Unit 5 Getting the message

I. 單元教學目標

技能目標 Skill Goals▲Talk about advertising and advertisements▲Practise making complaints and expressing emotions ▲Practise expressing and evaluating different views▲Review the Object Complement▲Write an advertisement

II. 目標語言

功 能 句 式 Making complaints and expressing emotionsHe’s to blame. That’s lovely / great / wonderful!What do you mean by doing so?Does that surprise you?He shouldn’t have done it. Is something worrying you?She blamed him for coming home late.It’s (quite) all right.How could you cheat your teacher?I’m pleased with your spoken English.Why didn’t you tell me the truth?I wish I had never given it up.

詞 匯 1. 四會詞匯convey, advertise, advertiser, brand, consideration, charge, loss, blame, broadcast, post, react, annoy, annoying, accuse, associate, appeal, frequent, figure, salesman, saleswoman, profit, campaign, policy, spokesman, spokeswoman, illegal, target, nowadays, nephew, waitress, hostess, attach, discount, bonus2. 認讀詞匯mislead, misleading, critic, Ronaldo, Tetsuya Komuro, bait, bullet, nutritional, heroine, goddess, promotion, legend, slogan, catchy, context3. 重點詞組take ... into consideration, in charge (of), hand in hand, get across, appeal to, keep an eye out for sb./sth., point out, make sense4. 重點詞匯advertise, charge, blame, react, accuse, figure, profit, attach, discount

語 法 Review the Object Complement 1. Some people find advertisements useful and entertaining.2. As my neighbor Mr. White is a troublemaker, I have to keep myself away from him.3. The Consumers’ Club advises us to make informed choices by reading ads carefully. 4. Companies hope to see ads influence the behavior of customers.5. Companies spend a large amount of money employing advertisers.6. The UN employs famous people to make its programmes known to the public.7. They appointed him head of the Biology Department.8. We found the room decorated with framed ads on the walls.

重 點 句 子 1. You think the newspaper is to blame for this because ... P392. ... has gone hand in hand with the development of advertising. P403. Customers see so many ads every day that advertisers must ... to get their message across. P404. The best chance to reach customers is to appeal to their emotions. P405. It has been proven again and again that ... P406. First of all, we should always keep an eye out for “hidden information”. P41

III. 教材分析和教材重組

1. 教材分析

本單元的主題是“advertising and advertisements”，功能項目是“表示抱怨”、“表達喜怒哀樂”以及“表達、評價不同觀點”，寫作要點是嘗試寫一則廣告。通過本單元的學習，要讓學生了解廣告的語言特點、廣告的藝術以及消費者應對廣告所持的理性態度。教師要借助聽說、討論、閱讀、寫作等一系列行之有效的教學活動，進一步激發學生的學習興趣，積極參與到課堂實踐中，切實提升其綜合運用語言的能力，讓他們意識到現代社會廣告無處不在，廣告是生活中不可或缺的一部分。理性地、科學地對待廣告不僅有助于提高個人素養，增添生活的樂趣，還有益于整個社會素質的提高，營造一個誠信、發展、科學、和諧的社會。

1.1 WARMING UP 提供三幅精美圖片和相關廣告信息，本部分可以作為下文“說”的鋪墊，讓學生分組討論這些圖片，喚起對“廣告”這一主題的熱忱和興趣，使其有話可說，無話不說。

1.2 LISTENING有兩大任務，一是根據特定的主題（選購電腦），組織學生討論或思考，為進一步的“聽”作鋪墊；二是聽錄音，培養從聽力材料中獲取信息，并進行深入分析、推斷、加工的能力。

1.3 SPEAKING要求把全班分成四個小組，每一組選擇不同的身份和主題，結合本人的生活體驗，表示抱怨、喜怒哀樂等。作為報紙編輯，則應從全局出發，運用表示和評價不同觀點的句型或結構。這種開放式討論有助于引導學生運用所學知識合作學習，指導他們全面地、辨證地看待問題。

1.4 PRE-READING是READING的熱身活動。要求學生以廣告為話題展開討論，初步了解廣告的利與弊，為進一步的閱讀作好鋪墊。再引導學生通過比較閱讀檢驗自己的判斷，這有助于潛移默化地培養學生閱讀能力、分析能力。

1.5 READING采用“主題句”的寫作手法，先引出每段的主題，然后提出問題、分析問題、解決問題。教師要引導學生充分利用“主題句”這一有效的寫作技巧，指導學生把握文章主旨，了解作者的寫作意圖，并深入地培養他們猜測詞義、理解語句、歸納大意、理智地應對廣告等能力。

1.6 POST-READING從回答問題到展開討論，由低到高、由易到難，循序漸進，引導學生把握教材，體驗廣告的魅力并發揮想象，活化語言，從而達到綜合運用英語進行交際的目的。

1.7 LANGUAGE STUDY “詞匯學習”部分旨在培養學生根據語境猜測生詞并正確運用所學詞匯的能力。其核心是把詞匯的學習和真實的語境巧妙結合起來，逐步拓展學生的詞匯量。“同步語法”部分則設計了不同類型的賓語補足語練習題，旨在訓練學生準確理解賓語補足語并靈活運用的能力。

1.8 INTEGRATING SKILLS 閱讀部分是READING部分話題的延續和拓展，指導學生創造性地寫一則廣告。相對起來，寫作任務更富有挑戰性，不但要求學生大膽想象，還要求學生的習作技巧性和創造性兼備。

1.9 Tips指導學生如何運用聲音、圖像和動作多途徑提高詞匯記憶效果。

1.10 Checkpoint部分簡要地總結本單元語法重點，并引導學生總結與本單元話題密切相關的詞匯。

2. 教材重組

2.1 從話題內容上分析，WARMING UP 與SPEAKING相一致；而從訓練目的上分析與TALKING比較一致。從教材份量來說，可將WARMING UP，SPEAKING和Workbook中的TALKING整合在一起，設計成一節任務型“口語課”。

2.2 將LISTENING 和Workbook中的LISTENING整合在一起，設計成一節任務型“聽力課”。

2.3 可將PRE-READING, READING和POST-READING三個教學活動整合在一起上一節任務型“閱讀課（一）”。

2.4 可將LANGUAGE STUDY 與Workbook中的PRACTISING語法練習題整合在一起上一節任務型“語法課”。

2.5 可將INTEGRATING SKILLS 中Reading和Workbook中INTEGRATING SKILLS 的Reading整合起來上一節任務型“閱讀課（二）（泛讀課）”。

2.6 將INTEGRATING SKILLS 中的Writing和Workbook中INTEGRATING SKILLS 的Writing整合成一節任務型“寫作課”。

3. 課型設計與課時分配（經教材分析，根據學情，本單元可以用六課時教完）

1st Period Speaking

2nd Period Listening

3rd Period Reading

4th Period Language study

5th Period Extensive reading

6th Period Writing

Ⅳ. 分課時教案

The First Period Speaking

Teaching goals 教學目標

1. Target language 目標語言

a. 重點詞匯和短語

convey, advertise, advertiser, charge, loss, blame

b. 交際用語

Making complaints and expressing emotions

He’s to blame.

That’s lovely / great / wonderful!

What do you mean by doing so?

Does that surprise you?

He shouldn’t have done it.

Is something worrying you?

She blamed him for coming home late.

It’s (quite) all right.

How could you cheat your teacher?

I’m pleased with your spoken English.

Why didn’t you tell me the truth?

I wish I had never given it up.

2. Ability goals 能力目標

Enable the students to make complaints and express emotions.

Enable the students to express and evaluate different views on advertising and advertisements.

3. Learning ability goals 學能目標

Help the students learn how to make complaints, express emotions and evaluate views.

Teaching important points 教學重點

How to get the students to make comments on advertising and advertisements.

Teaching difficult points 教學難點

How to encourage the students to express themselves on advertising and advertisements.

Teaching methods 教學方法

1. Free-talking method;

2. Task-based approach.

Teaching aids 教具準備

A computer and some related pictures.

Teaching procedures && ways 教學過程與方式

Step I lead-in

T: Boys and girls, first let’s look at two beautiful pictures and tell me what do you think of them.

Sa: The first one is an ad. It is about a famous digital camera. The brand name is Panasonic.

Sb: The second is an ad for Diet Pepsi.

Sc: They are wonderful ads with brand names, photos and slogans.

T: Good. We are living in a world of ads. What’s your opinion on ads? Do you find them annoying or fascinating? Today let’s talk about advertising and advertisements.

Step II Warming up

This step is to arouse the students’ interest in advertising and advertisements and get them to think and talk freely.

T: Now, class. Please look at the three pictures on P37 carefully and try to fill in the following chart with proper information.

Items Ad 1 Ad 2 Ad 3

What are they trying to persuade you to buy?

How are they trying to do so?

What is the message of each ad?

How is the information conveyed?

What kind of information about the product is given in each ad?

Suggested answer:

Items Ad 1 Ad 2 Ad 3

What are they trying to persuade you to buy? Advanced electronic products Shampoo Soft drinks

How are they trying to do so? By using abstract design, slogan and pictures By using wonderful pictures, slogan and realistic products By using wonderful pictures, slogan and products

What is the message of each ad? The product is of high quality and it helps customers to succeed. True shampoo can create beauty, bring happiness and love to customers. Zhake soft drinks help athletes to refresh themselves.

How is the information conveyed? Pictures+ slogan +spokeswoman Products+ slogan + pictures Pictures+ slogan+products

What kind of information about the product is given in each ad? Brand name promotion Product sales Brand name promotion and sales

Words related to advertising and advertisements

T: What kind of words do you think you would need to talk about advertising and advertisements?

Help:

1. Divide the whole class into four or more groups.

2. The students can choose the group whose topic interests them most.

3. Each group tries to think of more words about the related topic.

4. One member from each group is called on to report their work.

After several minutes.

T: Now it’s time to report your work. Volunteer!

Sa: There are many related verbs concerning this topic: advertise, broadcast, post, mislead, promote, appeal to, entertain, increase, decrease ...

Sb: Here are some related nouns concerning this topic: ad, advertising, advertisement, advertiser, customer, slogan, designer, text, writer, brand, spokesman, spokeswoman, salesman, saleswoman, sales, choices, profit, principle, function, influence, shop, store, supermarket ...

Sc: Here are some related adjectives concerning this topic: entertaining, annoying, misleading, expensive, cheap, interesting, humorous, argumentative, persuasive, informative, truthful, false ...

Sd: Media containing advertising and ads are newspapers, TV, radios, the Internet, poster, balloon, buses...

Se: There are many world-famous brand names. Here are some examples: Coco Cola, Panasonic, Lenovo, Haier, Nike, Nestle, Rossini, IBM, Philips, Pioneer, HP, TCL, Ford, NEC ...

T: Well done. I’m glad you know so much about ad. Do you like advertisements? Do you find it annoying when you watch TV and see so many ads on show or you just find them entertaining? List your reasons for likes and dislikes.

Help:

1. Divide the students into six or eight groups.

2. Individual work. Each student has to choose his or her opinion and offer more ideas concerning the topic.

3. Group work. Each member lists his or her opinion and reasons.

4. Class work. Group leader displays their work by referring to the useful expressions.

After several minutes.

T: OK, time for you to report your work.

Possible answers:

Reasons for likes Reasons for dislikes

1. Ads can direct our choices of goods.2. Ads tell the latest information about various goods.3. Ads help consumers to make a better choice.4. Well-done ads are kind of art works.5. Ads cut down the costs, making the papers cheaper ... 1. Ads don’t tell real things. 2. Ads make the users buy what they shouldn’t buy.3. Ads cover much space, and waste a lot of paper.4. Ads take up too much time on TV.5. Too many ads will make people bored ...

Step III Speaking

This part is meant to supply the students with realistic situations so that they can have more chances to practise the functional items-making complaints, expressing emotions and evaluating different views.

T: We are going to have a role-play. To be specific, we are going to hold a meeting between readers and the newspaper editor. Four readers complain about the advertisements of a local newspaper and the editor in charge of the newspaper’s advertisements section tries to respond to readers’ complaints and solve the problems. Are you clear?

Help:

1. Divide the students into four groups.

2. Individual work. Each student has to offer more ideas concerning the topic.

3. Group work. Each member states his or her opinion and reasons.

4. Class work. Group leader reports their work by stating different views.

After several minutes.

T: Now you’ve warmly discussed this topic. I’d like the group leaders to report your work.

Sa: I’m angry about your ads for weight loss products. The ads say that I will lose weight if I use the products. But when I tried them, I didn’t lose weight at all. Instead I’m putting on weight. I’m also suffering from sleeplessness. Your newspaper should be responsible for this.

Sb: I’m very upset because I have just lost a lot of money after answering an ad in your newspaper. The ad was full of lies. I think the newspaper is responsible and should help me get my money back because your newspaper should make it necessary to check what the ads say is true or not. It’s clear that you failed to do this, least in this ad. Please repay me as soon as possible.

Sc: The ads in the newspaper sometimes show women who are young, beautiful and stupid. This is bad because not all women like this. These ads give readers a false impression and hint that ugly women are unpopular and that if you’re young and beautiful, you can’t be very smart. That’s unfair.

Sd: I’m a school nurse. Many of our students eat too much junk food. I think the newspaper is to blame for this because there are many such ads about junk food in your newspaper. Obviously, you only consider how much money you can earn by releasing ads, without thinking about readers’ interests. Junk food does more harm than good to our health. It is a tragedy.

Se: Dear readers, thank you for your care and your valuable advice to our newspaper. I think the ads are necessary because they can also be enjoyed and appreciated if well designed. Beside, the ads can help to reduce our costs of the newspaper so that the price is lower and readers can read something more interesting and worthwhile. As to your complaints, I think our newspaper will devote more time to checking the contents of ads, trying to provide readers with more scientific, interesting and entertaining ads. Thank you.

Step IV Talking (Workbook on P178)

This part should be a free talk concerning the topic. The students should be encouraged to think creatively and express their own opinions freely.

Design advertisements

Help:

1. The whole class is divided into eight groups.

2. The students can choose the group whose topic interests him or her most.

3. Two students design the ad, two think up an idea, two look for pictures and two draw the picture.

4. One member from each group is called on to report their work.

T: Now time is up. I think you must have had a lot of new creative ideas to share with us. Which group would like to try first?

Sa: Let me try. We’d like to advertise a new drug used for treating myopia. It’s a kind of magic medicine. If taken properly, the drug will take effect. In about two weeks a student will no longer suffer from being near-sighted. We’d like to employ three students to promote the drug and advertise it in newspapers, on the radio and local TV. The whole project will cost about 2000 Yuan.

Sb: We’d like to advertise a new type of cellphone. We can talk on the phone, send messages and pictures, take photos and surf on the Internet. We can also store a lot of useful personal information. As it is very fashionable, we are going to employ sports star Liu Xiang, who tells his parents about his winning gold medal and sends pictures at the same time. The whole project adds up to 3,500 Yuan.

Sc: We should like to advertise a new electronic English Dictionary. If we want to look up a word, enter the word immediately, we can find the pronunciation, English and Chinese explanation, set phrases, examples and so on. We’ll employ a senior student to work for us. I think it will be worthwhile. The ad will cost 1000 Yuan.

...

Step V Homework

1. Consolidation

T: Last Sunday you bought a MP3 player in the local supermarket according to the ad. But soon you found there was something wrong with it. So please write to the manager, explain your complaints and ask for your money back.

2. Preview the new lesson.

T: Please preview Listening after class.