1、Unit 1 The mass mediaExtended readingI. Learning objectivesBy the end of the lesson, students will be able to:1. know some basic information about the advertisement; 2. analyse the structure of the article and learn to write a summary;3. write a summary of the magazine article about the advertisemen
2、t.II. Key competence focus1. Analysis the structure of the article and summarize the main idea of each paragraph.2. State attitude towards advertising tailored to individual customers needs.III. Predicted area of difficulty1. Summarize the main idea of each paragraph.2. Write a summary about the art
3、icle about advertisement.IV. Teaching proceduresStep 1 BrainstormingT asks Ss to brainstorm more things we can read on the Internet.1. What other things we can read on the Internet except for the news?Possible answers: essays, novels, advertisements.2. Where can we find the advertisement on the Inte
4、rnet?Almost everywhere.【设计意图：结合本单元前面的内容，让学生brainstorm一些我们能在互联网上读到的东西，从而引出本节课的主题advertisement。】Step 2 PredictingT asks Ss to read the title of the article and guess what will be talked about in the article.What aspects will be talked about in the article? Possible answer: The advertisement how to use
5、 some techniques to persuade people to buy something.How do the advertisements persuade people the buy something?【设计意图：学生阅读标题猜测文本可能会出现的内容，尤其是广告所用的吸引买家的手法，以预测的内容为学生阅读做好铺垫。】Step 3 Fast-ReadingT asks Ss to scan the article and get the main idea of each paragraph.The main idea of each paragraph:Paragrap
6、h 1: Definition of the advertisingParagraph 2: Relationship between advertising and the mass mediaParagraph 3: Function of advertisingParagraph 4-6: Ways advertisers developed to persuade people into purchasing products or servicesParagraph 7: Future of advertising【设计意图：通过快速阅读，让学生掌握文章的框架结构及每一段的主旨大意，
7、为接下来的概要写作做好准备。】Step 4 Careful reading1. T asks Ss to read para. 1 and answer the following question: What is advertising? It refers to the activity of promoting a product or service. In other words, it refers to persuade people to buy a product or service.2. T asks Ss to read para. 2 and answer the
8、following question: What is the relationship between advertising and the mass media?3. T asks Ss to read para. 3 and answer the following questions: Why a company launch a mass media advertising campaign?4. T asks Ss to read para. 4-6 and answer the following questions: What ways the advertisers hav
9、e developed to persuade people into purchasing their products or services?What ways are slogan used to make us remember the product or service?Who can be a “brand ambassador”? Why they employ the brand ambassador to promote their product or service?Why did the author say some advertisements are not
10、so obvious? What mass media use product placement?Further thinking:What is your favourite advertisement? What techniques does it use to promote the product or service?5. T asks Ss to read para. 7 and answer the following question: What are the past, present and future of advertising?【设计意图：学生通过一个个问题理
11、解每一个段落的细节，通过这些问题引导学生利用好连接词做好概要写作。】Step 5 SummarizingDefinition of advertisingT leads Ss to write a summary of the magazine article with the answers above.Relationship between advertising and the mass mediaFunctions of advertisingHow advertising worksThe future of advertising【设计意图：通过文章的框架结构图，将以上问题的答案
12、通过一些链接手法链接到一起，形成一篇完整的概要写作文。也让学生了解进行概要写作方法和技巧。】Step 6 Critical thinkingT asks Ss to think about the advantages and disadvantages that the advertising brings to us. What advantages and disadvantages the advertising brings to us?AdvertisingAdvantagesDisadvantageslet the customers know more about the pr
13、oducts;some advertising aims to teach us and help us lead better lives;.advertising plays tricks on customers;advertising will not tell people the complete truth;advertising makes people puzzle about what to buy;.Whats your attitude towards advertising tailored to individual customers needs? Give reasons fir your answer.V. Homework1. Polish your summary of the magazine article after class;2. Mark the difficult language points you cant understand.