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视频标签：Advertising
所属栏目：高中英语优质课视频
视频课题：北师大版必修四第11单元 unit 11 The Media Lesson 3 The Advertising Game福建省 - 泉州
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北师大版必修四第11单元 unit 11 The Media Lesson 3 The Advertising Game福建省 - 泉州
Unit 11 The Media
Lesson 3 The Advertising Game
【文本解读】
本篇文本是一篇说明文，阐述广告的发展过程，共五段。第一段阐述传统类型广告主要是给出找到某种产品的信息。比如:商家卖什么、位置在哪儿和牌子叫什么。第二段阐述在市场竞争激烈的情况下，广告需要吸引和保持公众的注意力，当今的广告设计者注重设计技术，以使广告在视觉上尽可能地吸引人。第三段，由于广告的繁荣，现代广告必须把最高水平的设计和产品理念相结合，才能在竞争中胜出。第四段，随着发展，顶级广告设计者在现代广告中运用幽默和新颖独特的创意，使人们忘记有人正在向他们推销商品。第五段主要阐述公益广告的作用：1）为社会做贡献，鼓励公众更多的参与；2）有助于增加公众知识，使社会更美好。作者围绕“广告内容”“广告设计”“广告设计与理念结合”“广告幽默和创意”四阶段，循序渐进地介绍广告的发展。 【教学目标】
在本课学习结束时，学生能够：
1）通过阅读，理解文章并知晓广告发展的过程，通过写作脉络，理解文章标题的正确含义； 2）根据学过的内容，谈论、描述广告发展过程；
3）运用学到的知识，分析、判断各类型广告所使用的策略。 【教学难点】
1）引导学生要消除词汇和文本篇幅的影响，能理解文本大意； 2）培养学生概括段落大意和提取关键词的能力； 3）发展学生运用所学知识分析、设计广告的能力。 【教学过程】
本堂课,教者采用周大明老师提出的“USE”教学模式。
Teacher’s Instructions
教师安排
Students’ Activities
学生活动
Intentions 设计意图
IP 活动模式
Part 1. Warm-up
1.Present the topic 2.Explain the word “logo”
3.Explain the warm-up rule
Watch the p.p.t and take down as many names of
logos as possible
1.通过识记商标活动，活跃课堂气氛，使
学生快速进入学习状态 2.导入课题
IW &GW
Part 2. Understanding
Step 1
Offer Ss a word bank
Ss circle the words in the
text and understand their relevant definition
扫除阅读词汇障碍 IW
Step 2
Raise a question
Think over the question before reading
增强学生重视文本标题
的解读
IW
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Step 3
Offer Ss time to read the
text and raise 5 questions for each paragraph Ss read the text and underline the sentences answer the question
保障学生充分的持续性默读时间，初步理解文本大意
IW
Step 4 1.Ask Ss to summarize each paragraph
2.Analyze the text with the Ss
Summarize each paragraph by using key words
在理解文本的基础上能
提炼概括大意并抓出每
段的关键词
IW & CW
Step 5 1.Show Ss a poster and 4 video clips to explain the
development 2.Analyze each type of the ads
Read the poster, watch the
video clips and answer the
questions the teacher
raised
通过广告海报和视频进
一步理解广告的发展过
程
CW
Step 6 Repeat the question
“What does the ‘game’ in the title mean?”
Discuss the question and
answer it
通过阅读、阅读、分析
文本，能概括文本题目
的意思
GW & CW
Part 3. Sharing
Assign the task
Design a public ad to
persuade smokers to quit
smoking, using the tactics
they have learned from the
text and materials offered
小组活动，学生运用文
本提供的策略讨论设计
方案，交流思路，完成
设计任务
GW
Part 4. Expressing
Step1
Ask some groups to
present their design Present their design, explaining it in English 展示创新设计，应用所
学知识，巩固所学知识
GW
Step2
Present Ss posters on
quitting smoking
Get the creative ideas on
designing.
学习广告创意
CW
Assignment
1) Read the text again and shorten it with 130-150 words.
IW 2) Polish the ad you designed during the class.
GW 注：IP=Interactive Pattern CW=Class Work IW=Individual Work PW=Pair work GW=Group Work
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【附录一】
Lesson3.The Advertising Game
The classic advertisement is one that gives information about finding certain products. It is likely to be just the name of a company, part of which may be a general location. For example, it could be “Shanghai Sewing Machine”, or “Tsing Tao Beer Corporation”,and you would know what the companies sell, where they are located, and the brand names. However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place. In such situation，advertisements need to attract，and hold the attention of the public. Some advertisements consist of pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets，a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible.
However even this is often not enough to be noticed in a modern city. Because of the advertising boom，people are used to seeing high standards of visual design. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive. For example，some advertisements may suggest that buying a car can make you free. That is，they use the concept of freedom to sell the car. Other
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common ideas include happiness，wealth and success. In fact，in the world of advertisements，such content is as old as advertising itself. For many of today’s advertisers，repeating old ideas is not a successful approach. They realize that it dose not matter how attractive the idea linked with the product is-most people know that the main purpose of the advertisement is making customers spend money. Instead，these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humor as well as new and unusual ideas to surprise people is important in modern advertisements. Their aim is to create something that has never been seen before and is fascinating for people to look at. By doing this，they hope to make people forget that someone is trying to sell them something！
However，not all advertising is about selling products and services for a profit. Some contemporary advertisements mainly aim to make contributions to society. There are public advertisements which encourage citizens to participate in improving their neighborhood，protecting the environment，and helping other people. Over the last decade，the government has worked hard at using advertisements to educate the public on fighting AIDS，saving water，helping the poor，giving up smoking，etc. These advertisements have helped to increase public knowledge，which has made our society a better place for everyone.
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【附录二】
Logo List
1 NBA 美国职业篮球联赛、全美篮球协会 16 Mercedes-Benz 梅赛德斯奔驰 2 Red Dot Design Award红点设计大奖 17 Mc Donald 麦当劳 3 BMW 宝马汽车 18 Baidu 百度
4 APPLE 苹果 19 Umbro 茵宝体育用品 5 PEPSI 百事可乐
20 Rolex 劳力士手表 6 Standard Chartered 渣打银行 21 UN 联合国
7 Pizza Hut 必胜客 22 World of Warcraft 魔兽世界 8 Bank of China 中国银行 23 Puma 彪马体育用品公司 9 Tesla 特斯拉汽车 24 Japan Airline 日本航空 10 QQ 腾讯即时聊天工具 25 Adidas 阿迪达斯体育用品 11 Zwilling 双立人 26
Olympics 奥林匹克运动会
12 HUAWEI 华为 27 Volkswagen 大众汽车 13 Evian 依云矿泉水 2
8 Starbucks 星巴克 14 China Eastern 东方航空 2
9 Iqiyi 爱奇艺视频 15
WeChat 微信
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P&G 宝洁公司
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