Unit5 The Second Period Reading英语组：蔡月燕Teaching goals1. Target languagea．key words broadcast，post，react，annoy，annoy，accuse，associate，appeal，frequent，figure，salesman，saleswoman，profit，campaign，policy，spokesman，spokeswoman，i11egal，targetb．key phrases hand in hand，react to，On the Other hand，associate…with，get across，appeal to，be aware of，look out for，keep an eye out forc．key sentence patternsThe development of radio, television and other media has gone hand in hand with…By introducing a brand name to potential customers, and by associating the product with the customers’ needs, companies are able to influence the choices customers make.The best chance to reach customers is to appeal to their emotions.First of all, we should always keep an eye out for “hidden information”.2．Ability goalsEnable the SS evaluate advertising and advertisements.3．Learning ability goalsHelp the students learn how to evaluate the advantages and disadvantages of ads and protect themselves from misleading ads.Teaching important pointsHOW to evaluate advertising and advertisements．Teaching difficult pointsThe definition, principle and functions of advertising.Teaching methods1．Skimming method；2．Task-based method；3．Discussion method．Teaching aidsA computer, a project and some pictures．Teaching procedures & waysStep1. Lead-inT: Dear class, have you ever noticed we are living in a world of advertisements? Wherever we are, we can find different forms of ads in newspapers, magazines, over the radio, on TV, on the buses and so on. Then would you like to know how to make an advertisement? What their functions are? And what attitude should we have towards advertising and advertisements? Today let's come to ADVERTISING.Step 2 Pre-reading1. Work in pairs and fill in the chartThis part is to get the students prepared for the theme reading by listing advantages and disadvantages of ads.T: Now please look at Pre-reading, Part 1. Read the instructions and try to think up more creative ideas for this topic. Share it with your partners after you finish it.Step 3 Reading1. Fast readingThis step is designed to train the students to scan the text to get the main idea.T: Please read the whole text quickly and find the main idea for each paragraph.(Several minutes later.)T: Now time is up. Let's try to find out the main idea of each paragraph. Now Paragraph 1, V olunteer!S: I think the first sentence is the topic sentence. That is,"Ads are found almost everywhere."T: Well done! Now Paragraph 2.Suggested answers:1Ads are found almost everywhere.2People react to advertisements in different ways.3The basic principle of advertisements is to influence customers' choices.4Ads help companies and customers in a variety of ways5The most important function of advertising is to introduce new products.6Governments and other organizations use ads to make people aware of government policies and social problems.7Customers should be careful of illegal ads.8Customers should learn to protect themselves from false ads and make smart choices.Careful readingThis step is designed to get the students to read the text carefully to find out more details about the whole text.T: Now please read the text again and try to answer the following questions.1. Where can people advertise?2. Why do some people find ads very annoying?3. How do companies get their message across?4. How do ads help customers?5. In what way do ads introduce new products?6. why are some well-known persons named as spokesmen or spokeswomen?7. What are "bait-and-switch" ads?8. How can we be smart customers?(After a few minutes)T: Now let's discuss the questions above one by one. Volunteer!Sa: Ads are broadcast on IV and over the radio, posted on the Internet and printed in newspapers and on posters in our cities.Sb: Because they accuse companies of using ads to mislead us by giving false information.Sc: To get their message across, companies employ advertisers and appeal to customers emotions. Sd: Ads reduce the price of products and help customers choose among all the available products. Se: Truthful ads introduce new products by providing good information, explaining features, functions and costs of a product or service.Sr' These famous people are named as spokesmen or spokeswomen to make the programmes of governments or organizations known to the public.Sg: "Bait-and-switch" ads means that the customer is shown one product (the bait) and then given another.Sh: We can be smart buyer if we can distinguish between fiction and fact and protect ourselves from false ads.3. Deal with the important language points by using the slides or the computer.T: Here are some difficult language points. Now please look at the screen.Show the following on the screen.1.hand in handThe two girls left the classroom hand in hand.2.accuse ... ofHe accused the man of having committed a crime.3.associate ... withThey are associated with him in business.4.appeal toThe new comer appeals to me.5.Not all ads are used to promote a product or to increase a company's profits.=Some ads are used to promote a product or to increase a company's profits and some are not.6.get.., acrossThis is the message that we want to get across to the public.We tried to get our point across, but he just wouldn't listen.7.keep an eyeKeep an eye on the crowd for your teacher.Will you keep your eye on my suitcase while I go to get the tickets?Step 4 Post-readingThis step aims at getting the students to further understand the text by doing the Post-reading exercises.T: Now let's deal with Post-reading exercises. First, the questions in Exercise 1.T: Why is advertising popular? Volunteer!Sa: Because advertising can help to promote a product or increase a company's profits.T: Very good. How does advertising help consumers and customers?Sb: Frequent ads increase product sales and reduce their prices. At the same time, they help consumers choose among all the available products.T: Quite right. What is the basic principle behind advertisements?Sc: I think the basic principle behind ads is that they can influence the choices customers make. T: Thank you. Then why do advertisers often have to work hard to attract people's attention?Sd: Customers see so many ads every day and they have to get their message across to them.T: Well, what is a "bait-and-switch" ad?Se: When the customer is shown one product (the bait) and then given another, that's a "bait-and-switch" ad.T: Well done. Then how can we protect ourselves from misleading ads?Sf' We should be careful when reading ads, distinguish between fiction and facts and make smart choices.T: I think you have understood the text quite well. So much for this. Next, we are going to make analysis of two ads on P 41. Read the ads carefully and answer the questions above them. Help:1. Divide the class into four groups or more.2. Each student tries to work out his or her answers first.3. Check the answers with the other group members.4. Collect answers from the class and make final decisions.T: Which of the techniques described in the reading passage are used to sell the product?Sa: I think 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. T: Thank you. Then which of the claims in the ads may not be truthful?Sb: I think 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.Step5 Analysis of the textT: What are the writing skills Of this text? Look through the text and give me your answer. You may discuss with your partners.Suggested answer:1) Topic sentence makes the main idea easy to get.The topic sentence is used to summarize the main idea of the paragraph or the whole passage, which usually falls at the beginning or end of the paragraph. So when reading a passage, esp. a describing or science one, we'd better pay more attention to the first paragraph or the first sentence. In this passage ADVERTISING, topic sentence can be found in most paragraphs.2) Use conjunctions and phrases when necessary.When writing a passage, we can make full use of various conjunctions and prepositional phrases so that the sentence sounds more reasonable in logic, coherence and so on. In this passage, we can find such phrases as on the other hand, for that reason, thus used to list different facts and truths. We should learn to put them into practice.T: Make an outline of the text in form of a chart. Get the main ideas for each paragraph and list key words and points in each paragraph.Step5 Show your imaginationT: You are boss of a small shoe factory. The shoes made there are comfortable to wear, strong, not expensive---, but the problem is that very few people buy your shoes. What will you do?Ss: We can advertise for it.T: Yes. Now you are the designers for it. Please use your imagination and make an advertisement.5 minutes later, I will ask some of you to tell us your advertisement.Step 6 Summaries and HomeworkT: In this class we have learned something about advertising. We have the advantages and disadvantages of ads, the basic principles of advertising and the effects on companies and consumers. At the same time, we have learned some useful phrases. After class, try to make some sentences using these phrases. Try to collect some slogans. That’s all for today. Class is over. Step 7 The design of the writing on the blackboardStep 8 Reflection after teaching这节课是阅读课，通过设计由等一系列的课堂活动很好地完成了教学任务，重难点突出；学生的阅读技巧和能力得到了很好的训练与提高。