高中英语 Unit11 lesson3 The advertising game课件 北师大版必修4
M• Products are sometimes linked
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something that has never been seen before. M• New and unusual ideas often appear in today’s top advertisements. B• Advertisers look for other ways to make people notice their products.
N• Some advertisers want to create
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selling products. N• The government has worked hard at using ads to educate the public. M• Public ads have helped to increase public knowledge.
like names or locations.
B: too broad M: main idea N: too narrow
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M• Ads are made visually attractive
to hold the attention of the public. N• Some ads have pictures that people enjoy looking at.
Unit 11 Lesson 3 The advertising game
I like…
advertisements
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The advertising game
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B• What is an advertisement? M• An ad may give direct information
B • Not Байду номын сангаасll advertising is about
• There are many different kinds of advertisements. Some may give _________ direct information about the product; visually attractive to some are made __________ hold people’s attention; others use concepts like success and wealth. __________ Nowadays top advertisers prefer to use humour as well as new and _________ unusual ideas to surprise people. ___________ Public advertisements, however, focus on knowledge increasing public ____________.
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The advertising game
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• • • • • • • •
Just do it. 只管去做。（耐克） Ask for more. 渴望无限。（百事） The taste is great. 味道好极了。（雀巢咖啡） Good to the last drop． 滴滴香浓，意犹未尽 .（麦斯威尔咖啡）
Paragraph 3
with different concepts or ideas. N • Using common ideas to sell products is as old as advertising itself. B • Modern ads must stand out to make themselves attractive.
Thieves go to the beach too. Take care of your belongings. Help protect your island.
The Bible---- God’s road map for life.
We bite.
It’s show time!
Thank you!
英语：Unit11-lesson3-the-advertising-game课件(北师大版必修4)
• 6. For fifty years, she did her job without _c_o_m__p_l_a_i_n_i_n_g_. (complain).
A Gerund is used after a preposition.
3. A lot of money is spent on applying modern techniques.
4. Because of the advertising boom, people are used to seeing high standards of visual design.
citizens to participate in improving their neighbourhood, protecting the environment, and helping other people. 13. The government has worked hard at using advertisements to educate the public on fighting AIDS, saving water, helping the poor, giving up smoking.
A Gerund can be used
• to tell the use of a noun. • as subject. • after “Be”. • after a preposition.
A Gerund is used to tell the use of a noun.
高中英语unit11 lesson3 the advertising game教案(北师大版必修4)
Unit 11 The MediaLesson 3 The Advertising Game教案Objectives1.To read a text about advertisement development.2.To discuss advertising.Possible problemStudents may have problems with some verbs which need to use the –ing form as objects.Teaching ProcedureTask 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 approachi) 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 ofvisual 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 moderncities?Because people are used to seeing high standards of visual design.3) What ideas do today’s advertiser s 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.Exercises on page 27.Exercises on page70 & 71.。
Unit11Lesson3theadvertisinggame课件1(北师大版必修4)
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
7. Repeating old ideas is not a successful approach.
9. Using humor to surprise is important. 11. Not all advertising is about selling
prod2u020c/9/2t8s and services for a profit.
5. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas.
10. By doing this, they hope to make people forget that someone is trying to sell them something.
Unit 11 Lesson 3 the advertising game课件1（北师大版必修4）
Unit 11 Lesson 3 The advertising game
2020/9/28
New words
advertise (vt) ~ sth. advertise (vi) ~ for sth. advertisement (n) = ad advertisements (plur.) = ads adve202r0/9t/2i8 ser
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_高一英语(下)Unit11_Lesson3_The_Advertising_Game教案
授课内容:Unit 11, Lesson3 The Advertising GameLesson 3 The Advertising GameTeaching Aims and Requirements1. To learn about the development of advertisement2. To help to draw more attention to public ads and sense of social responsibility.3.To get students to design their own advertisementsTeaching 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 textTeaching 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 Methods:Teacher-student, individual, pairs, groupsTeaching Aids:computer, pictures, text-booksTeaching Procedures:Step Ⅰ Lead-in1. Greetings2. Tea cher plays a video and has Student s guess, “what product is the advertisement for?”3. Teacher demonstrates some advertising slogans and lets Students give Chinese for them.4. Teacher encourages Students to speak out the advertisements they have seen and where they have seen themStep Ⅱ Reading1.First-reading :Teacher asks Students to predict the general idea of the text.What does the passage talk about?A. The advantages and disadvantages of adsB. Different sorts of adsC. The development of advertisingD. The effect of ads on our lifeE. People’s attitude toward ads2.Second-reading: Get the main idea of each paragraph and match the headings with each paragraphPara 1 the classic ads1Para 2the public ads5Para 3modern ads3Para 4the top ads of today4Para 5the ads in the market23.Third-reading: Students read the whole text carefully to answer the questions in Ex. 3 on page 26.1. When does the simplest type of advertisement work?2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities?3. What ideas do today’s advertisers use to make you notice their products?4. What has the government done during the last decade?Answers:1.They work for products that people need when there is not much competition2.Because people are used to seeing high standards of visual design.3.They use humor as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something4.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, etcStep Ⅲ Voice Your OpinionHow do advertisements affect our daily life? Have you ever bought anything because you liked the idea promoted in the advertisement?Step IV Summary Through the whole passage we’ve learnt the development 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 no t 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. Therefore, in order to win the market at home and abroad, companies must ensure of good quality and good serviceStep VI HomeworkDescribe an advertisement you like.Step VII Blackboard design1.What does the passage talk about?A. The advantages and disadvantages of adsB. Different sorts of adsC. The development of advertisingD. The effect of ads on our lifeE. People’s attitude toward ads2. Get the main idea of each paragraph and match the headings with each paragraph Para 1 the classic ads1Para 2the public ads5Para 3modern ads3Para 4the top ads of today4Para 5the ads in the market23. Questions1. When does the simplest type of advertisement work?2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities?3. What ideas do today’s advertisers use to make you notice their products?4. What has the government done during the last decade?Answers:1.They work for products that people need when there is not much competition2.Because people are used to seeing high standards of visual design.3.They use humor as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something4.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。
高中英语unit11 lesson3 the advertising game课件 北师大版必修4
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.
Main idea
• The combination of design and new idea. • The new and general need of modern ad. • About classic ad • The reason of making people forget the existence of ad. • About the public ad.
• 3. They use humour as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.
A Gerund is used after a preposition.
3. A lot of money is spent on applying modern techniques. 4. Because of the advertising boom, people are used to seeing high standards of visual design. 5. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas. 10. By doing this, they hope to make people forget that someone is trying to sell them something.
2019-2020年高一英语 Unit11 Lesson3 The Advertising Game
2019-2020年高一英语 Unit11 Lesson3 The Advertising Game第一课时教案北师大版必修模块4教材分析本课是第11单元的第3课。
本课的语篇是一篇关于广告的文章The Advertising Game。
学生将在本课了解西方广告的构思、设计、影响及作用，并讨论广告对人们日常生活的影响。
学习有关广告的词汇，理解文章大意，使用略读、细读等阅读策略。
通过图片、录像等手段提高学生学习语言的兴趣，丰富课外知识，有助于获取文章内容信息，把握主旨大意。
本课的语法是动名词Gerunds。
学生对这一语法现象比较模糊，虽然经常在文章中见到，但对于动名词的用法不太熟悉。
要帮助学生能够在文章中辨别出动名词并且知道如何使用。
本课计划按两课时完成：第一课时重点是阅读文章（The Advertising Game）：1. 学生通过录像和广告语的图片了解广告的特点；2. 使用略读和细读等阅读策略，从文章中提取信息，处理信息；3. 利用文章中信息和掌握的知识谈论广告对人们日常生活的影响。
第二课时讲解语法Gerunds，在文章语找出动名词，并在语境中恰当地使用。
教学内容话题： The Advertising Game （广告游戏）词汇：重点词汇： likely, general, suitable, visual, fascinating, advertise, link, apply, aim, bine, attract, educate,相关词汇： contemporary, location brand, petition, budget, technique, approach, concept, citizen, purpose, society, decade短语：hold the attention of the public, make contributions to, participate in, protect the environment,语法：Gerunds （动名词）第一课时First Period教学目标在本课学习结束时，学生能够：1. 通过阅读，对广告的特点、设计、创意等有一些了解；2. 通过略读理解文章大意，概括段意；3. 提取、整理关于广告的相关信息；4. 谈论广告对人们日常生活的影响。
高中英语 Uint11 Lesson3 The Advertising Game教学案 北师大版必修
Lesson 3The Advertising Game【重点单词】：advertise,advertising,,suitable, ,approach, humour,contribution,citizen【教学重难点点】1、掌握说明文的阅读技巧 2、熟悉课文中有用的短语3、语法：动名词的用法【重难点句子】:见句子分析阅读理解【基本功：词汇补充学习】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。
2. link A to / with B 与……相联系The video was linked to a powerful puter. The Channel Tunnel links Britain with the rest of Europe.3：周报35期approach 、contribution、consist o、f stand out 用法【Reading 1：快速阅读】Read the text quickly and choose the right main idea of each paragraph Para1 A. What is an advertisement?B. An ad may give direct information like names or locations.Para2 A. Ads are made visually attractive to hold the attention of the public.B.Some ads have pictures that people enjoy looking at.Para3 A.Products are sometimes linked with different concepts or ideas.ing mon ideas to sell products is as old as advertising itself.C. Modern ads must stand out to make themselves attractive.Para 4 A.Some advertisers want to create something that has never been seen before.B.New and unusual ideas often appear in today’s top advertisements.C.Advertisers look for other ways to make people notice their products.Para5 A.Not all advertising is about selling products.B.The government has worked hard at using ads to educate the public.C.Public ads have helped to increase public knowledge.【Reading 2：快速阅读】Read the text again and fill out the form.【Reading 3：知识反馈】①True or False exercises.1. “Tsing Tao Beer” tells you 3 pieces of information so it is attractive.2. Advertisements must be attractive and creative.3. The purpose of all advertisements is to make customer spend money.4. Producing public advertisements mentioned in the text is free.5. The text inferred that advertisements are trying to sell you something makes customersbored.6. The purpose of advertisements is creating something that has never been seen before.7. Standing out your advertisements is not easy because people are used to high standardsof visual design.②分析句子1. For example, it could be “Shanghai Sewing Machine”, or “Tsing Tao Beer Corporation”, and you would know what the panies sell, where they are located, and the brand names2. 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.3. Modern advertisements must stand out in a world full of petition by bining the highest standards of design with ideas linked to the products to make them more attractive.4. They realise that it does 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.练习Ⅰ. 根据下列各句句意及所给单词的首字母或汉语提示，写出所缺单词的正确形式。
unit 11lesson 3 the advertising game
）
、钻石恒久远 一颗永留传
10.95% 410 2 、鹤舞白沙，我心飞翔 、中国平安 平安中国 、一品黄山 , 天高云淡
、真情付出，心灵交汇。 、 JUST DO IT 、天生强生的 、健康成就未来
1.Just do it. 只管去做。（耐克运动鞋) 2.A diamond lasts forever (De Bierres) 钻石恒久远，一颗永流传。（第比尔斯） 3. Take Toshiba, take the world. 拥有东芝，拥有世界。（东芝电子） 4.Good to the last drop． 滴滴香浓，意犹未尽。（麦斯威尔咖啡）
3.What ideas do today’s advertisers use to make you notice their products?
They use humor as well as new and unusual ideas to surprise people. They hope to make people forget that someone is trying to sell them something.
1.Just do it. 只管去做。（耐克运动鞋)
2.A diamond lasts forever (De Bierres) 钻 石 恒 久 远 ， 一 颗 永 流 传 。 （ 第 比 尔 斯 ）
Read the passage again and finish exercise 5 and 8 on page 27
Thank you.
1. Good to the last drop． 1. 滴滴香浓，意犹未尽。(麦斯威尔咖啡) 2. Obey your thirst． 服从你的渴望。(雪碧) 3.The following are some well-known 3. Poetry in motion, dancing close to 动态的诗，向我舞近。(丰田汽车) me． slogans (广告词). Guess what they sell. 4. Take TOSHIBA, take the world. 拥有东芝，拥有世界。(东芝电子) 4.
英语Unit11lesson3theadvertisinggame北师大版必修
• 4. What has the government done during the last decade?
• 1. It works when we only want to find information about certain products.
• 1. When does the simplest type of advertisement work? (It works when…)
• 2. Why are modern techniques of design not enough for advertisements to be noticed in modern cities?
A Gerund is used after a preposition.
3. A lot of money is spent on applying modern techniques.
4. Because of the advertising boom, people are used to seeing high standards of visual design.
theБайду номын сангаасpresent time 12.consist of --- contain 13.suitable --- right for something
Main idea
• The combination of design and new idea.
• The new and general need of modern ad.