1、The First Period SpeakingTeaching goals 教学目标1. Target language目标语言a. 重点词汇和短语 billboard, misleading, percentage, unsuitable, claim, in charge ofb. 交际用语I think . because .I dont think . because .I can remember .I think it would be a good idea to .I can tell whether . by .I could check . by .2. Ability
2、 goals 能力目标Enable the students to talk about the effect, ethic and claims of different advertisements with target language.3. Learning ability goals 学能目标Help the students learn to comment on a certain topic with good reasons to support their opinions.Teaching important and difficult points 教学重难点Lear
3、n to use the structure to express and suppport their opinions on adverts freely.Teaching methods 教学方法Pair works to discuss and work in groups of four.Teaching aids 教具准备A computer and a projector.Teaching procedures & ways 教学过程与方式Step Lead-inArouse students interest in adverts by listing some vivid e
4、xamples.T: Good morning / afternoon, boys and girls! Ss: Good morning / afternoon, Mr / Miss. / Mrs .T: All of you look forward to entering your ideal university in the coming future. Right? Ss: Yes!T: So, your parents do their best to let you get enough nutrition. And milk is the best choice to mos
5、t of you. Can you tell me what brand milk do you usually drink? Ss: Yili milk. / Mengniu milk .T: Yes, Mengniu milk today is recognized as the most popular brand national wide. But do you know how it became the household name at the very beginning?Ss: Yes. Good quality. / Advertisements .T: Thats it
6、! When it was first established in 1999, Niu Gensheng, the manager of the company, put one third of the 9 million start-up fund（启动资金）into advertising. It was just that year the income increased from 0 to 40 million Yuan. How do you think about that? Teacher here can write “9 million” & “0 to 40 mill
7、ion” on the Bb.Ss: Its amazing! / Its unbelievable .T: Do you want to know more about advertising the key element of Mengnius success?Ss: Yes!Step Warming Up Get the students to talk about advertisements on how they change their ways of consuming.T: Well, during the following periods, well learn mor
8、e about the adverts. Look at the four pictures and questions 1 and 2 on Page 41 please. Work in pairs and talk about the four different advertisements, including their messages and media.（Besides what have been mentioned, there is also leaflet, shop window, in the middle of our favorite TV programs,
9、 public notice board, internet . ）S1: Advertisements can be seen on billboards, just like those on the busy business streets in Shanghai, which is shown in the first picture above. We can also see advertisements on moving buses like the one about newspapers shown in the first picture on the left. Ad
10、vertisements can also be seen in the train stations, at the airport, at the cinema, at newspapers or magazines, on TV and on the radio.S2: We can see advertisements on large boards along the main roads and on the balloons in the air, just like those shown in the next two pictures below.S3: I agree.
11、Posters are put up on the shops walls. Sometimes even light planes pulling huge signs fly slowly over a city. Its really splendid and exciting!S4: Aha, I see. Well, sometimes customers receive mails or gifts sent by companies or shops and this is of course another way of advertising. I will never fo
12、rget the exciting moment when I was dining with my parents in Kentucky on my 10th birthday. Best wishes were sent to me through birthday songs and soft music. I felt the warmest welcome from the bottom of heart and I made a decision that I would catch every chance to dine there whenever and wherever
13、 possible. Maybe one day I will bring my son and grandson there to celebrate their birthdays!T: Great! From these pictures we can see that various advertisements can be seen or heard almost everywhere in our life and they can be very persuasive and effective as you have just talked about. OK, lets g
14、o on with questions 3 and 4.This task can be assigned as group working. The teacher can divide the students into several groups, and discuss according to the following clues: 1. aspects affected: clothes, food, study, cosmetics, public welfare. 2. Reasons for choosing a certain products: quality, su
15、itable, the attractive adverts, famous spokespeople in the adverts . After a while.T: Have you finished?S1:Yes, I think its true that my life has been affected greatly by the advertisements in many ways. For example I used to dress ordinary clothes made by tailors in my hometown when I was very youn
16、g. Now I know many famous brands of sports clothes such as Linling, PUMA, Semir and so on and my parents usually buy me these kinds of clothes as I have grown up and these suits are sold at a reasonable price for us students. They are so well designed that I always feel comfortable in them. Every da
17、y I see or hear about scores of advertisements in the newspapers or magazines, on the radio and even in the middle of my favorite TV programs. I can remember some of tthe products that are being advertised such as the Maotai wine, the Septwolves business suits for men, the Wahaha drinks, the Mengniu
18、 milk, the Songhe wine and so on because they are advertised repeatedly and some of them are recommended by my favorite actors. As a result I think of them whenever I buy these kind of products.S2: Yes, advertisements have affected my life in some ways. For example I was not good at English especial
19、ly about how to remember so many words and phrases. I have seen many products designed to help students repeat and pronounce words and expressions correctly. Today with the help of the products named Haojixing, I can practise reading and spelling English words and expressions every day after class a
20、nd now I have a larger vocabulary and have made great progress in the last few English exams. I can see or hear dozens of advertisements either in the newspapers or on TV and I can still remember some of their names, for example, the Quanyou furniture, the OLAY cosmetics, the Yili milk powder, and t
21、he Luzhou wine. I think these advertisements are so vivid, lively and impressive that its easy for me keep their names in mind.S3: Yes, I used to buy food and cosmetics at a low price. Now, however, I have got into the habit of buying food and cosmetics of certain brands which are advertised very of
22、ten, for example the Coca-Cola, the Shuanghui meat, the Annyway cosmetics and so on. As is explained in detail in the advertisements, these products are of high quality and produced by famous companies, which can ensure safety and have reasonable prices for ordinary people. Every day nearly hundreds
23、 of advertisements can be seen or heard through different media and many names of the products are very familiar to me, such as, the Kangshifu noodles, the Sanlu milk, the Kangbide medicine, the Quick capsules and so on. These kinds of ads appeal to the hopes and dreams or emotions of the suitable t
24、arget, and the products become their first choices.S4: Sure. Our life has been greatly affected by the instructive ads for the public welfare, from which people are educated to respect the old, help those poor students, save the earth and protect the environment around us. These ads help to make peo
25、ple more friendly and helpful to one another as well as to the nature so that we can live a better life. They spread knowledge, change attitudes and improve society. Many names of the products remind me of hundreds of ads advertised every day, for example the Yafang cosmetics, the PANTENE hair cream
26、, the Deer wooden floor, the Tingmei clothing, the Kangbide medicine, the Xianqu biscuits and so on. These ads are carefully designed with images of beautiful actress, creative pictures and persuasive words, so people can be very familiar with them after constant broadcast, especially after using th
27、em . T: Very good! I am glad to see that all of you have your own opinions on ads. Its certain that some ads have good effect on people but some dont, so you should learn to distinguish them and buy the right products. OK, so much for these pictures.Step TalkingGet the students to tell whether some
28、advertisement are true or not, and also talk about how to protect themselves from being treated.T: Next, Id like you to work in groups of four to look at the advertisements on Page 84 and discuss the questions in TALKING first. Each of you should make notes while talking.Affirmative:1. a. Brand valu
29、e b. Reduce the storage c. Increased demand d. Earn more money by selling more products in low price. 2. a. Enlarge the market share b. Supply is over the demand c. People perchase new products that can replace the TV d. Product cost has been decreased.3. a. new material b. install some assistant eq
30、uipmentsNegative:4. a. Aim at earning more money by saying “return your money in full”b. Practice unceasingly for a very long time is necessaryc. It takes a long time to get familiar with the basic knowledge of the music and how to play piano.5. a. Till now, there is no such kind of pill that suits
31、all conditions the ad lists.b. Consumers are not told what will happen 10 weeks later.Five minutes later.T: Now, who would like to report your group work?S1: In Ad 1, the advertiser claims that there is a reduction of at least 50 per cent on all carpets and as much as 90 per cent on some. I think th
32、e claims are very surprising because the carpets will be sold at such a low price that almost no profit will be made from it. Its unbelievable and maybe the advertisers are making contributions to the charities! I would go to have a close look at the carpets by touching them and find whether they fe
33、el soft or hard and whether they are made of good materials. If not, I would not take home the rubbish even at a low enough price. S2: In Ad 2, the advertiser claims that their TV has the same quality but the price has been reduced to as low as one fourth of the others. I think the claims maybe true
34、 because the computers advertised maybe are of the old style and equipment so its better to sell them at a low price than to throw them away. Before I buy them, I would go to see with my own eyes if the computers have brands, names of the producers, dates of producing and I would like the shop assis
35、tant to turn them on and check whether they really work or not.S3: In Ad 3, the advertiser claims that their mops is magic and wonderful, which can clean floors in half the time compared to the ordinary ones. I think the claim maybe true because new design and technology may be applied to this kind
36、of mop and it can save more time to clean the floors. Before buying it, Id go to the exact shop and ask the shop owner to practice cleaning the floor using this new kind of mop and find out if what is claimed in the advertisement true or false.S4: In Ad 4, the advertiser claims that those who want t
37、o learn to play the piano can come to their piano class and it only takes ten easy lessons to learn to entertain friends with all the latest tunes. People can also buy pianos on line by credit cards and there is a promise that your money will be returned in full if you are not entirely satisfied. I
38、think the claims are not true because it is not so easy to learn to play the piano according to what I know and maybe many pianos will be returned shortly after they are practiced for some time just because the customers are a little satisfied. If so, the company will certainly suffer a great loss.
39、If I want to learn playing the piano, I will surf the website online to look carefully at the detailed information about the classes they offer and examine the function and structure of the piano they sell. You know sometimes its unsafe to buy things on the internet.S5: In Ad 5, the advertiser claim
40、s that if you take DR DANS WONDER DIET CAPSULES, you can lose 20 kg in 10 weeks. I think the claim maybe true but if the medicine has much side effect, people may find it difficult to continue taking it. If I want to buy this kind of capsules, I will go to the medicine store and look carefully at th
41、e instructions on the packing paper and ask some questions about how to take it and the possible effect of it.T: Very good! So you have thought a lot about the claims and honesty of different ads. Im sure you will be more skilled to deal with the ads you see or hear in life. Next, please go on talki
42、ng about the last question:How can you tell if an advertisement is telling the truth or not? Discuss in your groups and then share your answer with the rest of the class.S: I think there are many ways to tell if an advertisement is telling the truth or not. Some false ads usually have the texts writ
43、ten in words such as: root out the diseases, with the most advanced science and technology, return your money in full etc. Others present letters from imaginary customers, honorable prizes, proof from some science department or the rate of successful cure. So we should be careful when choosing certa
44、in products and we can call the 3.15 hotline i.e. 010-64949544、62033366 for complaint whenever in trouble!Step SPEAKING TASK (时间不足，可改为作业)Get the students to talk about how to make an advert.T: Now there is little time left. Lets deal with SPEAKING TASK on Page 89. Look at the instructions and discus
45、s in groups the procedures of how to make an ad and Id like one of you to report your group work after ten minutes.S: We decide to sell our books, clothes, MP3, CDs and self-made presents. We are going to have the sale on the weekend and we want all the students in our school to come to the sale and
46、 do something. The message of our ad will be: “Get yourself something here and offer love and care to others far away!” Wed like to put up our ad on the wall of our school gate so as to attract all the students attention to the activity. Well have more words printed on the ad like “Many valuable thi
47、ngs for you to select and there is always one fit for you; Take one home and send love to those in need; Take immediate action!” The size of our ad will be 180130cm, and different colors will be used, but mainly the green color which represents hope. We will attack one picture showing a girl eager f
48、or knowledge, which is the symbolic design of the Hope Project. We will print some letters in bold, some in different colors, sizes and styles. Here is a rough sketch of our advertisement and you may give us some advice on it. Thanks!T: Good! You all have good imaginations and you have known much ab
49、out how to design and make effective and impressive ads. I am very proud of you and I hope you can do more research about the ads after class.Step Homework1 Tell the other students your design and comment on the different ads. 2 Finish your advertisement and prepare to show it to the rest of the class.版权所有：高考资源网()