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GettingthemessageAteachingplan
Teachingaims:
1.Toimprovethestudents’abilitiesofskimming,
scanningthroughreadingactivities.
2.Togetthestudentstolearnsomeknowledge
aboutadvertising.
3.Togetthestudentstodevelopcritical
thinkingaboutadsaroundus.
Teachingimportantpoints:
Howtoevaluateadvertisingandadvertisements.
Teachingdifficultpoints:
Thedefinition,principleandfunctionsofadvertising.
Teachingmethods:
1.Skimmingmethod;
2.Task-basedmethod;
3.Discussionmethod.
Teachingaids:
Amultimediacourse.
Teachingprocedures:
Step1.Greetings
Thepurposeofthisprocessistoorganizethestudentstobereadyforclassquickly.
Step2.Presentation
Thisactivityisdesignedtohelpthestudentshave
abetterunderstandingofads,sothattheymayfeeleasyto
understandthemeaningofthetext.
Withthedevelopmentofmarketeconomy,adshavebecome
animportantfeatureinTV,radioandnewspaperindustry.Do
youdependonads?Doyouthinktheyaregoodforpeople?What
aretheirfunctions?Andwhatattitudeshouldwehavetowards
advertisingandadvertisements?Todaylet’slearn
textofADVERTISING.
Step3.Fastreading
1.Scanthetextandanswerthefollowing
thewhole
questions.
Thisstepisdesignedtotrainthestudentstofindtherelatedanswersofsomequestionsquickly.
1)
Wherecanwefindads?
Answer:Wecanfindadsalmosteverywhere.
2)
Dopeoplereacttoadsinthesameway?
Answer:No,the
ydon’t.
3).Arealltheadvertisementshelpfultopeople?
No,theyaren
’t.
2.Skimthetextandtrytofindthetopicsentenceofeachparagraph.
Thepurposeofthisactivityistohelpthestudentsknowhowadvertisingisillustratedinthetext.
passage,we’dbetterpaymoreattentiontothefirst
paragraphorthefirstsentence.Inthistext,topic
canbefoundinmostparagraphs.
Para.1.Adscanbefoundalmosteverywhere.
in
ways.
sentencedifferent
influencecustomers’choices.
ofways.
tointroducenewproducts.
makepeopleawareofgovernmentpoliciesandsocialproblems.
Para.7.Customersshouldbecarefulofillegalads.
Thisstepisdesignedtogetthestudentstoreadthetextcarefullytofindoutmoredetailsaboutthewholetext.
Listenandtellwhetherthefollowingstatementsaretrueorfalse.
Afterlistening,dividethestudentsintofourgroupsandthenhavediscussion.Thenhaveacompetition.
1.Thedevelopmentofradio,televisionandothermediahasnotgonehandinhandwiththedevelopmentofadvertising.F
Peoplerespondtoadsindifferentways.T
Companiesuseadstoinfluencecustomersby
introducingabrandnametopotentialcustomers.
T
4.
Frequentadvertisingincreasestheproduct
salesandincreasestheproductprice.
F
5.
Alladsareusedtopromoteaproductorto
increaseacompany’ssales.
F
6.Somenon-profitorganizationsusethe
advertisingtechniquestospreadknowledge,change
attitudesandimprovesociety.T
7.Peopleshouldnotbelievewhatanadsaysasit
mayhavesomehiddeninformation.T
8.Weshouldbecarefulanddistinguishbetween
fictionandfactswhenwereadads.T
Answerthefollowingquestions.
Dividethestudentsintofourgroupsandletthemdiscuss
thequestionsThenasktwopairstothefront,oneactingas
aninterviewer,theotherinterviewee.Thatistosay,one
asks,theotheranswers.
1.Howdopeoplereacttoads?
Somepeoplefindadsusefulandentertaining;Others
thinkthattheyareannoying.
2.Howdoadshelpconsumersandcompanies?
Adscanmakethecompaniesincreaseproductsaleswhich
mayleadtothereducingoftheprice,anditcanalso
helpthecustomerschooseamongallavailableproducts.
3.Inwhatwaysdoadsintroducenewproducts?
Truthfuladsprovidegoodinformationthatcustomersneed;Byexplainingthefeatures,functionsandcosts
ofaproductorservice,adsalsoallowcustomersto
comparepricesandquality;Armedwithfactsand
figures,customersarebettertodealwithsome
argumentsgivenbyasalesmanorsaleswoman.
4.
Whyareall
adsnot
usedto
promoteaproduct
ortoincreaseacompany
’sprofit?
Becausesomeadsaimtospreadknowledge,change
attitudesandimprovesociety.
5.
Howcanweprotect
ourselves
frommisleading
ads?
Weshouldbecarefulwhenreadingads,distinguishbetweenfictionandfactsandmakesmartchoices.
Step5.Discussion
Thisstepistotrainthestudentstoexpresstheirownattitudestowardsads.Thestudentsareencouragedtocriticalonads.
Givethestudentssomeminutestodiscuss.
1.
What’syourattitude
towardsadvertisements
inourlife?
A.
1.
Provideinformationaboutthelatest
products.
2.
Increaseproductsales.
3.
Reducethepricesofproducts.
B.
1.
Misleadcustomersorcheatthemofmoney.
2.
Givefalseinformation.
3.
TaketoomuchtimeorspaceonTV.
2.
Howtofindinformationthatmaynot
betruthful
inanad?
1.
Weshouldalwayskeepaneyeout
for“hidden
information
”.
2.
Lookatsmallprintorcolours.
3.
Seethepicturesaretrueorfalse.
4.
Learntoanalyseads.
Step6.Writing
Thisstepistotrainthestudentswritingability.
Makeupanadforourschool.Theadshouldbecatchyandconveyapositivemessageoridea.
Step7.Concluding
Thisstepistosummarizethemaincontentlearnedinthisclass.
Todaywe’velearnedthewholetextofadvertising.In
this
class,
we’velearned
howadvertising
worksandhowads
affectcompaniesandcustome
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