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

1、新交际英语 3 Unit 1 Advertising Teachers BookUNIT 1 AdvertisingIntroduction to the unitThis unit includes six task series. The teacher can choose to teach all six, using one 80 minute section to cover a series; or the teacher can teach only five, using the last section for student project presentation. F

2、or the second option, the teacher needs to organize students into project groups and provide project specification on the first day of class. At the end of this unit of the Teachers Book, there is an example of project worksheet and assessment form for presentation. If the teacher is keen on more wr

3、iting, a unit writing assignment is also provided.I. What is a good advertisement? A Criteria for a good advertisementSummary of task functions & teaching focusTaskTask functionTeaching focus1. Are these good advertisements?Priming Ss activate their current knowledge about assessing advertisement. S

4、s prepare material for later application.2. What is a good advertisement?TargetSs practise reading an informative text for specific information; applying information retrieved to problem solving.3. Language workLinguistic analysis Ss identify different ways of lexical cohesion4. Reassessing advertis

5、ementConsolidation Ss apply knowledge acquired to re-evaluate an advertisement Ss practise oral discussion and summaryGroup discussionNotes: Four car ads are used for this activity. Ss may find details of language quite difficult. Guide ss to focus on main ideas of the content instead of language us

6、ed. As this is a priming activity, ss are required to take quick notes and draw on their prior knowledge to come up with standards of evaluating advertisements. Suggestions for administration Divide ss into groups of four. Play each clip twice before a quick pause for ss to take notes At the end of

7、Clip 3, ask ss to compare their answers and come up with group standards. The teacher should walk around to facilitate group discussion and answer questions. Ask students to come up with at least three standards in complete sentence form:A good advertisement should_ At the end of Discussion, point o

8、ut that two of these ads provide technical details and two are about images/values attached to the product in order to prepare ss for the next reading activity. Reference key: Note: There is no definite answer to the question. The key is for the teachers reference only.AdSelling pointWhy I like/disl

9、ike this adBrand name： Mercedes BenzBlind spot assist (new technology)This ad makes use of optical illusion that was first created by Erwin Blumenfeld of the Dada school in 1945. The man is presented both in front and profile. This cleverly illustrates the catchy phrase “look to the side without loo

10、king to the side”. The graphic is eye-catching and to the point.Brand name： Honda Civic CoupePositive attitude to embrace today. Honda is one the good things of today.This ad starts with a negative song and switches to edgy statements about good things of life and cleverly implies that Honda drivers

11、 boast of positive attitude of life. It has a very unique angle of presenting value of the product.Brand name: PorschePlenty of new technologyThe car must be made for high-end city dweller. The list of new technology leaves an impression of professional perfection and the life style associated with

12、the car is implied in the coastal line, city sky line, nature and the look of the driver. Brand name: Chevy (Chevrolet)People love Chevy.This is Chevys Super Bowl commercial of 2012. It tells a humorous story about graduation gift. In this ad, young people obviously are crazy about Chevy. The ad cle

13、verly spans age group by showing the young man calling his grandma and profiling his neighbour as a grey-haired golfer.Reading& discussionSuggestions for administration The teacher can ask divide the task into two parts. Ask ss to finish reading exercises (1, 2, 3) first and quickly compare the answ

14、ers. Then ask them to apply information learned from the reading to exercise 4. This exercise aims to remind ss that different roles might differ in their requirement of an advertisement. Ss should read the passage to identify the three roles and then classify their standards accordingly. If ss find

15、 that their standards are all based on the role of casual viewer, ask them to write down at least one based on the role of a manufacturer.Key:1 1) be interesting, entertaining and amusing2) provide hard information3) sell a product2 our standards of evaluating an advertisement depends on the role we

16、 take.3 1) M 2) E 3) M 4)E 5) E 6) M4PerspectiveWhat makes a good adcasual reader/viewerSample: The picture is interesting; the ad is funny.customerSample: The ad provides a lot of detailed information.manufacturerSample: The ad appeals to the customers; the ad establishes a positive image for the p

17、roduct.Lexical cohesionSuggestions for administration It may be helpful to explain to ss what cohesion is before the exercise. It may be helpful to provide more examples for concepts illustrated in exercises 2 and 3. When students finish exercise 4, ask them which concept in 2 and 3 are being used t

18、o answer the question.Key:1 “Selling, buying and watching” defines three major roles involved in advertising. The author structures the article by focusing on one word in a paragraph. 2 Commercial, advertising, ads.3 Motive.4 1) entertaining and amusing.2) durability, price; performance, reliability

19、, economy3) dreams, ambitionsNote:If the ss find the language work too easy, the teacher can ask them to work on the addition language work listed here.Additional language work and keyLEXICAL COHESION EXERCISEAs you have seen in the above exercise, it is often possible to identify a “chain” of relat

20、ed words in a text. This “lexical chaining” is one of the ways in which writers develop and maintain the coherence and cohesion of their texts. Typically a text will have several lexical chains, each of which is used to develop the argument.Lexical chains can be maintained in several ways. The most

21、common are: repetition (simply using the same word several times) repetition + strong collocate (using the same word, but extending its meaning through the addition of strong collocates) “elegant variation” (using near synonyms to maintain the topic without direct repetition. This is stylistically f

22、avoured in formal written English) lexical relations (using antonyms or hyponyms) In the example below the lexical chain associated with ENTERTAINMENT has been marked for you. As it is the second chain used in the passage, it is marked as 2There are at least four other lexical chains in the text. Th

23、e most obvious one is first chain 1 that starts with the word ADVERTISEMENT. Work with a partner, and track this first chain through the text. If you do this quickly, see how many more chains you can find. Use a different colour or style of underlining to show each chain, and give each chain a new n

24、umber to identify it.When you have finished compare your work with another pair and see if you all agree. Your teacher will give you a key to the task at the end of the activity.What is a good 1 advertisement? The answer to this question obviously depends very much on whether we are selling, buying

25、or merely watching advertisements on TV.If we merely sit watching the commercial breaks on television, well want an advertisement to be 2 interesting, entertaining and amusing. Advertisements can be 2 fun, and some advertisements have an 2 entertainment value that may be quite independent of their e

26、ffectiveness in selling the product they are designed to promote. Often, in fact, we remember the advertisement and forget the product.But suppose were looking at an advertisement because we want to buy something. Its not 2 entertainment that we want, but hard information about the product that will

27、 help us to decide whether to buy it or not. A “good” advertisement in this case is one that tells as much as possible of what we want to know about the commodityits effectiveness, durability, price, and so on.For the manufacturer, a “good” advertisement is one that will sell his product, and manufa

28、cturers now know well enough that they will not sell their products in large quantities just by giving us information about them. Consider this description of the change that has taken place in the advertising of cars. Originally cars in advertisements were just machinesthe ads said they worked but

29、that was all they did say. The promises they made about “performance”, “reliability” and “economy” were all related to the cars themselves. It was rare to find any suggestion that owning a car would make you more attractive or more successful. But then in America psychologists began to uncover the d

30、eeper motives which made people buy cars. So, instead of merely describing the machine, car ads began to appeal to peoples secret hopes and dreams and ambitions.Key:What is a good 1 advertisement? The answer to this question obviously depends very much on whether we are selling, buying or merely wat

31、ching 1 advertisements on TV.If we merely sit watching the 1 commercial breaks on television, well want an 1 advertisement to be 2 interesting, entertaining and amusing. 1 Advertisements can be 2 fun, and some 1 advertisements have an 2 entertainment value that may be quite independent of their effe

32、ctiveness in selling the product they are designed to promote. Often, in fact, we remember the 1 advertisement and forget the 3 product.But suppose were looking at an 1 advertisement because we want to buy something. Its not 2 entertainment that we want, but 4 hard information about the 3 product that will help us to decide whether to buy 3 it or not. A “good” 1 a