《Lesson 3 The Advertising Game》精品优质课教案设计

《Lesson 3 The Advertising Game》精品教案优质课下载

在本课学习结束时，学生能够：

1）通过阅读，理解文章并知晓广告发展的过程，通过写作脉络，理解文章标题的正确含义；

2）根据学过的内容，谈论、描述广告发展过程；

3）运用学到的知识，分析、判断各类型广告所使用的策略。

【教学难点】

1）引导学生要消除词汇和文本篇幅的影响，能理解文本大意；

2）培养学生概括段落大意和提取关键词的能力；

3）发展学生运用所学知识分析、设计广告的能力。

【教学过程】

本堂课,教者采用周大明老师提出的“USE”教学模式。

Teacher’s Instructions

教师安排Students’ Activities

学生活动Intentions

设计意图IP

活动模式Part 1. Warm-up1.Present the topic

2.Explain the word “logo”

3.Explain the warm-up ruleWatch the p.p.t and take down as many names of logos as possible1.通过识记商标活动，活跃课堂气氛，使学生快速进入学习状态

2.导入课题IW &GWPart 2. UnderstandingStep 1Offer Ss a word bankSs circle the words in the text and understand their relevant definition扫除阅读词汇障碍IWStep 2Raise a questionThink over the question before reading增强学生重视文本标题的解读IWStep 3Offer Ss time to read the text and raise 5 questions for each paragraphSs read the text and underline the sentences answer the question 保障学生充分的持续性默读时间，初步理解文本大意IWStep 41.Ask Ss to summarize each paragraph

2.Analyze the text with the SsSummarize each paragraph by using key words在理解文本的基础上能提炼概括大意并抓出每段的关键词IW & CWStep 51.Show Ss a poster and 4 video clips to explain the development

2.Analyze each type of the adsRead the poster, watch the video clips and answer the questions the teacher raised通过广告海报和视频进一步理解广告的发展过程CWStep 6Repeat the question “What does the ‘game’ in the title mean?”Discuss the question and answer it通过阅读、阅读、分析文本，能概括文本题目的意思GW & CWPart 3. Sharing Assign the taskDesign a public ad to persuade smokers to quit smoking, using the tactics they have learned from the text and materials offered小组活动，学生运用文本提供的策略讨论设计方案，交流思路，完成设计任务GWPart 4. ExpressingStep1Ask some groups to present their designPresent their design, explaining it in English展示创新设计，应用所学知识，巩固所学知识GWStep2Present Ss posters on quitting smokingGet the creative ideas on designing.学习广告创意CWAssignmentRead the text again and shorten it with 130-150 words.IWPolish the ad you designed during the class.GW注：IP=Interactive Pattern CW=Class Work IW=Individual Work PW=Pair work GW=Group Work【附录一】

Lesson3.The Advertising Game

The classic advertisement is one that gives information about finding certain products. It is likely to be just the name of a company, part of which may be a general location. For example, it could be “Shanghai Sewing Machine”, or “Tsing Tao Beer Corporation”,and you would know what the companies sell, where they are located, and the brand names.

However, this kind of advertising might not be suitable when there are products and services in direct competition with each other in the market place. In such situation，advertisements need to attract，and hold the attention of the public. Some advertisements consist of pictures or the words of experts to show people how good the products are. Others try to create advertisements that people simply enjoy looking at. As present-day advertisers often have large budgets，a lot of money is spent on applying modern techniques of design to make these advertisements as visually attractive as possible.

However even this is often not enough to be noticed in a modern city. Because of the advertising boom，people are used to seeing high standards of visual design. Modern advertisements must stand out in a world full of competition by combining the highest standards of design with ideas linked to the products to make them more attractive. For example，some advertisements may suggest that buying a car can make you free. That is，they use the concept of freedom to sell the car. Other common ideas include happiness，wealth and success. In fact，in the world of advertisements，such content is as old as advertising itself.

For many of today’s advertisers，repeating old ideas is not a successful approach. They realize that it dose not matter how attractive the idea linked with the product is-most people know that the main purpose of the advertisement is making customers spend money. Instead，these advertisers look for other ways to make people notice their products. The top advertisers of today believe that using humor as well as new and unusual ideas to surprise people is important in modern advertisements. Their aim is to create something that has never been seen before and is fascinating for people to look at. By doing this，they hope to make people forget that someone is trying to sell them something！