创新读写3 unit 8 教学案例.docx

创新读写3 unit 8 教学案例.docx

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创新读写3unit8教学案例

Unit8

（Book3）

TeachingCase

Task1FastReading

TVAdvertisingofFoodandDrinktoChildren

1.Againstabackgroundofincreasingconcernaboutgrowingchildhoodobesity,thegovernmentaskedtheOfficeofCommunicationstoresearchthecontributionoftelevisionadvertisingoffoodanddrinktochildren.In2004,OFCOMreportedbackonanextensivebodyofresearchwhichdemonstratesthattelevisionadvertisinghasamodestdirecteffect,aswellasalargerindirecteffect,onchildren’sfoodanddrinkpreferences.

2.AdultsexpresssubstantialconcernaboutTVadvertisingoffoodanddrinkproductstargetingchildren.ThisconcernisbecausetheybelievethatTVadvertscan,anddo,haveanoticeableimpactonthefoodanddrinksthatchildrenandyoungpeoplewanttoconsumeand,schildrenandyoungpeoplearemakingmorepurchasingdecisions,thisimpactisbecomingincreasinglyimportant.TVadvertsarealsoseentogenerateandfuelpesteringbehavior,whichsomeparentssayishardtoresist.MostalsobelievethatTVadvertscontributetosocialnormsregardingdietandlifestyle.Participantsalsoexpressconcernoneconomicgrounds:

theysaythatTVadvertisingmustbeeffectiveorelsemanufacturerswouldnotinvestinit,andcertainlynottotheextentthattheydoatthemoment.

3.Withinthisgeneralconcern,specifictypesofTVadvertsareheavilycriticized.Oneexampleofthisis“misleading”adverts.Adultsdiscussedanumberofexamplesofadvertsthattheyfeelhavebeenmisleadingbyimplyinghealthbenefitsforwhatisessentiallyanunhealthyproduct.Furthermore,adultsfeelthattheseadvertsusuallyaimatyoungerchildren（whotheyimmediatelyidentifyasavulnerableaudience）,whichtheyparticularlydislike.

4.Theuseofcelebritiesandcartooncharactersinadvertsisalsoheavilycriticize,asthesesortsoftie-insareseentoaddtotheappealoftheproductinasimilarwaythatapromotionalofferdoes.Parentsespeciallydislikeitwhensportsstarsadvertiseunhealthypredicts,forexampleDavidBeckhamandPepsi.“Ijustwanttoseecelebsdoingthehealthystuff.YougetDavidBeckhamdoingPepsiadvert,butdoyouseehimdrinkingabottleofwater?

”

5.Theyoungerchildrenwespoketo（8---11yearolds）freelyadmittobeinginfluencedbyadvertising,especiallycampaignswithcartoonsorcatchytunes.Theyalsorecognizetheirownpowertoaffectpurchasingandadmittoavarietyofbehaviors,mostnotablynaggingtheirparentsforfoodstheyhaveseenadvertised;slipping“unhealthy”foodsinthetrolleyatthesupermarketwhentheirparentsarelookingtheotherway.

6.WhilstmostbelieveTVadvertisingdoeshaveaninfluenceonchildren’sfoodanddrinkpreferences,thereissomeskepticismaboutboththeabsoluteandrelativenegativeinfluenceofTVadvertising.ParticipantsrecognizethatTVadvertsareonlyoneinfluenceamongstawiderangeofothers.Theseincludefriends,family,fashionandotherformsofpromotion（thoughradioadvertisingisnotmentioned）.TherelativeinfluenceofTVadvertisingisclearwhenparticipantsconsidersomeoftheunhealthyfoodsthatchildreneatwhicharenotadvertised,forexampleunbrandedornon-advertisedsugarysweets,aswellasfishandchipsandkebabs.Furthermore,allparticipantsrecognizethatadvertisingisonlyoninfluenceamongtmanyotherfactorsandsospontaneouslyunderstandtheneedforproportionality.

7.SomeparticipantsfeelthatTVandTVadvertisingcanbeapositivethingandsoareunwillingtocharacterizeallTVadvertisingtochildrenas“bad”.ParticipantssaythatTVadvertisingisausefulwayofinformingpeopleaboutwhatishealthy（forexample,pro-bioticyoghurts,wholegrains,Omega-3）,andtheyvaluethefactthatitprovidesaplatformfortheadvertisingofhealthyfoodsandkeepspeopleuptodateaboutnewfoodsthatenterthemarket.

8.Youngerchildren（8-11yearolds）alsoadmitthattheyactivelyenjoysomeTVadvertisingforfoodanddrink;theyenjoyfindingouraboutnewproductsandfindsomeadvertisingentertaining,viewingitasentertainment.

9.Thereisanevidentconflictbetweenparticipants’rationalandemotionalresponsesthroughoutthesessions.Ultimately,thereissomeresistancetotheideathatadvertisingworksbecausepeoplewanttobelievethattheyarerational,“savvy”consumerswhotakepersonalresponsibilityfortheirowndecisions.Thisisespeciallytrueforteenagers,whoresisttheideathattheirchoicesareinfluencedbyTVadvertising.However,participants’descriptionsofthefoodanddrinkthattheychoosetopurchaseandconsumedemonstratethatadvertisingishavingandeffectonallaudiences---adults,teenagersand8-11yearoldchildrenalike.

（Twoperiods:

90minutes）

Step1.Introducingoneofthereadingskills:

Identifyingthewriter’spurpose

1.toinform—toprovidereaderswithinformationaboutatopic;

2.topersuade---toconvincereaderstobelieveacertainviewpointortotakeacertaincourseofaction;and

3.toentertain---toamusereadersinsomeway,thoughveryoftenthere’ssomefoodtothoughtaswell.

Readingeffectivelymeansrecognizingthewriter’spurposes,whichmaynotalwaysbeaseasyasitappears,especiallywhenwearereadinginaforeignlanguage.Writerssometimesdisguisetheiraims:

Atextthatappearstobefactualinformationmayreallybefullofemotionalappealsmeanttopersuadeusintoacceptingthewriter’spointofview;oranapparentlyseriouspieceofpersuasionmayinfactbeahumoroustextintendedmainlytoamuseyou.Therearealsotimeswhenthequestionofwhetherawriterisseriousdependslargelyoneachreader’sindividualphilosophy.

However,therearesomecluesthateffectivereaderscanwatchfortohelpthemidentifywhatkindofwritingthey’redealingwith.

1.Informationalwritingfeaturesfactsandevidence,notopinionsorvaluejudgments.Itoftencontainsdates,statisticsorotherfigures,and/orquotes.Dependingonthesubject,thelanguagemayincludetechnicaljargon,butthevocabularyandsentencestructureareoftensimple.

2.Persuasivewritingfeaturesemotionalappeals:

opinionsandarguments（whichmaybepresentedasiftheywerefacts,sobecareful!

）;rhetoricalquestions;evaluatinglanguage（good/bad,right/wrong,horrifying/wonderful,etc.）and/orjudgmentallanguage（must,should,hadbetter,etc.）.

3.Textswrittenmainlytoentertaincan,ofcourse,bevaried---buttheyoftenuseratherinformallanguage,simplesentencestructures,dialogs,puns,and/orfiguresofspeech.

Step2.Reading

1.Newwordsandexpressions.

Sincethestudentsaresupposedtostudythenewwordsandexpressionsbythemselvesbeforeclass,herearetwoactivitiestochecktheirjobandtohelpthemunderstandthedifficultandimportantwords.Thetwoactivitiesareintheformofcompetition,thestudentswhoperformthebestwillwingifts.

Activity1:

Matching（withtheirbooksclosed）

nag怀疑

absolute易受攻击的

conflict名人

resistance极大的

ultimately向……唠叨

spontaneously冲突

contribution促销的；增进的；奖励的

extensive绝对的；完全的；专制的

demonstrate最后；根本；基本上

substantial 广泛的；大量的；广阔的

noticeable阻力；电阻；抵抗；反抗；抵抗力

vulnerable贡献；捐献；投稿

promotional自发地；自然地；不由自主地

celebrity显而易见的，显著的；值得注意的

skepticism证明；展示；论证示威

Activity2:

Guessing（withtheirbooksclosed）

TheteacherspeaksouttheEnglishmeaning,andthestudentsspeakoutthewordorexpression.Iftherearesomedifficultwordsorexpressionsthatthestudentscan’tunderstand,theteacherwillexplainthemforthestudents.

2.Understanding

WhenthestudentsreadtheTextinFast-reading,theyaresupposedtoscanitforcluesthathelpthemidentifythewriter’spurpose.Usethequestionsbelowtoguidetheirscanning,thendecide:

Isthetextinformational,persuasiveormeantmainlytoentertain?

Ordoesthewriterhavemorethanonepurpose?

1.Whatdoesthetitletellusaboutthecontentofthetext?

2.Whatnumbersdoyouseeinthetext?

Aretheydates,statisticsorsomethingelse？

3.Anyquotesdoyoureadinthetext?

4.Howwouldyoudescribethelanguageofthisarticle？

Isitformalorinformal?

5.Isthisarticleinformational,persuasiveormeanttoentertain?

Explain.

Referenceanswer:

Itisanexpository writing

Introducingthetopic→Supportingdetailsandfacts→ConclusionandSuggestion

3.ReadingthetextandfinishExercisesonPages192and193.Thenchecktheanswerstogether.

4.Focusstudy:

Explainingsomelonganddifficultsentencesaswellassomeusefulexpressionsforthestudents.

（1）.In2004,OFCOMreportedbackonanextensivebodyofresearchwhichdemonstratesthattelevisionadvertisinghasamodestdirecteffect,aswellasalargerindirecteffect,onchildren’sfoodanddrinkpreferences.

（2）.ThisconcernisbecausetheybelievethatTVadvertscan,anddo,haveanoticeableimpactonthefoodanddrinksthatchildrenandyoungpeoplewanttoconsumeand,schildrenandyoungpeoplearemakingmorepurchasingdecisions,thisimpactisbecomingincreasinglyimportant.

（3）.Participantsalsoexpressconcernoneconomicgrounds:

theysaythatTVadvertisingmustbeeffectiveorelsemanufacturerswouldnotinvestinit,andcertainlynottotheextentthattheydoatthemoment.

（4）.Furthermore,adultsfeelthattheseadvertsusuallyaimatyoungerchildren（whotheyimmediatelyidentifyasavulnerableaudience）,whichtheyparticularlydislike.

（5）.Theyalsorecognizetheirownpowertoaffectpurchasingandadmittoavarietyofbehaviors,mostnotablynaggingtheirparentsforfoodstheyhaveseenadvertised;slipping“unhealthy”foodsinthetrolleyatthesupermarketwhentheirparentsarelookingtheotherway.

（6）.TherelativeinfluenceofTVadvertisingisclearwhenpartic