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高三英语unit 5 getting the message


高三英语 Unit 5 Getting the Message Period 2 Reading

Teaching goals 1. Target language a.重点词汇 broadcast,post,react,annoy,annoy,accuse,associate,appeal,frequent,figure,salesman, saleswoman,profit,campaign,policy,spokesman,spokeswoman,i11egal,target b.重点短语 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 for c.重点句式 Thedevelopment 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 areable to influence thechoices customers make. Thebest chanceto reach customers is to appeal to their emotions. First of all, weshould always keep an eye out for “hidden information”. 2.Ability goals Enable the SS evaluate advertising and advertisements.

3.Learning ability goals

Help the students learn how to evaluate the advantages and disadvantages of ads and protect themselves from misleading ads. Teaching important points HOW to evaluate advertising and advertisements.
Teaching difficult points Thedefinition, principle and functions of advertising. Teaching methods 1.Skimming method; 2.Task-based method; 3.Discussion method. Teaching aids A computer, aproject and somepictures. Teaching procedures Step1 Lead-in T: Have you ever noticed weare living in a world of advertisements? 1. Where can you find advertisements? <wecan find different forms of ads in newspapers, magazines, over the radio, on TV, on the buses and so on. > 2. Why do companies advertise?

3. Do you watch advertisements on TV? 4. Which areyour favourite advertisements? Then would you like to know how to make an advertisement? What their functions are? And what attitude should wehave towards advertising and advertisements? Today let's cometo ADVERTISING. Step2 Pre-reading 1. Work in pairs and fill in the chart This 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 morecreative ideas for this topic. Shareit with your partners after you finish it. Suggestedanswers: Advantages Disadvantages 1. Provide information about 1. Mislead customers or cheat them of latest products. money. 2. Increase sales by repeated 2. Give false or incorrect information. advertising. 3. Cut costs of newspapers 3. Take too much time or space on TV or

and make them cheaper.

newspapers.

4. Make the public aware of 4. Raise theprice of products.

social problems. … Step3 Reading



1. Fast reading This step is designed to train the students to scan thetext to get the main idea. T: Please read the wholetext quickly and find the main idea for each paragraph. Suggestedanswers: 1. Ads are found almost everywhere. 2. People react to advertisements in different ways. 3. Thebasic principle of advertisements is to influence customers' choices. 4. Ads help companies and customers in avariety of ways. 5. Themost important function of advertising is to introduce new products. 6. Governments and other organizations use ads to make people aware of government policies and social problems. 7. Customers should be carefulof illegal ads. 8. Customers should learn to protect themselves from false ads and make smart choices. 2. Careful reading This 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 thefollowing questions.

1. Where can people advertise? Para1 …foundeverywhere…; have gonehandin handwith… 2. How do people react to ads?Why do they have different reactions? Para2 find…; make informedchoices by…; accuse…of…; mislead…by… 3. What’s the basic principle of advertising? How can companies do that? What’s the best chance to reach customers? Para3 by….and by…; influence…; spend…; appeal to… why do advertisers often have to work hard to attract people's attention? Customers seeso many ads every day and they have to get their messageacross to them. 4. How do ads help companies and customers? Para4 increase…; reduce…; take… into consideration; make theright decisions 5. What’s the most important function of advertising? In what way do ads introduce new products? Para 5 introduce…; provide…; by… allow …to compare….; armedwith… 6. What do many governments make the most of ad campaigns to do? How about aid organizations? why are some well-known persons named as spokesmen or spokeswomen?What’s another function of advertising? Para6 make people aware…; name…as; spread… change…improve… 7. How to spot a bad ad? What are "bait-and-switch" ads? Para7 keepan eye out for… 8. How can we make good choices with ads? how can we protect ourselves from misleading ads? Para 8

analyze….; protect…from… <1. collect enough information2. ask others for advice3. resist the temptation4. keep the receipt or invoice5. contact local Consumers’Assoc.6. learn about ad tricks> We should becareful when reading ads, distinguish between fiction and facts and makesmart choices. 9.Why is advertising popular? Because advertising can help to promotea product or increaseacompany's profits. step4 Post-reading 1.Read thetext carefully to grasp someimportant facts Choose thebest answers to fill in the blanks: 1>Theword “advertising” means to make a product known to A managers through broadcast Bleaders by radios C firms by printed notices D people in various ways. (D) 2>One advantage of advertising is that it helps A increaseproduct sales C increaseproduction . (A) B makea product moreexpensive D reducethecosts of aproduct . with the .

3>Advertising is a highly developed

A information B industry Ctrade D science (B) 4> The development of radio, television, cinema, magazines and newspapers has development of advertising. A followed up Bgone hand in hand

C gone behind

D taken place

(B)

5> Thebest chanceto reach customers is to . A sell them the product B sell them what money can not buy: love, happiness and success. C appeal to their emotions
D reducetheprice of theproducts. (C) 2.Do someexercises and Trueor False. 1> People react to advertisements in different ways.( ) 2> Thebasic principle of advertising is fairly difficult.( ) 3> Since an increase in sales means an increasein production, thepricemay be increased, too. ( ) 4> Truthful ads provide good information that helps customers to decide whether they want or need the advertised product.( ) 5> Perhaps themost important function of advertising is to increase a company’s profits. ( ) 6> By using the techniques developed by the advertising industry, governments and other non-profit organizations can spread knowledge, changeattitudes and improve society.( ) 7> All ads arenot used to promotea product or to increasea company’s profits.( ) Keys: T:1,4,6; F: 2,3,5,7 3. Fill in the blanks Advertising is a highly developed industry. It has gone hand in hand with radio, television and other media.

However, people react to ads in different ways. Defenders think ads are useful and helpful and help consumers make informed choices. But critics accuse companies of using ads to mislead us. Advertising influences customers' choices by introducing a brand name and associating products with customers' needs. There areso many ads for customers, so advertisers try to get their message across by appealing to their emotions. Ads help companies and customers in a variety of ways. They can help companies increase sales and reduce the prices. Meanwhile, they help customers choose among all the available products. In fact, truthful ads provide good information, and help customers compare features, functions and costs. Some governments name their spokesman or spokeswoman to make people aware of their social problems and policies. Customers should protect themselves by keeping an eye out for bad ads, distinguishing between fiction and facts and making good choices. Step5 Discussion Next, we are going to make analysis of two ads on P 41. above them. Help: 1. Divide theclass into four groups or more. 2. Each student tries to work out his or her answers first. 3. Check the answers with theother group members. 4. Collect answers from theclass and makefinal decisions. Read the ads carefully and answer the questions

T: Which of the techniques described in thereading passageareused to sell the product?

Sa: I think the ad on the left provides accurate information and helps consumers makecorrectchoices. But the oneon theright 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 theright may not betruthful. It says BIGBRAIN is the only nutrition supplement that has been proved to improve achild's performance in school. I don't think theword "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 thecompany. Debate: Suppose you are interested in watching ads on TV, while your parents often blame you for doing so. Have a debate with your parents. Each should offer enough reasons. Homework 1. Please go overthe newwords and expressions you just learnt afterclass 2. Previewthe newlesson 3. PreviewLANGUAGE STUDY afterclass.

Added 1.Slogans forAdvertisements 1.Time always follows me.时间因我而存在 (罗西尼表)

2.I’m loving it. (麦当劳) 3.Feel the new space. 感受新境界(三星电子) 4.Intelligence everywhere.智慧演绎,无处不在(摩托罗拉手机) 5.Obey your thirst. 服从你的渴望(雪碧) 6.Ask for more. 渴望无限(百事流行鞋) 7.The taste is great. 味道好极了。 (Nestle) 8.We lead. Others copy.我们领先,他人仿效(理光复印机) 9.Impossible made possible.使不可能变为可能(佳能打印机) 10.The relentless pursuit of perfection. 不懈追求完美(凌志轿车) 11.Poetry in motion, dancing close to me. 动态的诗,向我舞动(丰田汽车) 12.The choice of a new generation 新一代的选择(百事可乐) 13.No business too small, no problem too big. 没有不做的小生意,没有解决不了的大问题(IBM 公司) 14.Let’s make things better. 让我们做的更好(飞利浦电子) 15.Good to the last drop. 滴滴香浓,意犹未尽(麦斯威尔咖啡)

17.To be true forever. 真诚到永远(海尔集团) 18.I choose, I like. 安踏 19.李宁 Everything is possible. 20.Just do it. (Nike)只管去做。 2.根据以下提示写一篇作文: 广告普遍存在。有人喜欢,有人不喜欢。下面是他们的理由。 喜欢理由: 1. 广告介绍新的产品,提供更多信息。 2.广告使公司增加销售量,降低产品价格,从而使顾客得到实惠。 3.消费者对比同类消费品,做出正确的选择。 反对理由: 1.有些广告不真实,隐瞒事实来欺骗消费者。 2.有时候广告太多了,让人不耐烦。精彩的节目经常被打断。 3. 好的广告无需做广告。

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