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視頻課題：人教版高中英語選修九Book9 Unit 5 Inside advertising 江西省級優課
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人教版高中英語選修九Book9 Unit 5 Inside advertising 江西省級優課
選修9 Unit5 Inside advertising教學設計
教案背景
1.面向學生：高中學生 2學科：英語 2.課時：1 3.學生課前準備：
1）閱讀有關“廣告”的背景材料，為學習本文做好熱身。 2） 學習本單元有關詞匯及表達。
教學目標
◆ 情感目標：了解廣告相關內容
（To learn about some information about advertisements. ） ◆ 知識目標：學習本課基礎詞匯及其表達 （To learn the new words and expressions. ） ◆ 能力目標：提高學生閱讀理解能力
（To comprehend the passage and improve the reading skills. ）
教材分析
選修9屬于選學教材，教授學習的主要目的是為了拓寬學生的視野，提高學生的英語綜合素養。本單元是課本的最后一個單元，話題是“廣告”，是學生較為感興趣的話題，所以比較容易激發學生的學習興趣。而且本文內容與我們日常生活息息相關，教師可以此為契機，教授學生與本文有關的詞匯及表達，相信能取得較好的課堂效果。
重點、難點分析
◆ 對Reading 部分正文的理解 （Comprehension of the text. ） ◆ 有關于廣告相關知識的積累
（Knowledge accumulation of advertising.）
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◆ 對重點詞匯和短語的掌握 （Useful words and expressions.）
教學方法
1） 自我學習 2）合作探究 3）啟發教學4）任務型教學法
教學過程
1）視頻、圖片導入，激發學生興趣，快速導入本課主題——廣告。 2）采用自我學習，合作探究，分組討論、展示等多種方法。
3）練習形式多樣化，并輔以當堂訓練，多角度、多方位提高學生能力。 4）適時地對學生進行閱讀方法和技巧指導。
Book 9 Unit 5 Inside advertising
【Learning aims】
1. Read about “Inside advertising” and improve your ability of fast reading and summarizing.
2. Devote yourself with passion, enjoy the pleasure of reading and avoid being controlled by ad.
【Teaching procedures】 I. Warming up
1) Where can we find advertisements? Let’s enjoy some pictures of advertisements.
2) Play a match game——match some famous English slogans with their Chinese meanings.
3) Enjoy five short videos about advertisements
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【設計意圖】首先通過展示與廣告有關的圖片，引導學生通過看圖片，自然過渡到本課的主題，把學生從無意注意引向有意注意，進而培養學生通過圖片預測閱讀內容的能力。然后讓學生做中英文廣告語連線的游戲，讓學生們回憶一些經典的廣告語，并且對廣告語的特點有一定的了解，為后續的廣告設計活動做鋪墊。最后通過欣賞5則簡短有力的視頻廣告，進一步激發學生對學習廣告相關知識的興趣。
II. Reading Tasks: Task One
In the Task List, there is a text. The text is incomplete. Please scan the passage and choose the right ones to fulfill it.
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Do you know how many advertisements you are exposed to in your daily life? Every day, we pass by advertisements on buses and billboards, on trains and in train stations, in shop windows, outside restaurants and on public notice boards. At home, we see advertisements in magazines and newspapers and in the middle of our favorite television programmes. With so many messages from advertisers filling our daily lives, it is important to understand how advertisements work. Then we can avoid being controlled by them.
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An advertisement is a message that informs or influence people. It can use words, pictures, music or film to communicate its message. Adverts are not only made and paid for business, but also by individuals, organizations and associations that wish to inform the public.
How do advertisers make effective advertisements? 3
Advertisers must pay the media for displaying their ads. Their money would be wastedif the message didn’t reach its target audience. For example, adolescent boys are more likely to buy computer games than any other group, so it makes sense to make computer game ads that appeal to this group. Having identified the target group, researchers find out as much as possible about those in the target group. This information then forms the basis for decisions about what type of advertising techniques to use with this group. In order to persuade people to do something, advertisements often appeal to our hopes or emotions. Some advertisements are more likely to be noticed if they are funny. And some adverts, like environmental protection advertisements, appeal to our conscience to be worthy citizens.
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As well as reaching the right audience with the right techniques, advertisers must also place their ads in the right medium. Obviously, cost will pay a big part in this decision. And advertisers must consider which media are most appropriate for their product and which their target audience is most likely to see or hear. Television adverts are great for generating emotional responses to a product, but magazines and newspapers can give more details.
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However good an advertisement is, people are unlikely to be persuaded if the product is unsuitable for them. For example, no matter how good an ad for a car stereo system is, people who don’t own cars are unlikely to run out and buy one. On the other hand, being constantly exposed to advertisements can help to change our opinions over time. This is why governments all over the world pay a lot of money for ads on such things as road safety. They believe these adverts will affect the way people think about their driving habits and will subsequently reduce the number of road accidents. A. Use a suitable medium. B. How advertising works？ C. Does advertising work?
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D. What is an advertisement? E. Identify and appeal to your target. F. How effective are advertisements? G. The effective of a good advertisement. The correct answer: B D E A F
【設計意圖】 為了避免學生對傳統的閱讀教學方法產生厭倦，我嘗試以一種新的方式去教授這堂閱讀課。本單元Reading部分的文章特別適合改編為高考的七選五題型。為了能增加學生們的閱讀興趣，對傳統的閱讀教學方法進行創新，我并沒有讓學生們直接去閱讀課文，而是將文章進行適當的改編，以高考題型——七選五的方式呈現給學生，從而提高學生們的閱讀興趣與閱讀效率。
III. Reading Tasks: Task Two ——Reading comprehension 1. What is the text mainly about? C
A. Why advertisers are willing to spend so much money. B. How consumers avoid being controlled by advertisements. C. Consumers should understand how advertising works. D. How advertisements appeal to consumers’ desire.
2. If an advertiser wants to make an advertisement for a car stereo system, his most suitable way is to use ______. D
A. television B. magazines C. newspapers D. radio
3. What does the author mean by saying “being constantly exposed to advertisements can help to change our opinions over time”? D
A. To change our opinions, we should be exposed to ads constantly. B. Our opinions will be changed well by the ads with time going on. C. No matter whether an ad is good or not, it can affect our life wholly. D. No matter whether an ad is good or not, it will affect our life in one way.
【設計意圖】快速閱讀技能訓練。通過尋讀，訓練學生有目的、有選擇地快速
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觀覽，尋找所需要的信息的能力。并要求學生在課前通過自主學習，把握文章中的重點短語，加強知識的積累。
Ⅳ. Words & Expressions
Explain some key words and expressions in the reading text.
【設計意圖】 在學生們進行完快速閱讀后，講解一些課文中的重點詞匯和短語，以便學生能在后續的精讀過程中更好地理解文本。
Ⅴ. Reading Tasks: Task Three ——Intensive reading
Read the text again, then work in pairs and try to answer the following four questions: 1. Who advertises?
Businesses, individuals, organizations and associations. 2. Why do they advertise?
They want to sell something or to inform or educate the public. 3. How do they decide where to advertise?
They consider their budget and what medium is most likely to be seen or heard by the target consumer. 4. Does advertising work?
Yes and no. People are not usually persuaded by ads to buy things they have no use for. However, ads do change people’s opinions over time.
【設計意圖】精讀閱讀技能訓練。通過再次仔細閱讀文本，訓練學生能夠通過分析、判斷等技巧在文章中找到和問題有關的信息，然后對信息進行匯總、整合，最終自主歸納出問題的答案。小組合作的學習方式能夠更好地它不僅充分發揮了師生間、生生間的相互交流，協作功能；而且還可以培養學生的合作意識、團隊精神，讓學生由被動變為主動，把個人自學、小組交流、全班討論、教師指點等有機地結合起來，進而促使小組之間合作、競爭，激發了學習熱情，挖掘了個體學習潛能，增大了信息量，使學生在互補促進中共同提高。
Ⅵ. Reading Tasks: Task Four
Complete the summary of the reading passage.
Advertisements _______(become) part of our everyday life and so it is important that we _______(education) ourselves about them to avoid _______(fool) by them. The aim of advertisements is to persuade people _____(do) something, and so advertisers spend a lot of time _______(decide) what kind of things will appeal ____their target group. The kind of advertisement depends partly ___budget because it costs a lot more money for advertisements in media such_______television than it does in others, such as newspapers. So, why do __________(advertise) spend so much money on advertisements? Are they really worth all that expense? The advertisers think so or they wouldn’t waste_______money.
【設計意圖】精度后，學生對文本基本已經掌握，為了引導學生進一步挖掘課文細節內容，更好的掌握課文內容，并活躍課堂氣氛，專門設計了高考題型——語法填空來讓學生對文本的學習進行梳理。通過設計高考題型，提高學生分析句子結構、夯實基礎、適應高考題型的能力。
Ⅶ. Brief summary
Lead students to use three key words to describe ads: creative, attractive, effective
【設計意圖】通過引導學生們和我一起進行復述與總結，從而得出廣告的三個關鍵詞，幫助學生多進行獨立思考與自主分析。
Ⅷ. Task Five——Design ads
Divide the whole class into groups, two in a group. Each one group should choose one product, and design ads for it.
【設計意圖】該項活動的設計，一方面可以鍛煉和加強學生合作學習的能力；另一方面，可以培養學生交際能力，讓他們在運用語言的過程中將課本知識學以致用，進而提高他們綜合運用英語的能力的同時。從另一方面，也是在培養他們的創造性思維和創新意識，提高其英語核心素養。
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Ⅸ. Conclusion
Make some comments on students’ performances. And lead students to remember: “Don’t believe advertisements blindly and be a rational customer.”
【設計意圖】對上述活動進行小結，通過表揚優秀個人和小組，激勵同學們學習英語的熱情，并對同學們提出更高的、切合實際的期望和要求，鼓勵學生們更上一層樓！與此同時，還對學生們進行情感態度價值觀方面的教育，教育他們不要盲目消費，做一名理性的消費者。
Ⅹ. Homework
1) Ex.1 and Ex.2 on P45;
2) Create some ad slogans by yourself.
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