1、 【学习目标】1. To help the Ss learn more knowledge about advertisements.2. To help the Ss comprehend the article on advertising.3. To develop the students reading skills like skimming, scanning 育人目标：使学生了解广告常识，并引发学生对广告道德深层思考。【使用说明与学法指导】自学：20分钟课前自学，严格按照要求充分预习课文。要求：10分钟迅速默读文章一遍, 把握文章主旨大意，并分析篇章结构，完成【课前预习案】。1
2、0分钟再读课文，深入透彻理解课文，并对重难点进行勾画与标注，完成【课内探究案】。 【背景链接 激活思维】Advertising is only part of the total sales effort, but it is the part that attracts the most attention.The simplest kind of advertising is the classified ad. Every day the newspapers carry a few pages of these ads; in the large Sunday editions the
3、re may be several sections of them. A classified ad is usually only a few lines long. It is really a notice or announcement that something is available.Newspapers also carry a large amount of display advertising. Most of them is for stores or for various forms of entertainment. Newspapers generally
4、reach an audience only in a limited area. To bring their message to a larger audience, many who want to put out their ads use national magazines. Many of the techniques of modern advertising were developed in magazine ads. The use of bright colours, attractive pictures, and short messages is all cha
5、racteristics of magazine ads. The most important purpose is to catch the eyes. The message itself is usually short, often no more than a slogan(标语) which the public identifies with the product.The same techniques have been carried over into television advertising. Voices and music have been added to
6、 colour and pictures to catch the ears as well as the eyes. Television ads are repeated over and over again so that the audience sees and hears them many times. Commercial television has mixed entertainment and advertising.【自主学习 静心研究】（20分钟完成）StepReading comprehensionTask 1 skimming1 What is the main
7、 idea of the passage?A.Why advertisers spend so much money.B.How advertisements appeal to peoples desire to buy the products. C.Advertisements have become part of our everyday life, so it is important that we understand how advertising works to avoid being fooled by them.D.Advertisements have become
8、 part of our everyday life and so it is important that we understand how advertising works.2Matchthemainideaswiththeparagraphs. Part 1.(p1) DefinitionPart2.(p2) IntroductionPart3.(p3-7) How effective are advertisements? Part4.(p8-9) How do advertisers make effective advertisements?Task 2 careful rea
9、dingRead the text and then choose the best answer according to the text.1 What is the main idea of the first paragraph? A. Advertisements are found here and there. B. Advertisements play an important role in our lives.C. We can avoid being controlled by advertisements D. The effective advertisements
10、 really affect our opinions.2 We can infer from the passage that the main intention of the author is _.A. to give advice on how to make effective advertisements B. to tell us how advertisements work C. to introduce the process of making an advertisement D. to emphasize the importance of advertisemen
11、ts in our daily lives3 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.4 What does the writer intend to do through the t
12、ext? A. To introduce the process of making an advertisement B. To emphasize the importance of ads in our daily life. C. To warn us to use our own judgment on advertisements. D. To give advice on how to make effective advertisements.5. Effective advertisements are supposed to _ . A. appeal to custome
13、rsB identify different target groups C use a suitable medium D A, B, & C6 The environmental protection advertisement “ We only have one clear sky and this belongs to us all.” will _. A attract everyone in the world B appeal to our conscience or our desire to be worthy citizens. C persuade us all not
14、 to pollute the air D earn much moneyTask 3 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?_Task4：Fillintheblanks We can see many ads everywhere in our daily life, on bus and billbo
15、ards, in shop windows outside restaurants, in magazines and newspaper and even some of casual_ we wear. It is important for us to understand how ads work. Then we can avoid_ ( control ) by them. An ad is a message or announcement that _or influences people by using words , pictures, music or film. F
16、irst, _ ( identification ) the target audience. The ad intends to persuade. Find out their likes and _. Second, appeal to the target according to their hopes, dreams or_. They also appeal to peoples desire to save money, while public adverts appeal our _ or our desire to be _ ( worth ) citizens. Thi
17、rd, use a suitable medium. In order to reach the right audience, advertisers must place their ads in the right medium. _ good an advertisement is, people will not be persuaded if they are not interested in it.【博观约取 厚积薄发】Task1.Underline the following expressions in the text and write down their meani
18、ngs. 1. be _to 被暴露于 2. come _偶然遇到3. turn into _ 4. avoid _sth避免做某事5. be likely to_ 6. make _有意义；讲得通7. appeal to _ 8.fit into_9.be appropriate_ 适合 10.rely _依靠；依赖11. play a big part in_ 12. have no use for_task II. 课内探究Translate and analyze the following sentences.1. Evensomeofthecasualgarmentswewearh
19、avebrandnamesattachedtothemwhichturnusintowalkingadvertisements.翻译：_2.With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. 翻译：_3. Havingidentified thetargetgroup,researchersfind Out asmuchaspossibleaboutthoseinthetargetgroup,suchasthe
20、irlikesand dislikes,andhowtheproductwouldfitintotheirlives.翻译：_4.Some adverts, like the environmental protection advertisement below, appeal to our conscience or our desire to be worthy citizens._5.However, it would be no use advertising products on radio if the ad relies on visual effects. It is /
21、was no use doing sth意为: _Eg：It is no use crying over spilt milk. 覆水难收。翻译：_6.However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. 翻译：_反思与总结:_教师寄语：Nothing is difficult to the man who will try. 世上无难事，只要肯登攀。育人目标：使学生更多地了解广告方面的知识，如何制作广告才能到达预期效果方法导引：Task1:采用略读,只需快速浏览全文，以意群形式断句，了解文章大意。碰到生词利用上下文猜测或跳过，不需查生词表。某一句话不理解也没关系，不影响文段整体理解。Task 2.采用扫描式阅读(scanning)，先读题目，带着题目中关键词对文章进行扫描式阅读，迅速获取细节信息，长期坚持，能提高细节理解能力育人设计：培养学生用英语思维的能力以及激发独立思考解决问题的精神。育人设计：多思考，多整理，提升自己的整体素养。快速阅读，从文中找到短语并标出巩固落实并全力以赴，大声背诵学会理解长难句：结合课后注释和三维设计分析句子。不明白的标记出来，准备讨论。