Unit 5 Inside advertising 教案4（人教版高中英语选修九)8页

Unit5Insideadvertising第一部分《金色教案》教学设计说明Aboutthetopicandthestructures单元话题和结构本单元的话题是“广告内幕”，了解有关广告运作基本知识。广告，是广而告之的简称，可以泛指一切不针对特定对象的公告，包括公益广告、旅游广告、商业广告等等。然而，日常生活中所说的“广告”往往特指商业广告，即用于推广货品、服务、或理念的付费公告。本单元还将学习“宾语补语”。《金色教案》教学设计在单元课时划分上与课本保持一致，即“阅读课、知识课、运用课三课时/三课型划分”。但在实际教学过程中，我们建议教师依据学生基础、教学条件、学校安排的因素，对课本、对《金色教案》教学设计重新划分课时、裁剪、拼接使用我们提供的材料，以便“物尽所用”，达到最佳教学效果。教师也可以按照我们提出的“实际教学过程课时划分建议”进行教学。Period1Reading阅读课WarmingUp部分教师可以选择“给广告下定义”、“学习使用动词advertise”和“问答”形式激发背景知识、为其后的阅读作好词语、结构和心理的准备。普通的商业广告媒介包括：广告栏，印刷传单，广播，电影和电视广告，网络横幅，空中广告，公共汽车站台，杂志，报纸，推销员工，公共汽车侧身，出租车车身，日常用品，商品标签，音乐和视频，以及某些票券背面等等。Pre-reading引导学生看图说话，回答有关“广告”的问题。广告的一个重要目的就是刺激甚至创造对某一产品，服务和想法的需求或者态度改变。除了广告，影响需求的其他因素还有价格和替代品。Reading是篇说明文，说明广告运作的内幕和常识。Period2Learningaboutlanguage知识课LearningaboutlanguageLearningaboutlanguage首先引导学生仿写学过的课文，巩固阅读所得；其次学习词汇习得策略；最后是“宾语补语”学习和操练。Period3Usinglanguage Usinglanguage运用课重点是阅读48页的短文；其次是围绕“广告”进行听说活动；最后是仿写刚才读过的文章。实际教学过程课时划分建议Period1将WarmingUp、Pre-reading、Reading和Comprehending整合在一起上一节“阅读课”。Period2将Learningaboutlanguage和Workbook中的USINGWORDSANDEXPRESSIONS、USINGSTRUCTURES整合在一起上一节“语言知识课”。Period3将Usinglanguage设计为一节包括听说读写单项技能或组合技能训练的“综合技能课（一）”。Period4将Workbook的READINGANDLISTENING和TALKING整合在一起上一节“听说课”。Period5将Workbook的LISTENINGTASK、READINGANDWRITINGTASK和SPEAKINGTASK整合为一节“综合技能课（二）”。第二部分教学资源说明Section1Background背景围绕单元话题“广告内幕”我们提供了若干实用性背景材料。这些材料既可以作为教师教学参考材料为教师所用，也可以直接或改写、重组后作为课堂内外的拓展性阅读材料呈现给学生。Section2Explanation解析重点针对“阅读课型”中的课文难句，我们提供了详尽的，就句论句的解析和翻译，并且以解析的焦点话题为线索，进行了一定的归纳、辨析和总结，以帮助教师更好地实施“语言形式”的教学。Section3Vocabulary词汇按照课本单元词汇表顺序，我们重点提供动词、短语搭配的讲解。所提供的例句，经典、地道、实用、易懂，完全可以直接用于教学。Part1TeachingDesign第一部分教学设计Period1Asamplelessonplanforreading(HOWADVERTISINGWORKS) IntroductionInthisperiod,afterthewarmingup,studentswillfirstbeaskedtolookatanadandanswerquestionsaboutadvertising.Thentheywillbehelpedtoreadanexpositionabouthowadvertisingworks.Thediagramofferedcanbeusedinteaching.Three“WarmingUp”designsarepresentedinthisbookforteachers’reference.Computerandoverheadprojectormaybeusedtoaidtheteachingandlearning.Objectives■Tohelpstudentslearntoexpressdifferentviewsforargument■Tohelpstudentslearntoreadanexpositionaboutadvertising■Tohelpstudentsbetterunderstand“ads”■Tohelpstudentslearntousesomeimportantwordsandexpressions■TohelpstudentsidentifyexamplesoftheobjectcomplementinthetextFocusWordsInform,feature,broadcast,rely,generate,refresh,murder,appoint,raise,dial,ban,promote,bewareExpressionsturninto,fitinto,relyon,havenousefor,PatternsInordertopersuadepeopletodosomething,…Withsomanymessagesfromadvertisersfillingourdailylives，itisimportanttounderstandhowadvertisementswork．However，itwouldbenouseadvertisingproductsonradioiftheadreliesonvisualeffects．Thisiswhygovernmentsallovertheworldpayalotofmoneyforadsonsuchthingsasroadsafety．Theybelievetheseadvertswillaffectthewaypeoplethinkabouttheirdrivinghabitsandwillsubsequentlyreducethenumberofroadaccidents.AidsMultimediafacilities,tape-recorder,photos,diagramsProcedures 1．Warmingup⑴WarmingupbydefiningadvertisingGoodmorning,class!Doyouknowwhatisadvertising?Doknowwanttoknowsomeinsideinformationaboutadvertising?ADVERTISINGisapaidformofcommunicatingamessagebytheuseofvariousmedia.Itispersuasive,informative,anddesignedtoinfluencepurchasingbehaviororthoughtpatterns.Nowturntopage42.WeshalltakeHOWADVERTISEWORKStoday.⑵Warmingupbylearntouse“advertise”Advertise:(v.t.)Togivenoticeto;toinformorapprise;tonotify;tomakeknown;hence,towarn;--oftenfollowedbyofbeforethesubjectofinformation;as,toadvertiseamanofhisloss.Advertise:(v.t.)Togivepublicnoticeof;toannouncepublicly,esp.byaprintednotice;as,toadvertisegoodsforsale,alostarticle,thesailingdayofavessel,apoliticalmeeting.⑶WarmingupbylookingandsayingWhatarethesepicturesfor?Yes,theyareforadvertisinggoods.Couldyousaysomethingaboutthem?Couldyoumakequestionsandanswersaboutthesepictures?Butfirstlet’sgotopage84forsomenecessaryinformation.2.Pre-readingbylookingandansweringLookattheadonthescreen,andanswerthefollowingquestions; ＊Whereisadvertising?＊Whoproducesadvertising?Whataretheireconomicandideologicalreasons,theirintentionsandtheirresults?＊Whattechnologiesareused?＊Howdoesadvertisingtargetdifferentgroups?＊Whatresearchisdonebeforeadvertising?＊Howdoesadvertisingwork?＊Whatarethemechanismsofpersuasion?eg.appealstoauthority(famouspeople),appealstoadesiretosave-pricing($29.95insteadof$30).＊Whatvisualfeaturesarecharacteristicofadvertising?Howdotheywork?＊Whatlanguagefeaturesarecharacteristicofadvertising?Howdotheywork?＊Whatistherelationshipbetweenadvertisingrepresentationsandimagesoftheworldandreality？＊Howdoadvertisingandadvertisinglanguageaffectus?＊Howhasadvertisingchangedovertheyears?＊Havethepurposesofadvertisingchanged?＊Havethelanguage,techniquesandimageschanged?＊Havethetechnologieschanged?＊Hastheaudiencechanged?＊Havetheeffectsofadvertisingchanged?3.ReadingforformsReadthetextHOWADVERTISINGWORKSto:cut/thesentenceintothoughtgroups,blackenthepredicative,darkentheconnectivesandunderlinealltheusefulexpressions.4.CopyingexpressionsandmakingsentencesYouareaskedtocopyalltheusefulexpressionsintoyournotebookafterclassashomework.Youmaymakeyourownsentenceswitheachoftheseexpressions.Expressionsfrom:HOWADVERTISINGWORKS beexposedto,passby,onpublicnoticeboards,ontheradio,ontheInternet,attachto,fillone’sdailylives，makeeffectiveadvertisement,identifyone’starget,makesenseto,makecomputergame,appealto,identifythetargetgroup，fitintoone’slives,formthebasisfordecisions,persuadesbtodosomething,liveanexcitinglife,grabtheattentionof,admiresb,useasuitablemedium,reachtherightaudiencewiththerighttechnique,playabigpartin,beappropriatetodo,relateto，relyon,be(un)suitablefor,nomatterhow…,suitone’sinterestsorlifestyle,havenousefor,changeone’sopinionsovertime,paymoneyfor,reducethenumberofroadaccidents5.TransforminginformationReadthetextagaintofindnecessaryinformationtocompletethetablebelow.HOWADVERTISINGWORKSWithsomanymessagesfromadvertisersfillingourdailylives，itisimportanttounderstandhowadvertisementswork．Whatisanadvertisement?Anadvertisementisamessageorannouncementthatinformsorinfluencespeople．Howdoadvertisersmakeeffectiveadvertisements?IdentifyyourtargetAppealtoyourtargetUseasuitablemediumHoweffectiveareadvertisements?Howevergoodanadvertisementis,peopleareunlikelytobepersuadediftheproductisunsuitableforthem．Ontheotherhand，beingconstantlyexposedtoadvertisementscanhelptochangeouropinionsovertime．6.ReadingagaintogetthemainideaofeachpartofHOWADVERTISEMENTSWORKPart1Itisimportanttounderstandhowadvertisementswork Part2Whatisanadvertisement?Part3Howdoadvertisersmakeeffectiveadvertisements?Part4Howeffectiveareadvertisements?Howdoadvertisersmakeeffectiveadvertisements?7.ClosingdownbymakingadiagramofHOWADVERTISEMENTSWORKandretellingthetextwithitshelpUseasuitablemediumAppealtoyourtargetIdentifyyourtargetHoweffectiveareadvertisements?beingconstantlyexposedtoadvertisementsProductunsuitable8.ClosingdownbytakingaquizI.Completethesummaryofthetextwithonewordineachblank.Anadvertisementisamessage___1__announcement__2___informsorinfluencespeople．__3___mustpaythemediafordisplayingtheirads.Inorderto__4___peopletodosomething,__5___oftenappealtoourhopesanddreams__6___ouremotions．As__7___asreachingtherightaudiencewiththerighttechnique,__8___mustalsoplacetheir__9___intherightmedium．Howevergoodan___10__is,peopleareunlikelytobe__11___iftheproductisunsuitableforthem．Onthe___12__hand，beingconstantly__13___toadvertisementscanhelptochangeouropinions__14___time． II.Readingcomprehensionquestions1.Asuccessfuladvertisementmustnot_________.A.useasuitablemediumB.appealtoyourtargetC.persuadepeopletobuyproductsoneisnotinterestedinD.identifyitstarget2.Whichofthefollowingwouldmostprobablynotbeapieceofadviceofferedbyaadvertisementexpert?A.YouhavetobeabigcompanywithlotsofmoneytomakeTVads.B.Makingyouradsfunnyissometimeseffective.C.Appealtopeople’shopesanddreamsinyourads.D.Adsarealwayspaidforandmadebybusiness.3.Theexpression“tofitin”inpara.4meansto_______A.Tobeappropriateto;suitB.TobeinconformityoragreementwithC.Tomakesuitable;adaptD.Tomakeready;prepare4.Whatisthemainideaofthelastpartofthearticle?A.Advertisementsarealwayseffective.B.Advertisementsarenoteffective.C.Advertisementsarenotalwayseffective.D.Advertisementsarebotheffectiveandineffective.(Keys:I.1.or2.that3.Advertisers4.persuade5.advertisements6.or7.well8.advertisers9.ads10.advertisement11.persuaded12.other13.exposed14.overII.CDBD)