北师大版高中英语必修四Unit 11《Lesson 3 The Advertising Game》教案 1

Lesson 3 The Advertising Game

Teaching Aims and Requirements

1. To learn about the developmen of advertisement

2. To help to draw more attention to public ads and sense of social responsibility.

3.To get students to design their own advertisements

4. To learn and practise –ing form

Teaching Modes: Teacher-student, individual, pairs, groups

Teaching Importance:

1. To make clear to the students the contents and the structure of the text

2. To enable the students to get the main idea of the text

3. To learn and practise –ing form

Teaching Difficulties:

1. To get the students to design their own advertisements

2. To make clear to the students the contents and the structure of the text. Teaching Aids: computer, pictures, text-books

Teaching Procedures:

Step Ⅰ Leading-in

1. Greetings and free talk

2. Work on Ex.1. Play a couple of advertising video epesodes and then ask students to find out as quickly as possible what products are advertised in the given ads.

① What product is being advertised in each epesode?

② Which advertisements have you seen recently that you like?

③ What did you like about them?

Step ⅡReading

1. Read the text and try to match the given ads with the kinds of ads referred to in the text.

(product-sale advert, service-sale advert, public advert)

2. Learn to figure out the main ideas of each paragraph.

In this part, the students are given three statements for each of the paragraphs. They are asked to judge which statement can act as the proper main idea for each paragraph. In the meanwhile, they have to mark the remaining two statements with “B” or “N” which stand for “too broad” and “too narrow”.

Mark the following statements with “B”, “N” or “M”

(B: too broad N: too narrow M: main idea)

Paragraph 1:

① The classical advertisement cannot let people know what companies sell.

② The classical advertisement is too simple for people to know anything.

③To know the brand name means where to buy the product in the classical advertisement

Paragraph 2:

① Using good-looking photos in advertising is the best important.

②Present-day advertisement should apply modern techniques of design to fully attract people.

③ Classical advertisement is not suitable for today at all.

Paragraph 3:

① Products are sometimes linked with different concepts or ideas.

② Using common ideas to sell products is as old as advertising itself.

③ Modern ads must stand out to make themselves attractive

Paragraph 4:

① Some advertisers want to create something that has never been seen before.

② N ew and unusual ideas often appear in today’s top advertisements.

③ Advertisers look for other ways to make people notice their products.

Paragraph 5:

① Not all advertising is about selling products.

② The government has worked hard at using ads to educate the public.

③ Public ads have helped to increase public knowledge.

Show the multiple choices on the screen.

Step ⅢPractice

1.Show some short advertising videos and ask them what they find in them?

2.Work in groups of four to design an advert.

The students are encouraged to give their own designs. Say: Let’s see whose design is the most popular.

Step ⅣLanguage Points

1. likely 意：很有可能为一表语形容词，其构成的语句表达为：It is likely to do sth.或It is likely for sb. to do sth或sb. is likely to do sth.当然也可为：It is likely that-clause.

It is likely to rain this afternoon.

It's likely for us to win the match.

He is likely to kill time by playing chess.

It is likely that the house needs a good painting.

He’s very likely to be late for class.

2. hold the attention of sb. 或hold sb’s a ttention 意：吸引某人注意；将注意力集中于

Their funny acting could not hold the attention of those foreigners.

The new cartoons may hold the attention of children.

In class everyone should hold his attention of what the teacher says.

3. consist of : be made up of

All computers consist of five units although they are of different kinds.

According to the theory of atoms all elements consist of atoms.

4.stand out①坚持

They stood out till victory. 他们坚持到胜利。

②引人注目,脱颖而出

Ling Tao stood out in a group interview. 林涛在集体面试中脱颖而出。

Compared to the others, her talents stand out. 和其他那些人比起来，她的才能很突出。

5.full of为一形容词短语，在句中可作表语和定语。如：

The night sky was full of stars.

She is expecting to live a life full of love.

6. no matter + wh- / how …结构引导让步状语从句

You should try to get a good night’s sleep no matter how much work you have to do.

No matter how hard she tried to explain, nobody trusted her.

It has been the same result, no matter which way you do it.

7. aim to do sth / aim at doing sth. 致力于做某事；打算；以...为目标

We should aim at doing something useful to the society.

We aim to produce superior goods, not large quantities.

我们的目标是生产优质产品，而不是追求数量。

8. work hard at在……努力工作(或学习)

He found it necessary to work hard at English.

If I can become a reporter for your magazine, I will work very hard at it.

Step V Read to learn

Do Ex.3. Read the text and answer the following questions.

Answers: 1. They work for products that people need and when there is not much competition.

2. Because people are used to seeing high standards of visual design.

3.They use humor, surprise and new and unusual ideas in modern advertisements.

4.The government has worked hard at using public advertisements to educate the

public on

fighting AIDS, saving water, helping the poor, giving up smoking, etc.

Step VI Voice Your Opinion

Work on Ex.4. Ask:

Do you think advertising actually works?

Have you ever bought anything because you liked the idea promoted in the advertisement?

(various ansers. Note: If time doesn’t permit, this step can be omitted.)

Step VII Summary

(Teacher’s presentation)Throught the whole passage we’ve learnt the de velopment of advertisement. During the course of it, we know the classical advertisement was simple for people to know. But in today’s world, a good advertisement not only needs detailed information for customers to know but also modern techniques are required to attract their attention.In this case, making an advertisement full of knowledge and amusements may be equal to the sale of products. Therefor, in order to win the market at home and abroard, companies must ensure of good quality and good service

Step VIII Vocabulary

Do Ex.5 Find these words in the text and match them with the most suitable definitions. ( referring to P27.)

Step IX Grammar

(Teacher’s presentation) What is the gerund? It is an expression of the non-predicate

verb whose form is “-i ng”. It characterizes both a noun and an adverb. If the “-ing” form is used as the subject or the object, as well as sometimes a single one as the attributive, it is the gerund. For example,

Sharing one room with a man like him really brings me into embrassment.

Someone suggested having a discussion about the matter.

There’s a writing table on the corner.

Do the exercises 6, 7, 8, 9, 10 with the whole class.

Step X Homework

Go and find advertisements, especially English ones, around you. Think about how they are designed according to what we have learned.