大學(xué)英語UnitAdvertisement

1、Teaching Plan21世紀(jì)大學(xué)英語應(yīng)用型綜合教程SubjectUnit 6 Advertisement StudentsContentPart A-C Time allotment8 periodsObjectives1. 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

2、 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 advertisement with correct format and expressions. 4) Translating skill: Be able to work out the equivalent English expressions of Chinese

3、 expressions independently.3. Ideological aim: 1) Know some basic knowledge about advertisement.2) Help students to read between the lines while watching advertisements. Teaching FocusSkimming and scanning skillsSkills of writing an outlineTeaching DifficultiesPredict the missing content of a listen

4、ing material with the help of the context.Structural study of complicated sentences in text A and BTeaching MethodsTask-based teaching methodAudio-visual methodCommunication methodTeaching Toolsblackboard, multi-media, PPTTeaching ProcedureI. Words and Expressions & Warm-up Listening (1 period)I

5、I. 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 & Vide

6、o-Based Writing (1 period)Unit 6 Text A: The Effects of TV Advertising on Children2 periods (90 minutes)Teaching procedures:I. Words and Expressions & Warm-up Listening (1 period)i. Words and Expressions (20 mins)Step 1: Some students are asked to read the words and expressions to find out the u

7、nfamiliar 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.ii. Warm-up Listening (25 mins)Step 1: Read the listening material to 1) get the mai

8、n idea; 2) predict the words and the part of speech of the words missed in the blank according to the context.Step 2: First listening and checkStep 3: Second listening and checkStep 4: Third listening and checkStep 5: Make Explanation of the material and some of the missing words.II. Text A:Global R

9、eading (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. Whats the purpose of using the example of Ca

10、re Bear?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.

11、 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 theyre inferior

12、if they dont have a certain kind of new products.4. It is very harmful for children if their parents purchase violent games and videos under the influence of the advertising. 5. Strong associations have been found between increases in advertising for non-nutritious foods and rates of childhood obesi

13、ty. Step 3: Structure of text A (25mins)Para. 1: General introductionPara. 2-7: The major effects of advertising on children.Para. 8: ConclusionBlackboard Design:Para. 1: General introductionPara. 2-7: The major effects of advertising on children.Para. 8: Conclusion教學(xué)反思：2 periods (90 minutes)Teachin

14、g procedures:III. Text A: Detailed ReadingLanguage & Culture points: Para 1-2 (30 mins)Introduction 1. target v. make a target of; set as a goal n. a mark to shoot at; sth. or sb. fired at or marked for attack; a goal to be achievedExamples: The nuclear weapons are targeted on Western Europe. 這些

15、核武器的目標(biāo)是西歐。Whats the target readership of this paper? 這份報(bào)紙以哪些人為讀者對(duì)象?2. aim at make an effort towardsExample: The visit was aimed at expanding the relations between the two countries.訪問的目的是擴(kuò)展兩國的關(guān)系。Paragraph 11. Planting your child in front of a television set is not altogether a bad thing, provided th

16、at 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 set is not altogether a bad thing”，provided that 相當(dāng)于if ，表示“假如”，引導(dǎo)出一個(gè)條件狀語從句。2. Media Awareness NetworkCultural note: The Media Awareness Network is a

17、Canadian non-profit organization based in Ottawa that focuses 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 expl

18、ored youth media consumption, such as television and internet use, as well as media issues. In recent years the organizations 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 proofExa

19、mple: The devil can cite Scripture for his own purpose. 魔鬼也能引經(jīng)據(jù)典為自己辯護(hù)。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積極主動(dòng)的反恐步驟Paragraph 2: 1. expos

20、ure n. 1. the fact or state of being exposed 2. disclosure, as of sth. private or secretExamples: After only a short exposure to sunlight he began to turn red.他在陽光下只曬了一會(huì)兒, 皮膚就開始變紅了。2. purchase n. acquisition by the payment of money or its equivalent; buying, or a single act of buying v. acquire by t

21、he payment of money or its equivalent; buyExamples: They made the purchase of a car. 他們購置了一輛小汽車。We purchased a car before. 以前我們買過一輛車。3. conflict n. controversy; quarrel v. come into collision or disagreement; be contradictory, or in opposition; clashExamples: It is not surprising that such a view ha

22、s led to very considerable conflict.這樣的一種觀點(diǎn)引起很大的分歧是不足為奇的。Do British immigration laws conflict with any international laws?英國的移民法與國際法有沖突嗎?4. deny v. 1. refuse to agree or accede to 2. state that (sth. declared or believed to be true) is not trueExamples: He denied the money to his son. 他拒絕給兒子錢。He den

23、ied knowing anything about their plans. 他否認(rèn)知悉他們的計(jì)劃。Language & Culture points: Para 3-4 (30 mins)Paragraph 31. inflict v. impose as sth. that must be borne or sufferedExample: Mary inflicted her children on her mother for the weekend. 周末瑪麗硬把孩子們交給母親照料。2. thanks to because of; owing toExample: Than

24、ks to your help, we were successful. 由于你的幫助, 我們得以成功。3. MonitorCultural 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 co

25、mbined 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 41. University of Michigan Health ServicesCultural note: The University of Michigan Health System (UMHS) is the w

26、holly 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 research laboratories; the U-M Hospitals and Health Centers, which includes University Hospital, C.S. Mott Childrens Hospital, Von Voigtlande

27、r Womens 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 Michig

28、an.Language & Culture points: Para 5-8 (30 mins)Paragraph 51. be linked to become connected byExample: They should be linked to increases or reductions in material benefits. 它們應(yīng)該同物質(zhì)利益的增減聯(lián)系起來。2. rate n. 1. a certain quantity or amount of one thing considered in relation to a unit of another thing

29、 and used as a standard or measure 2. degree of speed, progressExamples: The secretary showed me your attendance rate. 秘書給我看了你的出勤率。We have to offer higher rates. 我們不得不付更高的價(jià)錢。 n. 1. a certain quantity or amount of one thing considered in relation to a unit of another thing and used as a standard or m

30、easure 2. degree of speed, progressat this (that) rate：照這（或那）種情形，既然如此（或那樣）e.g. At this rate, I wont have a job to go back to.這樣的話，我就沒有工作可干了。at any rate：無論如何；至少e.g. This issue, at any rate, will have to be faced. 無論如何，這將是我們不得不面對(duì)的問題。3. substantial a. of ample or considerable amount, quantity, size, et

31、c.； basic or essential; fundamentalExamples: The country bought a substantial number of weapons. 這個(gè)國家購買了大量的武器。They made substantial changes to the arrangements. 他們?cè)诎才派献髁酥卮蟮淖儎?dòng)。4. Surgeon GeneralCultural note: The Surgeon General of the United States is the operational head of the Public Health Servic

32、e Commissioned Corps (PHSCC) and thus the leading spokesperson on matters of public health in the federal government. The Surgeon Generals office and staff are known as the Office of the Surgeon General (OSG). Paragraph 71. Federal Trade CommissionCultural note: The Federal Trade Commission (FTC) is

33、 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 c

34、oercive monopoly. 2. . it is highly likely that such ads do affect childrens media preferences.It is (highly) likely that .表示“（很）有可能”Example:It was thought highly likely (that) there would be a session soon.大家認(rèn)為最近非?？赡荛_會(huì)。Blackboard Design:aim at be linked to rateIt is highly likely that教學(xué)反思：2 periods

35、 (90 minutes)Teaching procedures:IV. Language Focus &Reading in Depth (1 period)i. 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 sentences and decide t

36、he part of speech of the missing words in the blank.Step 3: Select the proper words and fill the blanks.cite exposure purchase conflictrate primarily sophisticated inferior1. Buyers can now complete a_ within a day down from the previous three.2. This process ought to be highly _.3. That is because

37、an economys trend growth _ cannot be measured directly.4. Id like to _ my own experience as an example.5. If we see this_ only from one side or the other, then we will be blind to the truth. 6. Failure doesnt mean you are _ . It does mean you are not perfect.7. On top of this, social services, _ hea

38、lth care and education, also need improvement.8. Skin doctors warn people to be careful with sun _.Keys:1. purchase 2. sophisticated 3. rate 4. cite5. conflict 6. inferior 7. primarily 8. exposureii. Reading in depth (30mins)In this section, there is a passage with 10 blanks. You are required to sel

39、ect 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 use 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: Rea

40、d 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. purchase B. inferior C. inflicts D. heightenedE. deny F. insidiousG. conflict H. proactiveI. esteem J. targets K.

41、substantial L. citesM. array N. exposure O. youthfulChildren may develop a product preference even after one 2._ to an advertisement. Childrens 3._ requests influence their parents purchasing. When parents 4. _their childrens advertising-based requests, parent-child 5._arises. Advertising aimed at c

42、hildren also 6._the “narcissistic wounding” on children and may affect self 7. _.Whats more, advertising affects diet. Most of the food and beverages advertised to children are non-nutritious food products. Over consumption of these types of products is linked to obesity and poor health. At the same

43、 time, there is a 8. _relationship between childrens viewing of tobacco and alcohol ads and positive attitudes toward consumption of such products. These children are more likely to begin 9. smoking and drinking. Last but not the least, advertising that promotes violent games and videos makes childr

44、en less sensitive to violence and more likely to behave aggressively. Although advertising may have bad influence on children, its 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 advertisin

45、g messages.Keys:1. D 2. N 3. A 4. E 5. G6. C 7. I 8. K 9. O 10. HV. 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 False.1. Many people passed by the old blind m

46、an without giving him any money because they were unsympathetic.2. Advertising doesnt work for small businesses mainly because 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 s

47、ervice.4. Your advertising message should cause 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 purchase.Keys:1. F 2. F 3.

48、 F 4. T 5. TStep 2: Second ReadingRead the text again and fulfill the following tasks: Complete the summary of the text by selecting 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 because they expre

49、ss 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 poi

50、nt 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pa

51、ssing by completely unmoved 作 many people 的補(bǔ)足語，表伴隨狀態(tài)。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 引導(dǎo)的是一個(gè)讓步狀語從句。 even though 和 even if 均可用于引導(dǎo)讓步狀語從句，兩者的細(xì)微區(qū)別是：even if 引導(dǎo)的從句往往是假設(shè)性的，相當(dāng)于漢語的“即使”、

52、“縱然”、“就算”、“哪怕”。e.g. Theyll stand by you even if you dont succeed. 即使你不成功，他們也會(huì)支持你。3. hitting your customers emotional hot buttons Hot button is a slang which refers to something that elicits a strong emotional response or reaction.4. concerning prep. relating to; regarding; aboutExample: What do you

53、know concerning this? 關(guān)于這事你知道些什么?Blackboard Design:even if/even though concerning教學(xué)反思：2 periods (90 minutes)Teaching procedures:VI. Translation of the Passage (1 period)For this part, you are allowed 30 minutes to translate a passage from Chinese into English.在過去三十年里，中國發(fā)生了翻天覆地的變化。就物質(zhì)基礎(chǔ)建設(shè)(infrastructure)、技術(shù)能力和商業(yè)交易的大小和規(guī)模而言，中國的一些重點(diǎn)城市，例如北京、上海、廣州和深圳等已真正達(dá)到世界級(jí)水平。盡管發(fā)展迅速，但大多數(shù)現(xiàn)代消費(fèi)品的廣告與營銷在中國僅有二十五年到三十年的歷史。許多類別的品牌仍然以首次購買該產(chǎn)品的消費(fèi)者為目標(biāo)。這對(duì)于國內(nèi)營銷傳播(marketing communication)的性質(zhì)產(chǎn)生巨大影響。 Step 1: Find out the words and expressions that are difficult to translate. (5 mins)翻天覆地、就而言、盡管、以為目標(biāo)、產(chǎn)生巨大影響Step 2: Encourag