2019-2020年高中英语Unit5Insideadvertising-learningaboutlanguage

1、2019-2020年高中英语Unit5Insideadvertising-learningaboutlanguagePartOne:TeachingDesignPeriod2:AsamplelessonplanforLearningaboutLanguage(TheObjectplement)AimsTohelpstudentslearnabouttheObjectplementTohelpstudentsdiscoverandlearntousesomeusefulwordsandexpressionsTohelpstudentsdiscoverandlearntousesomeuseful

2、structuresProceduresI. WarmingupbyreadingsomefunnyadvertisementsinEnglishHerearesomefunnyadvertisementsinEnglish.Readthemtoseewhetheryouwillbeamusedornot.Haveseveralveryolddressesfromgrandmotherinbeautifulcondition.Tiredofcleaningyourself?Letmedoit.Dogforsale:eatsanythingandisfondofchildren.Supposed

3、ly,theseareactualadvertisementsthathaveappearedinpapersacrossthecountry.Asuperbandinexpensiverestaurant.Finefoodexpertlyservedbywaitressesinappetizingforms.Forsale:anantiquedesksuitableforladywiththicklegsandlargedrawers.Wanted:Unmarriedgirlstopickfreshfruitandproduceatnight.Wedonottearyourclothingw

4、ithmachinery.Wedoitcarefullybyhand.Man,honest.Willtakeanything.UsedCars:Whygoelsewheretobecheated?eherefirst!Wanted.Mantotakecareofcowthatdoesnotsmokeordrink.3-year-oldteacherneedforpre-school.Experiencepreferred.II. LearninghowtoincreaseyourvocabularyWhydolargevocabulariescharacterizeexecutivesandp

5、ossiblyoutstandingmenandwomeninotherfields?Thefinalanswerseemstobethatwordsaretheinstrumentsbymeansofwhichmenandwomengraspthethoughtsofothersandwithwhichtheydomuchoftheirownthinking.Theyarethe"toolsofthought.”Whatarethestepsofincreasingyourvocabulary?BeAwareofWordsFirst,trytoguessataword'sm

6、eaningfromitscontext-thatis,thesenseofthepassageinwhichitappears;second,ifyouhaveadictionaryonhand,lookuptheword'smeaningimmediately.ReadWhenyouhavebeemoreawareofwords,readingisthenextimportantsteptoincreasingyourknowledgeofwords,becausethatishowyouwillfindmostofthewordsyoushouldbelearning.Whats

7、houldyouread?Whateverinterestsyou-whatevermakesyouwanttoread.UseaDictionaryHaveyourowndictionaryCirclethewordsyoulookupReadtheentireentryforthewordyoulookupStudyandReviewRegularlyOnceyouhavebegunlookingupwordsandyouknowwhichonestostudy,vocabularybuildingissimplyamatterofreviewingthewordsregularlyunt

8、ilyoufixtheminyourmemory.III. DiscoveringusefulwordsandexpressionsDoingvocabularyexercisesisanotherwaytoincreaseyourvocabulary.Nowgotopage45.Dothethreevocabularyexercisestobuildyourvocabulary.IV. UnderstandingwhattheobjectplementisAnobjectplementisannoun,pronoun,oradjectivewhichfollowsadirectobjecta

9、ndrenamesitortellswhatthedirectobjecthasbee.Itismostoftenusedwithverbsofcreatingornominatingsuchasmake,name,elect,paint,call,etc.WeknowthereisadifferencebetweencallingMayorWilliamsandcallingWilliamsmayororpaintingareddoorandpaintingadoorred.Whenthewordfollowsthedirectobjectandittellswhatthedirectobj

10、ecthasbee,itistheobjectplement.Sometimespeoplecallitanobjectiveplement.Theitalicizedwordsonthispageareobjectplements.TheOBJECTPLEMENTDEFINITION:TheOBJECTPLEMENT(OC)structureisoneofthe7basicsentencetypes.USE:TheOCsentenceisanimportantstructurethatweusetoexpressmonandnecessarythoughtprocessesofequatin

11、gdirectobjectswiththeircharacteristics.THEVERBS:TheOCstructureisusedwithonlyafewverbs,mainlyverbsthatexpressnaming,thinking,ortransforminginsomeway.VerbsthatNAME:CALL,DECLARE,ELECT,CHOOSE,APPOINT,etc.Verbsthatexpressthought:THINK,CONSIDER,HOLD,BELIEVE,etc.Verbsthattransform:COLOR,PAINT,TURN,MAKE,etc

12、.THEPLEMENTS:ObjectiveplementsareNOUNSorADJECTIVES.THESTRUCTURE:ThebasicDO/OCsentencehasthefollowingstructure:SUBJECT-VERB-DIRECTOBJECT-OBJECTPLEMENT.FAMILIAREXAMPLES:ThatmakesmeCRAZY.Don'tevercallmeCHICKEN.WepaintedthetownRED.ThatmakesmydayBRIGHTER.TheywillholdyouRESPONSIBLE.SUBJECTVERBDOOCThat

13、makesmecrazy.(You)do(n'tever)callmechicken.Thatmakesmydaybrighter.Theywillholdyouresponsible.Wepaintedthetownred.ExamplesofOCwithverbsthatnameSUBJECTVERBDOOCThemitteechoseJoechairman.ThemitteeelectedJoechairman.ThemitteedeclaredJoechairman.ThemitteenamedJoechairman.ThemitteeappointedJoechairman.

14、ExamplesofOCwithverbsthatexpressthoughtSUBJECTVERBDOOCWecalledSueachampion.WeconsiderSueresponsible.WethoughtSuethebestforthejob.WeholdSueresponsible.ExamplesofOCwithverbsthattransformSUBJECTVERBDOOCThefrostturnedtheleavesredandgold.Thelandscapingmadethehousemorevaluable.Theycoloredherhairgreen.v.Re

15、visingusefulstructuresTorevisetheObjectplementlet'sgotopage46.DothetwogrammarexercisestoconsolidateyourlearningoftheObjectplement.VI.ClosingdownbytakingaquizQuizpractice:1. Whichsentencebelowhasanobjectplement?Shebroughtherbrotheraherosandwich.Shethoughtherbrotherahero.Shecaughtherbrotherreading

16、herdiary.2. WriteaDO/OCsentencewithaverbthatexpressesthought.3. WriteaDO/OCsentencewithaverbthatexpressestransformation.2019-2020年高中英语Unit5Insideadvertising-readingPartOne:TeachingDesignPeriod1:Asamplelessonplanforreading(HOWADVERTISINGWORKS)AimsTohelpstudentsdeveloptheirreadingabilityTohelpstudents

17、learnaboutadvertisingProceduresWarmingupbydefiningadvertisingGoodmorning,class!Doyouknowwhatisadvertising?Doknowwanttoknowsomeinsideinformationaboutadvertising?ADVERTISINGisapaidformofmunicatingamessagebytheuseofvariousmedia.Itispersuasive,informative,anddesignedtoinfluencepurchasingbehaviororthough

18、tpatterns.Nowturntopage42.WeshalltakeHOWADVERTISEWORKStoday.Warmingupbylearntouse“advertiseAdvertise:(v.t.)Togivenoticeto;toinformorapprise;tonotify;tomakeknown;hence,towarn;-oftenfollowedbyofbeforethesubjectofinformation;as,toadvertiseamanofhisloss.Advertise:(v.t.)Togivepublicnoticeof;toannouncepub

19、licly,esp.byaprintednotice;apoliticalmeeting.as,toadvertisegoodsforsale,alostarticle,thesailingdayofavessel,WarmingupbylookingandsayingWhatarethesepicturesfor?Yes,theyareforadvertisinggoods.Couldyousaysomethingaboutthem?Couldyoumakequestionsandanswersaboutthesepictures?Butfirstlet'sgotopage84for

20、somenecessaryinformation.I. Pre-readingHerearesomequestionsandanswersforthepicturesIshowedyoujustnow.Readthemandmatchthemwiththecorrectpictures.Youmaydrawyourownpicturestomatchthem.Question1:Whatcanbemoreterriblethanwatchingtheseads?Answer1:Youcouldgetsomeonewatchtheadsforyou.Question2:Whyaretheadso

21、nthispagesosmall?Answer2:Idon'twantpeopletodie,Ijustwantthemtosuffer.Question3:WhatcanIdoifIwanttoordersomeoftheseproducts?Answer3:Youcanseekformedicalcare,butit'sprobablytoolatealready.Question7:Whatisthepurposeofthesesillycoloursyouuse?Answer7:Turnyourmonitoroffandreadtheblacktextonthescre

22、en,thenyou'llknow.Question8:Isittruethatyougrowbanana-threesinFinland?Answer8:Nope,theclimateistoohotforthemtosurvive.II. ReadingforformsReadthetextHOWADVERTISINGWORKSto:cut/thesentenceintothoughtgroups,blackenthepredicative,darkentheconnectivesandunderlinealltheusefulexpressions.HOWADVERTISINGW

23、ORKSDoyouknowhowmanyadvertisements/youareexposedto/inyourdailylife?Every，dawyepassbyadvertisements/onbuses/andbillboards，ontrains/andintrainstations，inshopwindows,outsiderestaurants/andonpublicnoticeboardsAthome，weseeadvertisements/inmagazines/andnewspapers/andinthemiddle/ofourfavouritetelevisionpro

24、grammesWehearadvertisements/ontheradio/andeacrossthem/ontheInternetEvensomeofthecasualgarments/wewear/havebrandnames/attachedtothem/whichturnusintowalkingadvertisements.Withsomanymessages/fromadvertisers/fillingourdailylives，itisimportanttounderstand/howadvertisementsworkThen/wecanavoidbeingcontroll

25、edbythemWhatisanadvertisement?Anadvertisementisamessage/orannouncement/thatinforms/orinfluencespeopleItcanusewords，pictures，music/orfilm/tomunicateitsmessageAdvertsarenotonlymade/andpaidforbybusiness，butalsobyindividuals，organisations/andassociations/thatwishtoinform/oreducatethepublic.Howdoadvertis

26、ersmakeeffectiveadvertisements?IdentifyyourtargetAdvertisersmustpaythemedia/fordisplayingtheirads.Theirmoneywouldbewasted/ifthemessagedidn'treachitstargetaudience，inotherwordsthepeople/theadvertisementintendstopersuade.Forexample，adolescentboysaremorelikelytobuyputergames/thananyothergroup，soitm

27、akessense/tomakeputergameads/thatappealtothisgroupHavingidentifiedthetargetgroup，researchersfindoutasmuchaspossible/aboutthose/inthetargetgrou，psuchastheirlikes/anddislikes,andhowtheproductwouldfitintotheirlivesThisinformationthen/formsthebasis/fordecisions/aboutwhattypeofadvertisingtechniquestouse/

28、withthisgroupAppealtoyourtargetInordertopersuadepeopletodosomething,advertisementsoftenappealtoourhopes/anddreams/orouremotionsForexample，theone/ontheright，whichadvertisessportsshoes，showsyoungpeople/doingexcitingthingsThecolours/andtheflames/alsosuggestexcitementThemessage/itissendingis：“Buyourshoe

29、s/andyou'llliveanexcitinglife/inthefastlane'”Theadabove，withthestarinit,isforanewradiostationItappealstopeople'sdesire/to“fitin”/andbepartofthegroupThemessageis：“Everyoneelseislistening/andifyouwanttobepartofthegroup，you'dbetterlistentoo.”Someadvertisementsappealtopeople'sdesire/

30、tosavemoneyOthersaremorelikelytobenoticed/iftheyarefunnyAds/thatfeaturerich/andfamouspeople/willgrabtheattentionofthose/whoadmirepeople/likethatSomeadverts，liketheenvironmentalprotectionadvertisement/below,appealtoourconscience/orourdesire/tobeworthycitizensUseasuitablemediumAswellasreachingtheright

31、audience/withtherighttechnique,advertisersmustalsoplacetheirads/intherightmediumObviously,costwillplayabigpart/inthisdecisionTelevisionadvertsareexpensivetomake/andtoshowYouhavetobeabigcorporation/withabigbudget/toaffordtelevisionadsAdvertisements/innewspapers，ontheotherhand，aremuchcheaperAswellaswo

32、rryingabouttheexpense，advertisersmustalsoconsiderwhichmedia/aremostappropriatefortheirproduct/and/whichtheirtargetaudienceismostlikelytosee/orhearBecausemostcarshaveradios，adsbroadcastviaradiocanreachalotofdrivers/veryeasilyForthisreason，itwouldbeappropriate/touseradio/toadvertisegoods/andservices/r

33、elatingtocarsHowever，itwouldbenouseadvertisingproducts/onradio/iftheadreliesonvisualeffectsTelevisionadvertsaregreatforgeneratingemotionalresponses/toaproduct,butmagazines/andnewspaperscangivemoredetailHoweffectiveareadvertisements?Howevergoodanadvertisementis,peopleareunlikelytobepersuaded/ifthepro

34、ductisunsuitableforthemForexample，nomatterhowgood/anadforacarstereosystem，ispeople/whodon'towncarsareunlikelytorunout/andbuyoneLookattheadvertisements/inthisunitHowmanyofthegoods/orservicessuityourinterests/orlifestyle?Wouldreallygoodadvertisingpersuadeyou/tobuyproducts/andservices/youarenotinte

35、restedin/orhavenousefor?Ontheotherhand，beingconstantlyexposed/toadvertisementscanhelptochangeouropinions/overtimeThisiswhygovernments/allovertheworld/payalotofmoney/forads/onsuchthings/asroadsafetyTheybelieve/theseadvertswillaffecttheway/peoplethinkabouttheirdrivinghabits/andwillsubsequentlyreduceth

36、enumberofroadaccidentsIII. CopyingexpressionsandmakingsentencesYouareaskedtocopyalltheusefulexpressionsintoyournotebookafterclassashomework.Youmaymakeyourownsentenceswitheachoftheseexpressions.Expressionsfrom:HOWADVERTISINGWORKSbeexposedto,inone'sdailylife,passby,onbuses,onbillboards,ontrains,in

37、trainstations,inshopwindows,onpublicnoticeboards,athome,inmagazinesandnewspapers,inthemiddleof,one'sfavouritetelevisionprogrammes,ontheradio,eacross,ontheInternet,attachto,fillone'sdailylives,avoiddoing,informsb.,beappropriatetodo,relateto,benousedoing,influencesb.,payfor，makeeffectiveadvert

38、isement,Identifyone'starget,payfor,inotherwords,intendto,putergames,makesenseto,makeputergame,appealto,identifythetargetgroup,findout,asmuchaspossible,suchas,fitintoone'slives,formthebasisfordecisions,inorderto,persuadesbtodosomething,ontherightliveanexcitinglife,one'sdesiretofitin,bepar

39、tofthegroup,you'dbetterdo,grabtheattentionof,admiresb,useasuitablemedium,aswellas,reachtherightaudiencewiththerighttechnique,intherightmedium,playabigpartin,abigcorporationwithabigbudget,toaffordtelevisionads,ontheotherhand,worryabout,beappropriatefor,beappropriatetodo,relateto,benousedoing,rely

40、on,visualeffects,generateemotionalresponsesto,be(un)likelyto,be(un)suitablefor,nomatterhow，runout,lookattheadvertisementsinthisunit,suitone'sinterestsorlifestyle,benotinterestedin,havenousefor,changeone'sopinionsovertime,allovertheworld,paymoneyfor,thinkabout,one'sdrivinghabits,reducethe

41、numberofroadaccidentsIV.TransforminginformationReadthetextagaintofindnecessaryinformationtopletethetablebelow.HOWADVERTISINGWORKSWithsomanymessagesfromadvertisersfillingourdailylives,itisimportanttounderstandhowadvertisementswork.Whatisanadvertisement?AnadvertisementisamessageorannouncementHowdoadve

42、rtisersmakeeffectiveadvertisements?IdentifyyourtargetAppealtoyourtargetHoweffectiveareadvertisements?Howevergoodanadvertisementis,peopleareunlikelytobepersuadediftheproductisthatinformsorinfluencespeople.Useasuitablemediumunsuitableforthem.Ontheotherhand，beingconstantlyexposedtoadvertisementscanhelp

43、tochangeouropinionsovertime.LlSITripduded旧COSTTOTRAVEL?VinI_PrnvplNcctisCallDeloresNewZealand岂施膺沪罰理药医£仇ttt耶HoielJncludeJV.ClosingdownbydiscoveringwhatisfunnyLookandfindwhatisfunnyabouttheseadvertisements.AdditionalMaterialspletethesummaryofthetextwithonewordineachblank.Anadvertisementisamessage

44、_1_announcement_2_informsorinfluencespeople_3_mustpaythemediafordisplayingtheirads.Inorderto_4_peopletodosomething,_5_oftenappealtoourhopesanddreams_6_ouremotionsAs_7_asreachingtherightaudiencewiththerighttechnique,_8_mustalsoplacetheir_9_intherightmediumHowevergoodan_10_is,peopleareunlikelytobe_11_

45、iftheproductisunsuitableforthemOnthe_12_hand，beingconstantly_13_toadvertisementscanhelptochangeouropinions_14_time(Key:1.or2.that3.Advertisers4.persuade5.advertisements6.or7.well8.advertisers9.ads10.advertisement11.persuaded12.other13.exposed14.over)NotestothespecialsentencesWithsomanymessagesfromad

46、vertisersfillingourdailylive，sitisimportanttounderstandhowadvertisementswork.广告人用如此多的信息冲击我们的耳朵，了解一下广告运作确实重要。句中with结构作状语，somanymessagesfromadvertisers是该结构的逻辑主语，fillingourdailylives是该结构的逻辑谓语，前后是逻辑住谓关系。With结构的其他例子有：Hesattherethinking,withhischinonhishand.他手托下巴，坐在那儿沉思。Hestaredathisfriendwithhismouthwide

47、open.他张大嘴巴凝视着他的朋友。Withproductionupby60%,thepanyhashadanotherexcellentyear.产量上升了60,公司又是一个好年景。Sheusedtositreadingintheeveningwithherpetdogheronlypanion.她从前总爱在晚上坐着看书，她的宠物狗便是她唯一的伙伴。Shestoodtherechattingwithherfriend,withherchildplayingbesideher.她站在那儿跟朋友闲聊，孩子在旁边玩。“Ithinkwecanleavewithourheadsheldhigh,”Er

48、ikssonsaid.“我认为我们可以高昂着头离开，”艾里克松说°With10minutestogo,you'dbetterhurry.还有十分钟，你最好快一点。WithMarytohelphim,heissuretosucceed.有玛丽的帮助，他一定能成功。Thegirlreachedariverbankwithsomanyflowersonbothbanks.这个女孩来到了两岸开满鲜花的河边。Motherlookedatmewithtearsinhereyes.妈妈眼含泪水看着我。Withnightingon,westartedforhome.夜幕降临，我们动身回家。T

49、heboylayonthegrass,withhiseyeslookingatthesky.小男孩躺在草地上，两眼望着天空。Withsomuchworktodo,wehadtositupthroughthenight.有这么多工作要做，我们不得不彻夜不眠。Sherantothehero,flowersinhand.她手里拿着鲜花跑向这位英雄。(with被省略)Advertsarenotonlymadeandpaidforbybusines，sbutalsobyindividuals，organisationsandassociationsthatwishtoinformoreducatethe

50、public.不仅企业制作并支付广告付费，企图告之、教育大众的个人、组织和机构也可以制作并支付广告付费。Forexample，adolescentboysaremorelikelytobuyputergamesthananyothergroup，soitmakessensetomakeputergameadsthatappealtothisgroup比如，青少年比起其他团体更愿意购买电脑游戏。所以，让电脑游戏广告吸引这群顾客就是明智之举。S。前后是并列句结构。1.表示对等关系的并列连词有：and，either.or,neither.nor,aswellas,both.and,notonly.b

51、utalso。如：Thisisanoldclockthatisnotonlyveryhandsomebutalsoaccurate2.表示选择关系的并列连词。常用的该类连词有：or,orelse，otherwise，ratherthan,either.or。如:Youshouldgetthelicenserightaway，oryou'llhavetopayafine3.表示转折和对比关系的并列连词。常用的该类连词有：but,while,whereas,yet,however,nevertheless,ontheotherhand,onthecontrary。如：Sheisafunny

52、girlyetyoucan'thelplikingher4.表示因果关系的并列连词。常用的该类连词有：so,for,therefore,hence,thus,consequently,accordingly。如:Itwasrainingheavily,sothesportsmeetingwaspostponed.However,itwouldbenouseadvertisingproductsonradioiftheadreliesonvisualeffects.然而，如果广告依赖视觉效果，通过广播做广告就没有用了。advertisingproductsonradioiftheadre

53、liesonvisualeffects是ing分词短语做状语。用于下列结构中：It(There)isnouse(good)+-ING分词，表示“无用”=Itisofnouse(good)to+V：There(It)isnouseadvisinghimtogiveupsmoking.劝他戒烟是徒劳的。)Thisiswhygovernmentsallovertheworldpayalotofmoneyforadsonsuchthingsasroadsafety.这就是世界各地的政府花大钱做诸如道路交通安全的公益广告的缘故了。Why引导的表语从句。表语从句对主语的内容起解释和阐述的作用；若表语从句用

54、that引起，that起连接作用，不能省略。表语从句也可用连接词how,when,where,why,what引起。由because引起的表语从句通常只用在“this/that/itisbecause"结构中。例如：Alogarithm(对数)iswhatisknowninalgebraexponent(代数的指数)。OnthingIadmiremostaboutthemisthattheyarehospitable.Sheworkstoohard.Thatiswhysheisexhausted.Imustpointoutthatwhereyouintendtobuildasuper

55、-marketiswheretheelderlydoexerciseeveryday.Theybelievetheseadvertswillaffectthewaypeoplethinkabouttheirdrivinghabitsandwillsubsequentlyreducethenumberofroadaccidents他们相信，广告会影响人们对驾驶习惯的思考方式，最终将减少道路交通事故的数量。Believe后面可以补一个that,and引导的是that宾语从句的第二个谓语。way后面省略了that,peoplethinkabouttheirdrivinghabits是定语从句修饰wa

56、y。先行词为way时，关系代词总是省略：Idon'tliketheway(that)youtalktosomebodyelse.只有限定性定语从句才能省略关系代词,非限定性定语从句绝对不能省略：Thepeople(who)wemetatthepartywereveryfriendlytous.Hereistheman(that)youhavebeenlookingfor.ShangHaiisnolongerthecity(that)itusedtobe.Thereisanoldman(who)wantstoseeyou.Readingprehensionquestions1. Asuc

57、cessfuladvertisementmustnot.A. useasuitablemediumB. appealtoyourtargetC. persuadepeopletobuyproductsoneisnotinterestedinD. identifyitstarget2. Whichofthefollowingwouldmostprobablynotbeapieceofadviceofferedbyaadvertisementexpert?A. YouhavetobeabigpanywithlotsofmoneytomakeTVads.B. Makingyouradsfunnyis

58、sometimeseffective.C. Appealtopeople'shopesanddreamsinyourads.D. Adsarealwayspaidforandmadebybusiness.3. Theexpression“tofitin”inpara.4meanstoA. Tobeappropriateto;suitB. TobeinconformityoragreementwithC. Tomakesuitable;adaptD. Tomakeready;prepare4. Whatisthemainideaofthelastpartofthearticle?A. Advertisementsarealwayseffective.B. Advertisementsarenoteffective.C. Advertisementsarenotalwayseffective.D. A