人教版高中英语选修九Unit 5 Inside Advertising 单元教案
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| 名称 | 人教版高中英语选修九Unit 5 Inside Advertising 单元教案 |  | |
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| 科目 | 英语 | ||
| 更新时间 | 2019-12-08 10:10:12 | ||
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Unit 5 Inside Advertising
本单元的中心话题是广告, 主要内容涉及什么是广告、如何制作有效的广告、广告的效果、广告的语言特点等。本单元的语言技能和语言知识也都是围绕这个话题设计。
本单元涉及的要点：
1） 学习了解广告的相关知识、以及广告行业的道德规范。
2） 学会表达对事物的不同看法。
3） 学习掌握本单元的词汇。
4） 复习总结宾语补足语的用法。
Period One: Warming up
Teaching Goal:
1. to arouse students’ curiosity about advertisements
2. to prepare them for reading
Teaching Procedures:
Step1. Present advertisements to students, let them realize that ads are around their life.
Step2. Ask Ss to think any advertisements they can remember (Chinese is also OK),
and share them with classmates. The teacher can provide some as examples:
I’m loving it! -- McDonald
没有联想，世界将会怎样？ -- Lenovo
Impossible is nothing. -- Li Ning
Connect people. -- Nokia
原来一切可以更美的。-- Midea
Step3.The teacher shows some ads for products, and ask Ss:
Do you know the advertisements for these products?
Good to the last drop．滴滴香浓，意犹未尽
Just do it! 只管去做！
Obey your thirst 服从你的渴望 …
Step4. Get Ss to recall:
Where do you usually see or hear these advertisements?
Some options are provided:
Step5. Ask Ss:
Do you think advertisements affect your life in any way?
If Ss find this question hard to answer, sub questions can be presented:
? Do you dress different because of advertisements?
? Do you eat food that are advertised?
? Do you buy things that you might not otherwise buy?
Step6. Group Discussion.
? How many advertisements do you hear every day?
? Can you remember the names of products that were being advertised? If so, why do you remember these and not others?
Period Two: Reading I
Teaching goal:
1. to get students to know what advertisement is, how to make advertisements effective
2. to get students to practice the reading skills of skimming and scanning
Teaching Procedures:
Pre-reading (step 1-2)
Reading (step 3,4)
Comprehending (step 5-7)
Homework (step 8)
Step1. Look at each of the advertisement and discuss the question with a partner:
What is the purpose of each advertisement?
Encourage people to save water
Encourage people to listen to the radio station
Encourage people to buy shoes of this brand
(Some more in PPT)
Step2. Get Ss to discuss:
Which one do you think is the most effective? Why?
Make Ss discuss it with group members, and report their ideas.
Step3 .Ask Ss to scan and skim the text, and grasp the man idea of this text with the help of outline.
? Introduction
? What an ad is
? How advertisers make effective ads
? How ads can be effective
Step 4.Ask Ss to Read the text in detail and tell the statements True or False.
? Brand names are even attached to some close. T
? Adverts are only used for business. F
? It might be proper to advertise goods related to cars on radio. T
? Good advertisements are always working well. F
Step 5. Get Ss to look at exe.1 on page 44. With the questions in mind, read the text.
Suggested answers:
Who advertise?
Business, individuals, organizations and associations
Why do they advertise?
They wan to sell things or to inform or educate the public.
Where do they advertise?
On TV and radio, in magazines and newspapers;
Also on closes, billboards, at sports field, on buses and trains, etc.
How do they decide where do they advertise?
They consider their budget and what medium is most likely to be seen or heard by the target consumer.
Do 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.
Step 6. Ss are required to discuss the questions about the advertisements.
1. What is the common name for H2O?
Why did them call it H2O?
2. What group of people is the “Super Shoze” made for?
What message does the ad give?
3. Both ads are to persuade drivers to stop speeding, what’s the difference?
Suggested answers:
1.H2O= water. They use H2O because it rhymes with “slow”; thus can attract attention and easily remembered.
2. Young people who like sports and in fashions.
The ad gives the message that: if you wear our shoes, you’ll have an exiting life and be popular and have fun.
3. “$100 just like that” is about punishing people if they speed.
“How fast am I going?” reminds us the reason for not speeding.
Step 7. Role-play in pairs.
One: producer of high quality jeans
The other: advertising agency
Here are the tasks that they have to achieve:
? Decide who might be the target consumers
? What media you will use
? How you will appeal to them
Step 8. Homework:1)Collect ads that you like; 2)Share them with your classmates.
Period Three: Learning About Language (Language points & exercise)
Teaching Goal：
1. to sum up the new words and expressions and their use
2 to help students review objective complements
3 Teaching Procedures:
Step 1. New words and expressions
1) come across
偶然遇见，碰上
I’ve just came across one of your former classmates.
我刚才偶尔碰到你的一个老同学。
I came across his name on the cover of a book.
无意中在一本书的封面上看到他的名字。
2) casual ?a.漠不关心的；随便的；
causal garments 休闲的衣服（such as jeans, T-shirts)
3) turn into ?变成
Caterpillars turn into butterflies.
毛毛虫可以变成蝴蝶。
They are turning waste land into paddy fields.
他们正在使荒地变为稻田。
4) inform
vt.通知
Please inform us of your travel plans.
请告知我们你的旅行计划.
Does she inform you that they when have held a meeting?
她通知你他们什么时候开会了吗？
5) walking advertisement 移动广告
walking here means “移动的、活动的”，是一种比喻的说法。
Yao Ming and Wang Zhizhi, the two basketball players have been described as “Walking Great Wall” by western sportswriters.
姚明和王治郅两位篮球队员被西方体育新闻这形容为“移动的长城”。
6) target ?
n.目标，对象，靶子 / vt.瞄准
His proposal became the target of criticism.
他的建议成了批评的目标。
The company has met their export target.
该公司已经实现了它们的出口目标。
Our target audience is men aged between 18 and 35.
我们的目标观众是年纪在18－35的男性群体
Step 2. Object Complements
1. 宾语补足语是对宾语进行的进一步补充，可以作宾语补足语的成分有名词、形容词、副词、介词短语、动词不定式、-ing形式及过去分词。
例如：
Committee members appointed me their chairman.
I find it difficult to raise the money.
Please remember me to your parents.
Advertisements persuade people to buy their products.
Through the window, I could see the rain coming down in sheets.
She is going to have the novel translated.
2. 可以带宾语补足语的动词一定是及物动词。
大致有以下几类：
1). 感觉动词，如 see, hear, feel, smell, watch, notice等，所接的宾补既可以是-ing形式，也可以是动词原形。如：He heard a voice shouting.
2). 含使动意义的词，如let, have, get, make, would like, want等，宾补多为动词原形或过去分词。如：
You must get the car repaired.
3) 含命名意义的动词，如call, name, appoint, elect 等，所接宾补一般是名词。
如：Call me Joe, please.
4). V+sb+ to do sth 结构中的动词，如：advise, allow, ask, beg, help, invite, persuade, remind, tell 等。如：
They asked me to tell you how much we appreciate your help.
5) Find, keep等用法灵活的词, 如：
I found my wallet stolen.
We found it difficult to solve the problem.
Step 3. Exercises:
1) Read the words and phrases in the box, and complete the sentences using them.
1. After a long walk we swam in the river to _______ ourselves.
2. Yesterday I ___________ a friend of mine on my road to school.
3. I would rather to work for a small business than a large _________ .
4. When I get home, I always take my business close off and change into something _______ .
5. He is very outgoing, so it’s easy for him to ________ the team.
6. They decided to ________ the police.
7. This year's ________ for education probably won't be much higher.
8. Higher degrees in English are a ______
for foreign students.
2) Choose the correct form for the object complement.
1.?----There’s?a?hole?in?your?bag.?
----?I?know,?I’m?going?to?have?it?_____.
A.?mend?????
B.?mending??????
C.?mended??????
D.?to?be?mended
2.?I?couldn’t?do?my?homework?with?all?that?noise____.
A.?going?on????? B.?goes?on?????
C.?went?on???? D.?to?go?on
3.?I?advised?_____?at?once.???????
A.?him?to?starting????????B.?him?to?start???????C.?to?starting???????? D.?to?start?
4.?I?found?the?door?_____?when?I?got?home.
A.?opened?????????? B.?close?????????
C.?unlocking????????D.?open
5.?The?boy?wanted?to?ride?his?bicycle?in?the?
street,?but?his?mother?told?him?___.
A.?not?to????????? B.?not?to?do????????
C.?not?do??????? D.?do?not?to
6.?The?manager?discussed?the?plan?that?
they?would?like?to?see?_________the?
next?year. (NMET2000)?
A.?carry?out???
B.?carrying?out???
C.?carried?out??
D.?to?carry?out
Period Four: Using Language
Teaching Goal：
1) To train Ss to listen to ads.
2) To enable Ss to design and write an advert.
3) To get Ss to learn and practice the expressions for opinions.
Teaching Procedures:
Step1. Tell Ss that they are going to listen to three ads. Ask them to listen to the radio ads, and write down what they are promoting for .
? Ad 1 :_______________________
? Ad 2 :_______________________
? Ad 3 :_______________________
Step2. Get Ss look at exe.3 on page 47. Listen to it again, and select answers for each ad.
? Purpose Target Appealing to
Ad1 ?B ?A ?BD
Ad2 ?CD ?BC ?A
Ad3 ?ACD ?B ?C
Step3. Listen to it again in detail, and ask Ss to tick the words and expressions they hear.
Step4. Prepare for writing.
1) Verbs most frequently used in advertising: make, take, get, give, love, come, go , keep, feel, taste, help, save, choose, etc.
e.g. OLAY loves the skin you are in.
-- OLAY
2) Adjectives most frequently used in advertising: new, rich, sure, good/better/best, fine, big, great, real, delicious, safe, special, etc.
e.g. Spotlighting your good taste.
-- Citizen (watch)
3) Sentence structures most commonly seen in ads: Simple sentence; Imperative sentence; Minor clause; Interrogative sentence
e.g. GO for gold. -- Gold seal (wine)
Step5 .Time for writing. Ss are made a group of four and write an advert slogan tehmsleves.
Step 6. Speaking in form of group discussion:
Think of the ads you have seen or heard, and then answer these questions:
1. Did any ad contain misleading information?
2. Did any ad persuade you to do something you consider wrong?
3. What do you think can be done to stop dishonest or unethical ads?
Useful expressions are provided for Ss in the first place.
Expressions of agreement: Expressions of disagree:
Step 7. Homework: Polish your ad slogan and present to your classmates next time.
Period Five: Reading II
Teaching Goal：
1. to make Ss know ways of protecting false, misleading, and unethical advertising.
2. Teaching Procedures:
Step1.Let Ss look at the advertisement.
Ask Ss :
? What does it advertise for ?
? Do you think what advertised is true ?
Step2. Discussion:
Do you think such ad should be allowed to be shown?
Step3. Get Ss to skim and scan the text, and find out:
In what four ways can consumers be protected from false, misleading, and unethical advertising?
1) The law
2) Advertising organization
3) Complaints organization
4) The consumers themselves
Step 4. Ss are required to read the text in detail and tell the statements True or False.
? Advertising alcohol and tobacco is banner in some countries. T
? In advertising organizations, there is “code of ethics” . T
? Complaints organization is a government organization. T
? It is not school’s duty to educate students about advertising. F
Step 5. Group Discussion
Do you think schools should teach their students about advertising ?
Why? Or why not?
Useful expressions are reviewed and provided for Ss when discussing.
Step 6. Homework: 1) Review 2) Do the exercise on your workbook.
Superstar
Run out
Save money
Uncomfortable
Dial the operator
You are quite right.
I quite agree with you.
I think so, too.
I see your point, but …
on TV on the radio at the cinema
on buses in train stations in magazine
on billboard in newspapers at the airport
Not really.
I wouldn’t say that.
That’s not how I see it.
I’m afraid I can’t accept that.
Singing
Latest fashion
Clothing stores
Wide and narrow
本单元的中心话题是广告, 主要内容涉及什么是广告、如何制作有效的广告、广告的效果、广告的语言特点等。本单元的语言技能和语言知识也都是围绕这个话题设计。
本单元涉及的要点：
1） 学习了解广告的相关知识、以及广告行业的道德规范。
2） 学会表达对事物的不同看法。
3） 学习掌握本单元的词汇。
4） 复习总结宾语补足语的用法。
Period One: Warming up
Teaching Goal:
1. to arouse students’ curiosity about advertisements
2. to prepare them for reading
Teaching Procedures:
Step1. Present advertisements to students, let them realize that ads are around their life.
Step2. Ask Ss to think any advertisements they can remember (Chinese is also OK),
and share them with classmates. The teacher can provide some as examples:
I’m loving it! -- McDonald
没有联想，世界将会怎样？ -- Lenovo
Impossible is nothing. -- Li Ning
Connect people. -- Nokia
原来一切可以更美的。-- Midea
Step3.The teacher shows some ads for products, and ask Ss:
Do you know the advertisements for these products?
Good to the last drop．滴滴香浓，意犹未尽
Just do it! 只管去做！
Obey your thirst 服从你的渴望 …
Step4. Get Ss to recall:
Where do you usually see or hear these advertisements?
Some options are provided:
Step5. Ask Ss:
Do you think advertisements affect your life in any way?
If Ss find this question hard to answer, sub questions can be presented:
? Do you dress different because of advertisements?
? Do you eat food that are advertised?
? Do you buy things that you might not otherwise buy?
Step6. Group Discussion.
? How many advertisements do you hear every day?
? Can you remember the names of products that were being advertised? If so, why do you remember these and not others?
Period Two: Reading I
Teaching goal:
1. to get students to know what advertisement is, how to make advertisements effective
2. to get students to practice the reading skills of skimming and scanning
Teaching Procedures:
Pre-reading (step 1-2)
Reading (step 3,4)
Comprehending (step 5-7)
Homework (step 8)
Step1. Look at each of the advertisement and discuss the question with a partner:
What is the purpose of each advertisement?
Encourage people to save water
Encourage people to listen to the radio station
Encourage people to buy shoes of this brand
(Some more in PPT)
Step2. Get Ss to discuss:
Which one do you think is the most effective? Why?
Make Ss discuss it with group members, and report their ideas.
Step3 .Ask Ss to scan and skim the text, and grasp the man idea of this text with the help of outline.
? Introduction
? What an ad is
? How advertisers make effective ads
? How ads can be effective
Step 4.Ask Ss to Read the text in detail and tell the statements True or False.
? Brand names are even attached to some close. T
? Adverts are only used for business. F
? It might be proper to advertise goods related to cars on radio. T
? Good advertisements are always working well. F
Step 5. Get Ss to look at exe.1 on page 44. With the questions in mind, read the text.
Suggested answers:
Who advertise?
Business, individuals, organizations and associations
Why do they advertise?
They wan to sell things or to inform or educate the public.
Where do they advertise?
On TV and radio, in magazines and newspapers;
Also on closes, billboards, at sports field, on buses and trains, etc.
How do they decide where do they advertise?
They consider their budget and what medium is most likely to be seen or heard by the target consumer.
Do 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.
Step 6. Ss are required to discuss the questions about the advertisements.
1. What is the common name for H2O?
Why did them call it H2O?
2. What group of people is the “Super Shoze” made for?
What message does the ad give?
3. Both ads are to persuade drivers to stop speeding, what’s the difference?
Suggested answers:
1.H2O= water. They use H2O because it rhymes with “slow”; thus can attract attention and easily remembered.
2. Young people who like sports and in fashions.
The ad gives the message that: if you wear our shoes, you’ll have an exiting life and be popular and have fun.
3. “$100 just like that” is about punishing people if they speed.
“How fast am I going?” reminds us the reason for not speeding.
Step 7. Role-play in pairs.
One: producer of high quality jeans
The other: advertising agency
Here are the tasks that they have to achieve:
? Decide who might be the target consumers
? What media you will use
? How you will appeal to them
Step 8. Homework:1)Collect ads that you like; 2)Share them with your classmates.
Period Three: Learning About Language (Language points & exercise)
Teaching Goal：
1. to sum up the new words and expressions and their use
2 to help students review objective complements
3 Teaching Procedures:
Step 1. New words and expressions
1) come across
偶然遇见，碰上
I’ve just came across one of your former classmates.
我刚才偶尔碰到你的一个老同学。
I came across his name on the cover of a book.
无意中在一本书的封面上看到他的名字。
2) casual ?a.漠不关心的；随便的；
causal garments 休闲的衣服（such as jeans, T-shirts)
3) turn into ?变成
Caterpillars turn into butterflies.
毛毛虫可以变成蝴蝶。
They are turning waste land into paddy fields.
他们正在使荒地变为稻田。
4) inform
vt.通知
Please inform us of your travel plans.
请告知我们你的旅行计划.
Does she inform you that they when have held a meeting?
她通知你他们什么时候开会了吗？
5) walking advertisement 移动广告
walking here means “移动的、活动的”，是一种比喻的说法。
Yao Ming and Wang Zhizhi, the two basketball players have been described as “Walking Great Wall” by western sportswriters.
姚明和王治郅两位篮球队员被西方体育新闻这形容为“移动的长城”。
6) target ?
n.目标，对象，靶子 / vt.瞄准
His proposal became the target of criticism.
他的建议成了批评的目标。
The company has met their export target.
该公司已经实现了它们的出口目标。
Our target audience is men aged between 18 and 35.
我们的目标观众是年纪在18－35的男性群体
Step 2. Object Complements
1. 宾语补足语是对宾语进行的进一步补充，可以作宾语补足语的成分有名词、形容词、副词、介词短语、动词不定式、-ing形式及过去分词。
例如：
Committee members appointed me their chairman.
I find it difficult to raise the money.
Please remember me to your parents.
Advertisements persuade people to buy their products.
Through the window, I could see the rain coming down in sheets.
She is going to have the novel translated.
2. 可以带宾语补足语的动词一定是及物动词。
大致有以下几类：
1). 感觉动词，如 see, hear, feel, smell, watch, notice等，所接的宾补既可以是-ing形式，也可以是动词原形。如：He heard a voice shouting.
2). 含使动意义的词，如let, have, get, make, would like, want等，宾补多为动词原形或过去分词。如：
You must get the car repaired.
3) 含命名意义的动词，如call, name, appoint, elect 等，所接宾补一般是名词。
如：Call me Joe, please.
4). V+sb+ to do sth 结构中的动词，如：advise, allow, ask, beg, help, invite, persuade, remind, tell 等。如：
They asked me to tell you how much we appreciate your help.
5) Find, keep等用法灵活的词, 如：
I found my wallet stolen.
We found it difficult to solve the problem.
Step 3. Exercises:
1) Read the words and phrases in the box, and complete the sentences using them.
1. After a long walk we swam in the river to _______ ourselves.
2. Yesterday I ___________ a friend of mine on my road to school.
3. I would rather to work for a small business than a large _________ .
4. When I get home, I always take my business close off and change into something _______ .
5. He is very outgoing, so it’s easy for him to ________ the team.
6. They decided to ________ the police.
7. This year's ________ for education probably won't be much higher.
8. Higher degrees in English are a ______
for foreign students.
2) Choose the correct form for the object complement.
1.?----There’s?a?hole?in?your?bag.?
----?I?know,?I’m?going?to?have?it?_____.
A.?mend?????
B.?mending??????
C.?mended??????
D.?to?be?mended
2.?I?couldn’t?do?my?homework?with?all?that?noise____.
A.?going?on????? B.?goes?on?????
C.?went?on???? D.?to?go?on
3.?I?advised?_____?at?once.???????
A.?him?to?starting????????B.?him?to?start???????C.?to?starting???????? D.?to?start?
4.?I?found?the?door?_____?when?I?got?home.
A.?opened?????????? B.?close?????????
C.?unlocking????????D.?open
5.?The?boy?wanted?to?ride?his?bicycle?in?the?
street,?but?his?mother?told?him?___.
A.?not?to????????? B.?not?to?do????????
C.?not?do??????? D.?do?not?to
6.?The?manager?discussed?the?plan?that?
they?would?like?to?see?_________the?
next?year. (NMET2000)?
A.?carry?out???
B.?carrying?out???
C.?carried?out??
D.?to?carry?out
Period Four: Using Language
Teaching Goal：
1) To train Ss to listen to ads.
2) To enable Ss to design and write an advert.
3) To get Ss to learn and practice the expressions for opinions.
Teaching Procedures:
Step1. Tell Ss that they are going to listen to three ads. Ask them to listen to the radio ads, and write down what they are promoting for .
? Ad 1 :_______________________
? Ad 2 :_______________________
? Ad 3 :_______________________
Step2. Get Ss look at exe.3 on page 47. Listen to it again, and select answers for each ad.
? Purpose Target Appealing to
Ad1 ?B ?A ?BD
Ad2 ?CD ?BC ?A
Ad3 ?ACD ?B ?C
Step3. Listen to it again in detail, and ask Ss to tick the words and expressions they hear.
Step4. Prepare for writing.
1) Verbs most frequently used in advertising: make, take, get, give, love, come, go , keep, feel, taste, help, save, choose, etc.
e.g. OLAY loves the skin you are in.
-- OLAY
2) Adjectives most frequently used in advertising: new, rich, sure, good/better/best, fine, big, great, real, delicious, safe, special, etc.
e.g. Spotlighting your good taste.
-- Citizen (watch)
3) Sentence structures most commonly seen in ads: Simple sentence; Imperative sentence; Minor clause; Interrogative sentence
e.g. GO for gold. -- Gold seal (wine)
Step5 .Time for writing. Ss are made a group of four and write an advert slogan tehmsleves.
Step 6. Speaking in form of group discussion:
Think of the ads you have seen or heard, and then answer these questions:
1. Did any ad contain misleading information?
2. Did any ad persuade you to do something you consider wrong?
3. What do you think can be done to stop dishonest or unethical ads?
Useful expressions are provided for Ss in the first place.
Expressions of agreement: Expressions of disagree:
Step 7. Homework: Polish your ad slogan and present to your classmates next time.
Period Five: Reading II
Teaching Goal：
1. to make Ss know ways of protecting false, misleading, and unethical advertising.
2. Teaching Procedures:
Step1.Let Ss look at the advertisement.
Ask Ss :
? What does it advertise for ?
? Do you think what advertised is true ?
Step2. Discussion:
Do you think such ad should be allowed to be shown?
Step3. Get Ss to skim and scan the text, and find out:
In what four ways can consumers be protected from false, misleading, and unethical advertising?
1) The law
2) Advertising organization
3) Complaints organization
4) The consumers themselves
Step 4. Ss are required to read the text in detail and tell the statements True or False.
? Advertising alcohol and tobacco is banner in some countries. T
? In advertising organizations, there is “code of ethics” . T
? Complaints organization is a government organization. T
? It is not school’s duty to educate students about advertising. F
Step 5. Group Discussion
Do you think schools should teach their students about advertising ?
Why? Or why not?
Useful expressions are reviewed and provided for Ss when discussing.
Step 6. Homework: 1) Review 2) Do the exercise on your workbook.
Superstar
Run out
Save money
Uncomfortable
Dial the operator
You are quite right.
I quite agree with you.
I think so, too.
I see your point, but …
on TV on the radio at the cinema
on buses in train stations in magazine
on billboard in newspapers at the airport
Not really.
I wouldn’t say that.
That’s not how I see it.
I’m afraid I can’t accept that.
Singing
Latest fashion
Clothing stores
Wide and narrow