website.
D: For information and tips on how to save water, visit
Ad 3
Woman: Star FM. The new station everyone’s listening to.
Man: Find it on your dial at FM 104.5.
Step 3 Writing
1. Choose one of the things advertised in the listening but write a different ad for a different target. Some possible targets are listed below.
elderly people teachers teenagers 11-olds car owners
sports men and women parents young businessmen and women
2. Perform your ad to the class. Ask them to guess who your target is.
Step 4 Homework
1. Write down the ad in your exercise book.
2. Finish your workbook exercises.
Period 6
Keeping advertisers honest
Step 1 Read the passage quickly and find out the ways to keep advertisers honest.
1. The law.
2. Advertising organizations
3. Complaints organization
4. The consumer
Step 2 Read again and answer the questions on page 50.
Step 3 Language points
1. go to a lot of trouble to do sth = take the trouble to do sth 花费功夫，钱财去做某事。
She’d go to any expense for him.
为了他，她不惜一切代价。
He went to great trouble to make his guests comfortable.
他费尽周折为的是让客人们感到舒服。
2. and so 连接并列句。
Thanksgiving is an only American holiday and so neither British people nor Australian people celebrates it.
感恩节只是美国人的节日，因此英国人或者澳大利亚人都不过这个节日。
She is tired of her busy city life and so she plans to spend her winter holidays in a small village with her husband.
对繁忙的城市生活感到厌倦，她决定和丈夫一起到一个小乡村过寒假。
3. One way to control advertising is to make laws that prevent advertisers doing the wrong thing. 控制广告的方法之一就是制订法律以约束广告商们的不法行为。
one way to …is to…
One way to avoid being cheated by misleading ads is to understand how advertising works.
防止被误导的广告欺骗的方法之一就是了解广告的运作机制。
One way to help them is to help them learn to help themselves. 帮助他们的方式这一就是帮他们学会自助。
4. decent 指人是“诚实的；正派的；值得尊敬的；举止端庄的”，口语还表示“和蔼可亲的；乐于助人的”。
They are all decent, hard-working citizens.
他们都是诚实勤劳的好民。
It is very decent of you to meet me at the airport.
你到机场来接我，实在是太客气了。
decent 指物是“体面的；过得去的；尚可的”。
Does he have a decent salary
他的薪水还可以吧？
He is always dressed in decent clothes.
他总是穿着体面的衣服。
decent 指行为是“合宜的；得体的；合乎道德规范的”。
It is a decent film, without crime or violence.
那是一部合乎首先规范的电影，既没有犯罪也没有暴力镜头。
She was impressed by his decent behaviour.
他得体的举止行为给她留下了深刻的印象。
5. make sure “确保；确定；证实”，后面一般接从句。
He looked back to make sure no one was following.
他回头看了看，以证实没有人跟踪。
I did it to make sure you noticed.
我这么做是为了确保你注意到了。
Ask for receipt and make sure you get it.
要一张收据，而且一定要确保你拿到收据。
6. when it comes to … 固定短语，“谈到；涉及到”。
John is not good at sports, but when it comes to physics, he is the best in the class.
约翰的体育不行，但说到物理，他可是全班最优秀的。
The school has very good teachers, but when it comes to buildings, the school looks poor.
这个学校拥有非常优秀的教师，但说到建筑，这个学校看上去很穷。
7. claim 未经证实的说法或主张
His claim to know the answer was not believed.
他声称自己知道答案，但没有人相信他的话。
Nobody believed his claim to be 100 years old.
他声称自己有100岁，但没有人相信。
Many women believed the advertiser’s claim to know the secret of keeping young.
登该广告的人声称掌握了保持年轻的秘诀，有许多妇女相信了广告商的话。
8. Even though there are laws and advertisers’ code of conduct, some bad ads do get made.
Do 经常用于肯定句和祈使句中，表示强调。
Please! Do be quiet a moment.
请务必安静一下。
He did tell me that but he is denying it now.
他的确跟我这样说的，但现在又否认了。
Step 4 Finish the workbook exercises.
Step 5 Homework
Review what you have learned in this unit.
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