1、Unit 5 Inside AdvertisingI 单元教学目标Skill goals 技能目标 Discuss advertising and advertisements. Talk about how advertisement works. Talk about the truth and ethnic of the advertisement. Learn the object complement. Write an advertisement for a certain target.II 目标语言功能句式Talking about the process, effect an
2、d honesty of advertisementsI thinkbecauseI dont thinkbecauseI can rememberI think it would be a good idea toI can tell whetherby 词汇1. 四会词汇billboard, casual, garment, association, target, basis, technique, lane, feature, corporation, budget, expense, broadcast, visual, generate, response, stereo, ref
3、resh, partly, murder, suitcase, sheet, actress, typist, spokesman, fluent, hostess, invitation, chairman, dial, operator, liter, mature, fashion, misleading, ethical, dishonest, alcoholic, tobacco, ban, promote, immoral, decent, ethics, offending, beware, consumer, trustworthy2. 词组turninto, fit in (
4、to), rely on, have no use for 3重点词汇advertiser, inform, worthy, rely, appoint, raise, conscience重 点 句 子1. Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. P422. As well as worrying about the expense, advertisers must also consider w
5、hich media are most appropriate for their product and which their target audience is most likely to see or hear. P 433. However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. P434. They believe these adverts will affect the way people think about
6、 their driving habits and will subsequently reduce the number of road accidents. P435. This is why many countries have a government organization which examines complaints about ads. P496. A consumer can complain to the organization, giving reasons for their complaint, and if the complaint is correct
7、, the organization can make the company stop using the offending advertisement. P497. When it comes to advertising, consumers need to be educated about techniques used by advertisers so they can judge the claims for themselves and not blindly accept everything that is said in advertisements. P49. 教材
8、分析与教材重组1. 教材分析本单元以 Inside advertising（揭密广告）为话题，旨在通过单元教学，使学生了解广告的制作，如何影响到消费群体，正确认识广告并识别和阻止虚假广告；能灵活运用基础句型描述不同广告的目的意图、表现手段和特色以及不同的创意和表达效果；能根据一些建议和要求，针对不同的目标群体，设计并展示自己的广告。2-1-c-n-j-y1.1 Warming Up 提供了四幅不同场合的广告设计图片，让学生运用已有的知识和经验，选择广告的投放地点；描述日常生活中见到的广告并通过讨论广告对人们消费观念的影响以及什么样的广告会给人留下较深刻的印象。1.2 Pre-reading 是
9、 Reading 的热身活动。它要求学生首先通过观察，讨论文中图片广告的目的、说服手段和表达效果，对文章的内容有一个框架性的认识，再通过阅读来回答细节性理解题。1.3 Reading 是一篇说明性的文章。从广告的定义、有效广告的特点等方面介绍了广告的运作过程，让学生了解有效的广告是如何对消费群体产生影响的。1.4 Comprehending 第一个训练题较容易回答,学生运用找读的方式可以从文中找到相关信息完成表格中内容；第二题要求学生利用文中信息对广告的设计意图，目标人群，传达的信息，有效性，真实性等方面的讨论并表达观点；第三题要求学生与同伴合作角色扮演，共同为某一产品策划制作一则广告并向全班
10、展示。1.5 Learning about Language 由两部分构成。第一部分要求学生运用课文中所学到的重要单词和短语完成短文与句子。第二部分帮助学生复习非谓语动词作宾语补足语的用法。1.6 Using Language 分四部分。第一部分 Listening 是描述三段音像广告的听力材料，要求学生在听的过程中捕捉下列信息：促销的内容，广告目的，目标人群，主张，事实以及相关的词汇、语言表达；第二部分 Writing 要求学生根据教师提供的听力材料，为不同的目标群体写一则广告并向全班展示；第三部分 Speaking 让学生思考日常生活中所看到和听到的广告然后以小组合作形式回答问题，谈论广告
11、内容的真实可信度，是否误导消费者，是否适宜儿童，以及提出一些措施和建议阻止有失诚信和道德的广告；第四部分 Reading 要求学生阅读并回答问题，谈论关于如何防止虚假广告的误导。2. 教材重组2.1 从话题内容上分析，Warmi ng Up 与 SPEAKING TASK 相一致；而从训练目的上分析与 TALKING 比较一致。从教材份量来说，可将 Warming Up 和Workbook 中的 TALKING, SPEAKING TASK 整合在一起，设计成一节任务型“口语课”。2.2 将 Listening 和 Workbook 中的 LISTENING, LISTENING TASK 整
12、合在一起，设计成一节“听力课”。2.3 可将 Pre-reading, Reading 和 Comprehending 三个活动整合在一起上一节“精读课”。2.4 可将 Learning about Language, Using Language 与 Workbook 中的 USING WORDS AND EXPRESSIONS, USING STRUCTURES 语法练习题整合在一起上一节“语法课”。2.5 可将 Speaking, Using Language 中的 Reading 和 Workbook 中 READING TASK 整合起来上一节“泛读课”。2.6 将 Using La
13、nguage 中的 Writing 和 Workbook 中的 WRITING TASK， PROJECT 整合成一节“写作课 ”。3.课型设计与课时分配（经教材分析，根据学情，本单元可以用六课时教完）1st Period Speaking2nd Period Listening3rd Period Intensive reading4th Period Grammar5th Period Extensive reading6th Period Writing. 分课时教案The First Period SpeakingTeaching goals 教学目标1. Target languag
14、e 目标语言a. 重点词汇和短语 billboard, misleading, percentage, unsuitable, claim, in charge ofb. 交际用语I think . because .I dont think . because .I can remember .I think it would be a good idea to .I can tell whether . by .I could check . by .2. Ability goals 能力目标Enable the students to talk about the effect, eth
15、ic and claims of different advertisements with target language.3. Learning ability goals 学能目标Help the students learn to comment on a certain topic with good reasons to support their opinions.Teaching important and difficult points 教学重难点Learn to use the structure to express and suppport their opinion
16、s on adverts freely.Teaching methods 教学方法Pair works to discuss and work in groups of four.Teaching aids 教具准备A computer and a projector.Teaching procedures Take one home and send love to those in need; Take immediate action!” The size of our ad will be 180130cm, and different colors will be used, but
17、 mainly the green color which represents hope. We will attack one picture showing a girl eager for knowledge, which is the symbolic design of the Hope Project. We will print some letters in bold, some in different colors, sizes and styles. Here is a rough sketch of our advertisement and you may give
18、 us some advice on it. Thanks!T: Good! You all have good imaginations and you have known much about how to design and make effective and impressive ads. I am very proud of you and I hope you can do more research about the ads after class.Step Homework1 Tell the other students your design and comment
19、 on the different ads. 2 Finish your advertisement and prepare to show it to the rest of the class.The Second Period ListeningTeaching goals 教学目标 1. Target language 目标语言 a. 重点词汇和短语 promote, truthful, comment, purpose, worthy, community, worse off, appeal tob. 重点句子 Would it be a good idea to ban adve
20、rtising? If companies stopped spending money on advertising would the goods be cheaper? Whats the purpose of the advertisement? What is the advertisement appealing to? 2. Ability goals 能力目标 Train the students listening ability in getting the general idea of the three students talk about different as
21、pects of advertising and catching the specific information about the different situations.3. Learning ability goals 学能目标 Help the students to explain their comment on different cases of advertising. Teaching important points 教学重点Listen to the talk given by the president of an advertising agency and
22、then answer questions and make choices. Teaching difficult points 教学难点Work with partner and explain the reasons for the presidents comment. Teaching methods 教学方法Listening and cooperative learning.Teaching aids 教具准备Tape recorder.Teaching procedures because of trust, he chooses the jeans. By this we c
23、an pass our idea to the audience: our jeans are suitable to different age groups.(Or we can change age group to different occasions: at work, in public, at leisure time, at party, etc.)S2: We think young couples or young lovers might also buy them. We will invite some beautiful young ladies and hand
24、some guys who will act as couples or lovers to have a fashion show in the city center. We will invite a fashion designer of our company to instruct every two couples or lovers to wear fashionable jeans of different styles and colors for different scenes for example at home, in the streets or at work
25、. A broadcaster will be invited to be present at the show, who will explain the good quality of the jeans as well as describing the satisfaction of the performers with our product. At last we will interview some audience and ask questions about our product and finally offer some free suits of jeans
26、to those winners as prize. What a great scene!T: Wonderful, Im sure your jeans will sell well and you will make a large sum of money owing to your successful advertisements. OK. So far you have learnt a lot about advertising and you know its not easy to be successful in this field. I hope you will w
27、ork hard and get well prepared for your large business deal in the future. Step Homework1. Recite the key sentences in the text.2. Finish Discovering useful words and expressions on Page 45 and USING WORDS AND EXPRSSIONS in Workbook.The Fourth Period GrammarTeaching goals 教学目标 1. Target language 目标语
28、言 a. 重点词汇和短语 casual, garment, association, basis, inform, worthy, corporation, refresh, conscience, attachb. 重点句式Advertisements have become part of . andso it is important thatThe aim of advertisements is to .It is shocking that . and we believe it is important to .We have found it very difficult to
29、 . as many people .2. Ability goals 能力目标 Enable the students to understand the object complement and practice using it. 3. Learning ability goals 学能目标 Help the students learn how to use the object complement properly. Teaching difficult and important points 教学重难点How to teach students to answer quest
30、ions using the useful structure.Teaching methods 教学方法Study independently, practice.Teaching aids 教具准备A projector, a blackboard.Teaching procedures how to make effective adswww-2-1-cnjy-com2. Make the students translate some sentences or spell some key words in the text.Step Revising useful structure
31、sGet the students to revise and summarize the object complement structure.T: Now, please look at some examples carefully on the screen and answer the questions below:1. Ill have Tom repair the car tomorrow.2. Ill get Tom to do it now.3. Ill have Tom working all day long.4. Ill have Tom punished for
32、what he has done.5. Well make Tom our monitor soon.6. We found Tom alive in the forest.Q1: Whats the function of the words in bold?Q2: What words usually have this kind of function?Q3: Which verbs are usually used in this kind of sentences? List some of them.T: Now, lets deal with the questions one
33、by one.S1: All the words in bold act as object complements, which explain and add what has happened to the objects in front of them. S2: Infinitive & Present participant (e.g. 1-3) Past participant (e.g. 4). Nouns and adjectives (e.g. 5-6). S3: There are many verbs which act as predicates can be fol
34、lowed by an object and then an object complement. For example: have, make, get, leave, find, see, hear, notice, watch, observe, force, help, order, choose, name, call, keep, elect , so on and so on.T: Very good! Now that you have learnt a lot about object complement, please open your books and lets
35、try to fill in the blanks in Ex. 1 on Page 46 and Ex. 1 on Page 86. You should pay attention to the different forms of the object complements and try to figure out the language situation from the context of each sentence before you fill in the blanks. Ill give you five minutes and we will check the
36、answers after that. After the students finishing the exercise, check the answers.Step PracticingGet the students to practice the object complement by doing some exercises.T: Next, please do Ex. 2 on Page 86 and you are asked to read every sentence. Then check the answers together.T: Since you have g
37、ot familiar with the object complements, now lets look at the Ex. 2 on Page 46. First Id like you to read the letter quickly to get a general idea, Ill give you three minutes. (Three minutes later). Well, what does the letter tell you? S: In the letter Ms M Lynn expressed her thanks to Mr. Foster wh
38、o had donated to help the orphans live a better life.T: Good! Now please read the letter sentence by sentence and try to underline the object complements. Well check the answers three minutes later.Well, next, please open your books and turn to Page 86, and well deal with Ex. 3 in the same way. Firs
39、t read quickly and give the main idea of the dialogue.S: In the dialogue, Jo is apologizing to his mother for having been naughty and his mother is not going to forgive him at the moment.T: Thats right. Now try to underline the object complements and then you should practice it with your partner.Ste
40、p Questions on Page 87 (Workbook) (若时间不足，可改为作业)T: First lets look at the pictures on Page 87 and try to talk about them using object complement by answering the questions above. You may use different verbs as predicates to describe the scenes you know. Now, work in pairs and practice the questions a
41、nd answers, then well have a check together in about ten minutes.Step Homework1. Finish the grammar exercises of this unit.2. Preview the Reading materials in the USING LAGUAGE and in the Workbook.The Fifth Period Extensive readingTeaching goals 教学目标 1. Target language 目标语言 a. 重点词汇和短语 misleading, et
42、hical, dishonest, alcoholic, tobacco, ban, promote, immoral, decent, ethics, offending, beware, consumer, trustworthy , when it comes to, be responsible for21*cnjy*comb. 重点句子 1. This is why . which examines complaints about ads?2. A consumer can complain to the organization, giving ., and if ., the
43、organization can .using the offending advertisement. 3. When it comes to ., consumers need to . used by advertisers so . for themselves and . everything that is said in advertisements. 4. The World Health Organization (WHO) has stated that ., over 50 percent . by the diseases associated with . and t
44、hat.2. Ability goals 能力目标 Enable the students to talk about keeping advertisers honest.3. Learning ability goals 学能目标 Help the students learn how to talk about keeping advertisers honest.Teaching important points 教学重点The main idea of each passage and the answers to each question. Teaching difficult
45、points 教学难点Let Ss to learn to tell the general idea of each passage.Teaching methods 教学方法Listening and fast reading.Teaching aids 教具准备A recorder, a projector, computer.Teaching procedures & ways 教学过程与方式Step Pre-readingGet the students to talk about the honesty and ethic of the advertisement.T: Today
46、, as the development of economy, ethic especially honesty has been paid much attention to. In the NMET for 2001 graduation, this subject was even taken as the title for Chinese writing. And it is also emphasized in various fields. Of course, including what we have learnt recently adverts. Do all the
47、 advertisements you have seen and heard in your daily life give the true information? S: No. Some of them are true but some of them tell lies. Its not easy to tell them apart. T: Well, next, lets talk about the adverts and how to keep advertisers honest.Ask the students to turn to Page 48 and discus
48、s the questions in Speaking in groups of four.After a while.T: Now, whod like to have a try? S1: Every year, when the NMET is coming, appealing to the examinees eagerness to enter an ideal university, many producers drumbeat their so-called tonics (补品) through advertisements. These tonics are said t
49、o be helpful to examinees by enhancing their memory, wiping out fatigue and also improving their marks in some way. These advertisements mislead parents to buy them for their children. In fact, the tonics are not as powerful as they are described. Healthy eating, proper rest and efficient study are key elements to good performance in NMET. Rules and laws should be carried out to regulate these advertisements, and protect the customers from being treated. S2: The ads on
