Unit 5 Inside Advertising Teaching aims and demands
Talking about advertising and advertisements; ways to make effective ads; advertising 话
Billboard casual garment advertiser advert inform association target basis technique lane
feature conscience worthy corporation budget expense broadcast rely visual generate
词 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 ethics offending beware 汇
Turn…into fit in(to) rely on have no use for
表达不同观点(Expressing different views of an argument)
You are quite right. I’m afraid I can’t accept that.
功 I quite agree with you. I wouldn’t say that.
I think so, too. Not really.
I see your point, but…. That’s not how I see it. 能
That’s ridiculous. I’m afraid I have a different opinion.
Not at all. No problem. No way.
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复习宾语补足语(The Object Complement)
Committee members recently appointed me their chairman.；名词作宾补，
They made Ronaldo, the soccer star, the spokesman of their product.；名词作宾补，
I find it very difficult to raise the money.；形容词作宾补，
As my neighbour is a troublemaker, I have to keep myself away from him.；副词作宾语 补，
Please remember me to your parents.；介词短语作宾补，
His speech left the president in a very awkward situation.；介词短语作宾补，
Really good advertising persuades people to behave in certain ways.；动词不定式作
Committee members have asked me to tell you how much we all appreciate your 法
Many people consider advertisements offending.；-ing形式作宾补，
Through the window, I could see the rain coming down in sheets. ；-ing形式作宾补，
She is going to have the novel translated.；过去分词作宾补，
I’d like to have the goods delivered directly to my office. ；过去分词作宾补，
Warming up & reading I Teaching goals 教学目标
1. Target language目标语言~
Advertiser, billboard, casual ,garment, advert, inform
2. Ability goals能力目标
Enable the students to talk about advertising and advertisements.
3. Learning ability goals 学能目标
Help the students learn how to talk about their opinions about advertisements
Teaching important & difficult points教学重难点
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how to talk about their opinions about advertisements
Teaching procedures & ways教学过程与方法
Step 1: warming up
1. Let Ss enjoy two video
T: Do you like McDonald's better than KFC because of the advertisement? 2. Brainstorm
Ask the Ss to think about 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
3. Compare the two advertisements, which one is easier for you to remember? Why? T: There are many advertisements around us, can you remember 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:
? What doses the advertisement want you to do?
? How does it try to persuade you to do this?
? 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 up the main idea of each section.
What is an advertisement?
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How do advertisers make effective advertisements?
How effective are advertisements?
Step 4 Detail reading
Ask the Ss to read the 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?
1. Who advertises?
; Businesses, individuals, organizations and associations. 2. Why do they advertise?
; They want to sell something or to inform or educate the public. 3. Where do they advertise?
; 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). 4. How do they decide where to advertise?
; They consider their budget and what medium is most likely to be seen or heard by the target
5. Does advertising work?
; Yes and no. People are not usually persuaded by ads to buy things they have no use for.
However, ads do change people’s opinions over time.
Step 5 Homework
1. In pairs, discuss the questions in Ex 2 on P44.
2. Finish Ex 3 on P45 in pairs.
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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.
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 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.
1. garments 2. adverts/ads 3. informed 4. worthy 5. corporations
6. expense 7. rely 8. banned 9. decent 10. trustworthy Step 2 language study
1. come across = meet with 偶然遇见;偶然发现。
I came across his name on the cover of a book.
I’ve just come across one of your former classmates.
?more phrases sharing the same meaning with come across:
2. Analyze the sentence:
; Even some of the casual garments we wear have brand names attached to them which turn
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us into walking advertisements.
? walking: 移动的?活动的
Yao Ming and Wang Zhizhi, the two basketball players, have been described as the “Walking
Great Wall” by some Western sportswriters.