1、Unit 5 Inside advertising 第一部分About the topic and the structures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” 。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、对教学设计重新划分
2、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。Period 1Reading 阅读课Warming Up 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。
3、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。Period 2Learning about language 知识课Learning about language Learning about language 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。Period 3Using languageUsing language 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。运用
4、课实际教学过程课时划分建议Period 1 将 Warming Up、 Pre-reading、Reading 和 Comprehending 整合在一起上一节“阅读课” 。Period 2 将 Learning about language 和 Workbook 中的 USING WORDS AND EXPRESSIONS、USING STRUCTURES 整合在一起上一节“ 语言知识课”。Period 3 将 Using language 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） ”。Period 4 将 Workbook 的 READING AND LISTENI
5、NG 和 TALKING 整合在一起上一节“听说课” 。Period 5 将 Workbook 的 LISTENING TASK、READING AND WRITING TASK和 SPEAKING TASK 整合为一节“综合技能课（二） ”。第二部分教学资源说明Section 1Background 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。Section 2Explanation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
6、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。Section 3Vocabulary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。Part 1 Teaching Design第一部分 教学设计Period 1 A sample lesson plan for reading(HOW ADVERTISING WORKS)IntroductionIn this period, after the warming up, students will first be asked
7、to look at an ad and answer questions about advertising. Then they will be helped to read an exposition about how advertising works. The diagram offered can be used in teaching.Three “Warming Up” designs are presented in this book for teachers reference. Computer and overhead projector may be used t
8、o aid the teaching and learning. Objectives To help students learn to express different views for argument To help students learn to read an exposition about advertising To help students better understand “ads” To help students learn to use some important words and expressions To help students ident
9、ify examples of the object complement in the textFocusWords Inform, feature, broadcast, rely, generate, refresh, murder, appoint, raise, dial, ban, promote, bewareExpressions turn into, fit in to, rely on, have no use for, Patterns In order to persuade people to do something,With so many messages fr
10、om advertisers filling our daily lives，it is important to understand how advertisements work However，it would be no use advertising products on radio if the ad relies on visual effectsThis is why governments all over the world pay a lot of money for ads on such things as road safetyThey believe thes
11、e adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents.AidsMultimedia facilities, tape-recorder, photos, diagrams Procedures1 Warming up Warming up by defining advertising Good morning, class! Do you know what is advertising? D
12、o know want to know some inside information about advertising? ADVERTISING is a paid form of communicating a message by the use of various media. It is persuasive, informative, and designed to influence purchasing behavior or thought patterns.Now turn to page 42. We shall take HOW ADVERTISE WORKS to
13、day.Warming up by learn to use “advertise”Advertise: (v. t.) To give notice to; to inform or apprise; to notify; to make known; hence, to warn; - often followed by of before the subject of information; as, to advertise a man of his loss.Advertise: (v. t.) To give public notice of; to announce public
14、ly, esp. by a printed notice; as, to advertise goods for sale, a lost article, the sailing day of a vessel, a political meeting. Warming up by looking and sayingWhat are these pictures for?Yes, they are for advertising goods. Could you say something about them? Could you make questions and answers a
15、bout these pictures?But first lets go to page 84 for some necessary information.2. Pre-reading by looking and answeringLook at the ad on the screen, and answer the following questions; Where is advertising? Who produces advertising? What are their economic and ideological reasons, their intentions a
16、nd their results? What technologies are used? How does advertising target different groups? What research is done before advertising? How does advertising work? What are the mechanisms of persuasion? eg. appeals to authority (famous people), appeals to a desire to save - pricing ($29.95 instead of $
17、30). What visual features are characteristic of advertising? How do they work? What language features are characteristic of advertising? How do they work? What is the relationship between advertising representations and images of the world and reality？ How do advertising and advertising language aff
18、ect us? How has advertising changed over the years? Have the purposes of advertising changed? Have the language, techniques and images changed? Have the technologies changed? Has the audience changed? Have the effects of advertising changed?3. Reading for forms Read the text HOW ADVERTISING WORKS to
19、: cut/ the sentence into thought groups, blacken the predicative, darken the connectives and underline all the useful expressions. 4. Copying expressions and making sentencesYou are asked to copy all the useful expressions into your notebook after class as homework. You may make your own sentences w
20、ith each of these expressions.Expressions from: HOW ADVERTISING WORKSbe exposed to, pass by, on public notice boards, on the radio, on the Internet, attach to, fill ones daily lives，make effective advertisement, identify ones target, make sense to, make computer game, appeal to, identify the target
21、group，fit into ones lives, form the basis for decisions, persuade sb to do something, live an exciting life, grab the attention of, admire sb, use a suitable medium, reach the right audience with the right technique, play a big part in, be appropriate to do, relate to，rely on, be (un)suitable for, n
22、o matter how, suit ones interests or lifestyle, have no use for, change ones opinions over time, pay money for, reduce the number of road accidents5. Transforming informationRead the text again to find necessary information to complete the table below.HOW ADVERTISING WORKSWith so many messages from
23、advertisers filling our daily lives，it is important to understand how advertisements workWhat is an advertisement?An advertisement is a message or announcement that informs or influences peopleHow do advertisers make effective advertisements?Identify your targetAppeal to your targetUse a suitable me
24、diumHow effective are advertisements?However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for themOn the other hand， being constantly exposed to advertisements can help to change our opinions over time6. Reading again to get the main idea of each part of
25、 HOW ADVERTISEMENTS WORKPart 1 It is important to understand how advertisements work Part 2 What is an advertisement?Part 3 How do advertisers make effective advertisements?Part 4 How effective are advertisements?7. Closing down by making a diagram of HOW ADVERTISEMENTS WORK and retelling the text w
26、ith its help8. Closing down by taking a quizI. Complete the summary of the text with one word in each blank.An advertisement is a message _1_ announcement _2_ informs or influences people_3_must pay the media for displaying their ads. In order to _4_ people to do something, _5_often appeal to our ho
27、pes and dreams _6_ our emotionsAs _7_ as reaching the right audience with the right technique, _8_ must also place their _9_ in the right mediumHowever good an _10_ is, people are unlikely to be _11_if the product is unsuitable for themOn the _12_ hand，being constantly _13_ to advertisements can hel
28、p to change our opinions _14_ timeII. Reading comprehension questions1. A successful advertisement must not _.A. use a suitable medium B. appeal to your targetC. persuade people to buy products one is not interested in D. identify its target2. Which of the following would most probably not be a piec
29、e of advice offered by a advertisement expert?Appeal to your targetIdentify your targetUse a suitable mediumHow effective are advertisements? How do advertisers make effective advertisements? Product unsuitable being constantly exposed to advertisementsA. You have to be a big company with lots of mo
30、ney to make TV ads.B. Making your ads funny is sometimes effective.C. Appeal to peoples hopes and dreams in your ads.D. Ads are always paid for and made by business.3. The expression “to fit in ” in para. 4 means to_A. To be appropriate to; suit B. To be in conformity or agreement withC. To make sui
31、table; adapt D. To make ready; prepare4. What is the main idea of the last part of the article?A. Advertisements are always effective. B. Advertisements are not effective.C. Advertisements are not always effective. D. Advertisements are both effective and ineffective.(Keys: I. 1. or 2. that 3. Advertisers 4. persuade 5. advertisements 6. or 7. well 8.advertisers 9. ads 10. advertisement 11. persuaded 12. other 13. exposed 14. over II.CDBD)
