北师大高中英语M4-Unit11-Lesson3-The-Advertising-Game教学设计
北师大版高中英语必修四 - Unit11 Lesson 3 The Advertising Ga
A Teaching Plan for L3 The Advertising GameUnit 11The Media, Module 4(高中新课标北师版必修模块4)Teaching aims of the lesson:●Students are to figure out the structure and understand the content of the article with the aid ofMind Mapping method.●Students are to get familiar with the reasoning process of the article.●Students are to retell the article by means of Mind Mapping method.●Students are to expand their thoughts by means of Mind Mapping method.Language difficulties to deal with concern the following sentence patterns.●The classic advertisement is one that….●However, this kind of advertising might not be suitable when there are … in direct competitionwith … in the market place.●In such situations, ….●However, even this is often not enough to….●Modern advertisements must stand out in … by combining … with … to make them moreattractive.●They use the concept of … to ….●Other common ideas include ….●For many …, (doing sth.) is not a successful approach.●They realize that it does not matter …. ---- most people know ….●By doing this, they hope to make ….●Some contemporary advertisements mainly aim to ….●There are public advertisements which encourage … to ….●Over the last decade, … has worked hard at using advertisement to educate … on ….Mind-mapping method is an effective way to use radiant thinking to maximize people’s brain’s untapped potential. As Tony Buzan and Barry Buzan (1993) shows in “The Mind Map Book”, with the aid of vivid diagrams and exciting, easy-to-follow exercise, you can mirror andmagnify your brain’s pattern of perception and association in the way you learn, think, and create … and have it serve as the tool you need to succeed in business as well as in school, in the studio, in sports, in your love life and other relationships, quickly master the right way to take notes, organize a speech, a writing assignment, a report, and join with others to pool thinking productively, memorize a mammoth amount of data, free your ideas to grow and expand constantly in depth and dimension.We believe that the employment of mind-mapping method in the teaching process will help with students’ cognitive elaboration. Different from the traditional modularized skimming-scanning pattern, the further elaboration of the reading material is to magnify students’ brains’ pattern of perception and have more association in the way they learn, think, and create. Rather than stop at the apperceived input stage, the mind-mapping method enable the students to go deeper into comprehended input and intake stages of the learning target, which leads to better integration and output of the learning process.In this period, mind-mapping method is a relatively new teaching approach, which was only introduced to the students a few days before. In spite of that, we think it valuable to have a try in encouraging them to explore the power of mind map and see where it will get us. Of course, Rome is not built in a day. Therefore, more regular training is required in future teaching to achieve the aim of maximizing students’ potential.Teaching & learning approach:The Mind-mapping methodTeaching procedures:I. Activating1. A video is shown to the students to arouse their interest and further thinking of the art of advertising.“I think marketing at its core is story telling.” ---- panelist Raymond Braun (LGBT marketing lead for Google and YouTube)“Advertising is an opportunity to communicate your values.” “It’s not Gap talking to the world; it’s about having a dialogue. So having that conversation from the get-go is how you decide what your advertising needs to be.” ---- Rachel Tipograph (a former Gap marketing executive and now founder and CEO of TIPO Entertainment)2. Reviewing the structure of the text: the development of advertisementBased on the previous general reading, students are to review the linear structure of the text ----a ladder climbing process.In this procedure, the previous input and apperceived input knowledge of the text is to beactivated under the guide of the teacher by reminding students of the layout and key points of the text.3. Identifying the logic of the content: How does the writer develop the main idea?Students are to figure out the reasoning process in each paragraph, especially to find out the common features. The idea in each part is developed by the following pattern: Describing a phenomenon → Identifying problems → Analyzing the problems → Providing solutions.In this procedure, the language cognitive process goes from input and apperceived input stages into comprehended input stage, which helps students to generalize the logical order of each paragraph and get familiar with the reasoning process in an expository essay.II. Constructing1. Self-constructingSince whole class response does not ensure full participation of thinking, more time is to be given for students to comprehend and intake what we’ve just gone through. Therefore, at this point, students are to re-read the text with the aid of mind maps they’ve drawn respectively and associate the facts about advertising game. Later, they’ll be required to talk about the ideas conveyed in the text to their partners only by referring to their own mind map.This process involves comprehensive input and intake of knowledge, during which the skill focus is getting prepared to shift from receptive skill to productive skill for the next step. However, it is worth mentioning that in this procedure, students will naturally focus more on the ideas rather than the accuracy of language forms, as Gass and Selinker point out that learners process input for meaning before form.Despite of that, key sentence patterns from the text will still be provided as the language support for the self-constructing process. Hopefully, students will gradually be aware of the inaccuracy of their language output and improve it bit by bit.2. Re-constructingStudents are to retell the passage by referring to their own mind map. The ideas in the text are conveyed using the key sentence patterns as well as new words and expressions. In this procedure, students are to share their thinking pattern and learn from each other with the aid of the visualized mind map.In the meantime, the knowledge intake goes to integration stage while their productive skill is to be practiced in this period. However, all the above procedures are mainly about following the train of thought in the passage, which is not a very creative output in terms of language learning.3. PresentingA few students are to present their work in class, accompanied by the teacher’s comments and recognition.III. Expanding1. Pushing forwardSince the article was written at least 10 years before, there must be some further development in the last decade. What do you think it is?A short video from Ted is to be shown here so as to provoke students’ further thinking about advertising game – the new communication in the present-day market place.2. Expanding furtherStudents are to expand the thoughts based on the first draft of mind map and continue to write a paragraph as a follow-up part of the passage. Ideas are to be presented in the same logic pattern as the previous paragraphs to achieve consistency.3. SharingStudents share their work in class – both the new paragraph and the related mind map.4. PresentingStudents’ works are to be presented in class if time permits, followed by teacher’s recognition, especially the ones with insightful thoughts about the advertising game.IV. ConcludingAs homework assignment, students are to polish their writing work and the mind map to make it a more effective learning process in terms of taking in new knowledge and encouraging radiant thinking.。
北师大版高中英语必修四Unit 11《Lesson 3 The Advertising Game》教案 3
Unit 11 THE MEDIALesson 3 The Advertising Game教学设计Objectives:1.To read a text about advertisement development.2.To discuss advertising.Possible problem:Students may have problems with some verbs which need to use the –ing form as objects. Teaching Procedure:Task one: Discussion1.Can you think of some adverts you have seen? Where have you seen them? (with pictures)2.Word corner: match the words in the box with the correct advertisements. (with pictures) (Jeweller’s, baker, airline, cinema, gym)3.Do you think advertisement will mislead you to believe that a product is better than it really is?4.What do you think of the design of nowadays advertisements?Task two: Pre-readingLook at some words that exist in the text and match them with the most suitable definitions according to Chinese meanings in vocabulary.a) traditional, typical classicb) company corporationc) right for something suitabled) contain consist ofe) plan of how money should be spent. budgetf) rapid increase boomg) idea concepth) method approach- 1 -i) belonging to the present time contemporaryj) area around where you live neighborhoodTask three: Reading1.Read the text quickly and decided the sentences are T of F.1) “Tsing Dao Beer” tells you 3 pieces of information so it is attractive. (F)2) Advertisement must be attractive and creative. (T)3) The purpose of all advertisement is to make customers spend money. (F)4) Producing public advertisement mentioned in the text is free. (F)5) The purpose of advertisement is creating something that has never been seen before. (F)6) Standing out your advertisements is not easy because people are used to high standards of visual design. (T)2.Read the text again and answer questions.1) When does the simplest type of advertisement work?They works when there is not much competition.2) Why are modern techniques of design not enough for advertisements to be noticed in modern cities?Because people are used to seeing high standards of visual design.3) What ideas do today’s adve rtisers use to make you notice their products?New and unusual ideas, humor.4) What has the government done during the last decade?Public advertisementsTask four: Post ReadingWatch four public advertisements and discuss their good points.Task five: HomeworkExercises on page 27.Exercises on page70 & 71.- 2 -。
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 GameTeaching Aims and Requirements1. To learn about the developmen of advertisement2. To help to draw more attention to public ads and sense of social responsibility.3.To get students to design their own advertisements4. To learn and practise –ing formTeaching Modes: Teacher-student, individual, pairs, groupsTeaching Importance:1. To make clear to the students the contents and the structure of the text2. To enable the students to get the main idea of the text3. To learn and practise –ing formTeaching Difficulties:1. To get the students to design their own advertisements2. To make clear to the students the contents and the structure of the text. Teaching Aids: computer, pictures, text-booksTeaching Procedures:Step Ⅰ Leading-in1. Greetings and free talk2. 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 ⅡReading1. 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 advertisementParagraph 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 attractiveParagraph 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 ⅢPractice1.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 Points1. 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 ofAll 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。
北师大英语必修4unit 11Lesson3 The Advertising Game (共48张PPT)
Language points
1. sb. /sth. be likely to do . = It is likely that 有可能, 有希望的
Tickets are likely to be expensive. 入场券可能很贵。 It is likely that the thieves don’t know how much it is worth. 盗贼很可能不知道此物的价值。
encourage _c_i_ti_z_e_n_s_ to _p_a_r_ti_c_ip_a_t_e_ in improving their neighbourhood, protecting the environment, and helping other people
the public ads mparkoeteccotntthreibeuntvioirnosntmo esnoct iety
high standards of visual design. T
Read the text and complete the table.
Paragraph 1 the classic ads
subject
aim
the classic ads
give information about finding _ce_r_t_a_in__ _p_r_o_d_u_c_ts__
3. the business of encouraging people to buy
goods by means of ads
_a_d_v_e_r_t_i_s_in_g__
4. the person who makes ads _a_d__v_e_r_t_is_e__r_
北师版必修四 Unit11 lesson3 The advertising game ppt 课件
6. approach --- method 7. boom --- rapid increase 8. budget --- plan of how money should be spent 9. classic --- traditional, typical 10.concept --- idea 11.contemporary --- belonging to the present time 12.consist of --- contain 13.suitable --- right for something
Unit 11 Lesson 3 The advertising game
New words
advertise (vt) (vt) advertise (vi) ~ sth. sth. ~ for sth. sth.
advertisement (n) = ad advertisements (plur.) = ads (plur.) advertiser
Homework
Please read the text several times and try to retell the content.
A Gerund is used after “Be”.
8. The main purpose of the advertisement is making customers spend money. 10. By doing this, they hope to make people forget that someone is trying to sell them something.
A Gerund is used after a preposition.
北师大版高中英语必修四Unit11Lesson3TheAdvertisingGame
Unit 11 The MediaLeSS On 3 The AdVertiS ing 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。
【附录一】Lesson3.The Advertising GameThe 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 Corporatio”n,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 budget，s 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 linkedto 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. Othercommon ideas include happiness，wealth and success.In fact，inthe world of advertisements，such content is as old asadvertising itself. For many of today 's advertisers，repeatingold ideas is not a successful approach. They realize that it dosenot 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 foreveryone.【附录二】LOgO LiSt。
北师大版高中英语必修四Unit 11《Lesson 3 The Advertising Game》课件 2
考点4
stand out 突出，显眼
Modern advertisements must stand out in a world full of competition by combining the highest standards of 教材 design with ideas linked to the products to make them 原句 more attractive. 现代的广告必须把最高水平的设计和产品理念相结合， 以增强吸引力，这样才能在激烈的竞争中胜出。
Christmas is approaching. 圣诞节快到了。
返回
[归纳拓展]
the approach to ...
……的入口，……的方法
with the approach of ...
随着……的临近
make an approach to sth. 对……进行探讨
make an approach to sb. 接近某人，与某人接洽
返回
[多角度演练] 句型转换 ①Our class is made up of 50 students. →Our class consists of 50 students. ②His success consists in his diligence. →His success is consistent in his diligence.
返回
2．完成句子
⑤He approached me about borrowing (找我借)some
money. ⑥Are you good at making approaches to
(与……打
交道)strangers?
北师大版高中英语必修四Unit 11《Lesson 3 The Advertising Game》课件 1
a) traditional, typical
classic
b) company
corporation
by combining the highest standards of …是“by+动名词短语”，做状语表 示方式。 linked to the products是过去分词短语做 定语，修饰idea。 to make them mo全r品e高考a网ttractive表示目的。
stand out 显眼；引人注目；脱颖而出 She stands out in the crowd, for she is two meters in height. His height makes him stand out in the crowd. Our daughter is a great dancer, she stands out above the rest.
c) right for something
suitable
d) contain
consist of
e) plan of how money should be spent. budget
f) rapid increase
boom
g) idea
concept
h) method
approach
i) belonging to the present time
Public advertisements, such as giving up smoking, saving water, helping the poor, fighting aids.
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北师大高中英语M4-Unit11-Lesson3-The-Adver tising-Game教学设计1. Title: M4 Unit11 Lesson3 <The Advertising Game>General introduction：This lesson is taken from a book of New Senior English for China byBeijing Normal University. This lesson is about the reading part. By learning this passage, the studentscan master some language points and reading skills, well as some right life guides.2.Teaching aims and demands(1).knowledge objects1).Vocabulary: advertise, classic, certain, sew, beer, corporation, brand, suitable,advertiser, budget, visually, boom, visual, concept, approach, humor, contemporary, contribution, citizen, niece, nephew.2).Phrase: stand out, consist of, in direct competition with, consist of, linked to,be linked with, aim to, participate in,3).grammar: Gegunds as a subject/verb/preposition/noun(2).Ability objects1).Listening skills ：understand what the teacher is saying, listen to the tape afterclass..2).Reading skills ：general understanding，detail information3).Speaking skills：use the new expressions to talk about Ads in your daily life.4).writing skills：write a short passage about your opinions on Ads with newexpressions learned.(3).emotion objectsAds help us know more about the products, but there are also cheats in ads. Weshould observe carefully about ads before buy the goods. We should watch morepublic advertisements ,participate in improving our neighbourhood, protect the environment, and help other people..3 .Teaching keys and difficultiesGegunds as a subject/verb/preposition/noun4 .Teaching methods(1).Fast reading(2).Detailed reading(3).explaining(4).Task based group discussion5.Teaching aidscomputer ,overhead projector, PPT6. Course numberWe will finish this lesson in 3 classes. This is the reading class.7.Teaching proceduresGeneral introduction: Step1 is for lead-in. Step2, 3 is for reading and listening skills objectives; Step4 is for knowledge objectives; Step5 is for speaking skills objectives and emotion objectives; Step6, 7 is for consolidation of new knowledge and practice students’ writing skills. Thus we can meet all the teaching demands. Step1 Greetings. Revision and smoothly start the new lesson (2 minutes)Step2 Fast-reading and search for the answer for "T"or"F" questions ,general understanding. (8minutes) ”modern advertisements were made to make people forget that someone is trying to sell them something. T or F?””Not all ads are trying to sell people products or services. T or F?”Step3 Detailed reading and look for the information needed . The ability to get detail information. (9minutes) “What ideas do today’s advertisers use to make you notice their products?””What has the government done during the last dacade?”Step4 Explain difficult sentences and use of new phrases in detail under the help of some teaching equipments.(10minutes)Step5 Task-based discussion(10minutes)Work in groups of four, choose one advertisement you know and describe it. Use some of the words and phrases learned today.Step6 Summary of the lesson with related exercises. Mention the emotional objects.(5minutes)Step7 Homework（1minute）say bye.(1).Do exercise 8,9,10 in the exercise book. This is used to make the students havea further understanding of new words and new grammars.(2).write a short passage about what is the right thing to do on the topic discussed today.(at least 100 words)8.Blackboard designIn order to make the blackboard design clearly and neatly, I will divide the blackboard into three parts. On the left, I’ll write teaching aims; in the middle of the blackboard, there should be important and difficult language points, and onthe right, I will write the summary of this whole class.Vocabulary, phrase, grammar Gegunds as a subject/verb /preposition/nounExamples andanalysisSummary withpractice onteachingpoints.Reading ,speaking,writing,listeningCulture andlife guidesName：Hu RonghuaDate：2012.5.12导学案Lesson 3 The Advertising Game 编写人：王海斌审稿：高一英语组本课目标：掌握单词和词组细读课文理解广告的作用及实质了解并学习动名词Step 1 DiscussionThe advantages of ads _______________________________The disadvantages of ads ____________________________Step 2 Lead-inWe can see ads everywhere. What kinds of ads do like most? Why?__________________________________Step 3 ReadingRead the text and answer the questions in item 3 on page 26Step 4 Word learning写出意思对应的单词1 Way of dealing with a person or thing ____________2 Praise something publicly in order to encourage people to buy or use it__________3 Plan of how money will be spent over a period of time ,inrelation to the amount of money available_________4 having a high quality that is recognized andunquestioned;of lasting value and importance__________________5 modern;of the present time ____________6 action of contributing;thing contributed __________7 idea;general belief _______8 right or appropriate for a purpose an occasion_________9 concerned with or used in seeing ________Language points:(2)certain adj 某种，某些；确定的，无疑的；确信的，深信的He didn’t come for a certain reason. 为了某种原因他没来。