21世纪大学新英语读写译教程Unit 6 Advertising.docx
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21世纪大学新英语读写译教程Unit6Advertising
大学英语基础课程《高级综合英语》
《21世纪大学新英语视听说教程4》
Unit5TrafficProblem
LearningObjectives
Inthisunit,studentsaregoingtowatchandlistentosomenewsreports，newsstoriesandinterviews.Throughdoingaseriesoftasks,theywill
1.gettoknowsomeadvertisingcampaignsofbigcompanies;
2.learnsomenewdevelopmentofadvertisinginmodern
world;
3.expresstheiropinionsaboutadvertisement’sinfluence
onpeople.
TeachingPlan
Procedure
步骤/时长
Content
教学内容
LearningObjectives
目标
Means/Tasks/Activities
手段/方法/任务
Resources/Equipment
材料/设备
Session1
50min.
1.Lead-in:
1）Discussion:
Sslookatthepicturesanddiscussthemwiththeirclassmates.
2）Adslogans:
Ssworktogethertocompletetheadslogansandtoseehowdeeplytheyareinfluencedbyads.
3）Englishadsloganstranslation.
2.WatchingandListening
1）watchavideoclipofareport“OlympicSponsorsPayGold”andthenfinishthetasks.
2）Listentoapieceofbusinessnews“IsLongerBetterforAds?
”andthenfinishthetasks.
1.Understandthetheme—advertisement.
2.FamiliarizeSswithwordsthatcanbeusedtodiscussadvertisement.
3.Listeningforthegeneralidea.
4.Listeningforthespecificdetails.
Beforeclass
1.AskSstopreviewthetopic;
2.GetSstopreparefortheclasspresentation;
Inclass
1.Q&A;
2.Groupdiscussion;
3.Listenandtalk;
4.WatchandShare
Afterclass
GooverthetopicandfinishtheEXX.
1.Textbook;
2.Listeningmaterial;
3.Video;
4.PPT.
Session2
50min.
3.SpeakingPractice
1）Watchavideoareport“AdsTargetingChildren”andthenfinishthetasks.
2）Debate:
Theclassisdividedintotwosides.StudentsinSideAarefortheidea
“Advertisingcandomoregoodthanharm”whilestudentsinSideBareagainstit.
3）WatchtwoTVcommercials,andthenworkingroupsoffourandcompletethetasks.
4）GroupDiscussion:
NowsupposeyouaremembersofanadgroupdesigninganadvertisementforeitherCocaColaorPepsi.Worktogetherandbrainstormyourideaforacommercial.Thentellthewholeclassaboutyouridea.
4ListeningTest
5FunTime
1.Usethenewwordsandexpressionsinoralandcommunication;
2.Learnhowtoorganizeagroupdiscussion
3.LearnhowtoexpressyourideausingsimplebutgoodEnglish.
4.Learnhowtocopewithlisteningtest.
Beforeclass
1.Readthetextindetail;
2.Guessandcheckthemeaningsofcertainphrases;
Inclass
1.Watching
2.Groupdiscussion
3.Debate
4.VocabularyEXX;
Afterclass
1.Readandmemorizethewordsandexpressionsinthetextbook;
2.Digesttheknowledgeinclass.
1.Listeningmaterials;
2.Videos;
3.Vocabularybank;
4.EXX.
TeachingRequirements:
1.Leadstudentsintothethemeoftheunitthroughpictureliteracyandgroupdiscussion.
2.FamiliarizeSswithadvertisementsindailylife.
3.Helpstudentsgetdetailsastohowtodescribeandanalyzeadvertisements.
4.Teachstudentstoexpresstheiropinionsonadvertisements.
5.TeachSsonhowtoexpressideasusingsimplebutgoodEnglish.
6.Askstudentstoimitateepisodesofthelisteningmaterialtoimprovetheirpronunciationandintonation.
8.Improvestudents’listeningcomprehensionthroughlisteningandwatchingactivities.
9.Improvestudents’oralEnglishthroughgroupdiscussionreportandpresentation.
Assessment：
1.On-linelearningprogresscheck
2.Attendance;
3.Classparticipation;
4.Assignment;
5.Extendedactivities;
6.Quizzes;
7.Finalexam
Session1
I．Lead-in
Task1
Readthefollowingquestionsandthendiscussthemwithyourclassmates.
1.Isadvertisingworthwhileforcompanies?
Whoactuallypaysforads?
2.Whatisyouropiniononcompetingcompaniesspendinglarge
amountsofmoneyadvertisingtheirproducts?
3.Whatarethenegativesocialeffectsofadvertisements?
4.Areyoueasilyaffectedbyads?
Shouldpeoplebuyproductsaccordingtowhatadssay?
5.Shouldyoungpeoplefollowfashionadvertisedbyfamousstars?
Task2
Inourdailylifeweoftenmeetwithalotofadslogans.Worktogethertocompletethefollowingadslogansandyouwouldfindhowdeeplyweareinfluencedbyads.
1.大宝———天天见
2.神州行———我看行
3.恒源祥———羊羊羊
4.过节送礼———黄金搭档
5.风驰电掣———大运摩托
6.人要衣装———我要靓妆
7.钻石恒久远———一颗永流传
8.简约不简单———利朗商务男装
9.今年过节不收礼———收礼还收脑白金
Task3
ReadthefollowingEnglishadslogans,andthenworkwithyourpartnertotranslatethemintoChinese.
1.Goodtothelastdrop.
滴滴香浓,意犹未尽。
（麦斯威尔咖啡）
2.Obeyyourthirst.
服从你的渴望。
（雪碧）
3.Justdoit.
只管去做。
（耐克运动鞋）
4.Thenewdigitalera.
数码新时代。
（索尼影碟机）
5.Impossiblemadepossible.
使不可能变为可能。
（佳能打印机）
6.Taketimetoindulge.
尽情享受吧!
（雀巢冰激凌）
7.Feelthenewspace.
感受新境界。
（三星电子）
8.Intelligenceeverywhere.
智慧演绎,无处不在。
（摩托罗拉手机）
9.Weintegrate,youcommunicate.
我们集大成,您超越自我。
（三菱电工）
10.Poetryinmotion,dancingclosetome.
动态的诗,向我舞近。
（丰田汽车）
II．WatchingandListening
SectionA
Directions:
Inthissection,youaregoingtowatchavideoclipofareport“OlympicSponsorsPayGold”（3’）.Readthefollowingwordsaloudfirstandthenfinishthetasksbelow.
Task1
Watchthevideoclipandthenanswerthefollowingquestionsbriefly.
1.Whydointernationalcompaniesspendbigmoneyjusttobeabletocall
themselvesofficialsponsorsof2008BeijingOlympicGames?
A:
BecausetheywanttohaveexposuretoChina’sboomingmarketandthey
wanttocapturetheemergingChinesemiddleclass.
2.WhataretheOlympicorganizerstryingtodoinfaceofthesevere
competitionamongtheofficialsponsors?
A:
Theyaretakingstepstoprotectofficialsponsorsfromsevercompetition
3.WhatdobigcompaniesthinkoftheOlympicsponsorship?
A:
TheythinkOlympicsponsorshipisworththerisk
Task2
Watchthevideoclipagainfocusingonthespecificinformation,andthenmatchthecompanynamesinColumnAwiththeircorrespondinginformationinColumnB.Theremightbemorethanonepieceofinformationforacompany.
A:
1D;2DG;3A;4C;5E;6BF
Task3
Watchthevideoclipthethirdtimeandthensomequestionswillbeaskedaboutit.Choosethebestanswertoeachquestionfromthefourchoicesgivenbelow.
1.WhatcancorporationslikeMcDonald’sandCoca-Colagetasofficial
sponsors?
A）Praisefromthepublic.B）Verybigsportsmanshippromotion.
C）Greatercustomerloyalty.D）TheexposuretoChina’sboomingmarket.
2.WhyareChinesecompaniesalsopostingsplashyads?
A）BecausetheywanttocapturetheemergingChinesemiddleclass.
B）Becausetheywanttoraisetheirprofileworldwide.
C）BecausetheywanttobecomeofficialpartnersofBeijing2008Olympics.
D）BecausetheywanttocelebrateChineseculture.
3.Whatwillthesecurityguardsdoifsomeone’swearingclothingwithlarge
logos?
A）Toaskhimtogobackhometochangeclothing.
B）Tostophimandaskhimtochangebeforegettingin.
C）Totakeawayhisticketandforbidhimtogetin.
D）TorecordhisnameandIDnumberfirstandthenlethimin.
4.__________ofthepeoplequestionedknewAdidas,notNike,wasan
officialsponsorofthe2008OlympicGames.
A）30%B）40%
C）50%D）60%
A:
1.D2.A3.B4.C
SectionB
Directions:
Inthissection,youaregoingtolistentoapieceofbusinessnews“IsLongerBetterforAds?
”
Task1
Listentothebusinessnewscarefullyandfillintheblanksinthefollowingtable.
Product/Company
Lengthofthead
Peopleinthead
Placeforthead
Perfume:
ChanelNo.5
3minutes
actressNicole
Kidman
TV
BMW
10minutes
—
Internet
AmericanExpress
5minutes
comedianJerry
SeinfeldandSuperman
Internet
AmericanExpress
90seconds
surferJared
Hamilton
TVProgram:
ABC’sMonday
NightFootbal
AmericanExpress
90seconds
—
MovieTheaters
Task2
Listentothebusinessnewsagainfocusingonthespecificinformation,andthendecidewhetherthefollowingstatementsaretrueorfalse.WriteTfortrueandFforfalse.
1.ActressNicoleKidman’slatestroleinacommercialisasupportingone
whiletherealstaristheperfumeshe’stryingtosell.
2.Thethirty-secondadisasefficientoraseffectiveasitusedtobe.
3.MillionsofpeoplewenttoawebsitetodownloadtheBMWadandspent
timewatchingtheten-minutefilm.
4.Aninety-secondAmericanExpressad,featuringsurferJaredHamilton,
wasfirstshownonABC’sMondayNightFootball.
5.Theappearanceoflong-formatadswillsoonerorlaterdrivethethirty-
secondTVcommercialsoffthescreen.
A:
TFTTF
Task3
You’regoingtohearthreesentencestwice.Listentoeachofthem
carefullyandwritedownwhatyou’veheard.Thenparaphrasethe
sentencesorallyinyourownwords.
A:
1.Partofthatinvitationistomakepeoplefeellikethey’repartofanevent
2.BMWdidthisfamously,usingTVadstopromoteshortfilms.
3.AmericanExpressisusinganumberofoutletsforthelong-formatads.
Session2
III．SpeakingPractice
Directions:
Inthissection,youaregoingtowatchareport“AdsTargetingChildren”.
Task1
Watchthevideoclipandthencompletetheanswerstothefollowingquestionsbyfillingtheblanks.
1.Wheredoadsoftenappearandwhatdotheyusuallyfeature?
Theadsareeverywhere.Ontelevision.Online.Andonthepackagingitself.
Manyfeaturemovieorcartooncharacters.
2.Whydoadsliketargetingtowardskidsmorethanadults?
Becausekidsareeasiertobrainwashthanadults.
3.Whydosomekidsbuycerealsandallthejunkfood?
Theybuycerealsandallthejunkfoodjustforthegiveaways,toyforexample.
4.WhatdidtheFTCdo?
Andwhatwoulditprefernottodo?
Itwarnedcompaniestousethoseaddollarstopromoteonlyhealthyfood.Itwouldn’tgosofarastolinkfoodmarketingtochildhoodobesity.
Task2Debate
Theclassisdividedintotwosides.StudentsinSideAarefort
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