Teacher’s Book for Unit 8
Unit 8 Adverti a product
Motivating
About the unit
Advertising is crucial to every business as it provides the opportunity to make the target market aware of their product or rvices. It builds a connection between products or rvices and customers. Effective advertising not only attracts new customers, but also promotes repeat business as well. It helps companies to remain competitive and gain more sales. Depending on the scale of business, companies either have their own publicity department or hire a professional advertising agency to create an attractive and appealing advertiment. Common advertising media available to an advertir include: direct mail, newspaper and magazines, television advertising, radio advertising, film advertising, outdoor advertising, window display, fairs and exhibition.
This unit mainly focus on writing advertising copy. In “Inputting”, Ss will learn the content and the necessary words and expressions to describe an advertid product, as well as how to structure and w
rite the advertiment successfully, before they complete the production task in “Outputting”. “Extending” will help Ss learn the advantages and disadvantages of different advertising media and better understand the distinct features of language in advertising. After studying this unit, Ss will be able to write an advertiment and understand the importance of advertising in the business world.
Teaching objectives
Upon completion of this unit, the T is expected to enable Ss to:
●list the words and expressions concerning advertising (Listening & Reading:
Form)
●identify the lling points of a product (Listening & Reading: Content)
●describe the structure of an advertiment (Structuring)
工作总结与计划●list three ways of advertising (Listening & Reading: Content)
●write an advertiment bad on information gathered about a product
(Outputting)
Teaching suggestions
A production-oriented approach is suggested here. By adopting this approach, the T needs to make clear the unit tting, the production task and the learning objectives in “Motivating”. With the content, language and structure learned in “Inputting”, the T can help Ss get prepared for the production task in “Outputting”. “Extending” is the final stage where a follow-up listening and reading are carried out.
Sections Tips
Motivating Period 1 (Warming-up)新生儿祝福
• Prent the scenario of communication to Ss.
(Trying-out)
• Ask Ss to try out the communicative task.
• Help Ss reali their gap to complete the task and arou their interest in learning.
(Taking aim)
• Explain the learning objectives and the output task.
• Make sure Ss can distinguish between the communication and the language objectives.
• Make sure Ss are clear about the type and content of the output task.
Inputting Periods 1-3(Listening)
• Play the audio for Ss to listen to for the first time and to do Task 1 to get topics discusd about Bella & Flora’s products; check the answers and offer help to Ss if necessary.
• Play the audio for Ss to listen to and to finish Task 2 to get further details about the products, such as fabrics, target customers, etc.; check answers and offer help to Ss if necessary.
• Explain the Language Points (The T may explain the language points before the first listening).
• Explain the Cultural Point and the Business Point.
• Lead Ss to summari the language that can be ud to complete the output task.
(Reading)
• Guide Ss to read and understand the passage by finishing the two tasks of “Content” (Task 2 might be finished before Task 1 if necessary) to
get details about the company’s new asonal wear; check answers and provide assistance when necessary.
• Explain the Language Points, the Cultural Point and the Business Point and any part of the passage that might be necessary for Ss.
• Guide Ss to finish the three tasks of “Form” (some of the tasks such as Task 3 might also be finished flexibly while the language is being explained); check answers and provide assistance when necessary. • Lead Ss to note down more information of the new product and collect more language structures that are uful for the output task. (Structuring)
• Explain the structure of an advertiment copy.
• Guide Ss to grasp the structure of an advertiment by finishing the Task; check answers and provide assistance when necessary.
• Make sure Ss have grasped the structure of an advertiment before moving to the next part of the unit.
道路中心线图片Outputting Period 4 • Describe the output task so that Ss are clear about each step of the task and relevant requirements of each step.
中职生自我介绍• Guide Ss to finish the output task step by step and carry out the lf-asssment.
• Asss Ss’ performance by working with them together (construct the asssment criteria with Ss in advance and make a timely asssment inside or outside the class according to the time available).
• Provide assistance when necessary.
Extending (outside class) (Listening & Reading)
• Assign Ss to finish the tasks and provide the channel through which Ss can check answers; provide assistance when necessary.
• If time permits, the T can also guide Ss to finish the tasks inside the class and roughly follow the procedures of “Listening” and “Reading” in “Inputting”.
126邮箱Inputting
2.1 Listening
Language focus
1.No wonder we always have a good word of mouth advertising.
no wonder: not surprising; not unusual难怪；不足为怪
< He has been learning French for veral years. No wonder he has no
problem communicating with the locals.
2.Our competitors are trying to grab our market share by undercutting their price.
1)market share: the percentage of an industry’s sales that a particular
company owns市场份额
< They claim to have a 20% worldwide market share.
2)undercut: v.to offer goods or rvices at a lower price than (one’s
competitors) 以低于（他人）的价格出售
< They are undercutting us by 20 p a packet.
3.Maybe that’s something to run the advertising campaign around.
campaign: n. ries of planned activities to gain a special object (宣传)活动
< It will cost a lot of money to run a political campaign.
Reference answers
Task 1
☑quality
☑ market share
初二期中考试作文☐design
☑price
☑ target customers
☐production process
☑ advertising strategy
☑ contact number
Task 2七星茶
1.silk
<
3.45
4.fashion
5.middle
6.quality
7.identity
8.family
Scripts:
Natalie:Mr Reefs, do you have a minute? I’m planning an ad for our new asonal wear and I’d like to talk about it with you.
Paul:Sure.
Natalie:It’s perfect that our products are of the highest quality in the market.
Paul:Yes, especially our fabrics which are of top quality—silk from China, fibre from India, and linen from Russia.
Natalie:And our fabrics are all natural and green. No wonder we always have a good word of mouth advertising.
Paul:Yes, but we’re facing strong competition at the moment. Our competitors are trying to grab our market share by undercutting
their price.
Natalie:That’s true. But our target customers are tho aged between 25 and 45 who live in cities. They are a fashion-conscious group, who
are educated and fall in the middle-class category. So, fortunately,
they often have a relatively high income.
Paul:Yes. I believe they are willing to pay more for comfortable, quality products.
Natalie:And most of them are married. Therefore, our advertising should create a strong message emphasising the importance of family.
When they wear our clothes, they will feel a n of identity and
community.
Paul:That’s true. Maybe that’s something to run the advertising campaign around. We hope our customers can associate our brand
with positive feelings such as happiness, family and love. An
advertising campaign bad on that idea could help keep us the top
brand in this area.besides用法
Natalie:Absolutely.
