大學(xué)英語(yǔ)-Unit Advertisement-教案

TeachingPlan

21世紀(jì)大學(xué)英語(yǔ)應(yīng)用型綜合教程

SubjectUnit6AdvertisementStudents

ContentPartA-CTimeallotment8periods

1>Knowledgeaim:WordsandexpressionsmarkedCET4/6inthepage

145-147、

2、Abilityaim:1)Listeningskill:Beabletopredictthemissingcontentofa

listeningmaterialwiththehelpofthecontext>

2)Readingskill:Beabletolocatekeyinformationinatextas

soonaspossiblebyskimmingandscanning>

3)Writingskill:Beabletowriteanadvertisementwithcorrect

Objectives

formatandexpressions>

4)Translatingskill:BeabletoworkouttheequivalentEnglish

expressionsofChineseexpressionsindependently>

3、Ideologicalaim:

1)Knowsomebasicknowledgeaboutadvertisements

2)Helpstudentstoreadbetweenthelineswhilewatching

advertisements

TeachingSkimmingandscanningskills

FocusSkillsofwritinganoutline

TeachingPredictthemissingcontentofalisteningmaterialwiththehelpofthecontext

DifficultiesStructuralstudyofplicatedsentencesintextAandB

Task-basedteachingmethod

Teaching

Audio-visualmethod

Methods

municationmethod

Teaching

blackboard,multi-media,PPT

Tools

I.WordsandExpressions&Warm-upListening(1period)

II.TextA:TheEffectsofTVAdvertisingonChildren(1period)

III.TextA:DetailedReading(2periods)

Teaching

IV.LanguageFocus&ReadinginDepth(1period)

Procedure

V.TextB:CreateanEffectiveAdvertisingMessage(1period)

VI.TranslationofthePassage(1period)

VILSkillDevelopment:Grammar&Video-BasedWriting(1period)

Unit6TextA:TheEffectsofTVAdvertisingonChildren

2periods(90minutes)

Teachingprocedures:

I.WordsandExpressions&Warm-upListening(1period)

i、WordsandExpressions(20

mins)

Step1:Somestudentsareaskedtoreadthewordsandexpressionstofindouttheunfamiliaror

wrongpronunciations>

Step2:Theteachermakesexplanationonunfamiliarpronunciationsandcorrectsthewrong

pronunciationsandthenasksSstoreadthewordsandexpressionsafterhim/herthree

times>

ii>Warm-upListening(25mins)

Step1:Readthelisteningmaterialto1)getthemainidea;2)predictthewordsandthepartof

speechofthewordsmissedintheblankaccordingtothecontext>

Step2:Firstlisteningandcheck

Step3:Secondlisteningandcheck

Step4:Thirdlisteningandcheck

Step5:MakeExplanationofthematerialandsomeofthemissingwords

II.TextA:GlobalReading(1period)

Step1:Firstreading:Readthetextandanswerthefollowingquestions>(10mins)

1.Howhastheinfluenceofadvertisingonourliveschangedovertheyears?

2.WhateffectsofTVadvertisingonchildrenhavebeenmentionedinthetext?

3.What'sthepurposeofusingtheexampleofCareBear?

4.Whatdoes"productplacement"mean?

5.Whatmeasurescanbetakentoreducetheinfluenceofadvertisingonchildren?

Step2:Secondreading:TextAhas8paragraphs>Whichparagraphcontainsthefollowing

information?Fillintheblankswiththecorrespondingparagraphnumbers>(10mins)

1>Accordingtosomestudies,themorechildrenviewtobaccoandalcoholads,themorepositive

attitudestowardconsumptionofsuchproductstheyhave>

2、Parentsshouldteachtheirchildrentothinkcriticallyaboutanyadvertisingmessage>

3、Advertisingmakeschildrenconvincedthatthey'reinferioriftheydon'thaveacertainkindof

newproducts>

4、Itisveryharmfulforchildreniftheirparentspurchaseviolentgamesandvideosunderthe

influenceoftheadvertisingx

5、Strongassociationshavebeenfoundbetweenincreasesinadvertisingfornon-nutritiousfoods

andratesofchildhoodobesity、

Step3:StructureoftextA(25mins)

Para、1:Generalintroduction

Para>2-7:Themajoreffectsofadvertisingonchildren、

Para、8:Conclusion

BlackboardDesign:

Para>1:Generalintroduction

Para>2-7:Themajoreffectsofadvertisingonchildren>

Para>8:Conclusion

教學(xué)反思:

2periods(90minutes)

Teachingprocedures:

III.TextA:DetailedReading

Language&Culturepoints:Para1-2(30mins)

Introduction

1、target

一v、makeatargetof;setasagoal

一幾、amarktoshootat;sth>orsb、firedatormarkedforattack;agoaltobeachieved

Examples:

ThenuclearweaponsaretargetedonWesternEurope>這些核武器得目標(biāo)就是西歐。

What'sthetargetreadershipofthispaper?這份報(bào)紙以哪些人為讀者對(duì)象？

2、aimat

—makeanefforttowards

Example:Thevisitwasaimedatexpandingtherelationsbetweenthetwocountries

訪問(wèn)得目得就是擴(kuò)展兩國(guó)得關(guān)系。

Paragraph1

1、Plantingyourchildinfrontofatelevisionsetisnotaltogetherabadthing,providedthatyou

limitthetimethatyourlittleonespendswatchingTVandyoumonitortheprogramswatched、

本句得主句就是"Plantingyourchildinfrontofatelevisionsetisnotaltogetherabad

thing”,providedthat相當(dāng)于if,表示“假如"，引導(dǎo)出一個(gè)條件狀語(yǔ)從句。

2、MediaAwarenessNetwork

Culturalnote:TheMediaAwarenessNetworkisaCanadiannon-profitorganizationbasedin

OttawathatfocusesonmedialiteracyprogramsInparticular,theorganizationpromotescritical

thinkingviaeducationresourcesandanalyzesthecontentofvarioustypesofmassmediaSurveys

andstudiesperformedbytheMediaAwarenessNetworkhaveexploredyouthmediaconsumption,

suchastelevisionandinternetuse,aswellasmediaissues>Inrecentyearstheorganization's

focushasshiftedmoreheavilytodigitalliteracy,althoughitcontinuestoproduceresourceson

traditionalmedia>

3、cite

—v^quotebywayofexample,authority,orproof

Example:ThedevilcanciteScriptureforhisownpurpose>魔鬼也能引經(jīng)據(jù)典為自己辯護(hù)。

4、proactive

——a、(ofapersonorpolicy)controllingasituationbymakingthingshappenratherthanwaiting

forthingstohappenandthenreactingtothem

Example:proactivestepstopreventterrorism枳極主動(dòng)得反恐步驟

Paragraph2:

1、exposure

一1thefactorstateofbeingexposed2、disclosure,asofsth、privateorsecret

Examples:Afteronlyashortexposuretosunlighthebegantoturnred、

她在陽(yáng)光下只曬了一會(huì)兒，皮膚就開(kāi)始變紅了。

2、purchase

—n、acquisitionbythepaymentofmoneyoritsequivalent;buying,orasingleactofbuying

一acquirebythepaymentofmoneyoritsequivalent;buy

Examples:

Theymadethepurchaseofacar^她們購(gòu)置了一輛小汽車(chē)。

Wepurchasedacarbefore>以前我們買(mǎi)過(guò)一輛車(chē)。

3、conflict

-n、controversy;quarrel

一v、eintocollisionordisagreement;becontradictory,orinopposition;clash

Examples:

Itisnotsurprisingthatsuchaviewhasledtoveryconsiderableconflicts

這樣得一種觀點(diǎn)引起很大得分歧就是不足為奇得。

DoBritishimmigrationlawsconflictwithanyinternationallaws?

英國(guó)得移民法與國(guó)際法有沖突嗎？

4、deny

v>1、refusetoagreeoraccedeto2、statethat(sth、declaredorbelievedtobetrue)isnot

true

Examples:

Hedeniedthemoneytohisson>她拒絕給兒子錢(qián)。

Hedeniedknowinganythingabouttheirplans她否認(rèn)知悉她們得計(jì)戈4。

Language&Culturepoints:Para3-4(30mins)

Paragraph3

1、inflict

一v、imposeassth、thatmustbeborneorsuffered

Example:

Maryinflictedherchildrenonhermotherfortheweekend>周末瑪麗硬把孩子們交給母親照料。

2^thanksto

—becauseof;owingto

Example:

Thankstoyourhelp,weweresuccessfuR由于您得幫助，我們得以成功。

3、Monitor

Culturalnote:ThefullnameisMonitoronPsychology,apublicationoftheAmerican

PsychologicalAssociation>Itisthe“mustread”forpsychologyeducators,scientists,and

practitioners>DeliveredeachmonthwiththeexceptionofabinedJuly/Augustissue,Monitoron

Psychologyprovidespellingeditorialonthescienceandpracticeofpsychologyaswellasonhow

psychologyinfluencessocietyatlarge

Paragraph4

1、UniversityofMichiganHealthServices

Culturalnote:TheUniversityofMichiganHealthSystem(UMHS)isthewhollyownedacademic

medicalcenteroftheUniversityofMichiganinAnnArbor>UMHSincludestheU-MMedical

School,withitsFacultyGroupPracticeandmanyresearchlaboratories;theU-MHospitalsand

HealthCenters,whichincludesUniversityHospital,C>S、MottChildren'sHospital,Von

VbigtlanderWomen'sHospital,120outpatientclinicsandapproximately40healthcenters;the

clinicalprogramsoftheU-MSchoolofNursing;andtheactivitiesoftheMichiganHealth

Corporation,throughwhichUMHSpartnerswithothermedicalcentersandhospitalstoprovide

specializedcarethroughoutMichigan

Language&Culturepoints:Para5-8(30mins)

Paragraph5

1>belinkedto

—beeconnectedby

Example:

TheyshouldbelinkedtoincreasesorreductionsinmaterialbenefitsN

它們應(yīng)該同物質(zhì)利益得增減聯(lián)系起來(lái)。

2、rate

——n、1>acertainquantityoramountofonethingconsideredinrelationtoaunitofanother

thingandusedasastandardormeasure2、degreeofspeed,progress

Examples:

Thesecretaryshowedmeyourattendancerate、秘書(shū)給我瞧了您得出勤率。

Wehavetoofferhigherrates我們不得不付更高得價(jià)錢(qián)。

——1、acertainquantityoramountofonethingconsideredinrelationtoaunitofanother

thingandusedasastandardormeasure2^degreeofspeed,progress

atthis(that)rate:照這(或那)種情形，既然如此(或那樣)

e^g^Atthisrate,Iwon^haveajobtogobackto>

這樣得話，我就沒(méi)有工作可干了。

atanyrate:無(wú)論如何;至少

e、g、Thisissue,atanyrate,willhavetobefaced>

無(wú)論如何,這將就是我們不得不面對(duì)得問(wèn)題。

3、substantial

一a、ofampleorconsiderableamount,quantity,size,etc>;basicoressential;fundamental

Examples:

Thecountryboughtasubstantialnumberofweapons>這個(gè)國(guó)家購(gòu)買(mǎi)了大量得武器。

Theymadesubstantialchangestothearrangements她們?cè)诎才派献髁酥卮蟮米儎?dòng)。

4^SurgeonGeneral

Culturalnote:TheSurgeonGeneraloftheUnitedStatesistheoperationalheadofthePublic

HealthServicemissionedCorps(PHSCC)andthustheleadingspokespersononmattersofpublic

healthinthefederalgovernmentTheSurgeonGeneraPsofficeandstaffareknownastheOffice

oftheSurgeonGeneral(OSG)>

Paragraph7

1、FederalTrademission

Culturalnote:TheFederalTrademission(FTC)isanindependentagencyoftheUnitedStates

government,establishedin1914bytheFederalTrademissionAct、Itsprincipalmissionisthe

promotionofconsumerprotectionandtheeliminationandpreventionofwhatregulatorsperceive

tobeharmfullyanti-petitivebusinesspractices,suchascoercivemonopoly>

2、、、、itishighlylikelythatsuchadsdoaffectchildren'smediapreferences>

Itis(highly)likelythat>、、表示"(很)有可能…“

Example:

Itwasthoughthighlylikely(that)therewouldbeasessionsoon、

大家認(rèn)為最近非?？赡荛_(kāi)會(huì)。

BlackboardDesign:

aimatbelinkedtorate

Itishighlylikelythat...

教學(xué)反思:

2periods(90minutes)

Teachingprocedures:

IV、LanguageFocus&ReadinginDepth(1

period)

i、Languagefocus(15mins)

Fillintheblankswiththewordsgivenbelow>Changetheformwherenecessary>

Step1:Makeclearthemeaningandpartofspeechofthewordslisted>

Step2:Readthe8sentencesanddecidethepartofspeechofthemissingwordsintheblank

Step3:Selecttheproperwordsandfilltheblanks>

citeexposurepurchaseconflict

rateprimarilysophisticatedinferior

1.Buyerscannowpleteawithinaday—downfromthepreviousthree>

2.Thisprocessoughttobehighly、

3.Thatisbecauseaneconomy'strendgrowthcannotbemeasureddirectly

4.I'dliketomyownexperienceasanexample

5.Ifweseethisonlyfromonesideortheother,thenwewillbeblindtothe

truth>

6.Failuredoesn^meanyouare、Itdoesmeanyouarenotperfects

7.Ontopofthis,socialservices,healthcareandeducation,alsoneed

improvement>

8.Skindoctorswarnpeopletobecarefulwithsun、

Keys:

1、purchase2、sophisticated3、rate4^cite

5、conflict6^inferior7、primarily8、exposure

ii、Readingindepth

(30mins)

Inthissection,thereisapassagewith10blanksYouarerequiredtoselectonewordforeach

blankfromalistofchoicesgiveninthewordbankfollowingthepassageReadthepassage

throughcarefullybeforemakingyourchoicesYoumaynotuseanyofthewordsinthebankmore

thanonce^

Step1:Makeclearthemeaningandpartofspeechofthewordsbelow>

Step2:Readthepassagetogetthemainideaofthepassage

Step3:Selectthecorrectwordsandfillintheblanksaccordingtothecontext,aswellasthe

meaning,patofspeechofthewords>

A、purchaseB、inferiorC、inflictsD、heightened

E、denyF^insidiousG^conflictH、proactive

I、esteemJ、targetsK、substantialL、cites

M>arrayN^exposureO、youthful

Childrenmaydevelopaproductpreferenceevenafterone2、to

anadvertisement>Children's3、requestsinfluencetheirparents9purchasingWhen

parentstheirchildren'sadvertising-basedrequests,parent-child5、arises>

Advertisingaimedatchildrenalso6、the"narcissisticwounding^^onchildrenand

mayaffectself7、、What'smore,advertisingaffectsdiet>Mostofthefoodand

beveragesadvertisedtochildrenarenon-nutritiousfoodproducts>Overconsumptionofthese

typesofproductsislinkedtoobesityandpoorhealthAtthesametime,thereisa8、

relationshipbetweenchildren'sviewingoftobaccoandalcoholadsandpositive

attitudestowardconsumptionofsuchproducts>Thesechildrenaremorelikelytobegin9>

smokinganddrinking、Lastbutnottheleast,advertisingthatpromotesviolentgamesandvideos

makeschildrenlesssensitivetoviolenceandmorelikelytobehaveaggressivelyAlthough

advertisingmayhavebadinfluenceonchildren,it'simpossibletoavoiditpletely^Thebestyou

candoistotakea10、roleinteachingyourchildtobemoremediasavvyandtothink

criticallyinfaceofadvertisingmessages

Keys:

1、D2、N3、A4、E5>G

6、C7、I8、K9、O10、H

V、TextB:GlobalReading&LanguageDifficulties(1

period)

i、GlobalReading(20mins)

Step1:FirstReading:ReadthetextanddecidewhethereachofthefollowingstatementisTrueor

False>

1、Manypeoplepassedbytheoldblindmanwithoutgivinghimanymoneybecausetheywere

unsympathetic>

2、Advertisingdoesn'tworkfbrsmallbusinessesmainlybecausetheownersareunwillingto

spendenoughmoneyonit^

3、Aneffectivemessageshouldbespecificandindetailsothatyourcustomersknoweverything

aboutyourproductandservice、

4、Youradvertisingmessageshouldcauseyourcustomerstoperceivelessrisk,alleviatetheirfears

andoveretheirobjections

5、Aneffectiveadvertisingmessageismoreimportantthantherightmediainthatitmaypullyour

customersinandgetthemtomakeapurchase>

Keys:

1、F2、F3、F4、T5、T

Step2:SecondReading

Readthetextagainandfulfillthefollowingtasks:pletethesummaryofthetextbyselecting

theFIVEanswerchoicesthatmentionthemostimportantpointsinitandputthemintheright

order>Theotherchoicesdonotbelonginthesummarybecausetheyexpressideasthatarenot

includedinthetextorareminorpoints>

1、~~■~~___—：___-■___—___summarizesthetext>

2、___and___areminorpoints、

3、___istruebutitisnotmentionedinthetext>

Keys:

1.I-K-M_J-F一D一B一E-J~~Asummarizesthetext>

2.CandLareminorpoints>

Cisaminorpointthatsupportsmajorpoint、

Lisaminorpointthatsupportsmajorpointy、

3.Histruebutitisnotmentionedinthetext>

ii、LanguageDifficulties

(25mins)

1.Ayoungadvertisingwriterwalkedpastandsawtheblindmanwithhissignandemptycup,

andalsosawmanypeoplepassingbypletelyunmoved,letalonestoppingtogivemoney>

句中passingbypletelyunmoved作manypeople得補(bǔ)足語(yǔ),表伴隨狀態(tài)。

2.Butevenifyouradvertisingreachestherightaudience,youstillmaybeunsuccessfulifyoudo

nothaveaneffectivemessagetomunicate>

句中得evenif引導(dǎo)得就是一個(gè)讓步狀語(yǔ)從句。

eventhough與evenif均可用于引導(dǎo)讓步狀語(yǔ)從句，兩者得細(xì)微區(qū)別就是：

evenif引導(dǎo)得從句往往就是假設(shè)性得，相當(dāng)于漢語(yǔ)得“即使”、“縱然”、“就算”、“哪怕工

e、g、They7/standbyyouevenifyoudon7succeed,即使您不成功，她們也會(huì)支持您。

3.hittingyourcustomers'emotionalhotbuttons

Hotbuttonisaslangwhichreferstosomethingthatelicitsastrongemotionalresponseor

reaction、

4、concerning

-prep>relatingto;regarding;about

Example:Whatdoyouknowconcerningthis?關(guān)于這事您知道些什么？

BlackboardDesign:

evenif/eventhough

concerning

教學(xué)反思:

2periods(90minutes)

Teachingprocedures:

VI、TranslationofthePassage(1

period)

Forthispart,youareallowed30minutestotranslateapassagefromChineseintoEnglish>

在過(guò)去三十年里沖國(guó)發(fā)生了翻天覆地得變化。就物質(zhì)基礎(chǔ)建設(shè)(infrastructure)、技術(shù)能力

與商業(yè)交易得大小與規(guī)模而言,中國(guó)得一些重點(diǎn)城市，例如北京、上海、廣州與深圳等已真正

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)品得廣告與營(yíng)銷(xiāo)在中國(guó)僅有二十五年到三

十年得歷史。許多類別得品牌仍然以首次購(gòu)買(mǎi)該產(chǎn)品得消費(fèi)者為目標(biāo)。這對(duì)于國(guó)內(nèi)營(yíng)銷(xiāo)傳播

(marketingmunication)得性質(zhì)產(chǎn)生巨大影響。

Step1:Findoutthewordsandexpressionsthataredifficulttotranslate(5mins)

翻天覆地、就……而言、盡管、以……為目標(biāo)、產(chǎn)生巨大影響

Step2:EncouragethestudentstoworkouttheEnglishequivalenceoftheabovewordsand

expressions、(15mins)

Step3:Translatethepassageandthencheckpossiblemistakesinspellingandgrammar(25mins)

Suggestedversion:

Chinahasexperiencedfundamentalchangesinthepast30years>Intermsofphysical

infrastructure,technologicalcapability,andsizeandscaleofbusinesstransactions,someofthekey

citiesinChinasuchasBeijing,Shanghai,GuangzhouandShenzhen,areindeedworld-class>But

inspiteofthisrapiddevelopment,mostofthemodemadvertisingandmarketingforconsumer

productsinChinahasahistoryofonly25-30years>Brandsinmanyofthecategoriescouldstill

betargetingconsumerswhoarebuyingtheseproductsforthefirsttime>Thishasahugeimpacton

thenatureofmarketingmunicationinChina>

VII、SkillDevelopment:Grammar&Video-BasedWriting(1period)

i、Grammar(20mins)

Step1:Subject-verbAgreement(lOmins)

主謂一致,簡(jiǎn)單來(lái)說(shuō)就是主語(yǔ)與謂語(yǔ)保持?jǐn)?shù)、時(shí)態(tài)與意義上得一致。謂語(yǔ)動(dòng)詞得單復(fù)數(shù)，不僅

取決于主語(yǔ)得單復(fù)數(shù)形式，更取決于主語(yǔ)得單復(fù)數(shù)意義。主謂一致所要遵循得三個(gè)原則為:語(yǔ)

法一致、意義一致、就近原則。

A、語(yǔ)法一致

語(yǔ)法?致就就是根據(jù)主語(yǔ)得單復(fù)數(shù)來(lái)確定謂語(yǔ)得單復(fù)數(shù)形式，例如：

Themainreasonsstudentsgiveforfailingtoparticipateinthepoliticalprocessarethattheyhave

demandingassignmentsandworkatpart-timejobs、

在這句話里，主語(yǔ)就是reasons,而不就是students或者process,謂語(yǔ)be動(dòng)詞因此要與主語(yǔ)一

致,以復(fù)數(shù)得形式出現(xiàn)。

B、意義一致

意義一致就是指瞧似就是復(fù)數(shù)得主語(yǔ)實(shí)際上就是單數(shù),或者主語(yǔ)瞧似為單數(shù)，卻就是復(fù)數(shù)名詞

得情況。例如：Uranus,octopus都就是復(fù)數(shù)形式單數(shù)意義，這兩個(gè)詞作主語(yǔ)得時(shí)候，要仔細(xì)分

析它們得實(shí)際意思，以決定謂語(yǔ)動(dòng)詞得形式。這樣得詞還有means,species,news,physics,

mathematics,platypus等。此外，單數(shù)形式得復(fù)數(shù)名詞有people,cattle,police等。

C、就近原則

neither、、、nor,either、、、or,not、、、but、、、，notonly、、、butalso這些短語(yǔ)用在陳述

語(yǔ)序中時(shí)，謂語(yǔ)動(dòng)詞與接近謂語(yǔ)動(dòng)詞得主語(yǔ)得單復(fù)數(shù)相一致。

除了以上幾個(gè)短語(yǔ)外，一些介詞短語(yǔ)也用就近原則，比如alongwith,togetherwith等。

值得注意得就是，在倒裝句中，應(yīng)先找對(duì)主語(yǔ)，再根據(jù)就近原則來(lái)解決謂語(yǔ)動(dòng)詞得單復(fù)數(shù)。

例如：

Thereisapenandtwopencils>

Therearetwopencilsandapen、

Step2:Dotheexercises(10mins)

1)Thisfamilyneveragreesaboutsharesoftheproperty>

A>itsB、their

C、hisD、her

2)Manyastudentandteachermakingacarefulstudyofownproblems>

A、are;theirB、is;their

C、are;hisD、is;his

3)Inordertosetupindustries,trainedmanpower,aswellassufficientcapital,

A、isneededB、areneeded

C、neededD、need

4)Noneofthedebatersconvincingaudience

A、were;hisB、was;their

Cywere;theirD、was;its

5)ItisnotIbutyouwhothefirsttoruntothegoalinthatpetition、

AyisB、was

C、areD、isgoingto

6)Lessingissopoorthatevenfivedollarsabigsumtohim>

AyisB、are

C、wasD、were

7)Truthandhonestyalwaysbestpolicy>

A、areB、is

C、havebeenD、bee

8)Fifteenminutesforaboywhoiseagertoseehisgirlfriends

A、seemalongtimeB、seemedalongtime

C、seemsalongtimeD>seemslongtimeago

Keys:ADACCABC

ii