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Unit 5 Advertising   

2009-08-02 14:34:05|  分类: 高三英语 |  标签: |举报 |字号 订阅

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李阳疯狂英语视频教学 

 李阳疯狂英语视频教学

 

 李阳疯狂英语视频教学

 李阳疯狂英语视频教学

 

Teaching Aims:

I. Learn and master the new words and phrases appearing in this period.

2. Improve the students’ reading ability.

3. Let the students learn to protect themselves from misleading ads.

Teaching Important Points:

1. Master the following phrases: hand in hand; accuse… of; get… across; appeal to; aware of; keep an eye out for

2. Improve the students’ reading ability.

3. Enable the students to understand the passage better.

Teaching Difficult Points:

1. How to help the students understand the reading material exactly.

2. How to help the students finish the concerned exercises after reading.

Teaching Methods:

1. Discussion method to talk about the advantages and disadvantages of ads.

2. Fast-reading to help the students get the general idea of the passage.

3. Careful reading to help the students get the detailed information about the passage.

4. Individual, pair or group work to make every student work in class.

Teaching Aids: 1. the multimedia  2. the blackboard

Teaching Procedures:

Step Ⅰ Greetings and Revision

Greet the whole class as usual.

T: In the last period, I asked you to make some sentences using the three important phrases. Now, who’d like to make a sentence using “take.., into consideration”?

S: I’d like to. When you are looking for a job, you should take working condition into consideration.

    T: Good. Next phrase “in charge of”.

    S: Mr Wang is in charge of our class.

    T: Now the last phrase--be to blame.

    S: Mr Brown is to blame for the car accident.

Step Ⅱ Preparation for Reading

T: Very good. With the development of market economy, advertisements have become a dominant feature in television, radio and newspaper industry. Ads are used to persuade us to buy things. They can be useful when we are trying to decide what we should buy. But some ads can be misleading when they give incorrect or false information. Are ads good or had for people? Please make a list of advantages and disadvantages of ads. Work in pairs. You’re given two minutes to prepare it. After that, share your list with the rest of the class. (Two minutes later, teacher asks some students to read what they wrote. )

T: Now, Li Jun, do you think ads are good or had for people?

S: I think they are good for us. They have some advantages. Firstly, they can help us buy and sell goods. Secondly, they can widen people’s knowledge. Lastly, they can make people more experienced.

T: Good. Sit down, please. What’s your opinion, Wu Dong?

S: I think ads are bad for people. Firstly, ads always persuade people to buy their poorly made products. Secondly, they give people some misinformation. Lastly, they waste people too much time.

Step Ⅲ Reading

T: OK. Sit down, please. Today we’re going to read a passage about advertising. It will tell us the advantages and disadvantages of ads. Before we read the passage, we’ll learn the new words first. (Teacher deals with the new words with the students. )

T: Now open your books and turn to Page 40. Read the passage as quickly as possible. Please underline the advantages and disadvantages of ads mentioned in the text while reading. (Teacher gives the students four minutes to read the passage and then asks two students to read the advantages and disadvantages of ads in the text. )

T: (Four minutes later. )Have you finished?

S: Yes.

T: Wang Li, what are the advantages of ads mentioned in the text?

S: First, they help people make informed choices. Second, they increase product sales and make products cheaper. That’s all.

T: Li Ming, can you say some other advantages?

S: Let me have a try. I think they introduce new products and help people make the right decision.

T: Right. Who’d like to say the disadvantages mentioned in the text?

S: I’ll try. Ads mislead people by making them believe that a certain product is better than it really is or that they will be happier if they buy the product. What’s more, they are annoying. (While the students read out the answers, teacher writes them on the blackboard. )

4. What advantages and disadvantages do you think ads have?

   advantages

  disadvantages

v     help customers find good product

v     help companies make money

v     can be used to inform

 people about important issues

v      can lead people to buy

the wrong products

v     Can make teenagers want

things that are bad for them

can be ugly and noisy

 Ⅰ.While reading

underline advantages and disadvantages of the advertisement mentioned in the text

advantages

Disadvantages

1. help consumers make informed choices

2. entertain people

3. increase product sales

4. make products cheap

5. make people aware of social problems

 1. make people annoyed

2. be misled by false and incorrect information easily

 

 

T: Well done. Sit down, please. Now read the passage again. This time you should read it as carefully as possible. Then answer some detailed questions on the screen. Of course, you can discuss them with your partner if necessary. Now, begin. (Teacher shows the following questions on the screen. )

l. Where can you find advertisements?

1. Ads are broadcast on TV and over the radio, posted on the Internet and printed in newspapers and on posters in our cities.

2. Why is advertising popular?

2. Because truthful advertisements provide good information that helps customers to decide whether they want or need the advertised product and frequent advertising increases product sales. What’s more, advertising can make a product cheaper.

3. What’s the basic principle behind advertisements?

3. By introducing a brand name to potential customers and by associating the product with the customers’ needs, companies are about to influence the choices customers make.

4. How does advertising help consumers and companies?

4. Truthful ads provide good information that helps customers to decide whether they want or need the advertised product. By explaining the features, functions and costs of a product or service, ads also allow customers to compare prices and quality before they actually go to the store. Good ads make it possible for companies to introduce new products and increase sales.

5. Why do advertisers often have to work hard to attract people’s attention?

5. Because there are many ads every day, advertisers must work hard to get their passage across.

6. What is a “bait-and-switch” ad?

6. A “bait-and-switch” advertisement is an ad, containing a trick, where the customer is shown one product and then given another.

7. How can we protect ourselves from misleading ads?

7. We must be careful when we read ads and we must learn to analyze ads.

Ⅱ.Main idea of each paragraph:

Pa1: Ads are found almost everywhere

The main idea of the paragraph is that advertising is a highly developed industry.

 1. Where can people advertise?

 Ads are broadcast on TV and over the radio, posted on the Internet and printed in newspapers

and on posters in our cities.

Pa2: People react to advertisements in different ways

How do people react to ads?

1. Some find ads useful and entertaining.        2. Others think that they are annoying.

3. Critics sometimes accuse companies of using ads to mislead us.

 2. Why do some people find ads very annoying?    

 Because they accuse companies of using ads to mislead us by giving false information.

Pa3: The basic principle of advertisements is to influence customers’ choices.

Q1: Why do advertiser often have to work hard to attract people’s attention?

——Because customers see so many ads every day.

Q2: The best chance to reach customers for the advertisers is to appeal to their emotions

Q3: Is the basic principle of advertising rather difficult?         No. It is fairly simple.

Pa4:  Ads help companies and customers in a variety of ways.

 4. How do ads help customers?   

 Ads reduce the price of products and help customers choose among all the

available products.

Pa5:  the most important function of advertising is to introduce new products

 5. In what way do ads introduce new products?   

 Truthful ads introduce new products by providing good information, explaining features, functions and costs of a product or service.

Pa6: Many governments use ad campaigns to make people aware of social problems and government policies.

 6. Why are some well-known persons named as spokesmen or spokeswomen?  

 These famous people are named as spokesmen or spokeswomen to make the programmes of governments or organizations known to the public.

Para. 4-6 Which of the following is the main idea of this part?             The advantages of ads.

Pa7: We must keep an eye out for “bad-and-switch ads. (Customers should be careful of illegal ads)

Q1: What is a “ bait-and-switch” ad?             It is an ad that cheats the customers by showing them one product and then giving them another.

Pa8: people should learn to analyses ads and to protect themselves     

   8. How can we be smart customers?   

 We can be smart buyer if we can distinguish between fiction and fact and protect ourselves from false ads.

 In conclusion, we must be careful when we read ads, learn to analyse ads, and protect ourselves from false ads.

 Detailed reading

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客

 What makes advertising a highly developed industry?

 The development of radio, television and other media, especially the Internet.

( e.g. pop-up ads )

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客

 What different views do people hold?

 

      Defenders

            Critics

?useful and entertaining;

? helpful to customers in

  making informed choices

 ?annoying;

? misleading customers

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客find out the answer.

 The basic principle of advertising is ______.

A.to introduce a brand name to potential customers

B.to associate the product with the customers’ needs

C.to influence the choices customers make

D.to get their message across

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客

 

 

 

 

 

Find out whether the    statements are true or false.

 

(      ) 1.  Because of the costs of ads,

              products  become expensive.

(      ) 2. Truthful ads can help customers

              make the right decision.

(      ) 3. All ads are not used to promote

              a product or to increase a

              company’s profits.

 

Ⅲ.Post-reading:

1. Why is advertising popular?  

    Because advertising can help to promote a product or increase a company’s profits.

2. How does advertising help consumers and customers?

    Frequent ads increase product sales and reduce their prices. At the same time, they help consumers choose among all the available products.

3. What is the basic principle behind advertisements?

   I think the basic principle behind ads is that they can influence the choices customers make

4. Why do advertisers often have to work hard to attract people’s attention?

    Customers see so many ads every day and they have to get their message across to them.

5. What is a “bait-and-switch” ad?

    When the customer is shown one product (the bait) and then given another, that’s a “bait- and-witch” ad.

6. How can we protect ourselves from misleading ads?

   We should be careful when reading ads, distinguish between fiction and facts and make smart choices.

 

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客

 

Unit 5 Advertising  - 紫霞仙客 - 紫霞仙客的博客

Step 4 Analysis

Analysis of two ads on P 41.

1. Which of the techniques described in the reading passage are used to sell the product?

    The ad on the left provides accurate information and helps consumers make correct choices. But the one on the right is trying to mislead us by giving false or incorrect information.

2. Which of the claims in the ads may not be truthful?

    The ad on the right may not be truthful. It says BIGBRAIN is the only nutrition supplement that has been proved to improve a child’s performance in school. I don’t think the word “only” is properly used. Besides, it says 9 out of 10 mothers choose BIGBRAIN. That can’t be true. So I think such ads shall be unpopular with customers. It does no good to the company.

 

 Step Ⅳ Language points

1. Ads are found almost everywhere--they are broadcast on TV and over the radio,posted on the Internet and printed in newspapers… 广告几乎随处可见——电视和收音机播放广告,因特网上登载广告,报纸上印刷广告……

    ▲over the radio 通过广播(=on the radio,by radio): We hear the latest news on the radio. 我们在广播中听到这个最新消息。

    [链接]on/over the phone通过电话: You are wanted on the phone. 有人打电话找你。

2. The development 0f radio, television and other media has gone hand in hand with the development of advertising. 广播、电视和其他媒体与广告业同步发展。

    ▲hand in hand手拉手,联合;连在一起地

    [开放思维] face to face面对面  shoulder by shoulder肩并肩  side by side并排

▲with the development of advertising随着广告的发展: With the development of industry and agriculture. more and more waste is produced. 随着工农业的发展,越来越多的废物产生了。

辨析:as与with

as与with都有”随着”的意思,但as后加句子,with后加短语。

As the time goes on, it is becoming warmer and warmer. 随着时间的推移,天气变得越来越暖和。

▲go with与……同行: I’ll go with you. 我将和你一起去。

[链接]go with与……相配: Her hat goes well with her dress. 她的帽子和裙子很相配。

3. People react to advertisements in different ways. 人们对广告的反应是不同的。

▲react vi. 起反应(to);有影响,起作用(on,upon)

The eye reacts to light. 眼睛对光起反应。

Applause reacts on/upon a speaker. (听众的)掌声对演讲者很有影响。

[链接]react against sb./sth. 反对,对抗某人(事)

The farmers strongly against tax increases. 农民强烈反对增加税收。

react with与……起化学反应: Iron reacts with water and air to produce rust铁与水和空气起化学反应而生锈。

4. Some people find ads useful and entertaining;有些人发现广告有用也有趣;

▲find sb./sth.+形容词/现在分词/过去分词作宾补

We find it difficult to remember the words and grammar. 我们发现记住这些单词和语法很难。

She found a wallet lying on the ground. 她发现一只钱包掉在地上。

When I retuned. I found my bike stolen. 当我回到家时,才发现我的自行车被偷了。

辨析:find,find out与discover

(1)find多指偶然发现、碰到;后接名词、复合结构或that从句。

Have you found the book you have been looking for? 你一直找的那本书找到了吗?

(2)find out指通过观察、探索而发现事实的真相、真情,调查、找出原因,或发现秘密、错误等,一般接名词、代词或从句。Have you found out why he was late? 你弄清他为什么迟到了吗?

(3)discover指发现客观事物的存在,发现存在而不为人所知的事情;可指发现好事,也可指发现坏事;但用于好事较多。Columbus discovered America. 哥伦布发现了美洲。

5. On the other hand, critics sometimes accuse of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy it. 另一方面. 批评者有时指责公司滥用广告误导我们。让我们相信某种其实很一般的    产品有多么好。购买某种产品会令人更加愉快。

▲on one hand…on the other hand (also) 一方面……另一方面……

            On one hand the advertisement has a lot of advantages; on the other hand it has lots of disadvantages. 一方面广告有很多好处,另一方面也有很多坏处。

    ▲accuse指责,控告,与of连用

    The neighbors may accuse you of playing your radio too loudly. 邻居可以控告你收音机的声音开得太大。

    He Was accused of stealing in the supermarket. 他被指控在超市里行窃。

    辨析:charge, accuse与sue的区别

    charge, accuse, sue都有”指责,控告”之意,但accuse与of连用;charge与with连用,而 sue与for连用。

    He is charged with murder,他被指控杀人。

If you don’t complete the work according to the contract。I will sue you for damages. 如果你不按合同完成工作,我就会因为损失而控告你。

6. The basic principle of advertising is fairly simple.广告业的基本原则是相当简单的。

▲basic adj. 基本的;基础的: We must grasp the basic principle of maths. 我们必须掌握数学的基本原理。

    [发散思维] base n. & v. 基础,根据地,以……为根据basically adv. 基本上

Scientific theories must be based on face.科学理沦必须以事实为依据。

    ▲simple adj. 简单的,简易的,简朴的,单纯的

    The story is written in simple English. 这个故事是甩简单易懂的英语写的。

    The doctor lived a simple life. 医生过着简朴的生活。

    She wasn’t as simple as people thought. 她不像人们想像中的那样头脑简单。

[发散思维]  simplify v.使简单,使单纯,简化      simple-minded adj.头脑简单的,愚蠢的

高考试题赏析

(NMET 2001)I am surprised that you should not have been fooled by such a(n) ______trick.

A. ordinary                B. easy                      C. smart                    D. simple

赏析:从surprised一词可知”因对方被如此简单的花招愚弄而感到吃惊”。

答案:D

7. Customers see so many ads every day that advertisers must work hard to get their message across. 消费者每天看到大量的广告。因此广告商必须使出浑身解数使消费者明白他们的意图。

▲get across使……被理解;通过

He found it difficult to get his Chinese humor across to an English audience. 他发现自己的中国式幽默很难被英国观众所理解。

The policeman is getting the children across the street. 警察带领孩子们穿过马路。

Please get your idea across to the students. 请让学生们理解你的想法。

[开放思维]

get about走动;旅                                             get abroad传开来

get along/on with与……相处;进展                 get at到达;够着;了解,掌握

get away忙得脱不开身                                    get hack回来

get behind落后                                                get by通过

注意:get后接过去分词,是高考的一个考点,希望大家注意。如:get paid / changed / married / burnt / known等。

高考试题赏析:

(NMET 2004)Sarah,hurry up. I’m afraid you won’t have time to ____ before the party.

A. get changed           B. get change                C. get changing          D. get to change

赏析:get changed”换衣服”,get后接过去分词表示被动,表示”某人换衣服”。

答案:A

8. For that reason, companies spend large amounts 0f money employing advertisers. 为此。公司花大笔的钱雇用广告商。

▲spend是及物动词,主语必须是”人”的名词或代词,常用于sb. spend money on sth. 或sb. spend money(in)doing sth. 。

I spent 180 yuan on the bike.买这辆自行车我花了180元。

He spends a lot of money(in)buying books. 他花了很多钱买书。

高考试题赏析

(2004·上海)According to a recent U.S. survey,children spend up to 25 hours a week ____ TV.

A. to watch               B. to watching                  C. watching               D. watch

赏析:该题考查动词短语。根据句意,排除多余成分(up to)可看出spend time(in)doing sth结构故选C项。答案:C

辨析cost,pay,charge与offer 这几个词都表示”花费(金钱)”,但用法不一样。

(1) cost是以”物,事”为主语,常用于sth. cost (sb.) some money结构。

The coat cost her 20 yuan. 这件外套花了她20元。

cost无被动语态。

(2) pay用于付款给别人,付一个账单或者付几笔款项等,它是及物动词,宾语可以是”人”或”钱”的名词或代词。

Yesterday he paid the money he owed. 他昨天还清了欠款。

(3) charge指收取别人多少钱,主语为人或旅馆等。

The hotel charged me £10 for a room for the night. 那家旅馆一间房一晚向我收费10英镑。

(4) offer出价,开价;提供,出售,“人”作主语。

We offered him the house for £1000. 我们要价l000英镑卖给他那幢房子。

[比较] We offered him £1000 for the house.我们出价1000英镑买他那幢房子。

高考试题赏析

(2004·湖南)They ____ us £150 000 for the house. Shall we take it?

A.  provided             B. supplied                 C. shown                  D. offered

赏析:这句话的意思为:他们出价15万英镑买我们那幢房子,我们卖吗?

答案:D

9. The best chance to reach customers is to appeal to their emotions. 接近消费者的最好机会是迎合消费者的情感。

▲appeal to投合(兴趣或心愿);吸引,引起兴趣

The idea appealed to his father. 这主意很合他爸爸的心愿。

How did the course appeal to you? 你觉得这门课程有趣吗?

10. Not all ads are used to promote a product or to increase a company’s profits. 并不是所有的广告都用来促销商品或为公司增加利润。

     ▲not all = all not并非所有的(为部分否定),也可写为:All ads are not used to. . . ,all的全部否定为none或nothing,no one。

    Not all the students go to see the film. = All the students don’t go to see the film. 并非所有的学生都去看电影。

    None of the students go to see the film. 没有一个学生去看电影。

辨析:both与every

both两个都,both的部分否定为not both或both not,全部否定为neither。

every每—个,部分否定为not every或every not, 全部否定为none, no one或nothing。

Not both of the answers are right. = Both of the answers are not right. 两个答案不都对。

Neither of the answers are right. = Both of the answers are wrong. 两个答案都错了。

Not every student has a dictionary. =Every student hasn’t a dictionary. 并非每个学生都有一本词典。

11. First of all, we should always keep an eye out for “hidden information”. 首先。我们要警惕“隐藏的信息”

▲keep an eye out意思为 “当心;警惕”。如:

Keep an eye out! We’re close to his farm. 小心点,我们到了他的农场了。

We should keep an eye out for thieves. 我们要防范扒手。

[开放思维] look / watch out (for) 小心。当心

 

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