大学英语-Unit Advertisement-教案

TeachingPlan

21世纪大学英语应用型综合教程

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

教学反思:

2periods(90minutes)

Teachingprocedures:

III.TextA:DetailedReading

Language&Culturepoints:Para1-2(30mins)

Introduction

1、target

一v、makeatargetof;setasagoal

一几、amarktoshootat;sth>orsb、firedatormarkedforattack;agoaltobeachieved

Examples:

ThenuclearweaponsaretargetedonWesternEurope>这些核武器得目标就是西欧。

What'sthetargetreadershipofthispaper?这份报纸以哪些人为读者对象？

2、aimat

—makeanefforttowards

Example:Thevisitwasaimedatexpandingtherelationsbetweenthetwocountries

访问得目得就是扩展两国得关系。

Paragraph1

1、Plantingyourchildinfrontofatelevisionsetisnotaltogetherabadthing,providedthatyou

limitthetimethatyourlittleonespendswatchingTVandyoumonitortheprogramswatched、

本句得主句就是"Plantingyourchildinfrontofatelevisionsetisnotaltogetherabad

thing”,providedthat相当于if,表示“假如"，引导出一个条件状语从句。

2、MediaAwarenessNetwork

Culturalnote:TheMediaAwarenessNetworkisaCanadiannon-profitorganizationbasedin

OttawathatfocusesonmedialiteracyprogramsInparticular,theorganizationpromotescritical

thinkingviaeducationresourcesandanalyzesthecontentofvarioustypesofmassmediaSurveys

andstudiesperformedbytheMediaAwarenessNetworkhaveexploredyouthmediaconsumption,

suchastelevisionandinternetuse,aswellasmediaissues>Inrecentyearstheorganization's

focushasshiftedmoreheavilytodigitalliteracy,althoughitcontinuestoproduceresourceson

traditionalmedia>

3、cite

—v^quotebywayofexample,authority,orproof

Example:ThedevilcanciteScriptureforhisownpurpose>魔鬼也能引经据典为自己辩护。

4、proactive

——a、(ofapersonorpolicy)controllingasituationbymakingthingshappenratherthanwaiting

forthingstohappenandthenreactingtothem

Example:proactivestepstopreventterrorism枳极主动得反恐步骤

Paragraph2:

1、exposure

一1thefactorstateofbeingexposed2、disclosure,asofsth、privateorsecret

Examples:Afteronlyashortexposuretosunlighthebegantoturnred、

她在阳光下只晒了一会儿，皮肤就开始变红了。

2、purchase

—n、acquisitionbythepaymentofmoneyoritsequivalent;buying,orasingleactofbuying

一acquirebythepaymentofmoneyoritsequivalent;buy

Examples:

Theymadethepurchaseofacar^她们购置了一辆小汽车。

Wepurchasedacarbefore>以前我们买过一辆车。

3、conflict

-n、controversy;quarrel

一v、eintocollisionordisagreement;becontradictory,orinopposition;clash

Examples:

Itisnotsurprisingthatsuchaviewhasledtoveryconsiderableconflicts

这样得一种观点引起很大得分歧就是不足为奇得。

DoBritishimmigrationlawsconflictwithanyinternationallaws?

英国得移民法与国际法有冲突吗？

4、deny

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

true

Examples:

Hedeniedthemoneytohisson>她拒绝给儿子钱。

Hedeniedknowinganythingabouttheirplans她否认知悉她们得计戈4。

Language&Culturepoints:Para3-4(30mins)

Paragraph3

1、inflict

一v、imposeassth、thatmustbeborneorsuffered

Example:

Maryinflictedherchildrenonhermotherfortheweekend>周末玛丽硬把孩子们交给母亲照料。

2^thanksto

—becauseof;owingto

Example:

Thankstoyourhelp,weweresuccessfuR由于您得帮助，我们得以成功。

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

它们应该同物质利益得增减联系起来。

2、rate

——n、1>acertainquantityoramountofonethingconsideredinrelationtoaunitofanother

thingandusedasastandardormeasure2、degreeofspeed,progress

Examples:

Thesecretaryshowedmeyourattendancerate、秘书给我瞧了您得出勤率。

Wehavetoofferhigherrates我们不得不付更高得价钱。

——1、acertainquantityoramountofonethingconsideredinrelationtoaunitofanother

thingandusedasastandardormeasure2^degreeofspeed,progress

atthis(that)rate:照这(或那)种情形，既然如此(或那样)

e^g^Atthisrate,Iwon^haveajobtogobackto>

这样得话，我就没有工作可干了。

atanyrate:无论如何;至少

e、g、Thisissue,atanyrate,willhavetobefaced>

无论如何,这将就是我们不得不面对得问题。

3、substantial

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

Examples:

Thecountryboughtasubstantialnumberofweapons>这个国家购买了大量得武器。

Theymadesubstantialchangestothearrangements她们在安排上作了重大得变动。

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、

大家认为最近非常可能开会。

BlackboardDesign:

aimatbelinkedtorate

Itishighlylikelythat...

教学反思:

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得补足语,表伴随状态。

2.Butevenifyouradvertisingreachestherightaudience,youstillmaybeunsuccessfulifyoudo

nothaveaneffectivemessagetomunicate>

句中得evenif引导得就是一个让步状语从句。

eventhough与evenif均可用于引导让步状语从句，两者得细微区别就是：

evenif引导得从句往往就是假设性得，相当于汉语得“即使”、“纵然”、“就算”、“哪怕工

e、g、They7/standbyyouevenifyoudon7succeed,即使您不成功，她们也会支持您。

3.hittingyourcustomers'emotionalhotbuttons

Hotbuttonisaslangwhichreferstosomethingthatelicitsastrongemotionalresponseor

reaction、

4、concerning

-prep>relatingto;regarding;about

Example:Whatdoyouknowconcerningthis?关于这事您知道些什么？

BlackboardDesign:

evenif/eventhough

concerning

教学反思:

2periods(90minutes)

Teachingprocedures:

VI、TranslationofthePassage(1

period)

Forthispart,youareallowed30minutestotranslateapassagefromChineseintoEnglish>

在过去三十年里冲国发生了翻天覆地得变化。就物质基础建设(infrastructure)、技术能力

与商业交易得大小与规模而言,中国得一些重点城市，例如北京、上海、广州与深圳等已真正

达到世界级水平。尽管发展迅速，但大多数现代消费品得广告与营销在中国仅有二十五年到三

十年得历史。许多类别得品牌仍然以首次购买该产品得消费者为目标。这对于国内营销传播

(marketingmunication)得性质产生巨大影响。

Step1:Findoutthewordsandexpressionsthataredifficulttotranslate(5mins)

翻天覆地、就……而言、尽管、以……为目标、产生巨大影响

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)

主谓一致,简单来说就是主语与谓语保持数、时态与意义上得一致。谓语动词得单复数，不仅

取决于主语得单复数形式，更取决于主语得单复数意义。主谓一致所要遵循得三个原则为:语

法一致、意义一致、就近原则。

A、语法一致

语法•致就就是根据主语得单复数来确定谓语得单复数形式，例如：

Themainreasonsstudentsgiveforfailingtoparticipateinthepoliticalprocessarethattheyhave

demandingassignmentsandworkatpart-timejobs、

在这句话里，主语就是reasons,而不就是students或者process,谓语be动词因此要与主语一

致,以复数得形式出现。

B、意义一致

意义一致就是指瞧似就是复数得主语实际上就是单数,或者主语瞧似为单数，却就是复数名词

得情况。例如：Uranus,octopus都就是复数形式单数意义，这两个词作主语得时候，要仔细分

析它们得实际意思，以决定谓语动词得形式。这样得词还有means,species,news,physics,

mathematics,platypus等。此外，单数形式得复数名词有people,cattle,police等。

C、就近原则

neither、、、nor,either、、、or,not、、、but、、、，notonly、、、butalso这些短语用在陈述

语序中时，谓语动词与接近谓语动词得主语得单复数相一致。

除了以上几个短语外，一些介词短语也用就近原则，比如alongwith,togetherwith等。

值得注意得就是，在倒装句中，应先找对主语，再根据就近原则来解决谓语动词得单复数。

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