Focus-on-listeningPPT课件
Unit 9 Teaching listening 英语教学法课件
Aims for having Pre-listening activities
(Textbook, P144)
Pre-listening activities
➢ Discuss a relevant picture ➢ Discuss relevant experiences ➢ Associate ideas with the topic ➢ Associate vocabulary with the topic ➢ Predict information about the topic ➢ Write questiprocess of comprehension begins with the message received, which is analyzed at successive levels of sounds, words, clauses, and sentences, until the intended meaning is arrived at. Comprehension is thus viewed as a process of decoding.
This set of expectations is generated from the situation, from knowledge of a world populated by adults and children and typical interactions between them.
Top-down processing refers to the use of background knowledge in understanding the meaning of a message.
高中英语(北师大)选择性必修三 Unit 6 Listening workshop 课件
高中英语(北师大)选择性必修三 Unit 6Listening workshop 课件Unit 6 Listening WorkshopIn this unit, we will focus on the Listening skills required for the high school English course at Beijing Normal University.Listening Skills in Unit 6:1. Identifying main ideas and detailsWhen listening to the audio, pay close attention to the main ideas and details presented. Take notes or underline key points to help you better understand the content.2. Understanding specific informationDuring the listening exercises, be prepared to gather specific information from the audio. This could be in the form of numbers, names, dates, or any other relevant details. Train yourself to listen carefully for these specific pieces of information.3. Inferring meaning from contextSometimes, the speaker may use unfamiliar words or phrases. Use context clues surrounding the word or phrase to infer its meaning. Pay attention to the tone of voice, surrounding words, and overall context to make accurate inferences.4. Recognizing speaker's attitude and purposeThe speaker's attitude and purpose can greatly impact the meaning and tone of the audio. Listen for cues in their voice, such as intonation or emphasis, to understand their attitude. Similarly, pay attention to the overall message to determine the speaker's purpose.5. Predicting contentBefore listening to the audio, take a moment to predict the general content or topic of the audio. This helps to activate prior knowledge and set expectations. Throughout the listening exercise, adjust and refine your predictions based on the information you hear.6. Inference and deductionListening often requires making inferences and deductions based on the information provided. Practice using the information you hear, combined with your own background knowledge, to draw conclusions and make logical deductions.7. Note-takingTaking effective notes is crucial for retaining information from listening activities. Develop your own system of abbreviations, symbols, and keywords to capture main ideas and supporting details.8. Reviewing and summarizingAfter listening to the audio, take a moment to review and summarize what you have heard. This helps consolidate your understanding and allows you to recall the information more effectively.Remember to practice these listening skills regularly to improve your overall listening comprehension. Use a variety of authentic listening materials, such as podcasts, news broadcasts, and interviews, to challenge yourself and expand your abilities.By honing your listening skills, you will not only excel in the high school English course but also enhance your ability to communicate effectively in the English language. Good luck in your studies!。
新英语四级考试CET-4听力讲座PPT课件
Before listening to the passage, quickly review the choices to get a sense of what the options are and what the question is asking.
CET-4 Lisew of Listening Examination • Listening skills explanation • Analysis of listening material types • Listening exam strategies and suggestions
Use context clues
Use contextual clues provided by the listening passage to help you fill in the blanks correctly.
03
Analysis of listening material types
04
Listening exam strategies and
suggestions
basic strategies
Understand the question types
Before the exam, make sure you understand the types of questions you will encounter in the listening section. This will help you to approach each question with the right strategy.
News reporting
Focus-on-Vocabulary-PPT课件
• 4. It can be isolated.
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3
II.The content of vocabulary instruction
• 1. meaning: • 2. word use: • 3. word information • 4. word grammar: • 5. vocabulary learning strategies
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7
V. Teaching of vocabulary
• 1. presentation 1) What to present 2) techniques to apply
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8
V. Teaching of vocabulary
• 2.More techniques 1 ) word-web 2 ) information-gap 3 )vocabulary discovery
1) The use of context 2) The use of prefix and suffixes 3) The use of image 4) Classification or grouping 5) Translation 6) Mnemonic devices 7) Loci 8) Word families
English Language teaching Methodology
英语教学法
Unit 8 Focus on Vocabulary
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1
Unit 8 Focus on Vocabulary
• Objectives:
unit 1大学英语视听说课件第一册
Section One
Dialogue 4 A) He has no idea about it. B) He’s quite interested in it. C) He enjoys it. D) He doesn’t like it.
Intensive Listening
√
B) David’s teacher. D) David’s friend.
4. How long has David played soccer? A) One year. B) Few years. C) Two years. D) Many years.
√
good5. Why do they have to say good-bye to Miss Smith? A) Because they will have a party. B) Because they will have a soccer match. C) Because they will attend a class. D) Because they will watch a play.
Book 1 – Unit 1
Section One
Dialogue 2
Intensive Listening
√
A) Interesting. C) All right.
B) Uninteresting. D) Too bad.
M: How's life, Kate? All right? W: Yes, not too bad, thanks. I’m a bit fed up with （厌倦） revising though. Are you? Question: How does the woman think of her life?
focus on listening 教学ppt
Activating vocabulary
While-listening activities
Applying their listening strategies Predicting listening materials’ content Listening for specific pieces of information
The important change in women’s life-pattern has only recently begun to have its full effect on women’s economic position. Even a few years ago most girls left school at the first opportunity, and most of them took a full-time job. However, when they married, they usually left work at once and never returned to it. Today the school-leaving age is sixteen, many girls stay at school after that age, and though women tend to marry younger, more married women stay at work at least until shortly before their first child is born. Very many more afterwards return to full-time or part-time work. Such changes have led to a new relationship in marriage, with the husband accepting a greater share of the duties and satisfactions of family life and with both husband and wife sharing more equally in providing the money, and running the home, according to the abilities and interests of each of them.
Listening1-课件
Listening in Different Contexts
Discover how listening skills vary across various contexts and situations. Explore the importance of effective listening in business, academic, and cross-cultural settings.
Learn to navigate cultural differences and adapt your listening skills to diverse cultural contexts.
Listening for Academic Purposes
Develop strategies to enhance your listening skills in academic settings, such as lectures, presentations, and discussions.
Discover various assessment tools and techniques to evaluate your listening proficiency accurately.
Conclusion and Recap
Summarize the key takeaways from the presentation and reiterate the importance of developing strong listening skills. Provide a final call to action for further practice and improvement.
《高级商务英语听说》学习指南
《高级商务英语听说》教学大纲考核：将平时考核、期中考试和期末考试结合起来进行综合考核。
各项考核所占比例分布如下：平时考核, 占20％，主要通过出勤、发言、小测验和参与讨论的情况进行评判；期中考试，占30％，采取小组英语口试或话题展示(Topic presentation)进行；期末考试，占50％，采取平行班统一闭卷听力考试形式进行。
教学目的：《高级商务英语听说》课是一门将英语听说技能与商务知识相结合的商务英语选修课程。
授课对象为二、三年级本科学生。
课程在多媒体教室进行，授课语言为英语。
教学目的是提升学生在综合商务环境下应用语言的能力即商务表达能力。
教学流程和方法为：收听和观看与本课题目相关的新闻、报道、采访和专题报道；随堂做各种类型的听力测试题；通过阅读和讨论某商务话题，熟悉并掌握商务英语专业词汇；通过参与课堂的讨论、展示、对话等活动学习用英语表达自己。
教学模式是任务与策略相结合，通过听和说与经贸金融知识和其它商业相关的内容，让学生在教师的指导下进行商务语言情景下的听说语言操练, 使听说语言能力和商贸专业知识有机地结合起来。
第一课全球化趋势【教学目的和要求】Teaching Objectives:1.In this unit students will learn words and expressions related to globalization trendand WTO..2.Students will be able to argue either in favor of or against globalization or WTO.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingWTO Agrees to a New Round of Trade TalksLoose-leaf selective listeningPart A Business NewsExercise 1, 2Part B Who Benefits from GlobalizationExercise 1, 2Part C G20 Leaders Promise Measures to Fight Global RecessionExercise 1, 2Acting outExercise 1, 2【重点和难点】I．Notice expressions related to globalization and how people perceive it. Globalization: economic integration, anti-globalization, market access, improved investment climatePeople’s perception:Pros:Globalization indeed helps reduce poverty and inequality;Significant decrease in the number of the world’s extreme poor since 1980;Views of globalization are distinctly more positive in low-income countries than in rich ones;Developing country people blamed their local governments, not globalization, for their country’s ills.Cons:Globalization has been received with great distrust;Anti-globalization activists argue that global economic integration favors the already wealthy while hurting the poor from developing nations;II．Please first write down the following words on the blackboard or computer. Then ask students to listen for sentences with these words in them. You ask them to listen two times and see who has caught more sentences.1.indeed-- globalization indeed helps reduce poverty and inequality.2.favors-- Global economic integration favors the already wealthy while hurting thepoor from developing nations.3.more positive…than--views of globalization are distinctly more positive inlow-income countries than in rich ones.pared to--in Sub-Saharan Africa 75% of households thought that multinationalcorporations had a positive influence on their country, compared to only 54% in rich countries.5.Of the--Of the 38,000 people in 44 nations surveyed, those in the developingworld generally blamed their local governments, not globalization, for their country’s ills.6.no ground for-- There is, however, no ground for complacency.7.take…attitude--He hoped all WTO members would take a "flexible" and"pragmatic" attitude in talks.8.consultations on-- It seems the trade ministers have had serious consultations onthe DDA (Doha Development Agenda) issues.d after-- The Doha Development Agenda refers to the WTO talks namedafter the Qatari capital of Doha.10.make compromises and concessions-- So we have to be flexible and pragmatic,and give necessary consideration to the concerns of other parties, includingmaking compromises and concessions when the situation so warrants." III．Please first write down the following words on the blackboard or computer. Then ask students to listen for sentences with these words in them. You ask them to listen two times and see who has caught more sentences.1.worldwide poll-- A recent worldwide poll may have come as a shock to somepeople.2.what was striking-- But what was striking in the survey is that views ofglobalization are distinctly more positive in low-income countries than in rich ones.3.respectively-- The figures for "very good" stood at 56% and 64%, respectively.4.far more likely-- Sub-Saharan Africa (56%) were far more likely to findintegration "very good."5.have bad effect on-- a significant minority (27% of households) in rich countriesthought that "globalization has a bad effect on my country.6.nearly as positive-- Views of the effects of the WTO, World Bank, and IMF ontheir country were nearly as positive in Africa (72%).7.respondents-- only 28% of respondents in Africa thought that anti-globalizationprotestors had a positive effect on their country.第二课国际贸易热点问题【教学目的和要求】Teaching Objectives:1．In this unit students will learn words and expressions related to international trade..2．Students will be able to talk about the hot issues related to international trade such as trade relations, trade deficit, trade barriers, and trade disputes.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingWhat is International Trade?Loose-leaf selective listeningPart A Business NewsExercise 1, 2Part B Central Bank Governor on RMB Exchange RateExercise 1, 2Part C The Future of Fair TradeExercise 1, 2Acting outExercise 1, 2【重点和难点】I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.to be subject to -- China has been subject to increasing foreign anti-dumping,anti-subsidy, protection measures and special safeguard investigations since its entry into the World Trade Organization.2.consecutive -- China has suffered the most in anti-dumping investigation in theworld for nine consecutive years.3.to launch -- Starting from 1979 to the end of September 2004, 34 countries andregions launched altogether 665 disputes of anti-dumping, anti-subsidy protection measures and special safeguard investigations against Chinese products4.to suffer a loss -- Because of this China suffered a tremendous economic lossvalued at US$19.1 billion in terms of foreign trade.5.to resolve a dispute -- A second round of negotiations between China and theUnited States aimed at resolving a dispute over textile trade broke down Thursday.6.to consult with -- We will be consulting with the Chinese over the next few dayson the date and location of the next round.7.to surge -- U.S. manufacturers say Chinese clothing imports, which have surgedafter a worldwide quota system expired on Jan. 1, are costing them profits and jobs.8.to be sensitive -- The dispute is especially sensitive amid rising Americanfrustration at the country's soaring trade deficit with China, which reached a record $162 billion last year.II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.to come into existence -- China's current unified, managed floating exchange rateregime based on market supply and demand of foreign exchange came into existence in 1994.2.to appreciate -- Between 1994 and 1997, the exchange rate of the RMB againstthe US dollar appreciated from 8.7 1, reflecting the feature of a managed float regime.3.floating band -- At the end of 1997, at the request of neighboring economies andinternational institutions, China substantially narrowed the floating band of the RMB exchange rate to help reduce the shock of the Asian financial crisis and dispel the fear of RMB devaluation.4.to pursue -- The Chinese government does not pursue trade surplus, but ratheraims at a rough overall balance in the current account.5.to be compatible with -- Since China recorded limited foreign reserves in the1990s, it was necessary to expand them to be compatible with the level of import and external debts.6.to entail -- It was not until the end of 2001 that China was accepted as a memberof WTO, which entailed a series of trade reforms.7.to turn out -- It turned out that while China's import in 2002 recorded a rapidexpansion, export also surged, resulting in a trade surplus of 30.4 billion US dollars.8.to relax restrictions -- In the five years following the accession to WTO, Chinawill continue to cut tariff and relax quantitative import restrictions.9.to surpass -- Since the beginning of this year, the growth of China's imports hasaccelerated, surpassing that of exports.10.to call for -- International trade theories and WTO spirit call for multilateral-tradebalance rather than bilateral trade balance.11.given -- Given the two countries' existing economic and trade structure, theUnited States would continue to have big trade deficit with China.12.to be attributable to -- The US trade deficit may be attributable to structuralimbalances and fiscal deficits in the United States rather than the RMB exchange rate.III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.as opposed to—CCTV Dialogue Program Hostess had invited a professorGertrude Hoffman from the London School of Economics to talk about free trade as opposed to fair trade.2.free access—Free trade allows free access to markets and market information.3.level playing field—The focus of free trade is on creating a level playing fieldbetween the trader and the producer with the idea of creating better market efficiency and higher profits.rmed—So that we have informed consumers who know what options are outthere.5.grow in popularity—I think that Fair Trade is already growing in popularity.6.mainstream—You will see a lot of products that are just appearing in themainstream as Fair Trade products because they are great products to sell and satisfy the requirements of being in the Fair Trade.第三课解读经济【教学目的和要求】Teaching Objectives1.Students will learn word and expressions related to various economic indication.2.Students will be able to use economic indicators to talk about economic situations.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingGreenspan’s Record: An Activist Unafraid to Depart from the RulesLoose-leaf selective listeningPart A Business NewsExercise 1, 2Part B Business Reports in Face of the Worst Financial CrisisExercise 1, 2Part C How to Be Exuberant and RationalExercise 1, 2Acting outExercise 1, 2【重点和难点】I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.dilemma-- Could the Bank of England face a similar policy dilemma to that of theEuropean Central Bank.2.stick-- Confronted by sticky consumer price inflation, the ECB has felt unable tocut interest rate for more than two years.3.threshold-- While welcoming the amendment in principle, many members of theStanding Committee of the 10th National People's Congress, China's top legislature called for the threshold to be raised even higher to benefit more low earners.4.levy-- A proposed amendment raising the threshold at which personal income islevied has met with a mixed response from national legislators in China.5.water down-- A group of small EU countries are seeking to water down some ofthe key proposals in G8 debt relief deal agreed last week by G8 leaders at Gleneangles, leaked documents have revealed.6.spike-- Crude oil prices hit a record 68 dollars a barrel after the US reported adecline in petrol stocks and China said its crude imports spiked in July, as strong demand on the mainland shows no signs of easing.7.hit-- On an inflation-adjusted basis, oil prices would need to hit about 90 dollars abarrel to match the highs of 25 years ago.II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.unveil – President Obama is unveiling his budget this week.2.deficit –The president wants to cut the federal deficit by half over the next fouryears.3.refinance – Sources say that the government will cut monthly mortgage payments,allow more borrowers to refinance their loans and give bankruptcy judges greater power to modify mortgages.4.worst-case scenario – GM says it’s now going to need a total of 30 billion dollarsin bailout money in the worst-case scenario.5.wrap up – Secretary of State Hillary Clinton is headed back home after wrappingup her first overseas trip as the top U.S. diplomat.6.fiscal disaster –State leaders are now warning of a fiscal disaster if lawmakerscan’t reach an agreement.7.up for sale – One of the most expensive addresses in New York is up for sale.8.bid for – This is a piece of real estate only billionaires can bid for.9.put brakes on –The worst economic crisis has put brakes on the expansion athome and made high quality brews in the U.S. market more competitive.10.overriding –Virtually every customer we talked pointed to one overridingconcern—too expensive..11.price conscious—In fact Starbucks is looking at new ways to appeal toprice-conscious consumers.II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.irrational exuberance -- In December 1996, when Alan Greenspan made hisfamous comment on the possibility of “irrational exuberance” in stock prices, the Dow Jones industrial average stood at 6,400.2.burst a bubble -- The Fed should not try to burst a bubble by raising interest ratewhen the outlook does not demand it.3.unsustainable surge -- Mr. Greenspan’s view is based partly on the difficulty, forcentral bankers, of spotting the difference between an unsustainable surge in prices based on speculation and a sustainable one based on fundamentals.4.core mandate -- If a market shift threatens the core mandate, its job is to deal withthe consequences.5.“mopping up” strategy-- Alan Blinder, the Princeton professor who is giving apaper on the Greenspan era at this week’s Jackson Hole symposium, calls this the Fed’s “mopping up” strategy.6.substantial economic contraction -- It is far from obvious that bubbles, even ifidentified early, can be pre-empted at lower cost than a substantial economic contraction and possible financial destabilization –the very outcomes we are seeking to avoid.7.froth -- Part of the next Fed chairman’s inheritance will be a housing market thatMr. Greenspan has said is showing signs of “froth” in a number of cities.8.sanguine -- Henry Kaufman, the Wall Street economist, believes the FOMC is toosanguine.9.consumption binge -- The Fed’s assurances that it will raise rates at a “measured”pace have contributed to a household debt-financed consumption binge and to speculative activity by investors.第四课消费者行为【教学目的和要求】Teaching Objectives:1．Students should learn vocabulary and basic concepts related to marketing and consumer behavior.2．Students will be able to talk about different consumer behavior and marketing practices.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingWhat is Consumer Behavior?Loose-leaf selective listeningPart A Business NewsExercise 1, 2Part B Global Slump Casts a Pall over ConsumersExercise 1, 2Part C Lifestyle Change – Fitness and HealthExercise 1, 2Acting outExercise 1, 2【重点和难点】I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1．to contract--He has contracted the habit of talking to himself.2．acute--an acute disease, an acute hospital3．There is a shortage of acute beds in the hospitals because of the unexpected outbreak of SARS.4．to take sth. for granted -- I take it for granted that we should build new roads. 5．trivial -- He sometimes puts the trivial above the important.6．to mislead sb. Into...-- Her friendly attitude misled us into thinking that we could trust her.II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.global slowdown –Squeezed by global slowdown, consumers and companies in countries that celebrate the Lunar New Year, are slashing their spending on traditional lavish gifts, liquor and banquets.2. count on –In China, where many businesses count on the equivalent of aChristmas shopping boom for a big share of annual sales.3. roll out—It could further depress China’s falling growth rate just as Beijing isrolling out a multibillion-dollar plan to boost consumer spending.4. splurge on—Companies that splurge on lobster for employee parties in 2008 areordering pork this year.1.scale down –Companies are also scaling down employee lotteries—a commonfeature of holiday parties.2.double-digit growth—Hardest-hit have been areas hat depend on exports, whichfell 2.8% in December compared with 2007—a painful decline from double-digit growth earlier in 2008.3.outlast –Other companies are expected to cut or withhold bonuses to preservecash so they can outlast the slump.4.venue—Daimler debated whether to have an employee party and decided to holdon at a less expensive venue than in 2008.5.cut into –The downturn has cut into sales of the ubiquitous red envelopes.6. throw in—The hotel may even throw in free cocktails to sweeten the deal.7.reeling—The hotel business is reeling as firms and families cut their travelbudgets.8.grind on—Haggling has become more accepted, at least for as long as therecession grinds on.9.hammer out—Car dealers are more willing than ever to hammer out a bargainnow that sales have slumped.10.waive—Credit-card companies are being more flexible with customers who wantinterest rates reduced or late fees waived.11.horse-trading—Firms may suffer in American consumers get used to the idea ofall this horse-trading.prop-up—But in the short term, it could prop up sales.III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.preoccupation-- their preoccupation with fitness and health has emerged as a corevalue.2.to manifest --This value has manifested itself in a number of ways.3.outgrowth--The fitness trend is an outgrowth of the "me generation."pared with--Today, nearly 70 percent of the population engages in one ormore athletic activities daily, as compared with only 25 percent a generation ago.5.to modify--Traditional food manufacturers have begun modifying theiringredients to cater to the health-conscious consumers.6.to persuade--Sun Chips from Frito-Lay try to persuade consumers they arewholesome products.7.with respect to--Some of the biggest changes have occurred with respect to whatpeople drink.8.diet--Diet beverages are the super growth segment of the soft-drink industry.9.per capita consumption--Paralleling this trend, the consumption of bottled waterhas grown rapidly, with per capita consumption jumping from 2.8 gallons in 1990 to 8.8 gallons in 1999, an increase of 214 percent.第五课品牌资产和全球品牌【教学目的和要求】Teaching Objectives:1．Students will learn words and expressions related to branding.2．Students will be able to talk about the historical development and the current situation of global brands.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingBrand EquityLoose-leaf selective listeningPart A Business NewsExercise 1, 2Part B Wal-Mart Learns a Branding LessonExercise 1, 2Part C ZTE Silent ModeExercise 1, 2Acting outExercise 1, 2【重点和难点】I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.brand-building--Possibly no brand has done a better job of mining the potential ofnew brand-building principles than Korean consumer electronics manufacturer Samsung Electronics Co. .2.post--Samsung has posted the biggest gain in value of any Global 100 brand, witha 186% surge.3.Brand value--Last year Samsung surpassed No. 28 Sony in overall brand value.4.Marketing and product mix--Some of the older brands in our ranking are clearlystruggling to remake their marketing and product mix for a more complex world.5.Slippage--VW acknowledges its brand value slippage.6.Outspend--Sony outspends Samsung on traditional advertising in the U.S. onelectronics products. Many young brands that scored big gains in value depend on their own interactive Web sites to shout about their brands.7.Spokesman--Yao is a spokesman for Coca-Cola rival, Pepsi.8.Feature--A picture featuring Yao and two other Chinese basketball players can becurrently found on bottles of the popular soft drink.9.Legal proceedings--Yao has recently initiated legal proceedings againstCoca-Cola for what he claims is an unauthorized use of his image.10.Recall--He is demanding the company recall all products carrying his picture.11.Publicity deal--Top athletes recently signed a publicity deal with Coca-Colarivals Pepsi in early May.12.Publicity agent--Coca-Cola signed a contract with the publicity agent for theChinese Men's Basketball Team in late March.13.Personal authorization--China's national law states that a person's image can onlybe used for advertising purposes if they have given personal authorization. II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.in liquidation—Iconic brands such as Lines-n-Things and Mervyns are inliquidation.2.file for bankruptcy protection—Former electrical retail powerhouse Circuit Cityfield for bankruptcy protection last week.3.quarter—On Thursday Wal-Mart announced a 7.5% increase in sales for thefirst three quarters of 2008.4.upcoming—Chief executive Lee Scott was smiling when he declared his‘optimist’for the upcoming holiday season.5.trade down—The middle classes across the Atlantic have begun trading down inthe millions.6.at the expense of—Wal-Mart is enjoying a middle-class renaissance at theexpense of its upmarket rivals.7.learn…the hard way—It has learned one of the greatest secrets of branding thehard way.8.flat sales—Frustrated with flat sales, and shareholder pessimism, the leadershipteam at Wal-Mart decided to reposition the brand.9.in close proximity to—Students are shown a perceptual map in which a brand isin close proximity to competitors and associated with lifeless values.10.implication—The implication is obvious: change when the brand stands for andbecome popular and profitable again.11.bonkers—In Wal-Mart’s case, the brand repositioning was particularly bonkers.revitalization—Wal-Mart realized that its repositioning strategy was not working, and shifted to a revitalization approach instead.III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.entrant—In the last quarter of 2007 there were three new entrants in the top tenlist of mobile-phone makers.2.market share—Its worldwide market share went from 0.4% at the start of 2007to 1.2% in the second quarter of 2008.3.business model—Yet ZTE is easy to overlook, because of its distinctive businessmodel.parable—With prices for comparable products 25-90% less than those of itsWestern competitors, ZTE has customers in over 60 countries.5.economic rise—Behind ZTE’s emergence are the usual factors that have come tobe associated with China’s economic rise, with a few twists.6.at short notice—Many of whom are deployed at short notice to work an largeprojects in some of the world’s most difficult places..7.financing—More fuzzy, but still important, has been ZTE’s ability to use helpfrom the Chinese government to arrange cheap financing for its global customers, which often lack capital.8.low-cost strategy—ZTE has done a good job of understanding how to pursue alow-cost strategy.9.unobtrusive—ZTE focuses on making equipment that is cheap, reliable andunobtrusive.10.white label—It supplies handsets on a “white label”basis to operators, whichthen sell them under their own brands.11.customize—ZTE does make some advanced handsets, but its strength is incombining low cost with a willingness to customize handsets for the operators. big names—ZTE supplies phones to big names such as V odafone and Telefonica.第六课广告诉求—形象和性格【教学目的和要求】Teaching Objectives:1.Students will learn words and expressions related to advertising.2.Students will be able to discuss different types of advertising appeals and the importance of image and personality to a product.【教学时间】Time allocationThis unit will need 3 class hours, 2 hours for listening and studyingthe content of the text and the rest for discussion and practice.【主要内容】Background ReadingWhat is Advertising?Loose-leaf selective listeningPart A Business NewsExercise 1, 2Part B What Should You Spend on AdvertisingExercise 1, 2Part C Advertising Techniques in the Movie “Spider Man”Exercise 1, 2Acting outExercise 1, 2【重点和难点】I．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1．climb to-- The online ad spend climbed to £490.8 million ($861 million) in the first six months of this year, exceeding previous estimates for the period. 2．account for-- Online rose to account for 5.8 percent of the market, surpassing outdoor advertising, which accounts for 5.1 percent of the total ad spend in the U.K.3．overtake-- Previous IAB U.K. estimates expected online to overtake outdoor by mid-2006.4．drive the shift of-- An increase in broadband penetration, rich media, media consumption and an online retail boom all drove the shift of ad spending to the Web.5．compile-- The IAB U.K. report was compiled from a survey of 75 companies representing thousands of Web sites.6．be valid on-- This program is to reward system integrators across the country and is valid on all Samsung color monitor, HDD and OMS products purchases made by SI partners.7．apart from-- Apart from these, gifts include Maruti Omni, 54-inch projection TVs, 29-inch DNIe TVs, Samsung 1.5 T split AC, Samsung frost-free refrigerators, motor cycles, mobiles and Titan watches.8．as part of-- As part of the scheme, Samsung has packaged its color monitors, HDD and OMS products in bundles.9．on the basis of-- to be given to the SI Partner on the basis of a lucky draw to be announced within a fortnight of the closing date of participation. 10．strengthen relationship with-- Samsung Power of 3 Program is a strong tool to help us grow our business and strengthen our relationship with the SI partners.II．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1.conundrum –It’s a conundrum that vexes many corporate leaders, from emergingentrepreneurs to seasoned CEOs..2.precede—Others naively assume that if they simply provide excellent products orservices, their reputation will precede them.3.beat a path to someone’s door—But the world has too many things to do with itstime than beat a path to your door.4.profit-and-loss statement—That means you need to structure your profit-and-lossstatement in such a way that you can profitably allocate a reasonable percentage of your revenue to marketing.5.advertising-to-sales ratio–Your first step is to find out what theadvertising-to-sales ratio typically is in your field6.financial statement—Public companies in your industry may give a figure fortheir marketing spending in their financial statements.7.leverage –You’ll also need to know if your business is built to leverage volume orto leverage margin.8.volume-driven –V olume-driven companies tend to spend a tiny percentage ofsales on marketing.9.margin-driven—Margin-driven companies tend to spend a larger percentage ofsales on marketing.10.meager –Wal-Mart might spend a meager 0.4% of sales on advertising.11.bump –If you are in a service business, you might want to bump your staringpoint higher than 5%.12.fuel—So fueling its growth requires that we spend a higher percentage of ourrevenues.III．Ask students to use the following active vocabularies to form sentences as what they have heard from listening (Dictate then remember).1．shape attitude towards-- Advertisers use several recognizable techniques in order。
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What are the major listening skills?
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What is real-life listening?
• "Listening" is receiving language through the ears. Listening involves identifying the sounds of speech and processing them into words and sentences. When we listen, we use our ears to receive individual sounds (letters, stress, rhythm and pauses) and we use our brain to convert these into messages that mean something to us.
3.Listening for detailed information
This is another important skill used by the listener
to obtain a detailed knowledge of a topic, and tries
to secure an exact and detailed picture.
Focus on listening
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Contents
• What is real-life listelisten? 2.What do people listen to? 3.How do people listen?
• What are the major listening skills?
speakers, the physical setting of the text, and so on.
5.Note-taking
Note-taking is a skill which combines listening and
writing, because it requires the listener to write down,
2.What do people listen to?
• Listening texts are different from one another not only in that they centre on different topics, but in that they are produced in different contexts, conveyed through different media, and uttered by different speakers.
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3.How do people listen?
• The listener always has an expectation of what is to be said. When he listens, he matches what he expects with what he hears and activates his knowledge about the language and background information to extract the meaning.
1.Listening for gist
It is an important listening skill used by people when they try to get a general idea of what they hear.
2. Listening for specific information
either word for word or in his own words, what he
This skill enables the listener to pick out from the whole text what he regards as important or relevant. When using this skill, the listener does not focus on the meaning of every word, but concentrates only on the information he needs. 6
4.Inferring
It is a skill which allows the listener to decode what
is indirectly expressed, including the relationship
between speakers, the moods or attitudes of the
1.Listening for gist
2.Listening for specific information 3.Listening for detailed information
4.Inferring
5.Note-taking
• Selecting suitable listening materials
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1.Why do people listen?
• We listen to things with a purpose and pay attention to the message being communicated .We tend to have a purpose, that is the difference between hearing and listening.