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视频标签：Inside,advertising
所属栏目：高中英语优质课视频
视频课题：人教版高中英语选修九Book9 Unit 5 Inside advertising 江西省级优课
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人教版高中英语选修九Book9 Unit 5 Inside advertising 江西省级优课
选修9 Unit5 Inside advertising教学设计
教案背景
1.面向学生：高中学生 2学科：英语 2.课时：1 3.学生课前准备：
1）阅读有关“广告”的背景材料，为学习本文做好热身。 2） 学习本单元有关词汇及表达。
教学目标
◆ 情感目标：了解广告相关内容
（To learn about some information about advertisements. ） ◆ 知识目标：学习本课基础词汇及其表达 （To learn the new words and expressions. ） ◆ 能力目标：提高学生阅读理解能力
（To comprehend the passage and improve the reading skills. ）
教材分析
选修9属于选学教材，教授学习的主要目的是为了拓宽学生的视野，提高学生的英语综合素养。本单元是课本的最后一个单元，话题是“广告”，是学生较为感兴趣的话题，所以比较容易激发学生的学习兴趣。而且本文内容与我们日常生活息息相关，教师可以此为契机，教授学生与本文有关的词汇及表达，相信能取得较好的课堂效果。
重点、难点分析
◆ 对Reading 部分正文的理解 （Comprehension of the text. ） ◆ 有关于广告相关知识的积累
（Knowledge accumulation of advertising.）
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◆ 对重点词汇和短语的掌握 （Useful words and expressions.）
教学方法
1） 自我学习 2）合作探究 3）启发教学4）任务型教学法
教学过程
1）视频、图片导入，激发学生兴趣，快速导入本课主题——广告。 2）采用自我学习，合作探究，分组讨论、展示等多种方法。
3）练习形式多样化，并辅以当堂训练，多角度、多方位提高学生能力。 4）适时地对学生进行阅读方法和技巧指导。
Book 9 Unit 5 Inside advertising
【Learning aims】
1. Read about “Inside advertising” and improve your ability of fast reading and summarizing.
2. Devote yourself with passion, enjoy the pleasure of reading and avoid being controlled by ad.
【Teaching procedures】 I. Warming up
1) Where can we find advertisements? Let’s enjoy some pictures of advertisements.
2) Play a match game——match some famous English slogans with their Chinese meanings.
3) Enjoy five short videos about advertisements
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【设计意图】首先通过展示与广告有关的图片，引导学生通过看图片，自然过渡到本课的主题，把学生从无意注意引向有意注意，进而培养学生通过图片预测阅读内容的能力。然后让学生做中英文广告语连线的游戏，让学生们回忆一些经典的广告语，并且对广告语的特点有一定的了解，为后续的广告设计活动做铺垫。最后通过欣赏5则简短有力的视频广告，进一步激发学生对学习广告相关知识的兴趣。
II. Reading Tasks: Task One
In the Task List, there is a text. The text is incomplete. Please scan the passage and choose the right ones to fulfill it.
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Do you know how many advertisements you are exposed to in your daily life? Every day, we pass by advertisements on buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favorite television programmes. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. Then we can avoid being controlled by them.
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An advertisement is a message that informs or influence people. It can use words, pictures, music or film to communicate its message. Adverts are not only made and paid for business, but also by individuals, organizations and associations that wish to inform the public.
How do advertisers make effective advertisements? 3
Advertisers must pay the media for displaying their ads. Their money would be wastedif the message didn’t reach its target audience. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group. This information then forms the basis for decisions about what type of advertising techniques to use with this group. In order to persuade people to do something, advertisements often appeal to our hopes or emotions. Some advertisements are more likely to be noticed if they are funny. And some adverts, like environmental protection advertisements, appeal to our conscience to be worthy citizens.
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As well as reaching the right audience with the right techniques, advertisers must also place their ads in the right medium. Obviously, cost will pay a big part in this decision. And advertisers must consider which media are most appropriate for their product and which their target audience is most likely to see or hear. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can give more details.
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However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who don’t own cars are unlikely to run out and buy one. On the other hand, being constantly exposed to advertisements can help to change our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road safety. They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents. A. Use a suitable medium. B. How advertising works？ C. Does advertising work?
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D. What is an advertisement? E. Identify and appeal to your target. F. How effective are advertisements? G. The effective of a good advertisement. The correct answer: B D E A F
【设计意图】 为了避免学生对传统的阅读教学方法产生厌倦，我尝试以一种新的方式去教授这堂阅读课。本单元Reading部分的文章特别适合改编为高考的七选五题型。为了能增加学生们的阅读兴趣，对传统的阅读教学方法进行创新，我并没有让学生们直接去阅读课文，而是将文章进行适当的改编，以高考题型——七选五的方式呈现给学生，从而提高学生们的阅读兴趣与阅读效率。
III. Reading Tasks: Task Two ——Reading comprehension 1. What is the text mainly about? C
A. Why advertisers are willing to spend so much money. B. How consumers avoid being controlled by advertisements. C. Consumers should understand how advertising works. D. How advertisements appeal to consumers’ desire.
2. If an advertiser wants to make an advertisement for a car stereo system, his most suitable way is to use ______. D
A. television B. magazines C. newspapers D. radio
3. What does the author mean by saying “being constantly exposed to advertisements can help to change our opinions over time”? D
A. To change our opinions, we should be exposed to ads constantly. B. Our opinions will be changed well by the ads with time going on. C. No matter whether an ad is good or not, it can affect our life wholly. D. No matter whether an ad is good or not, it will affect our life in one way.
【设计意图】快速阅读技能训练。通过寻读，训练学生有目的、有选择地快速
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观览，寻找所需要的信息的能力。并要求学生在课前通过自主学习，把握文章中的重点短语，加强知识的积累。
Ⅳ. Words & Expressions
Explain some key words and expressions in the reading text.
【设计意图】 在学生们进行完快速阅读后，讲解一些课文中的重点词汇和短语，以便学生能在后续的精读过程中更好地理解文本。
Ⅴ. Reading Tasks: Task Three ——Intensive reading
Read the text again, then work in pairs and try to answer the following four questions: 1. Who advertises?
Businesses, individuals, organizations and associations. 2. Why do they advertise?
They want to sell something or to inform or educate the public. 3. How do they decide where to advertise?
They consider their budget and what medium is most likely to be seen or heard by the target consumer. 4. Does advertising work?
Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time.
【设计意图】精读阅读技能训练。通过再次仔细阅读文本，训练学生能够通过分析、判断等技巧在文章中找到和问题有关的信息，然后对信息进行汇总、整合，最终自主归纳出问题的答案。小组合作的学习方式能够更好地它不仅充分发挥了师生间、生生间的相互交流，协作功能；而且还可以培养学生的合作意识、团队精神，让学生由被动变为主动，把个人自学、小组交流、全班讨论、教师指点等有机地结合起来，进而促使小组之间合作、竞争，激发了学习热情，挖掘了个体学习潜能，增大了信息量，使学生在互补促进中共同提高。
Ⅵ. Reading Tasks: Task Four
Complete the summary of the reading passage.
Advertisements _______(become) part of our everyday life and so it is important that we _______(education) ourselves about them to avoid _______(fool) by them. The aim of advertisements is to persuade people _____(do) something, and so advertisers spend a lot of time _______(decide) what kind of things will appeal ____their target group. The kind of advertisement depends partly ___budget because it costs a lot more money for advertisements in media such_______television than it does in others, such as newspapers. So, why do __________(advertise) spend so much money on advertisements? Are they really worth all that expense? The advertisers think so or they wouldn’t waste_______money.
【设计意图】精度后，学生对文本基本已经掌握，为了引导学生进一步挖掘课文细节内容，更好的掌握课文内容，并活跃课堂气氛，专门设计了高考题型——语法填空来让学生对文本的学习进行梳理。通过设计高考题型，提高学生分析句子结构、夯实基础、适应高考题型的能力。
Ⅶ. Brief summary
Lead students to use three key words to describe ads: creative, attractive, effective
【设计意图】通过引导学生们和我一起进行复述与总结，从而得出广告的三个关键词，帮助学生多进行独立思考与自主分析。
Ⅷ. Task Five——Design ads
Divide the whole class into groups, two in a group. Each one group should choose one product, and design ads for it.
【设计意图】该项活动的设计，一方面可以锻炼和加强学生合作学习的能力；另一方面，可以培养学生交际能力，让他们在运用语言的过程中将课本知识学以致用，进而提高他们综合运用英语的能力的同时。从另一方面，也是在培养他们的创造性思维和创新意识，提高其英语核心素养。
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Ⅸ. Conclusion
Make some comments on students’ performances. And lead students to remember: “Don’t believe advertisements blindly and be a rational customer.”
【设计意图】对上述活动进行小结，通过表扬优秀个人和小组，激励同学们学习英语的热情，并对同学们提出更高的、切合实际的期望和要求，鼓励学生们更上一层楼！与此同时，还对学生们进行情感态度价值观方面的教育，教育他们不要盲目消费，做一名理性的消费者。
Ⅹ. Homework
1) Ex.1 and Ex.2 on P45;
2) Create some ad slogans by yourself.
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