大学英语UnitAdvertiment教案

更新时间:2023-05-18 08:37:25 阅读: 评论:0

Teaching Plan
21世纪大学英语应用型综合教程
Subject
Unit 6 Advertiment
Students
Content
Part A-C
Time allotment
8 periods
Objectives
1. Knowledge aim: Words and expressions marked CET 4/6 in the page 145-147.
2. Ability aim: 1) Listening skill: Be able to predict the missing content of a listening material with the help of the context.
2) Reading skill: Be able to locate key information in a text as soon as possible by skimming and scanning.
3) Writing skill: Be able to write an advertiment with correct format and expressions.
4) Translating skill: Be able to work out the equivalent English expressions of Chine expressions independently.
3. Ideological aim:
1) Know some basic knowledge about advertiment.
2) Help students to read between the lines while watching advertiments.
Teaching Focus
Skimming and scanning skills
Skills of writing an outline
Teaching Difficulties
Predict the missing content of a listening material with the help of the context.
Structural study of complicated ntences in text A and B
Teaching Methods
Task-bad teaching method
Audio-visual method
Communication method
Teaching Tools
blackboard, multi-media, PPT
Teaching Procedure
I. Words and Expressions & Warm-up Listening              (1 period)
II. Text A: The Effects of TV Advertising on Children            (1 period)
III. Text A: Detailed Reading                                (2 periods)
IV. Language Focus & Reading in Depth                      (1 period)
V. Text B: Create an Effective Advertising Message             (1 period)
VI. Translation of the Passage                              (1 period)
VII. Skill Development: Grammar & Video-Bad Writing         (1 period)
Unit 6 Text A: The Effects of TV Advertising on Children
takeforexample
2 periods (90 minutes)
Teaching procedures:
I. Words and Expressions & Warm-up Listening                          (1 period)
. Words and Expressions                                                  (20 mins)
Step 1: Some students are asked to read the words and expressions to find out the unfamiliar or wrong pronunciations.
Step 2: The teacher makes explanation on unfamiliar pronunciations and corrects the wrong pronunciations and then asks Ss to read the words and expressions after him/her three times.
. Warm-up Listening                                                  (25 mins)
Step 1: Read the listening material to 1) get the main idea; 2) predict the words and the part of speech of the words misd in the blank according to the context.
Step 2: First listening and check
Step 3: Second listening and check
Step 4: Third listening and check
Step 5: Make Explanation of the material and some of the missing words.
II. Text A:Global Reading                                              (1 period)
Step 1: First reading: Read the text and answer the following questions.             (10 mins)
1. How has the influence of advertising on our lives changed over the years?
2. What effects of TV advertising on children have been mentioned in the text?
3. What’s the purpo of using the example of Care Bear?
el的用法
4. What does “product placement” mean?
5. What measures can be taken to reduce the influence of advertising on children?
Step 2: Second reading: Text A has 8 paragraphs. Which paragraph contains the following information? Fill in the blanks with the corresponding paragraph numbers.           (10 mins)
1. According to some studies, the more children view tobacco and alcohol ads, the more positive attitudes toward consumption of such products they have.
2. Parents should teach their children to think critically about any advertising message.
3. Advertising makes children convinced that they’re inferior if they don’t have a certain kind of new products.
4. It is very harmful for children if their parents purcha violent games and videos under the influence of the advertising.           
5. Strong associations have been found between increas in advertising for non-nutritious foods and rates of childhood obesity.
Step 3: Structure of text A                                                (25mins)
Para. 1: General introduction
Para. 2-7: The major effects of advertising on children.hal
Para. 8: Conclusion
Blackboard Design:
Para. 1: General introduction
Para. 2-7: The major effects of advertising on children.
Para. 8: Conclusion
教学反思:
2 periods (90 minutes)
Teaching procedures:
III. Text A: Detailed Reading
Language & Culture points: Para 1-2                                        (30 mins)
Introduction
1. target
v. make a target of; t as a goal
n. a mark to shoot at; sth. or sb. fired at or marked for attack; a goal to be achieved
扬子网
Examples:
The nuclear weapons are targeted on Western Europe. 这些核武器的目标是西欧。
What’s the target readership of this paper? 这份报纸以哪些人为读者对象?
2. aim at
—  make an effort towards
Example: The visit was aimed at expanding the relations between the two countries.
访问的目的是扩展两国的关系。
Paragraph 1
1. Planting your child in front of a television t is not altogether a bad thing, provided that you limit the time that your little one spends watching TV and you monitor the programs watched.
本句的主句是“Planting your child in front of a television t is not altogether a bad thing”垂心,provided that 相当于if ,表示假如,引导出一个条件状语从句。
2. Media Awareness Network
Cultural note: The Media Awareness Network is a Canadian non-profit organization bad in Ottawa that focus on media literacy programs. In particular, the organization promotes critical thinking via education resources and analyzes the content of various types of mass media. Surveys and studies performed by the Media Awareness Network have explored youth media consumption, such as television and internet u, as well as media issues. In recent years the organization’s focus has shifted more heavily to digital literacy, although it continues to produce resources on traditional media.
3. cite
— v.  quote by way of example, authority, or proof
Example: The devil can cite Scripture for his own purpo. 魔鬼也能引经据典为自己辩护。
4. proactive
— a. (of a person or policy) controlling a situation by making things happen rather than waiting for things to happen and then reacting to them
Example: proactive steps to prevent terrorism积极主动的反恐步骤
Paragraph 2:
1. exposure
n. 1. the fact or state of being expod 2. disclosure, as of sth. private or cret
Examples: After only a short exposure to sunlight he began to turn red.
他在阳光下只晒了一会儿, 皮肤就开始变红了。
2. purcha
n. acquisition by the payment of money or its equivalent; buying, or a single act of buying
v. acquire by the payment of money or its equivalent; buy
Examples:
They made the purcha of a car. 他们购置了一辆小汽车。
We purchad a car before. 以前我们买过一辆车。
3. conflict
n. controversy; quarrel
v. come into collision or disagreement; be contradictory, or in opposition; clash
Examples:
It is not surprising that such a view has led to very considerable conflict.
这样的一种观点引起很大的分歧是不足为奇的。
Do British immigration laws conflict with any international laws?
英国的移民法与国际法有冲突吗?
4. deny
v. 1. refu to agree or accede to 2. state that (sth. declared or believed to be true) is not true
Examples:
He denied the money to his son. 他拒绝给儿子钱。
He denied knowing anything about their plans. 他否认知悉他们的计划。
Language & Culture points: Para 3-4                                        (30 mins)
Paragraph 3
1. inflict
v. impo as sth. that must be borne or suffered
Example:
Mary inflicted her children on her mother for the weekend. 周末玛丽硬把孩子们交给母亲照料。
2. thanks to
becau of; owing to
Example:
joker是什么意思Thanks to your help, we were successful. 由于你的帮助, 我们得以成功。
3. Monitor
Cultural note: The full name is Monitor on Psychology, a publication of the American Psychological Association. It is the “must read” for psychology educators, scientists, and practitioners. Delivered each month with the exception of a combined July/August issue, Monitor on Psychology provides compelling editorial on the science and practice of psychology as well as on how psychology influences society at large.
Paragraph 4
1. University of Michigan Health Services
Cultural note: The University of Michigan Health System (UMHS) is the wholly owned academic medical center of the University of Michigan in Ann Arbor. UMHS includes the U-M Medical School, with its Faculty Group Practice and many rearch laboratories; the U-M Hospitals and Health Centers, which includes University Hospital, C.S. Mott Children’s Hospital, Von Voigtlander Women’s Hospital, 120 outpatient clinics and approximately 40 health centers; the clinical programs of the U-M School of Nursing; and the activities of the Michigan Health Corporation, through which UMHS partners with other medical centers and hospitals to provide specialized care throughout Michigan.
Language & Culture points: Para 5-8                                        (30 mins)
Paragraph 5
1. be linked to
become connected by
Example:
They should be linked to increas or reductions in material benefits.
它们应该同物质利益的增减联系起来。
2. rate
n. 1. a certain quantity or amount of one thing considered in relation to a unit of another thing and ud as a standard or measure 2. degree of speed, progress
Examples:
The cretary showed me your attendance rate. 秘书给我看了你的出勤率。
We have to offer higher rates. 我们不得不付更高的价钱。
n. 1. a certain quantity or amount of one thing considered in relation to a unit of another thing and ud as a standard or measure 2. degree of speed, progress
at this (that) rate:照这(或那)种情形,既然如此(或那样)
e.g. At this rate, I won’t have a job to go back to.
这样的话,我就没有工作可。
at any rate:无论如何;至少
e.g. This issue, at any rate, will have to be faced.
无论如何,这将是我们不得不面对的问题。
3. substantial
a. of ample or considerable amount, quantity, size, etc. basic or esntial; fundamental
Examples:
The country bought a substantial number of weapons. 这个国家购买了大量的武器。
They made substantial changes to the arrangements. 他们在安排上作了重大的变动。
4. Surgeon General
Cultural note: The Surgeon General of the United States is the operational head of the Public Health Service Commissioned Corps (PHSCC) and thus the leading spokesperson on matters of public health in the federal government. The Surgeon General’s office and staff are known as the Office of the Surgeon General (OSG).
Paragraph 7
1. Federal Trade Commission
Cultural note:  The Federal Trade Commission (FTC) is an independent agency of the United States government, established in 1914 by the Federal Trade Commission Act. Its principal mission is the promotion of consumer protection and the elimination and prevention of what regulators perceive to be harmfully anti-competitive business practices, such as coercive monopoly.
2. ... it is highly likely that such ads do affect children’s media preferences.
2013年考研成绩It is (highly) likely that ...表示(很)有可能…”
Example:
It was thought highly likely (that) there would be a ssion soon.
大家认为最近非常可能开会。
Blackboard Design:
aim at            be linked to            rate
It is highly likely that
教学反思:
2 periods (90 minutes)
Teaching procedures:
. Language Focus &Reading in Depth                                    (1 period)
. Language focus                                                        (15mins)
Fill in the blanks with the words given below. Change the form where necessary.
Step 1: Make clear the meaning and part of speech of the words listed.
Step 2: Read the 8 ntences and decide the part of speech of the missing words in the blank.
Step 3: Select the proper words and fill the blanks.
cite      exposure        purcha        conflict
rate      primarily        sophisticated    inferior
1. Buyers can now complete a________ within a day — down from the previous three.
2. This process ought to be highly  ___________.
3. That is becau an economy’s trend growth ______ cannot be measured directly.
4. I’d like to _____ my own experience as an example.
英语试题>有识之士5. If we e this________  only from one side or the other, then we will be blind to the truth.
6. move like a jaggerFailure doesn’t mean you are _________ . It does mean you are not perfect.
7. On top of this, social rvices, ________ health care and education, also need improvement.
8. Skin doctors warn people to be careful with sun ________.
Keys:
1. purcha        2. sophisticated        3. rate        4. cite
5. conflict        6. inferior            7. primarily  8. exposure
. Reading in depth                                                        (30mins)
In this ction, there is a passage with 10 blanks. You are required to lect one word for each blank from a list of choices given in the word bank following the passage. Read the passage through carefully before making your choices. You may not u any of the words in the bank more than once.
Step 1: Make clear the meaning and part of speech of the words below.
Step 2: Read the passage to get the main idea of the passage.
Step 3: Select the correct words and fill in the blanks according to the context, as well as the meaning, pat of speech of the words.
A. purcha    B. inferior    C. inflicts    D. heightened
E. deny        F. insidious    G. conflict    H. proactive
I. esteem    J. targets    K. substantial      L. cites
M. array      N. exposure    O. youthful
Children may develop a product preference even after one 2.________              to an advertiment. Children’s 3.________ requests influence their parents’ purchasing. When parents 4. ________their children’s advertising-bad requests, parent-child 5.________aris. Advertising aimed at children also 6.___________the “narcissistic wounding” on children and may affect lf 7. _________.What’s more, advertising affects diet. Most of the food and beverages advertid to children are non-nutritious food products. Over consumption of the types of products is linked to obesity and poor health. At the same time, there is a 8. ___________relationship between children’s viewing of tobacco and alcohol ads and positive attitudes toward consumption of such products. The children are more likely to begin 9.            smoking and drinking. Last but not the least, advertising that promotes violent games and videos makes children less nsitive to violence and more likely to behave aggressively. Although advertising may have bad influence on children, it’s impossible to avoid it completely. The best you can do is to take a 10. ________role in teaching your child to be more media savvy and to think critically in face of advertising messages.
Keys:
1. D        2. N        3. A        4. E        5. G
6. C        7. I        8. K        9. O        10. H
V. Text B: Global Reading & Language Difficulties                            (1 period)
i. Global Reading                                                        (20mins)
Step 1: First Reading: Read the text and decide whether each of the following statement is True or Fal.
1. Many people pasd by the old blind man without giving him any money becau they were unsympathetic.
2. Advertising doesn’t work for small business mainly becau the owners are unwilling to spend enough money on it.
3. An effective message should be specific and in detail so that your customers know everything about your product and rvice.
4. Your advertising message should cau your customers to perceive less risk, alleviate their fears and overcome their objections.
5. An effective advertising message is more important than the right media in that it may pull your customers in and get them to make a purcha.
Keys:
1. F        2. F        3. F        4. T        5. T
Step 2: Second Reading
Read the text again and fulfill the following tasks: Complete the summary of the text by lecting the FIVE answer choices that mention the most important points in it and put them in the right order. The other choices do not belong in the summary becau they express ideas that are not included in the text or are minor points.
1.    ___—___—___—___—___—___ —___ —___—___ — ___summarizes the text.
2.    ___ and ___ are minor points.
3.    ___ is true but it is not mentioned in the text.
Keys:
1. IKMJFDBEJA summarizes the text.
2. C and L are minor points.
C is a minor point that supports major point J.
L is a minor point that supports major point I.
3. H is true but it is not mentioned in the text.
ii. Language Difficulties                                                    (25mins)
1. A young advertising writer walked past and saw the blind man with his sign and empty cup,
and also saw many people passing by completely unmoved, let alone stopping to give money.
句中passing by completely unmoved many people 的补足语,表伴随状态。
2. But even if your advertising reaches the right audience, you still may be unsuccessful if you do
not have an effective message to communicate.
句中的 even if  引导的是一个让步状语从句。
even though even if 均可用于引导让步状语从句,两者的细微区别是:
even if 引导的从句往往是假设性的,相当于汉语的即使纵然就算哪怕
e.g.  They’ll stand by you even if you don’t succeed. 即使你不成功,他们也会支持你。
3. hitting your customers’ emotional hot buttons
Hot button is a slang which refers to something that elicits a strong emotional respon or reaction.
4.  concerning
— prep. relating to; regarding; about
Example: What do you know concerning this? 关于这事你知道些什么?
Blackboard Design:
even if/even though
concerning
教学反思:
2 periods (90 minutes)
Teaching procedures:
. Translation of the Passage                                            (1 period)
For this part, you are allowed 30 minutes to translate a passage from Chine into English.
在过去三十年里,中国发生了翻天覆地的变化。就物质基础建设(infrastructure)、技术能力和商业交易的大小和规模而言,中国的一些重点城市,例如北京、上海、广州和深圳等已真正达到世界级水平。尽管发展迅速,但大多数现代消费品的广告与营销在中国仅有二十五年到三十年的历史。许多类别的品牌仍然以首次购买该产品的消费者为目标。这对于国内营销传播(marketing communication)的性质产生巨大影响。
Step 1: Find out the words and expressions that are difficult to translate. (5 mins)
翻天覆地、就……而言、尽管、以……为目标、产生巨大影响
Step 2: Encourage the students to work out the English equivalence of the above words and expressions. (15 mins)
Step 3: Translate the passage and then check possible mistakes in spelling and grammar. (25mins)
Suggested version:
China has experienced fundamental changes in the past 30 years. In terms of physical infrastructure, technological capability, and size and scale of business transactions, some of the key cities in China such as Beijing, Shanghai, Guangzhou and Shenzhen, are indeed world-class. But in spite of this rapid development, most of the modern advertising and marketing for consumer products in China has a history of only 25-30 years. Brands in many of the categories could still be targeting consumers who are buying the products for the first time. This has a huge impact on the nature of marketing communication in China.
. Skill Development: Grammar & Video-Bad Writing                  ( 1 period)
. Grammar                                                            (20mins)
Step 1: Subject-verb Agreement                                            (10mins)
主谓一致,简单来说是主语和谓语保持数、时态和意义上的一致。谓语动词的单复数,不仅取决于主语的单复数形式,更取决于主语的单复数意义。主谓一致所要遵循的三个原则为:语法一致、意义一致、就近原则。
A. 语法一致
语法一致就是根据主语的单复数来确定谓语的单复数形式,例如:
The main reasons students give for failing to participate in the political process are that they have demanding assignments and work at part-time jobs.
在这句话里,主语是 reasons,而不是 students 或者process,谓语 be 动词因此要与主语一致,以复数的形式出现。
B.意义一致
意义一致是指看似是复数的主语实际上是单数,或者主语看似为单数,却是复数名词的情况。例如: Uranus, octopus都是复数形式单数意义,这两个词作主语的时候,要仔细分析它们的实际意思,以决定谓语动词的形式。这样的词还有means, species, news, physics, mathematics, platypus等。此外,单数形式的复数名词有people, cattle, police等。
C.就近原则
neither ... nor, either ... or,not ... but ..., not only ... but also 这些短语用在陈述语序中时,谓语动词与接近谓语动词的主语的单复数相一致。
除了以上几个短语外,一些介词短语也用就近原则,比如along with, together with等。
值得注意的是,在倒装句中,应先找对主语,再根据就近原则来解决谓语动词的单复数。
例如:
There is a pen and two pencils.
There are two pencils and a pen.
Step 2: Do the exercis                                                    (10 mins)
1) This family never agrees about ____ shares of the property.
    A. its                                              B. their
    C. his                                            D. her
2) Many a student and teacher____ making a careful study of ____ own problems.
    A. are; their                                  B. is; their
    C. are; his                                    D. is; his
3) In order to t up industries, trained manpower, as well as sufficient capital, ____.
    A. is needed                                B. are needed
    C. needed                                    D. need
4) None of the debaters____ convincing ____ audience.
    A. were; his                                    B. was; their
    C. were; their                                D. was; its
5) It is not I but you who____  the first to run to the goal in that competition.
    A. is                                            B. was
    C. are                                          D. is going to
6) Lessing is so poor that even five dollars____ a big sum to him.
    A. is                                            B. are
    C. was                                        D. were
7) Truth and honesty____ always best policy.
      A. are                                          B. is
      C. have been                              D. become
8) Fifteen minutes____ for a boy who is eager to e his girlfriend.
    A. em a long time                  B. emed a long time   
    C. ems a long time                  D. ems long time ago
Keys: ADACCABC
. Video-bad Writing                                                      (25mins)
Step 1: Watch the video clip and read the given statements to get the main idea.          (5mins)
Step 2: Write an outline of the composition on the topic “Does Celebrity Endorment Make a Difference?”.                                                              (5mins)
Step 3: Write a composition bad on the outline.                                (15mins)
Sample Writing
Endorment is a channel of brand communication in which a celebrity acts as the brand’s spokesperson. He/She supports the brand’s claim and position by extending his/her personality, popularity, stature in society or experti in the field.
Nike is well known for its consistent u of celebrities to endor the brand. One of the most successful collaborations is that with Michael Jordan. Early in 1984, Nike was a struggling shoe company and they needed a way to make a breakthrough. At that time, Michael Jordan was already endorsing veral products and had always preferred Adidas or Conver. It was Jordan’s agent, David Falk, who saw a golden opportunity in Nike’s offer to create a new line of shoes called “Air Jordan” and urged him to give Nike a chance. Today, Air Jordan shoes have consistently been among the best lling basketball shoes since their creation in 1985.   
Nike made a similar milestone in the sports industry when it cooperated with Tiger Woods to enter the golf category. Before that, Nike had no experience in golf. Moreover, golf is regarded a very elite game, and it was generally considered that a brand like Nike would not be very successful. But Nike cho to associate with the best golfer in the world and have him endor the brand. As is known today, Nike has emerged highly successful in golf.     
Is associating with a leading celebrity the easiest way to build a brand? Not necessarily. In the wake of the Tiger Woods scandal, insurers are being inundated with inquiries from corporations eking to protect their investments, their brands and even their sales when their celebrity endorrs suffer public embarrassment. That’s how potential negative publicity could do harm to a brand’s value.
Successful endorment relies on the attractiveness, credibility and many other things. Companies must realize that having a celebrity endorsing a brand is not a goal in itlf; rather it is one part of the communication mix that falls under the broader category of sponsorship marketing.
Blackboard Design:
主谓一致:
A. 语法一致
B. 意义一致
C. 就近原则
教学反思:

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