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【連載】英語：人教版-高中選修9-Unit 5 Inside advertising 教學設計教案

課文原文（無）

教學準備

教學目標

Teaching aims: （教學目標）
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.

教學重難點

Important points:（重點、難點）
1. Comprehension of the text.
2. Knowledge accumulation of advertising.
3. Useful words and expressions.

教學過程

Teaching procedure:（教學過程）

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?

設計意圖：通過給學生展示一些廣告視頻和圖片，激發(fā)學生對廣告運作的興趣，同時激發(fā)學生對相關詞匯的回憶，從而為學習課文打好鋪墊。

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 (para.1)

Section II (para. 2)

Section III (para. 3-7)

Section IV (para. 8-9)

設計意圖：快速閱讀技能訓練。通過尋讀，訓練學生有目的、有選擇地快速觀覽，尋找所需要的信息的能力。。通過回答主旨問題，學生對文章的內容、結構和作者的寫作意圖有了一個整體印象。通過讓學生分段并總結段落大意，培養(yǎng)學生歸納主旨和概括能力

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?Identify your target

Advertisers 2 _______________________ and find out as much as possible about them, which 3 ___________ for decisions about what type of advertising techniques to use with this group.

Appeal to your targetIn order to 4 ________ people to do something, advertisements often appeal to our hopes and dreams or our emotions.

Use a suitable mediumAs 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．

設計意圖：由于課文長，信息量大，要求學生分部分默讀課文，對課文進行深入細致的理解。由于理解課文的需要，由淺入深地設計了單選、問答、填表、翻譯、復述等靈活多樣的練習，學生通過這些問題，對課文有了更進一步的認識。同時對重要短語和語法點進行設空，引起學生充分注意。復述是很好的考查學生對知識的理解和消化的方式，這一環(huán)節(jié)對學生的要求較高，要求其在理解課文的基礎上進行語言輸出，為降低難度，提供了一些關鍵詞供學生參考。

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.

設計意圖：在這一步中給學生提供一個討論和競賽情景，提高了學生的興趣和表現欲，使其在既愉快又緊張的氣氛中，體驗運用知識的樂趣。這一環(huán)節(jié)一方面可以鍛煉和加強學生合作學習的能力；另一方面，可以培養(yǎng)學生交際能力，讓他們將課本知識學以致用，進而提高他們綜合運用英語的能力。

V. Quiz

1. 猜測單詞含義，進行連線。

corporationthe money available that will be spent over a period of time

target company

budgetaim

appeal toas time passes

over timeto be suitable for

fit intoto attract/ interest

2. 選擇短語并用適當形式填空。

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. 語篇填空

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.

設計意圖：本環(huán)節(jié)包括單詞、短語、和語篇三部分，由易到難。前兩部分讓學生再次回顧本課重點單詞并用剛剛學的詞組填空，加深了他們對詞組的記憶，同時還學會了如何運用，這使他們對基礎知識的掌握更扎實。第三部分通過設計高考題型，提高學生分析句子結構、夯實基礎、適應高考題型的能力。

VI. Summary

1.表揚優(yōu)秀小組和個人 2.對同學們提出要求和期望

Let's make a little bit progress every day!

設計意圖：通過表揚優(yōu)秀小組和個人，激發(fā)同學們學習英語的熱情，并對同學們提出更高的期望和要求，鼓勵學生們更上一層樓！