大學英語-Unit Advertisement-教案

TeachingPlan

21世紀大學英語應用型綜合教程

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>這些核武器得目標就是西歐。

What'sthetargetreadershipofthispaper?這份報紙以哪些人為讀者對象？

2、aimat

—makeanefforttowards

Example:Thevisitwasaimedatexpandingtherelationsbetweenthetwocountries

訪問得目得就是擴展兩國得關系。

Paragraph1

1、Plantingyourchildinfrontofatelevisionsetisnotaltogetherabadthing,providedthatyou

limitthetimethatyourlittleonespendswatchingTVandyoumonitortheprogramswatched、

本句得主句就是"Plantingyourchildinfrontofatelevisionsetisnotaltogetherabad

thing”,providedthat相當于if,表示“假如"，引導出一個條件狀語從句。

2、MediaAwarenessNetwork

Culturalnote:TheMediaAwarenessNetworkisaCanadiannon-profitorganizationbasedin

OttawathatfocusesonmedialiteracyprogramsInparticular,theorganizationpromotescritical

thinkingviaeducationresourcesandanalyzesthecontentofvarioustypesofmassmediaSurveys

andstudiesperformedbytheMediaAwarenessNetworkhaveexploredyouthmediaconsumption,

suchastelevisionandinternetuse,aswellasmediaissues>Inrecentyearstheorganization's

focushasshiftedmoreheavilytodigitalliteracy,althoughitcontinuestoproduceresourceson

traditionalmedia>

3、cite

—v^quotebywayofexample,authority,orproof

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

4、proactive

——a、(ofapersonorpolicy)controllingasituationbymakingthingshappenratherthanwaiting

forthingstohappenandthenreactingtothem

Example:proactivestepstopreventterrorism枳極主動得反恐步驟

Paragraph2:

1、exposure

一1thefactorstateofbeingexposed2、disclosure,asofsth、privateorsecret

Examples:Afteronlyashortexposuretosunlighthebegantoturnred、

她在陽光下只曬了一會兒，皮膚就開始變紅了。

2、purchase

—n、acquisitionbythepaymentofmoneyoritsequivalent;buying,orasingleactofbuying

一acquirebythepaymentofmoneyoritsequivalent;buy

Examples:

Theymadethepurchaseofacar^她們購置了一輛小汽車。

Wepurchasedacarbefore>以前我們買過一輛車。

3、conflict

-n、controversy;quarrel

一v、eintocollisionordisagreement;becontradictory,orinopposition;clash

Examples:

Itisnotsurprisingthatsuchaviewhasledtoveryconsiderableconflicts

這樣得一種觀點引起很大得分歧就是不足為奇得。

DoBritishimmigrationlawsconflictwithanyinternationallaws?

英國得移民法與國際法有沖突嗎？

4、deny

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

true

Examples:

Hedeniedthemoneytohisson>她拒絕給兒子錢。

Hedeniedknowinganythingabouttheirplans她否認知悉她們得計戈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

它們應該同物質利益得增減聯(lián)系起來。

2、rate

——n、1>acertainquantityoramountofonethingconsideredinrelationtoaunitofanother

thingandusedasastandardormeasure2、degreeofspeed,progress

Examples:

Thesecretaryshowedmeyourattendancerate、秘書給我瞧了您得出勤率。

Wehavetoofferhigherrates我們不得不付更高得價錢。

——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，我就沒有工作可干了。

atanyrate:無論如何;至少

e、g、Thisissue,atanyrate,willhavetobefaced>

無論如何,這將就是我們不得不面對得問題。

3、substantial

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

Examples:

Thecountryboughtasubstantialnumberofweapons>這個國家購買了大量得武器。

Theymadesubstantialchangestothearrangements她們在安排上作了重大得變動。

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、

大家認為最近非?？赡荛_會。

BlackboardDesign:

aimatbelinkedtorate

Itishighlylikelythat...

教學反思:

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得補足語,表伴隨狀態(tài)。

2.Butevenifyouradvertisingreachestherightaudience,youstillmaybeunsuccessfulifyoudo

nothaveaneffectivemessagetomunicate>

句中得evenif引導得就是一個讓步狀語從句。

eventhough與evenif均可用于引導讓步狀語從句，兩者得細微區(qū)別就是：

evenif引導得從句往往就是假設性得，相當于漢語得“即使”、“縱然”、“就算”、“哪怕工

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

3.hittingyourcustomers'emotionalhotbuttons

Hotbuttonisaslangwhichreferstosomethingthatelicitsastrongemotionalresponseor

reaction、

4、concerning

-prep>relatingto;regarding;about

Example:Whatdoyouknowconcerningthis?關于這事您知道些什么？

BlackboardDesign:

evenif/eventhough

concerning

教學反思:

2periods(90minutes)

Teachingprocedures:

VI、TranslationofthePassage(1

period)

Forthispart,youareallowed30minutestotranslateapassagefromChineseintoEnglish>

在過去三十年里沖國發(fā)生了翻天覆地得變化。就物質基礎建設(infrastructure)、技術能力

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

達到世界級水平。盡管發(fā)展迅速，但大多數(shù)現(xiàn)代消費品得廣告與營銷在中國僅有二十五年到三

十年得歷史。許多類別得品牌仍然以首次購買該產品得消費者為目標。這對于國內營銷傳播

(marketingmunication)得性質產生巨大影響。

Step1:Findoutthewordsandexpressionsthataredifficulttotranslate(5mins)

翻天覆地、就……而言、盡管、以……為目標、產生巨大影響

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,簡單來說就是主語與謂語保持數(shù)、時態(tài)與意義上得一致。謂語動詞得單復數(shù)，不僅

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

法一致、意義一致、就近原則。

A、語法一致

語法?致就就是根據(jù)主語得單復數(shù)來確定謂語得單復數(shù)形式，例如：

Themainreasonsstudentsgiveforfailingtoparticipateinthepoliticalprocessarethattheyhave

demandingassignmentsandworkatpart-timejobs、

在這句話里，主語就是reasons,而不就是students或者process,謂語be動詞因此要與主語一

致,以復數(shù)得形式出現(xiàn)。

B、意義一致

意義一致就是指瞧似就是復數(shù)得主語實際上就是單數(shù),或者主語瞧似為單數(shù)，卻就是復數(shù)名詞

得情況。例如：Uranus,octopus都就是復數(shù)形式單數(shù)意義，這兩個詞作主語得時候，要仔細分

析它們得實際意思，以決定謂語動詞得形式。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這些短語用在陳述

語序中時，謂語動詞與接近謂語動詞得主語得單復數(shù)相一致。

除了以上幾個短語外，一些介詞短語也用就近原則，比如alongwith,togetherwith等。

值得注意得就是，在倒裝句中，應先找對主語，再根據(jù)就近原則來解決謂語動詞得單復數(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