資源簡(jiǎn)介

Unit 6 The Media
Lesson 3 The Advertising Game
教材分析
主題語(yǔ)境：人與社會(huì)
主題群：科學(xué)與技術(shù)
子主題：科技發(fā)展、社會(huì)進(jìn)步
語(yǔ)篇類型：說(shuō)明文
文本分析：
[What]本文主要講述的是廣告的發(fā)展史，介紹了傳統(tǒng)廣告、現(xiàn)代廣告、改進(jìn)的廣告、進(jìn)一步完善的現(xiàn)代廣告以及公益廣告的特點(diǎn)、目的及問(wèn)題。
[Why]通過(guò)介紹五類廣告，梳理不同時(shí)期廣告的特點(diǎn)，理解廣告在日常生活中發(fā)揮的重要作用，了解科學(xué)技術(shù)進(jìn)步和廣告改進(jìn)的關(guān)系，關(guān)注公益廣告，倡導(dǎo)社會(huì)新風(fēng)尚。
[How]本文是一篇說(shuō)明文，采用了“總分”結(jié)構(gòu)，介紹了五類廣告，并列舉了大量實(shí)例。
課時(shí)目標(biāo)：
1.梳理廣告的發(fā)展過(guò)程，獲取傳統(tǒng)廣告、現(xiàn)代廣告、改進(jìn)的現(xiàn)代廣告、進(jìn)一步完善的現(xiàn)代廣告、公益廣告的特點(diǎn)、目的及問(wèn)題的信息。
2.定位標(biāo)題，尋找每段主題句，判斷文本體裁，了解文本結(jié)構(gòu)。
3.能夠在具體的語(yǔ)境中運(yùn)用本課的重點(diǎn)詞匯及了解used to和would的用法。
4.了解說(shuō)明文的寫作方法及表示事物發(fā)展順序或時(shí)間的詞匯。
5.引導(dǎo)學(xué)生了解公益廣告對(duì)全社會(huì)進(jìn)行道德和思想教育發(fā)揮的重要作用，呼吁學(xué)生關(guān)注社會(huì)問(wèn)題，規(guī)范自己的行為，倡導(dǎo)社會(huì)新風(fēng)尚。
教學(xué)重點(diǎn)：
梳理廣告的發(fā)展過(guò)程，獲取五類廣告的特點(diǎn)、目的及問(wèn)題的信息。
教學(xué)難點(diǎn)：
1.能夠靈活運(yùn)用本課的重點(diǎn)詞匯及了解used to和would的用法。
2.了解說(shuō)明文的寫作方法。
3.了解公益廣告，關(guān)注社會(huì)問(wèn)題，規(guī)范自己的行為。
教學(xué)準(zhǔn)備：
教師準(zhǔn)備：
1.廣告的種類及發(fā)展史。
2.公益廣告的相關(guān)信息。
學(xué)生準(zhǔn)備：
1.預(yù)習(xí)本課詞匯。
2.準(zhǔn)備自己最喜歡的廣告的相關(guān)照片。
教學(xué)過(guò)程：
Step 1 ACTIVATE AND SHARE
1. Greeting
2. Appreciate
(1)Ask students to enjoy two advertisements and encourage students to describe each advertisement.
(2)Explore the questions below:
Have you ever bought anything as a result of seeing, hearing or reading advertisements
What makes an advertisement attractive
(3)Ask students to go through the suggested points below and add other ideas they may have.
the product name the name of a company words of experts
humorous language the concept of freedom pictures or images
the unusual idea the design
(4)Ask students to think and share their answers with the class.
【設(shè)計(jì)意圖】通過(guò)創(chuàng)設(shè)情景，呈現(xiàn)華為和星巴克的廣告圖片，鼓勵(lì)學(xué)生對(duì)視頻展開描述，激活學(xué)生的背景知識(shí)和相關(guān)經(jīng)驗(yàn)，并引導(dǎo)學(xué)生討論購(gòu)買產(chǎn)品與廣告的關(guān)系及廣告中最具吸引力的部分，激勵(lì)每一個(gè)學(xué)生積極地參與到課堂活動(dòng)中來(lái)，激發(fā)學(xué)生對(duì)主題的思考，調(diào)動(dòng)身體多種器官，大大提高學(xué)習(xí)效率。
Step 2 READ AND EXPLORE
While- reading
1.Main idea of the passage.
(1)The passage below is about advertising. Students skim through the passage and find out:
What is it mainly about
a. Different types of advertisements
b. The development of advertisements
c. Different attitudes towards advertisements
(Answers: b)
(2)Ask students to choose an option and tell the reasons.
(3)Check the answer.
2.Identify the text type of this passage
(1)Instruct students to learn the Skill Builder.
(2)Students give examples of different text types to show their understanding, such as poems,essay, drama, argumentation, novel, exposition and so on.
(3)Students call out the text type of the passage. And explain what helped them identify the text type.
(4)Check the answer as a class.
Suggested answer:
This is an explanatory text. It introduces the development of advertisement in the order of time, and it contains lots of time explanations and examples.
3.Read the passage again and find out the topic sentences.
4.Read the whole passage and complete the table. Then write three headings that can categorise the information in the first row.
Types __________________ __________________ __________________
Classic ads give information about___________ to tell people __________ not suitable when __________ not attractive
Modern ads consist of ______ apply _________ to show people __________ to make ads______ not enough to __________
Improved modern ads combine ________ with ____________ use concepts including___________ to stand out __________ to make people believe that ________ repeating old ideas not __________ It does not matter __________
Further improved modern ads use humour as well as_____________ __________________ ________________ ________________
Public ads help to increase public knowledge and __________________ to encourage citizens to ________ to educate the public __________
（1）In pairs, students fill in the blanks except the first row.
（2）Students will be able to fill the headings in the top line after they have completed the table. The titles depend on the completed information.
（3）Students compare the answers with a partner.
Suggested answers:
Types: Features; Purposes; Problems
Classic ads
finding certain products; what the company sells, where they are located and the name of the product; products and services are in direct competition with each other
Modern ads
pictures or words from experts; modern design techniques; how good the product is; visually attractive; be noticed
Improved modern ads
the highest standard of design; creative ways; freedom, happiness, wealth and success; in a world of competitive advertising; they "must have the product"; effective; how attractive the idea linked with the product is
Further improved modern ads
new and unusual ideas; to surprise people; to create something that has never been seen before; to make people forget that someone is trying to sell them something
Public ads
make our society a better place for everyone; participate in improving their neighbourhood, protecting the environment and helping other people; on fighting AIDS, saving water, helping the poor, giving up smoking)
【設(shè)計(jì)意圖】以任務(wù)為目的，鼓勵(lì)學(xué)生理解文本主旨大意，然后確定文章體裁。利用表格，梳理Classic ads、Modern ads、Improved modern ads、Further improved modern ads、Public ads五類廣告的特點(diǎn)、目的及問(wèn)題，從而了解廣告在不同時(shí)期的發(fā)展情況，使學(xué)生內(nèi)化已掌握的信息，強(qiáng)化學(xué)習(xí)內(nèi)容，使學(xué)生對(duì)信息的瞬間記憶轉(zhuǎn)為長(zhǎng)期記憶。
Step 3 Think and Share
After-reading
1.Use the diagram to talk about what you have learnt about advertising.
【設(shè)計(jì)意圖】通過(guò)讓學(xué)生找出段落的主題句、回答問(wèn)題及根據(jù)圖表分享他們所學(xué)的關(guān)于廣告的知識(shí)，可以檢測(cè)學(xué)生對(duì)課文的理解掌握及結(jié)構(gòu)化知識(shí)是否形成或得到發(fā)展。同時(shí)也能促進(jìn)學(xué)生在活動(dòng)中以合作和探究的方式獲得知識(shí)。
2.Students think about the two questions and then write down their answers on the worksheet.
（1）What has been the driving force for the development of advertisements
（2）What does the title "The Advertising Game" mean to you
【設(shè)計(jì)意圖】探討五類廣告的理念及目的，提出自己的問(wèn)題并設(shè)法解答，引導(dǎo)學(xué)生思考文章深層含義，對(duì)語(yǔ)篇背后的價(jià)值取向進(jìn)行推理和論證，探討語(yǔ)篇與主題意義的關(guān)聯(lián)。
3.Design a public ad
There are many issues people concerned about in daily life. Students pick out one great concern and design public ads for it. Students can discuss the advertisement and exchange ideas about:
What’s the purpose of a public advertisement
How you would like to make it even better
Students look at the advertisement they have created and describe it in class.
【設(shè)計(jì)意圖】首先鼓勵(lì)學(xué)生討論自己最喜歡的廣告，隨后延伸到公益廣告上。通過(guò)展示圖片，與學(xué)生共鳴，引導(dǎo)學(xué)生了解公益廣告是不以盈利為目的。而是為社會(huì)提供免費(fèi)服務(wù)的活動(dòng)，對(duì)全社會(huì)進(jìn)行道德和思想教育發(fā)揮了重要作用。呼吁學(xué)生關(guān)注社會(huì)問(wèn)題，以合乎社會(huì)公益的準(zhǔn)則去規(guī)范自己的行為，支持社會(huì)事業(yè)和倡導(dǎo)社會(huì)新風(fēng)尚。
Step 4 Homework
Bring one of your favourite public advertisements to the classroom.
Explain why you like it and how you would like to make it even better.
板書設(shè)計(jì)：
Useful keywords
simple persuasive boring
shocking attractive
good-looking tasteless
humorous surprising
amusing clever
offensive serious

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