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1、 Unit 5 Inside Advertising Teaching aims and demands 類別 課程標(biāo)準(zhǔn)要求掌握的項目 話題 Talking about advertising and advertisements; ways to make effective ads; advertising controls 詞 匯 Billboard casual garment advertiser advert inform association target basis technique lane feature conscience worth

2、y corporation budget expense broadcast rely visual generate response stereo refresh partly murder suitcase sheet actress typist spokesman fluent hostess invitation appoint chairman raise dial operator litre mature fashion misleading ethical dishonest alcoholic tobacco ban promote immoral decent ethi

3、cs offending beware consumer trustworthy Turn…into fit in(to) rely on have no use for 功 能 表達不同觀點(Expressing different views of an argument) You are quite right. I’m afraid I can’t accept that. I quite agree with you. I wouldn’t say that. I think so, too.

4、 Not really. I see your point, but…. That’s not how I see it. That’s ridiculous. I’m afraid I have a different opinion. Not at all. No problem. No way. 語 法 復(fù)習(xí)賓語補足語(The Object Complement) Comm

5、ittee members recently appointed me their chairman.（名詞作賓補） They made Ronaldo, the soccer star, the spokesman of their product.（名詞作賓補） I find it very difficult to raise the money.（形容詞作賓補） As my neighbour is a troublemaker, I have to keep myself away from him.（副詞作賓補） Please remember me to your par

6、ents.（介詞短語作賓補） His speech left the president in a very awkward situation.（介詞短語作賓補） Really good advertising persuades people to behave in certain ways.（動詞不定式作賓補） Committee members have asked me to tell you how much we all appreciate your donation. （動詞不定式作賓補） Many people consider advertisements of

7、fending.（-ing形式作賓補） Through the window, I could see the rain coming down in sheets. （-ing形式作賓補） She is going to have the novel translated.（過去分詞作賓補） I’d like to have the goods delivered directly to my office. （過去分詞作賓補） Period 1 Warming up & reading I Teaching goals 教學(xué)目標(biāo) 1. Target langua

8、ge目標(biāo)語言： 重點詞匯和短語 Advertiser, billboard, casual ,garment, advert, inform 2. Ability goals能力目標(biāo) Enable the students to talk about advertising and advertisements. 3. Learning ability goals 學(xué)能目標(biāo) Help the students learn how to talk about their opinions about advertisements Teaching important & diffi

9、cult points教學(xué)重難點 how to talk about their opinions about advertisements Teaching methods教學(xué)方法 Discussion. Teaching procedures & ways教學(xué)過程與方法 Step 1: warming up 1. Let Ss enjoy two video T: Do you like McDonalds better than KFC because of the advertisement? 2. Brainstorm Ask the Ss to think abo

10、ut where they can see or hear advertisements Ss: on TV, on the radio, at the cinema, on buses, in train stations, in magazines, on billboards, at the airport 3. Compare the two advertisements, which one is easier for you to remember? Why? T: There are many advertisements around us, can you remem

11、ber the names of any products that were being advertised? Or, what kinds of advertisements are easier for you to remember. 4. Pre- reading T: look at each of the advertisements on the next two pages and discuss the questions with a partner: ① What doses the advertisement want you to do? ② How do

12、es it try to persuade you to do this? ③ Which advertisements do you think are the most effective? Why? How Advertising Works Step 2 Scan the text. Ask the Ss to scan the headings of each section and get a general understanding of the text. Step 3 Read again Read the passage carefully and sum u

13、p the main idea of each section. Section I (para.1) Introduction Section II (para. 2) What is an advertisement? Section III (para. 3-7) How do advertisers make effective advertisements? Section IV (para. 8-9) How effective are advertisements? Step 4 Detail reading Ask the Ss to read t

14、he text carefully and try to answer the following questions: 1. Who advertises? 2. Why do they advertise? 3. Where do they advertise? 4. How do they decide where to advertise? 5. Does advertising work? Suggestive answers: 1. Who advertises? u Businesses, individuals, organizations and asso

15、ciations. 2. Why do they advertise? u They want to sell something or to inform or educate the public. 3. Where do they advertise? u On TV and radio, in magazines and newspapers (also on clothes, billboards, at sports fields, on buses and trains, at bus and train stations and many other places).

16、 4. How do they decide where to advertise? u They consider their budget and what medium is most likely to be seen or heard by the target consumer. 5. Does advertising work? u Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s o

17、pinions over time. Step 5 Homework 1. In pairs, discuss the questions in Ex 2 on P44. 2. Finish Ex 3 on P45 in pairs. Period 2-3 Language study for Reading 1 Step 1 Words revision Use the words in the text to take the place of the words in red. 1. This shop sells clothes of all kinds.

18、 2. Advertisements are everywhere in our daily lives. 3. The teacher told us that the school would be closed for one day next week. 4. We have a desire to become respectable citizens. 5. Only big companies can afford television ads. 6. What is the cost of putting an ad on the Internet? 7. Most

19、 shampoo products depend on an ad with good visual effects. 8. Advertising cigarettes is not allowed in China. 9. Not all advertisers are honest. 10. I’ve known Ben for many years. He is worthy of trust. Suggestive answer: 1. garments 2. adverts/ads 3. informed 4. worthy 5. corporations 6.

20、expense 7. rely 8. banned 9. decent 10. trustworthy Step 2 language study 1. come across = meet with 偶然遇見;偶然發(fā)現(xiàn)。 ① 我無意中在一本書的封面上看到他的名字。 I came across his name on the cover of a book. ② 我剛才偶然碰到你的一個老同學(xué)。 I’ve just come acro

21、ss one of your former classmates. ★more phrases sharing the same meaning with come across: run into bump into notice discover encounter 2. Analyze the sentence: u Even some of the casual garments we wear have brand names attached to them which turn us into walking advertisements. ◆ walki

22、ng: 移動的；活動的 ① 姚明和王治郅是兩位籃球運動員，他們被西方的一些體育新聞記者形容為“移動的長城”。 Yao Ming and Wang Zhizhi, the two basketball players, have been described as the “Walking Great Wall” by some Western sportswriters. ② 他是我們班的“活詞典”。 He is the “walking dictionary” in our class. ③ 要是你穿這么艷的衣服，很容易成為“活靶子”。 You would become a

23、 “walking target” if you dressed in such a bright color. 3. inform = tell 通知 inform sb. (of/about sth.) ① 她通知他們他已經(jīng)到達。 She informed them of his arrival. inform (that clause) ② 他們得到了兒子陣亡的通知。 They were informed that their son was killed in battle. be well informed about sth. 精通某事

24、；對某事消息靈通 4. appeal to sb. 有吸引力，有感染力，引起興趣 ① 想到要在雨中久等使人掃興。 The prospect of a long wait in the rain did not appeal. ② 設(shè)計得要雅俗共賞，老幼皆宜。 The design has to appeal to all ages and social groups. 5. fit in / into 找到時間（見某人、做某事）；有足夠空間（放）；合得來；適應(yīng)。 ① 我盡量午飯后抽時間見你。 I’ll try and fit you in after lunch.

25、 ② 我得在一個上午安排十次約見。 I had to fit ten appointments into one morning. ③ 我們沒有地方再擺更多的椅子了。 We can’t fit in any more chairs. ④ 他過去從未干過這種工作，很難說他是否會與他人配合得好。 He’s never done this type of work before; I’m not sure how he’ll fit in with the other people. 6. be appropriate for sth. / to do sth. ① 正式的聚會上

26、穿牛仔褲不合適。 Jeans are not appropriate for a formal party. ② 現(xiàn)在發(fā)表演講是不是時候？ Is now an appropriate time to make a speech? 7. rely on = depend on 依靠,指望 ① 他們現(xiàn)在依靠自己了，這比以前要好得多。 They rely on themselves now, which is much better. ② 你不能指望他的幫助。 You can’t rely on

27、 him for assistance. 8. have no use for sb. 討厭…人 ① 我討厭那些不努力的人。 I have no use for people who don’t make an effort. u have no use for sth. 不需要; 用不著 9. over time 隨著時間的推移 ① 隨著時間的推移,失敗的傷痛也會逐漸消失。 The pain of this failure will disappear over time. ② 起初他的父

28、母不喜歡他的女朋友，但隨著時間的流逝他們的看法漸漸發(fā)生變化。 At first his parents didn’t like his girlfriend, but their opinion has been changed over time. overtime (副詞), 規(guī)定時間之外地;超時地 ① 他最近老是加班。 He’s been working overtime recently. Step 3 Exercises dealing Answers: P45. Learning about language 1. C

29、omplete the summary of the reading passage using words from the text. educate; appeal; target; budget; media; expense. 2. Complete the sentences using words from the box in their proper forms. 1) casual 2) basis 3) attach 4) worthy

30、 5) association 6) corporation 7) refresh 8) conscience 9) garment 10) inform 3. Complete the sentences with the correct preposition. 1) to 2) of 3) into 4) to 5) on 6) into 7) to Step 4 Homework Finish Ex 1, 2 & 3 on P85. Period 4 G

31、rammar: Object Complement 一. T: Finish exercise 1 on P46. Tell what can be used as object complement. 1． Through the window, I could see the rain ____________ in sheets. 2. Mother made Charles ___ his bedroom before he went out. 3. Can you smell something ________? It must be coming from the k

32、itchen. 4. When the police arrived, they found the actress _________ in the bathroom. 5. The boss ordered the typist ______ all the documents ready. 6. The robbers forced the man ___________ the suitcase. 7. A lot of practice helped the spokesman __________ a more fluent speaker. 8. The hoste

33、ss had the invitations ________ a week before the party. 二、可以用作賓語補足語的有名詞、形容詞、副詞、介詞短語、動詞不定式、v-ing形式和過去分詞。能帶賓語補足語結(jié)構(gòu)的動詞一定是及物動詞。 1、 感覺動詞feel, hear, listen to, notice, observe, see, watch, look at 所接的賓補可以是v-ing形式,也可以是動詞原形。但變?yōu)楸粍诱Z態(tài)時,不定式要帶to。 2、含使動意義的動詞, 所接的賓補多為動詞原形或過去分詞。 let, have, get, make, woul

34、d like, want等。 3、含命名意義的動詞, 所接的賓補一般是名詞。 call, name, appoint, elect, make, consider等 4、 v + sb. + to do sth. 結(jié)構(gòu)中的動詞, 所接的賓補一般是不定式。 advise, allow, ask, beg, cause, expect, force, get, help, inspire, invite, order, permit, persuade, remind, request, require, teach, tell, train, urge, want, warn,

35、wish等 三、Finish Ex. 2 on page 46 Dear Mr Foster, I am replying to your kind letter because our president is travelling abroad. Committee members recently appointed me their chairman and have asked me to tell you how much we all appreciate your donation. It is shocking that so little has been

36、done in the past for these children without parents and we believe it is important to get something done to help them as quickly as possible. Many of these children don’t know what it is like to wear clean clothes or sleep in a warm bed. I have seen many of them sleeping in the street and begging

37、 for food. We have found it very difficult to raise the money we need to help them as many people are not concerned with their welfare. We consider your offer of help to be a lifesaver for many of these poor children and cannot thank you enough. Yours sincerely,

38、 Ms M Lynn Chairman Orphan Rescue Society Period 5 Listening and writing Step 1 Listen to tape and tick the words and expressions. superstar clothing stores run out singing wide and narrow

39、 save money uncomfortable dial the operator latest fashion litres of water Step 2 Listen again and finish the exercises on page 47. Ad 1 A: Cool shoes! B: Thanks. They’re Superstar.

40、 A: Expensive? B: Not at all. Superstars have great styles at reasonable prices. A: But I have big feet.

41、 B: No problem. Superstars come in all sizes. Long and short, wide and narrow. A: Where do you get them? B: All good shoe stores.

42、 A: Great. B: Want to dance? A: Again? Aren’t your feet sore? B: No way, not when I’m wearing Superstars! C: Superstar shoes and boots, latest fashions, all sizes, comfortable. (drag thi

43、s word out cuuuumffffooorrtable) Available at all good shoe stores. Ad 2 A: Dad, turn the tap off while you’re brushing. B: What for? A: It saves water.

44、 B: That won’t save much water. A: But if everyone in the whole city turns off the tap while they’re brushing their teeth, think how much water that would save. And if you stop singing in the

45、 shower, you won’t be in there so long and we’ll save litres of water. C: Sam’s right you know. The water in our dams is getting low. We could run out, you know. Besides, your singing’s terrible! B: OK, you’re right. We do need to save water. What other ways can you tell me about, Sam? A: I’ll sh

46、ow you. There’s a fantastic website. D: For information and tips on how to save water, visit www. Ad 3 Woman: Star FM. The new station everyone’s listening to. Man: Find it on your dial at FM 104.5. Step 3 Writing 1. Choose one of the things advertised in the listening but write a different

47、 ad for a different target. Some possible targets are listed below. elderly people teachers teenagers 11-olds car owners sports men and women parents young businessmen and women 2. Perform your ad to the class. Ask them to guess who your target is. Step 4 Homework

48、 1. Write down the ad in your exercise book. 2. Finish your workbook exercises. Period 6 Keeping advertisers honest 1. T: There are many advertisements around us; some are honest, while some are dishonest. Appreciate the following advertisements; tell which one you believe and which you don’t.

49、 Let Ss know not all advertisements are honest, and they should have the abilities to tell them apart. 2. Read the passage quickly and find out the ways to keep advertisers honest. T: If you want to be a smart consumer, you should know how to avoid being treated. Read the passage quickly and

50、find out the ways to keep advertisers honest. S: ①The law. ②Advertising organizations. ③Complaints organization. ④The consumer. 3. T: Would you complain about any of the advertisements in this passage? S: The two ads on page 49 have some misleading information. They exaggerate the usefulness of the products. The tea ad tries to persuade people to buy it, because it claims to reduce weight. The shoe ad implies that if people don’t wear their product, they will be a loser. 4. Language points of reading 2 第 12 頁 共 12 頁