Unit 5 Inside Advertising Teaching aims and demands
类别 课程标准要求掌握的项目
Talking about advertising and advertisements; ways to make effective ads; advertising 话
题 controls
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
consumer trustworthy
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
宾补，
Committee members have asked me to tell you how much we all appreciate your 法
donation. ；动词不定式作宾补，
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，
Period 1
Warming up & reading I Teaching goals 教学目标
1. Target language目标语言~
重点词汇和短语
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 methods教学方法
Discussion.
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
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 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.
Section I
Introduction
(para.1)
Section II
What is an advertisement?
(para. 2)
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Section III
How do advertisers make effective advertisements?
(para. 3-7)
Section IV
How effective are advertisements?
(para. 8-9)
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?
Suggestive answers:
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
consumer.
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.
Period 2-3
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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.
Suggestive answer:
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。
? 我无意中在一本书的封面上看到他的名字。
I came across his name on the cover of a book.
? 我刚才偶然碰到你的一个老同学。
I’ve just come across 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:
; 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
? 姚明和王治郅是两位篮球运动员：他们被西方的一些体育新闻记者形容为“移动的长
城”。
Yao Ming and Wang Zhizhi, the two basketball players, have been described as the “Walking
Great Wall” by some Western sportswriters.
? 他是我们班的“活词典”。
He is the “walking dictionary” in our class.
? 要是你穿这么艳的衣服：很容易成为“活靶子”。
You would become a “walking target” if you dressed in such a bright color.
3. inform = tell 通知
inform sb. (of/about sth.)
? 她通知他们他已经到达。
She informed them of his arrival.
inform (that clause)
? 他们得到了儿子阵亡的通知。
They were informed that their son was killed in battle.
be well informed about sth.
精通某事?对某事消息灵通
4. appeal to sb.
有吸引力：有感染力：引起兴趣
? 想到要在雨中久等使人扫兴。
The prospect of a long wait in the rain did not appeal.
? 设计得要雅俗共赏：老幼皆宜。
The design has to appeal to all ages and social groups.
5. fit in / into 找到时间；见某人、做某事，?有足够空间；放，?合得来?适应。
? 我尽量午饭后抽时间见你。
I’ll try and fit you in after lunch.
? 我得在一个上午安排十次约见。
I had to fit ten appointments into one morning.
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? 我们没有地方再摆更多的椅子了。
We can’t fit in any more chairs.
? 他过去从未干过这种工作：很难说他是否会与他人配合得好。
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.
? 正式的聚会上穿牛仔裤不合适。
Jeans are not appropriate for a formal party.
? 现在发表演讲是不是时候?
Is now an appropriate time to make a speech? 7. rely on = depend on 依靠,指望
? 他们现在依靠自己了：这比以前要好得多。
They rely on themselves now, which is much better.
? 你不能指望他的帮助。
You can’t rely on him for assistance.
8. have no use for sb. 讨厌…人
? 我讨厌那些不努力的人。
I have no use for people who don’t make an effort.
; have no use for sth. 不需要; 用不着
9. over time 随着时间的推移
? 随着时间的推移,失败的伤痛也会逐渐消失。
The pain of this failure will disappear over time.
? 起初他的父母不喜欢他的女朋友：但随着时间的流逝他们的看法渐渐发生变化。
At first his parents didn’t like his girlfriend, but their opinion has been changed over time.
overtime (副词), 规定时间之外地;超时地
? 他最近老是加班。
He’s been working overtime recently.
Step 3 Exercises dealing
Answers:
P45. Learning about language
1. Complete the summary of the reading passage using words from the text.
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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
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
Grammar: 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 kitchen. 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 hostess had the invitations ________ a week before the party.
二、可以用作宾语补足语的有名词、形容词、副词、介词短语、动词不定式、v-ing形式和过
去分词。能带宾语补足语结构的动词一定是及物动词。
1、 感觉动词feel, hear, listen to, notice, observe, see, watch, look at 所接的宾补可以是v-ing形式,也可以是动词原形。但变为被动语态时,不定式要带to。
2、含使动意义的动词, 所接的宾补多为动词原形或过去分词。
let, have, get, make, would like, want等。
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3、含命名意义的动词, 所接的宾补一般是名词。
call, name, appoint, elect, make, consider等
4、 v + sb. + to do sth. 结构中的动词, 所接的宾补一般是不定式。
advise, allow, ask, beg, cause, expect, force, get, help, inspire, invite, order, permit, persuade, remind, request, require, teach, tell, train, urge, want, warn, 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 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 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,
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
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singing wide and narrow 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.
A: Expensive? B: Not at all. Superstars have great styles at reasonable prices.
A: But I have big feet. 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. 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 this 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. 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 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.
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