Advertise

　　lesson 17教学设计方案

　　step 1 .presentation

　　ask questions like these:

　　where can you find advertisements?  why do companies advertise?

　　do you watch advertisements on tv?  which are your favorite advertisements?

　　put any useful notes and key words that arise out of this discussion on the bb.

　　step 2.dialogue

　　(i.) listening (say to the class, “now, we are going to listen to a discussion about an advertisement. it is a little bit long, so i’ll play the tape twice with only two questions.”)

　　questions:

　　1. what is the advertisement for?

　　a. a camera  b. a computer  c. a typewriter   (key: b)

　　2. what will the ad be like?

　　a. humorous  b. serious  c.exciting     (key: a)

　　(ii.) reading

　　1. ask the students to read the dialogue again, checking the answers. then ask:

　　“what suggestion seems to be the final decision?”

　　(key: bob’s suggestion: put comments of the customers’ at the top of the ad in big print and bring in some humor.

　　2. say to the students, “in this dialogue we should learn how to express opinions: agreement or disagreement. read the dialogue quickly again and i’m sure you can find several such expressions.”

　　( the students are sure to find these expressions. the teacher should praise them, encourage them to think of more and put the expressions down on the bb. also, the teacher should remind the students which are indirect and polite ways and which are direct.

　　agreement:

　　1. i think it would be a good idea to do…

　　2. i agree with…

　　3. that’s true/ right.

　　4. good idea!/ that’s great!/ why not!/ exactly!

　　disagreement:

　　1. i’m afraid i can’t agree with you.

　　2. sorry, i don’t think so.

　　3. do you (really ) think so?/ do you think…?

　　4. i don’t agree (with …).

　　5. i don’t think you are right.

　　step3.fill in blanks.

　　1.do you think managers want to read what users think about a new piece of office equipment.

　　2.that’s a good way of giving information,but it’s not a good way of persuading people. for one thing, it’s boring, and people aren’t going to read an ad that looks boring.for another thing,one computer looks very like another.people aren’t going to remember the name of the product.

　　3.so what exactly are you suggesting?

　　4.then we can put their comments at the top of te advertisement in big print.we can bring in some humour too. people enjoy reading humorous ads.

　　i’ll ask the company for a list of recent customers.

　　step4.languag points:

　　1.i think it would be a good idea to have comments from secretaries and typists who are already using it  我想听听用过它的秘书打字员的评论是个好主意。

　　(1)句中的 have comment from…表达“听取…的意见/评价”，相当于listen to the views/opinions of…，from 接人，表听取别人的意见。e.g.

　　you‘d better have  comments from your teachers and classmates.你最好听听你的老师和同学们的意见。

　　(2) 这个句子是委婉地提出建议的交际英语。句中would是will的过去式，但在此句型中并不表示过去，而是用来代替一般现在时，在说话人提出建议时为了把话说得委婉一点、含糊一点，实际是一种虚拟语气e.g

　　---- i’m afraid i’m putting on weight.我恐怕发胖了.

　　------i think it would be a good idea to keep on doing morning exercises. 我认为坚持锻炼是个好主意。   

　　2.comment可用作动词，表达“批评，评论”之意。

　　①comment on/upon/about 对……作出评论，e.g.

　　the critics commented favorably on his new book.评论家们对于他的新书给予好评。

　　另外, 对别人的提问、询问不想回答、不愿回答时，通常用 no comment（无可奉告）

　　2. we can bring in some humor too.我们还可以插进一点幽默的话。

　　这句中的 bring in意为“介绍，引进，还进”，相当于 introduce。bring in 带可表达“搬进，收获，挣得，逮捕”之意, in为副词。e.g.

　　①bring in the washing ; it looks like rain.把洗好的衣服收进来，好像要下雨了。

　　②he brings in an extra hundred dollars a month from his new job.

　　他的新工作使他每个月多赚100美元。

　　③the farmers are bringing in apples.农民正在收苹果。

　　3.advertise:to make sth known to the public.(v.)

　　advertising(n): the business which concerns itself with making known to the public.

　　advertisement(n)=ad: a notice for something for sale.

　　we should advertise for someone to look after the garden.

　　step 5. sb page 25 part 2 practice

　　the aim of this activity is to give students an oportunity to have a free discussion and to practise oral fluency. go through the questions with the students. and then ask them to do group work.. when the students are working together, the teacher should go up and down among the students and give them any possible help. make sure each student has a chance to show his/ her opinions.

　　step6 workbook

　　wb lesson 17, e 1 and 2

　　ss have to revise the dialogue in lesson 17 before they do ex.1. allow them a few minutes to go through the passage and fill in the blanks with the proper words. then call out some of them to read aloud the passage and correct the mistakes if there are any.

　　ex. 2 can either be done at the end of the class or as a follow-up of sb page 25, part 2.

　　homework:

　　1. finish off the wb exercises.   2. make up a similar dialogue to show one’s opinion.

　　lesson 18教学设计方案

　　step 1 revision

　　1. check the exercises in wb.    2. check the new dialogue.

　　step 2 presentation

　　[ say to the students: “actually we are familiar with the chinese word “广告（advertisement）“. it seems that they are around us everywhere. now, read the passage and then answer the following questions in pairs. “ ]

　　read aloud the questions at the top of the passage. allow the students enough time to read the text and find the answers. put them in pairs to discuss their answers, then collect the answers from the class. (1. it makes a product cheaper. 2. five.)

　　step3. reading

　　i. reading comprehension

　　1. the author thinks that advertisements ________.

　　a. are welcome by everybody

　　b. will increase the cost of products

　　c. have bad influence on people

　　d. can win more customers for a company   (key: d)

　　2. in paragraph 1, which word does the writer use to express his idea that advertising is common?

　　a. developed. b. popular.

　　c. proved. d. increase.   (key: b)

　　3. according to the text, advertisements may be used in ________

　　a. everything b election

　　c. scientific research d. education  (key: b)

　　4. how many means of advertising are mentioned in the text?

　　a. 7. b. 9. 11. c. 13.  (key: c)

　　5. which paragraph talks about the purpose of advertising?

　　a. paragraph 1. b. paragraph 2.

　　c. paragraph 3. d. paragraphs 4 and 5.  (key: a)

　　6. when an advertising company makes advertisements, which happens first?

　　a. having a meeting. b. collecting information.

　　c. writing a text. d. designing the advertisements. (key: b)

　　7. what does “interview” mean in the last paragraph?

　　a. see. b. select. c. visit. d. ask questions.

　　(key: d)

　　8. what can we infer from paragraph 2?

　　a. only a few things can be advertised.

　　b. it is difficult to use printed things for advertisements.

　　c. political advertisements can only be seen in usa.

　　d. advertisements are everywhere for so many things. (key: d)

　　9. how many steps are there in making an advertisement?

　　a. 4. b. 5. c. 6. d. 7. (key: d)

　　10. when the advertisement is ready, it is shown only to a part of the country as a (an)

　　a. review b. test c. performance d. interview  (key: b)

　　ii.. group work

　　divide the class into six groups. one of them is responsible for the structure of the text and each of the others is responsible for one of the five paragraphs. (although the passage is not a long one, the language is plain enough for most of the students to deal with it easily. so just leave the students the tasks like analyzing the structure of the text, finding out the main ideas of the text and each paragraph, pick out the grammar items and useful expressions, so on and so forth. and this is a very good chance for the students to practice the reading skills they have learnt to deal with reading materials.) the teacher just goes around the class and gives any necessary help to the students.

　　notes: 1. the title of the text and the first sentence of each paragraph( paragraph 4 and 5 talk about the same thing.) are the subject word and subject sentences. the students are supposed to be aware of that and point it out. if they can’t, the teacher is sure to remind them of that.

　　2. there are several places where –ing and –ed words are used. the students may not pay enough attention to them so the teacher should point them out and encourage the students to think about their usage. for example:

　　a. advertisement --- advertising (n.),

　　b. …… repeated advertising increases……

　　c. ……, using pictures of photographs ……

　　3. when a student is talking about a paragraph, the teacher should not interrupt but listen. no matter in which language the student is speaking, the teacher just gives him or her encouragement. if one student cannot express herself or himself, another one can give some supplement

　　step4. fill in blanks:

　　1. adevertising is a highly developed twentieth-centry industry.

　　2.is it a waste of money? it has been proved again and again that repeated advertsing increases product sales.

　　3.usa political leaders often use recorded tv advertisements to persuade people to vote for them .

　　4.a sign outside or inside a shop is a form of advertising.baloons and light aeroplanes can be used to pull huge signs as they fly slowly over a city.

　　5.also present will be a person who thinks up an idea for an advertisement, and a person who will buy space in newspapers or time on tv.

　　6.they may try it out in a small part of the country to see the result.

　　7.if the advertising fails , having no effect on sales, the whole programme will be reviewed.

　　step 5.language points:

　　1.the development of radio,television，cinema，magazines and newspapers has gone hand in hand with development of advertising.无线电、电视、电影、杂志和报纸的发展同广告业的发展是齐头并进的。

　　句中的 go hand in hand with表示“与……密切相关”，相当于go together with，其中 go with表示“相配，随……而来”之意。hand in hand为副词短语，表示“手牵着手，密切联系，和……一道”之意，后面常加介词with，再加名词。e.g.

　　①money doesn’t always go hand in hand with happiness.金钱并不总是同幸福密切相关。

　　②ignorance and poverty often go hand in hand.愚昧和贫穷总是紧密地联结在一起。

　　③i have no tapes to go with the book.我没有这本书配套的磁带。

　　④hand in hand with reading，he has developing the habit of making notes.在阅读的同时，他养成了做笔记的习惯。

　　2.there have been major changes in advertising in the past sixty years.

　　在过去的 60年中，广告业有了一些重大的发展。

　　时间状语in the past sixty years与完成时连用，in the past＝during the last。例如：

　　in the past three days，they have had six examinations.三天来.他们进行了六次考试。

　　no one has been（come）here in the past week.一个星期以来，没人来过这里。

　　3. mail or gifts posted by companies to customers is another way of advertising.公司给顾客寄去的邮件或礼品又是一种广告方式。

　　4.express后可用oneself 作宾语，表示“表达自己的意思（思想）感情等”。e.g.

　　he is still unable to express himself.他还是不能表达清楚自己的意思。

　　(3)express还可用作形容词，表示“快递的，明确的，特别的，直达的”等意思。e.g.

　　①this is an express train.这是快车。

　　②she flew to london for the express purpose of seeing her son她为了探望儿子而特地飞往伦敦。

　　③this is an express letter for you.你的快信。

　　④he has never given express orders.他从未下过明确的命令。

　　5.also present will be a person who thinks up an idea for an advertisement，

　　…出席会议的人还有广告的策划者，……

　　1)这是一个倒装句，其正常语序为：

　　a person who thinks up an idea for an advertisement will also be present…

　　因本句中的主语 a person后有定语从句修饰，使主谓之间的间隔太长，因而倒装，表语提至句首避免头重脚轻。

　　表语提至句首倒装的句型有两种：(1)表语+连系动词+名词主语+其他；（2）表语+代词主语+连系动词+其他。e.g.

　　①a very honorable man he is.他是个非常可敬的人。

　　②standing against the wall are the umbrellas that have just been made.靠墙放着的是刚刚制出的雨伞。

　　2)句中的think up为动副（动词十副词）结构的短语，表达“想出，设计，构思，虚构”之意，相当于invent，imagine。e.g.

　　delighted, the girls thought up many good ideas.姑娘们一高兴，想出很多好主意。

　　the prisoners tried to think up a plan for escape.囚犯企图拟出一个逃跑计划。

　　6.isn’t it time you made someone’s life a bit easier？

　　你难道不早该让某些人的生活过得更舒服些吗？

　　it’s time sb.did sth.“是某人早该干某事的时候了。”

　　it’s time we had our supper.我们早就该吃晚饭了。

　　is it time you got things ready？是你把一切准备好的时候了？

　　step 6. note making

　　sb page 27 part 2   putting down some key words is enough. this part can be done very quickly.

　　step 5. an advertisement

　　sb page 27 part 3( also, an easy exercise. pass it quickly.)

　　step6. homework:

　　1. recite paragraph 4.  2. try to design an advertisement.