新交际英语 3 Unit 1 Advertising Teachers Book.docx

新交际英语 3 Unit 1 Advertising Teachers Book.docx

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新交际英语3Unit1AdvertisingTeachersBook

UNIT1Advertising

Introductiontotheunit

Thisunitincludessixtaskseries.Theteachercanchoosetoteachallsix,usingone80minutesectiontocoveraseries;ortheteachercanteachonlyfive,usingthelastsectionforstudentprojectpresentation.Forthesecondoption,theteacherneedstoorganizestudentsintoprojectgroupsandprovideprojectspecificationonthefirstdayofclass.

AttheendofthisunitoftheTeacher’sBook,thereisanexampleofprojectworksheetandassessmentformforpresentation.Iftheteacheriskeenonmorewriting,aunitwritingassignmentisalsoprovided.

I.Whatisagoodadvertisement?

ACriteriaforagoodadvertisement

Summaryoftaskfunctions&teachingfocus

Task

Taskfunction

Teachingfocus

1.Arethesegoodadvertisements?

Priming

•Ssactivatetheircurrentknowledgeaboutassessingadvertisement.

•Sspreparematerialforlaterapplication.

2.Whatisagoodadvertisement?

Target

Sspractise

•readinganinformativetextforspecificinformation;

•applyinginformationretrievedtoproblemsolving.

3.Languagework

Linguisticanalysis

•Ssidentifydifferentwaysoflexicalcohesion

4.Reassessingadvertisement

Consolidation

•Ssapplyknowledgeacquiredtore-evaluateanadvertisement

•Sspractiseoraldiscussionandsummary

Groupdiscussion

Notes:

Fourcaradsareusedforthisactivity.Ssmayfinddetailsoflanguagequitedifficult.Guidesstofocusonmainideasofthecontentinsteadoflanguageused.Asthisisaprimingactivity,ssarerequiredtotakequicknotesanddrawontheirpriorknowledgetocomeupwithstandardsofevaluatingadvertisements.

Suggestionsforadministration

★Dividessintogroupsoffour.

★Playeachcliptwicebeforeaquickpauseforsstotakenotes

★AttheendofClip3,asksstocomparetheiranswersandcomeupwithgroupstandards.

★Theteachershouldwalkaroundtofacilitategroupdiscussionandanswerquestions.

★Askstudentstocomeupwithatleastthreestandardsincompletesentenceform:

Agoodadvertisementshould_

★AttheendofDiscussion,pointoutthattwooftheseadsprovidetechnicaldetailsandtwoareaboutimages/valuesattachedtotheproductinordertopreparessforthenextreadingactivity.

Referencekey:

Note:

Thereisnodefiniteanswertothequestion.Thekeyisfortheteacher’sreferenceonly.

Ad

Sellingpoint

WhyIlike/dislikethisad

Brandname：

MercedesBenz

Blindspotassist（newtechnology）

ThisadmakesuseofopticalillusionthatwasfirstcreatedbyErwinBlumenfeldoftheDadaschoolin1945.Themanispresentedbothinfrontandprofile.Thiscleverlyillustratesthecatchyphrase“looktothesidewithoutlookingtotheside”.Thegraphiciseye-catchingandtothepoint.

Brandname：

HondaCivicCoupe

Positiveattitudetoembracetoday.Hondaisonethegoodthingsoftoday.

ThisadstartswithanegativesongandswitchestoedgystatementsaboutgoodthingsoflifeandcleverlyimpliesthatHondadriversboastofpositiveattitudeoflife.Ithasaveryuniqueangleofpresentingvalueoftheproduct.

Brandname:

Porsche

Plentyofnewtechnology

Thecarmustbemadeforhigh-endcitydweller.Thelistofnewtechnologyleavesanimpressionofprofessionalperfectionandthelifestyleassociatedwiththecarisimpliedinthecoastalline,cityskyline,natureandthelookofthedriver.

Brandname:

Chevy（Chevrolet）

PeopleloveChevy.

ThisisChevy’sSuperBowlcommercialof2012.Ittellsahumorousstoryaboutgraduationgift.Inthisad,youngpeopleobviouslyarecrazyaboutChevy.Theadcleverlyspansagegroupbyshowingtheyoungmancallinghisgrandmaandprofilinghisneighbourasagrey-hairedgolfer.

Reading&discussion

Suggestionsforadministration

★Theteachercanaskdividethetaskintotwoparts.Asksstofinishreadingexercises（1,2,3）firstandquicklycomparetheanswers.Thenaskthemtoapplyinformationlearnedfromthereadingtoexercise4.

★Thisexerciseaimstoremindssthatdifferentrolesmightdifferintheirrequirementofanadvertisement.Ssshouldreadthepassagetoidentifythethreerolesandthenclassifytheirstandardsaccordingly.Ifssfindthattheirstandardsareallbasedontheroleofcasualviewer,askthemtowritedownatleastonebasedontheroleofamanufacturer.

Key:

11）beinteresting,entertainingandamusing

2）providehardinformation

3）sellaproduct

2ourstandardsofevaluatinganadvertisementdependsontherolewetake.

31）M2）E3）M4）E5）E6）M

4

Perspective

Whatmakesagoodad

casualreader/viewer

Sample:

Thepictureisinteresting;theadisfunny.

customer

Sample:

Theadprovidesalotofdetailedinformation.

manufacturer

Sample:

Theadappealstothecustomers;theadestablishesapositiveimagefortheproduct.

Lexicalcohesion

Suggestionsforadministration

★Itmaybehelpfultoexplaintosswhatcohesionisbeforetheexercise.

★Itmaybehelpfultoprovidemoreexamplesforconceptsillustratedinexercises2and3.

★Whenstudentsfinishexercise4,askthemwhichconceptin2and3arebeingusedtoanswerthequestion.

Key:

1“Selling,buyingandwatching”definesthreemajorrolesinvolvedinadvertising.Theauthorstructuresthearticlebyfocusingononewordinaparagraph.

2Commercial,advertising,ads.

3Motive.

41）entertainingandamusing.

2）durability,price;performance,reliability,economy

3）dreams,ambitions

Note:

Ifthessfindthelanguageworktooeasy,theteachercanaskthemtoworkontheadditionlanguageworklistedhere.

Additionallanguageworkandkey

LEXICALCOHESIONEXERCISE

Asyouhaveseenintheaboveexercise,itisoftenpossibletoidentifya“chain”ofrelatedwordsinatext.This“lexicalchaining”isoneofthewaysinwhichwritersdevelopandmaintainthecoherenceandcohesionoftheirtexts.Typicallyatextwillhaveseverallexicalchains,eachofwhichisusedtodeveloptheargument.

Lexicalchainscanbemaintainedinseveralways.Themostcommonare:

∙repetition（simplyusingthesamewordseveraltimes）

∙repetition+strongcollocate（usingthesameword,butextendingitsmeaningthroughtheadditionofstrongcollocates）

∙“elegantvariation”（usingnearsynonymstomaintainthetopicwithoutdirectrepetition.ThisisstylisticallyfavouredinformalwrittenEnglish）

∙lexicalrelations（usingantonymsorhyponyms）

IntheexamplebelowthelexicalchainassociatedwithENTERTAINMENThasbeenmarkedforyou.Asitisthesecondchainusedinthepassage,itismarkedas[2]

Thereareatleastfourotherlexicalchainsinthetext.Themostobviousoneisfirstchain[1]thatstartswiththewordADVERTISEMENT.Workwithapartner,andtrackthisfirstchainthroughthetext.Ifyoudothisquickly,seehowmanymorechainsyoucanfind.Useadifferentcolourorstyleofunderliningtoshoweachchain,andgiveeachchainanewnumbertoidentifyit.

Whenyouhavefinishedcompareyourworkwithanotherpairandseeifyouallagree.Yourteacherwillgiveyouakeytothetaskattheendoftheactivity.

Whatisagood[1]advertisement?

Theanswertothisquestionobviouslydependsverymuchonwhetherweareselling,buyingormerelywatchingadvertisementsonTV.

Ifwemerelysitwatchingthecommercialbreaksontelevision,we’llwantanadvertisementtobe[2]interesting,entertainingandamusing.Advertisementscanbe[2]fun,andsomeadvertisementshavean[2]entertainmentvaluethatmaybequiteindependentoftheireffectivenessinsellingtheproducttheyaredesignedtopromote.Often,infact,weremembertheadvertisementandforgettheproduct.

Butsupposewe’relookingatanadvertisementbecausewewanttobuysomething.It’snot[2]entertainmentthatwewant,buthardinformationabouttheproductthatwillhelpustodecidewhethertobuyitornot.A“good”advertisementinthiscaseisonethattellsasmuchaspossibleofwhatwewanttoknowaboutthecommodity—itseffectiveness,durability,price,andsoon.

Forthemanufacturer,a“good”advertisementisonethatwillsellhisproduct,andmanufacturersnowknowwellenoughthattheywillnotselltheirproductsinlargequantitiesjustbygivingusinformationaboutthem.Considerthisdescriptionofthechangethathastakenplaceintheadvertisingofcars.

Originallycarsinadvertisementswerejustmachines—theadssaidtheyworkedbutthatwasalltheydidsay.Thepromisestheymadeabout“performance”,“reliability”and“economy”wereallrelatedtothecarsthemselves.Itwasraretofindanysuggestionthatowningacarwouldmakeyoumoreattractiveormoresuccessful.

ButtheninAmericapsychologistsbegantouncoverthedeepermotiveswhichmadepeoplebuycars.So,insteadofmerelydescribingthemachine,caradsbegantoappealtopeople’ssecrethopesanddreamsandambitions.

Key:

Whatisagood[1]advertisement?

Theanswertothisquestionobviouslydependsverymuchonwhetherweareselling,buyingormerelywatching[1]advertisementsonTV.

Ifwemerelysitwatchingthe[1]commercialbreaksontelevision,we’llwantan[1]advertisementtobe[2]interesting,entertainingandamusing.[1]Advertisementscanbe[2]fun,andsome[1]advertisementshavean[2]entertainmentvaluethatmaybequiteindependentoftheireffectivenessinsellingtheproducttheyaredesignedtopromote.Often,infact,werememberthe[1]advertisementandforgetthe[3]product.

Butsupposewe’relookingatan[1]advertisementbecausewewanttobuysomething.It’snot[2]entertainmentthatwewant,but[4]hardinformationaboutthe[3]productthatwillhelpustodecidewhethertobuy[3]itornot.A“good”[1]a