Unit5 Inside Advertising
Teaching aims: （教学目标）
1. To comprehend the passage and improve the reading skills. 2. To express different views of an argument.
3. To learn about how advertisements work and avoid being controlled by ads. Important points:（重点、难点） 1. Comprehension of the text.
2. Knowledge accumulation of advertising. 3. Useful words and expressions. Teaching procedure:（教学过程） I. Warming up
Please enjoy a video and some pictures and answer some questions.
1. Can you remember the names of any products that were being advertised? If so, why does this ad appeal to you more? 2. What are the features(特征) of ads? 3. Where can you see ads?
设计意图：通过给学生展示一些广告视频和图片，激发学生对广告运作的兴趣，同时激发学生对相关词汇的回忆，从而为学习课文打好铺垫。 II. Fast reading
1. The purpose of the passage is to __________.
A. inform us of the fact that there are many advertisements in or daily life. B. help us understand how ads work and avoid being controlled by them. C. tell us how effective ads are D. show us how effective ads can be made
2. Scan the headings of each section and get a general understanding of the text. Sum up the main idea of each section Section I Section II (para. 2) Section III (para. 3-7) Section IV (para. 8-9) 设计意图：快速阅读技能训练。通过寻读，训练学生有目的、有选择地快速观览，寻找所需要的信息的能力。。通过回答主旨问题，学生对文章的内容、结构和作者的写作意图有了一个整体印象。通过让学生分段并总结段落大意，培养学生归纳主旨和概括能力 III. Detail reading
Read part 1 and answer questions. Task 1 Answer the question. Where do they advertise? Task 2 Translate the sentence
Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. Read part 2 and answer questions. Task1
1. All of the following facts about an ad in Paragraph 2 are mentioned except its ______.
A. definition B. means C. advertisers D. target audience 2. Who advertises? 3. Why do they advertise? Task2 Fill in the table. What is an advertisement? An advertisement is a 1. ______________________ that informs or influences people. Read part 3 and answer questions. Task1 Answer the question.
1. The example of the adolescent boys in the third paragraph shows us ________. A. which group is the target of the computer games
B. it is important for the advertisers to identify the target audience C. that young people are more likely to buy computer games
D. it makes sense to make computer games ad that appeal to adolescent boys 2. How do they decide where to advertise? Task2 Fill in the table. How do advertisers make effective advertisements? Appeal to your target Identify your target Advertisers _______________________ and find out as much as possible about them, which 3 ___________ for 2 decisions about what type of advertising techniques to use with this group. In order to 4 ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions. Use a suitable medium As well as reaching the right audience with the right technique, advertisers must also 5____________. Obviously, cost will play a big part in this decision. Task3 Translate the sentences
1. Some advertisements appeal to people’s desire to save money．Others are more likely to be noticed if they are funny.
2. As well as reaching the right audience with the right technique，advertisers must also place their ads in the right medium.
Task4 Retell this part by using the information given. How do advertisers make effective ads?
1) Identify the target (pay…for…, be wasted, reach, in other words, having identified, as much as possible, fit into, form the basis for)
2) Appeal to the target (in order to, appeal to, some, desire, others, are more likely to, conscience, worthy citizen.)
3) Use a suitable medium (as well as, audience, technique, medium, play a big part in, television ads, a big corporation, afford, on the other hand…) Read part 4 and answer questions. Task1 Answer the question. 1. Does advertising work? Task2 Fill in the table. How effective are advertisements However good an advertisement is, people 6 ______________ be persuaded if the product is unsuitable for them. On the other hand, 7______________________ to advertisements can help to change our opinions over time.
Task3 Translate the following sentences.
On the other hand，being constantly exposed to advertisements call help to change our opinions over time．
设计意图： 由于课文长，信息量大，要求学生分部分默读课文，对课文进行深入细致的理解。由于理解课文的需要，由浅入深地设计了单选、问答、填表、翻译、复述等灵活多样的练习，学生通过这些问题，对课文有了更进一步的认识。同时对重要短语和语法点进行设空，引起学生充分注意。复述是很好的考查学生对知识的理解和消化的方式，这一环节对学生的要求较高，要求其在理解课文的基础上进行语言输出，为降低难度，提供了一些关键词供学生参考。 IV. Role Play
Suppose you are having an interview to apply for a job concerning advertising. Make a dialogue please.
One student plays as a boss, preparing questions; the other one plays as an interviewee, preparing answers.
设计意图：在这一步中给学生提供一个讨论和竞赛情景，提高了学生的兴趣和表现欲，使其在既愉快又紧张的气氛中，体验运用知识的乐趣。这一环节一方面可以锻炼和加强学生合作学习的能力；另一方面，可以培养学生交际能力，让他们将课本知识学以致用，进而提高他们综合运用英语的能力。 V. Quiz
1. 猜测单词含义，进行连线。
corporation the money available that will be spent over a period of time target budget
company aim
as time passes to be suitable for to attract/ interest
appeal to over time fit into
2. 选择短语并用适当形式填空。
come across \\ appeal to \\over time \\ fit into 1) The pain of this failure will disappear ______.
2) I _____________ one of my old classmates in the street the other day. 3) The advertisement design has to _________ all ages and social groups. 4) How do you _________ in the new company? 3. 语篇填空
Advertisements have become part of our everyday life and so it is important that we _________ ourselves about them to avoid being fooled by them. The advertisers often spend a lot of time deciding what kind of things will ______ to their target group. The kind of advertisement depends partly on _______ because it cost a lot more money for ads in _______. Are they really worth all that __________? The advertisers think so or they would not waste their money.
设计意图：本环节包括单词、短语、和语篇三部分，由易到难。前两部分让学生再次回
高中英语 Unit Inside advertising教案 新人教版选修
