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unin5 Advertise lession19-20
Lesson 19教学设计方案
ADVERTISING(2)
StepI.Reading Comprehension:(give the students 7 to 8 minutes to finish the exercises.)
1. According to the text, most people read advertisements for: .
A. knowledge B. fun
C. killing time D. both information and fun (Key: D)
2. Why do most advertisements begin with a question?
A. Because nobody knows the answer.
B. Because a question can make an advertisement funny.
C. Because readers will be interested in finding out the answer.
D. Because a question will win more customers for a company. (Key: C)
3. What is very important in an advertisement?
A. A question. B. Information.
C. Humor. D. A story. (Key: C)
4. What is one of the dangers of a series of advertisements?
A. Readers will be tired of reading too many texts.
B. Readers will lose patience.
C. Readers will forget the name of the product.
D. Readers will forget the advertisement. (Key: C)
5. What may turn a good advertisement into a bad one?
A. A question. B. A story.
C. Bad translation. D. The expensive price of the product (Key: C).
StepII.lanuage points:
1.What make a good advertisement？怎样才能使广告做得好呢9
句中的make是及物动词，作“（有条件）成为”解。原句相当于：What makes an advertisement a good one？
又如：Cold tea makes a good drink in summer．冷茶是夏季很好的饮料。
2.Nobody bought he product，however，because when translated it meant “X puts living things into dry hair”
然而，谁也不来买这个产品，因为原句经过翻译之后，意思变成了“X使干发生虫。”
句中的 when translated＝when it was translated，相当于一个时间状语从句。
当从句的主语和主句的主语一致时，我们可将从句的主语和部分谓语动词省略，而采用分词的形式. 如：I won’t go unless Invited．（=…unless am invited．）如果没有邀请，我就不去了。
If playing all day，you’ll learn nothing．如果整天玩，你什么也学不到。
当从句是由引导词 十 it is/it was＋adj．这一结构时，可将it is或 it was省略，类似的说法有 when necessary，when possible，if necessary，it possible等。
又如：This difficulty must be avoided if possible．
If necessary，we’ll try our best to help you．（＝If it is necessary，…）如果需要，我们将尽力帮助你们
3. Is it a waste of money？广告是不是浪费钱呢？
句中的waste是不可数名词，但它表示一种浪费时，可与不定冠词a连用，用成 It is waste of time／money／breath／energy／speech to do sth.。e.g.
①It’s a waste of breath to talk to him．和他交谈自费口舌。
②It’s a waste of time to wait any longer．再等下去是白费时间。
4.A company that sold hair cream wanted to say“ x puts life into dry hair”
一家卖发蜡的公司本来是想说：“X使干发生辉。”
句中的put…into的直接意思是“把……放入”，随着put后面所接名词的不同，含义异常灵活。
①put life into the dry hair（life为生命力、活力）使干发生辉。
②put living things into the dry hair（living things为有生命的东西）使干头发生虫。
5.Sometimes advertisements tell a story，or the story may be continued over a number of advertisements. 有时广告述说一个故事，或者这个故事在今后的一系列广告中连载。
句中的over为介词，在此处指时间，意为“在……中度过一段时间”。e．g．
① These apples will keep over the winter 可以把这些苹果一直保存到冬天以后。
② He has made great progress in his studies over the past two years．在过去的两年里，他在学业上取得了很大进步。
6. We had the idea tried out. 这个观点已验证过了。
这句的句式 have the idea tried out为过去分词 tried out做复合宾补。这句式常用在have／get／make／keep等动词后面，意思是“把／让某人某物怎么样”。过去分词做复合宾语时与句子的宾语存在着逻辑上的被动关系。e．g
① We shall have your luggage fetched from the airport． 我们将派人去机场把你的行李取回。
② He’s going to have a new advertisement filmed. 他准备马上叫人拍一份新广告。
教学设计示例
听力阅读教案
I.Listening:
Advertising:Three people,Harry,Jenny and Brian, are discussing their advertising plans for a new product.
H=Harry B=Brian J=jenny
H: So,how much money have we got to spend?
B:Seven hundred and fifty thousand pounds. Jenny, what do you suggest?
J:I suggest that we use mainly TV, cinema and print.
B: I see,Magazines and newspapes. Can you give us your reasons?
J: Sure. First, our product looks good. So it would be a waste of money to use radio. Second, our product moves well,and it moves fast.So I want people to see it on the roads in our ads,going through the hills, that kind of thing.
B: What about advertising boards?
J:No.I prefer magazines and newspapers,and we haven’t got the money to do all three.So people will see the ad on TV and in the cinema.Then they’ll be able to read all about it when they’re sitting down, reading their newspapers and magazines.
H: I get the idea.Then customers can read the detailed product information and check the prices.
J: Exactly.
H:So no advertising boards. When do you want the advertising to start,Brian?
B:May the 1st.That gives us three months to run to August 1st when most people like to buy their new cars.
J:I see.So we’re talking about three months. And have you thought of a headline?
H: What about this one? “The new Century505 ----the car you always promised yourself.”
II.Reading comprehension.
A
A man once said how useless it was to put advertisements in the newspapers. “Last week,” said he, “my umbrella was stolen from a London Church. As it was a present, I spent twice its worth in advertising, but didn’t get it back.”
“How did you write your advertisement?” asked one of the listeners, a merchant.
“Here it is,” said the man, taking out of his pocket a slip cut from a newspaper. The other man took it and read. “ Lost from the City Church last Sunday evening, a black silk umbrella. The gentleman who finds it will receive ten shillings on leaving it at No. 10 Broad Street.”
“Now,” said the merchant, “I often advertise, and find that it pays me well. But the way in which an advertisement is expressed is of great importance. Let us try for your umbrella again, and if it fails, I’ll buy you a new one.” The merchant then took a slip of paper out of his pocket and wrote. “If the man who was seen to take an umbrella from the City Church last Sunday evening doesn’t wish to get into trouble, he will return the umbrella to No. 10 Broad Street. He is well known.”
This appeared in the paper, and on the following morning, the man was astonished when he opened the front door. In the doorway lay at least twelve umbrellas of all sizes and colours that had been thrown in, and his own was among them. Many of them had notes fastened to them saying that they had been taken by mistake, and begging the loser not to say anything about the matter.
1. The result of the first advertisement was that ______
A. the man got his umbrella back
B. the man wasted some money advertising
C. nobody found the missing umbrella
D. the umbrella was found somewhere near the Church
(Key:B)
2. “If it fails, I’ll buy you a new one .” suggested that____.
A. he was quite sure of success
B. he was not sure whether he would get the umbrella hack
C. he was rich enough to afford a new umbrella
D. he did not know what to do (Key:A)
3. This is a story about _____
A. a useless advertisement
B. how to make an effective advertisement
C. how the man lost and found his umbrella
D. what the merchant did for the umbrella owner
(Key:B)
B
Fucheng Garden Villas is situated along the North 4th Ring Road, just 2 kilometres east away from the Asian Games Village with easy traffic connection. It is 5 kilometres from the Beijing Lufthansa Centre.
Fucheng Garden Villas occupies an area of 34.7 hectares (公顷) , over 80% of which is covered by trees and greens, just like a garden in the city.
All the 108 villas were designed by American Company IDI , in American style , luxurious besides comfortable.
All materials of the construction and decoration(装饰) as well as equipment are famous American products.
From now to July 31st , preferential(优惠) prices for sale and rent are offered. You can move into Fucheng Garden villas on signing an agreement.
Banks will provide a 50 % mortgage (抵押) for 5 years.
Overseas sales License: No. 124
Developer: Beijing Hongda. Real Estate Co. ltd
69 East, North 4th Ring Road, Chaoyang District, Beijing
Tel: (8610)64967050 64967049
Fax: (8610) 64933575
1 . The advertiser is _______
A. Fucheng Garden Villas.
B. Beijing Hongda Rea Estate Co. , Ltd
C. American Company ID!
D. The Beijing Lufthansa. (Key: B)
2. How many hectares is Fucheng Garden Villas covered by trees and greens?
A.6.94. B.27.76. C.34.7. D.80. (Key: B)
3. According to the advertisement, which of the statements below is NOT true?
A. From June 25 to July 31, 1997, you can buy or rent Fucheng Garden Villas with a low price.
B. You can’t move into Fueheng Garden Villas before signing agreements.
C. If you haven’t got enough money at the moment, you can’t buy the Villa.
D. Not only equipment but also all materials of the construction and decoration are made in America. (Key: C)
(A篇阅读诙谐幽默，B篇阅读关于楼盘销售，很有时尚感。建议教师选用)
unin5 Advertise lession19-20