北师大版必修四：Unit 10 Lesson 4  Advertisements

一、    教学内容分析

1、本课是阅读课, 重点培养学生的阅读能力，也是本单元中的重点。

2. 要求学生在阅读中利用形容词来区分事实(facts)和观点(opinions)

3. 利用所给的四篇广告做为范文，要求学生模仿写一篇广告。

二、学生学习情况分析

《高中英语新课程标准》明确指出：“高中英语课程要有利于学生优化英语学习方法，使他们通过观察、体验、探究等积极主动的学习方法，充分发挥自己的学习潜能，形成有效的学习策略，提高自主学习的能力。”

根据《高中英语新课程标准》要求，结合我班学生英语基础与能力较弱的实际，本课时我把阅读课文作为整体处理的同时，把每个教学环节所设计的问题和任务区分出高低不同的层次，由浅入深，循序渐进，使每个教学环节尽量符合多数学生的认知水平，力争全班绝大多数同学都能积极参与课堂活动。通过“任务型”活动培养学生 “跳读”、“寻读”、“定位”、“推理归纳”等阅读方法以及描述、讨论等组织语言、运用语言的能力。

三．设计思想

课堂教学方法的选择是课堂教学效率高低的关键。科学的学法指导是智能发展目标得以实施的重要途径。

本课时我把阅读课文作为整体来处理，运用整体阅读教学法，“任务型”活动和多媒体辅助教学等各种方法组织指导学生理解课文，提高阅读技能，以达到新课标对学生阅读能力的要求。

现根据教师本人的自身特点和泉州现代中学高一年段的实际教学条件，结合本课的教学内容：advertisements，概述教学过程中拟实践的教育理念、教学原则、教学方法。在本课教学中，我突出以阅读为主线，兼顾结构，适当拓展。从以下几方面体现了英语新课程的理念。

1、多媒体辅助教学演示法：

把制作的课件、图片等显示给学生看，便于学生对微观知识的把握，并从旧知识中获得启迪，从而达到解决问题的目的。

2、任务驱动教学法：

将所要学习的新知识隐含在一个或几个问题之中，学生通过对所提的任务进行分析、讨论，并在老师的指导和帮助下找出解决问题的方法，最后通过任务的完成而实现对所学知识的意义建构。以“任务型”教学作为课堂教学设计之理念，具体采用分层次教学法和交际教学法。学生通过表演、听说等各种语言形式来学习和掌握语言，实现目标，感受成功。
     3、英语教学和情感教育的有机结合。

在本节课中，教师除了营造宽松气氛，给予学生展示成功的平台外，处处鼓励学生运用自主学习、合作学习和探究学习等新的学习方式，以形成积极的学习态度，促进语言实际运用能力的提高。这是实施新课程最为核心和关键的环节。

4、利用现代教育技术，拓宽学生学习和运用英语的渠道。对于“广告”这一主题的挖掘，让学生在课外通过多种渠道获得更多有关非语言交际手段的知识，激发学生自主探究的兴趣。而运用多媒体辅助教学，更体现了课堂教学的大容量、多信息、高效率的优越性，进而达到启发学生的英语思维，发展交际能力的理想教学效果。

 四、教学目标 (三维目标)

新课标提出：英语课程的学习，既是学生通过英语学习和实践活动，逐步掌握英语知识和技能，提高语言实际运用能力的过程；又是他们陶冶情操、拓展视野、丰富社会经历、开发思维能力和提高人文素养的过程。本课所有的语言知识和语言技能都是围饶“广告”这一中心主题而设计的。因此，我把本课的教学目标确定为：

1． 语言知识与技能目标：

1）熟练掌握与“广告”话题相关的常用词汇及主要语言表达形式。

2) 帮助学生掌握阅读策略，能将事实(facts)与观点( opinions)区别开来。

3) 通过帮助学生完成快速阅读、精读等练习来进一步理解文章的细节，

提高学生的阅读能力。

4）学生之间能交流、合作，共同就 given topics较好地完成一些开放性话题。

2． 情感态度与文化意识目标

1) 在有趣的主题激励下，师生互动，生生互动，调动学生的学习兴趣，加强教师的亲和力，增进彼此的了解与沟通，充分发挥情感教学的优势。

2）让学生在共同完成一些交流、表演等任务的过程中，加强团体协作意识。

3. 过程与方法

自上而下的阅读模式；发现式的语法学习；小组合作的体验式，探究式的写作学习；

五、教学重点和难点 

1、培养学生的阅读策略，使其形成预测，略读和跳读的能力。但学生有可能在深层理解的问题上有困难。

2、掌握与课文有关的词汇，表达法和句型，并运用到口头和书面表达中去。

3、如何提高学生的阅读能力,并帮助学生解决本课的一些困难句型，以便让他们很好的理解文章。如：

1）It is no bigger than a credit card. =It is as small as a credit card.

2)  Have you got a cat that walks around your flat all day?

六、教学过程设计

1、总体思路

本课的教学设计围绕培养学生初步读写文章的能力和发展学生的语言运用能力展开，采用多媒体辅助教学，以此来创设良好的教学情境，优化教学过程，促进学生思考，采用教师指导，学生观察、体验、探索的方式，启发学生自主理解文本内容，探究和领悟所学文章的语言特点与篇章结构。利用小组收集材料的方式形成对关注广告的兴奋点，展开有信息沟的讨论介绍。自然过渡到写作，把总结出的语言知识和语言结构运用到口语和写作中去。

2、教学过程。

  《新课标》提出：根据高中生的认知特点和学习发展的需要，在进一步发展学生基本语言运用能力的同时，着重提高学生用英语获取信息、处理信息和分析、解决问题的能力，为他们进一步学习和发展创造必要的条件。依据教材内容的编排，我把本课的教学过程分为四大部分(pre-reading, while-reading, post-reading, assessment)，八个步骤来完成

The Analysis of Teaching Process

Before class, let students listen to a song :   王力宏-i’m lovin’it (全球麦当劳广告主题曲).mp3

[设计说明]

本环节以上课听歌的形式让学生在听觉上受广告的魅力，为学生随后接确广告这一主题做一个很自然的铺垫。

Step 1 Organization

1.      Exchange greetings with the Ss.

2.      Duty report: Get one student to write a famous English saying or proverb on the blackboard and give a short introduction in English .

[设计说明]

I think duty report is a long-term and essential part of daily teaching. It is a good opportunity for Ss to enlarge their knowledge and practice their listening and spoken English.

Pre-reading

[学情预设]

Since the students are familiar with this topic, the teacher will arouse their interest about the topic by free talk with some key words given.

[设计意图]

Some background information of the topic are provided in the form of pictures and passage

Step 2 Warming up

Pair work: Work in pairs and discuss the following questions

1) Can you think of some advertisements you have seen?

2) Where have you seen advertising?

3) What do you think of the design of the advertisements?

4) When you buy something, will you be affected by advertisements?

 Provide the students with some key words for help:

  A) Cheap, convenient, easy, expensive, practical, reliable, useful, useless

  B) Ads on the bus, ads in the newspaper, ads in a magazine,

Ads on the billboards, ads in the shop windows, ads on the radio…

Step 3 Leading in:

[设计说明] The step of leading in is to let the students know the ads visually

Show the students various kinds of advertisements and ask the students to make comment on them with an example given

1.      Ask:  Before class, you listened to a song, who can tell me where you can    

often hear the song? ( McDonald’s )

As you can see, songs can make us enjoy the life, they also can help to advertise for the products. Songs can let us get to know the advertisements naturally.

2.      Ask:  Where can you see the advertisements?

   Show different answers in the screen.

3. Let students enjoy some advertisements and a TV advertisement

Step 4  Discussing and Talking  ( Task 1 )

Task 1 : What do you think of these products?

1.      Show the picture of electric toothbrush, laptop computer, mobile phone, MP3,

e-dictionary, radio alarm clock

2.      Give them an example to help them discuss the topic

   Example: I think electric toothbrushes are not very practical, but it is helpful.

3.      Ask some students to talk about the pictures shown on the screen.

While-reading

[学情预设]: The students are not aware of using different skills of reading

[设计意图] This step is intended to train the students’ ability to read for general idea, and

the students should go over the text quickly to get a general idea

Step 5  Skimming  (Task 2)

	name of the product	price
1	Remote headphones
2	Mini camera
3	Earplug earrings
4	feline floor cleaners

Step 6  Scanning (Task 3 )

 

Remote Headphones (1) no wires; (2) can listen to ______/TV up to _____ metres away;  (3) go through glass,_____________and_______; (4) __________sound; (5) __________value.

Read the text and note down the advantages(优点）of each product.

 

 

 

 

 

 

 

Special Jewellery For Your Ears: ( 1 ) They are gold and ________; ( 2 ) also ______ in many_________________; ( 3 ) a _______ at £19.50

 

 

 

 

 

 

Mini Camera 1) no ______ than a credit card; (2) It is __________ and very _______; (3) easy to _____ ; (4) has an automatic _____ and _____; (5) made from an ________ and _______ material. (6) not __________.

Step 7  Form a Layout  (Task 4 )

 

 

 

 

 

 

Step 7  Form a Layout  (Task 4 )

Give students several minutes to read the advertisements about Feline Floor Cleaners. Then ask

them to fill in the layout of the advertisement.

 

²       Material: be made from _________________________________________________ ²       The advantages       _________________________________________________ ²       The Price / How you can get it   __________________________________________

 

 

 

 

 

Post – Reading

[学情预设] As for writing, it is common among students that it is difficult to write an English composition. So they are afraid to write something in English.

[设计意图] This step is to conduct students how to write a composition from the content and the way of writing. It can help them to be aware of what to write and how to write. Finally, I also give them an example. It can help them practice the skills of writing.

[设计说明]

学生完成写作后，教师若能当堂讲评，则会取得较好的效果，学生根据评价标准分别从结构、语言、书写和内容等方面自评和互评，培养自主、合作和探究的精神，时间允许的话，选取有代表性的文章讲评。

Step 8  Writing  (Task 5 )

Group work

Suppose you are a salesman/salesgirl, do you know how to promote your product? Please work in groups. Choose  one object that you are most familiar with and  write an advertisement for your  product. Then choose one representative to show your product to the whole class

Necessary information

1.Name of your product

2.The usage of your product

3.The advantages  of your product

4.The price of your product

l        Try to use attractive words to make your product more attractive.

1. Give a model advertisement to help students to write an advertisement. Give some useful words and phrases to help them

 

²       Material: be made from    an attractive and strong material, good quality material glass, gold, silver,  plastic, wood, nylon, metal ²       The advantages Convenient, reliable, attractive, useful, practical, amazing, brilliant satisfying, perfect, modern , relaxing, exciting, automatic, cheap ²       The Price / How you can get it    It is a bargain at only …, special offer for only… It is excellent value at…

 

 

 

 

 

 

2. A Model advertisement about an alarm clock

Are you often late for school? Now, never! Here is the perfect solution.

The alarm clock is reliable, it is easy to use. Just set the time and the alarm, you don’t worry about a thing. Just go to sleep! It is made from attractive and strong material, it is not expensive. It is a bargain at only ₤9,88

3. Let students work in groups of four, discussing how to write an advertisement about a second-hand Mp3. They could use the words and phrases provided on the screen. If one group finishes writing their advertisement, they can walk around the classroom to advertise their second-hand MP3

4.      Ask some groups to come to the front, advertise their second-hand MP3 to the class. Then ask them which group is the best advertiser.

Now , Let enjoy some advertising slogans.

Show the students some pictures of famous products and advertisements .

Step 8  Homework

Design an advertisement.

Think over a question “What is the necessary information of an advertisement”

and design an advertisement with the answer.

 options:

  1. Pair work: ideas sharing

  2. Group work: differences; similarities; passage presentation

3. Individual work: outline; draft; editing; final writing

 

Assessment

•         Do you have a general idea of the four advertisements now?

•         Are you familiar with the new words now?

•         Do you know the necessary information of an advert?

•         Are you active in the class?

•         What problems did you have in reading ?

•         What help do you need from the teacher? 

Learner’s log

In this period, how well do you think while you’re finishing these tasks ?

1=Badly      2=Need Improvement    3=Well        4=Wonderfully

Tasks	Level
Prediction	1	2	3	4
Skimming	1	2	3	4
Scanning	1	2	3	4
Information Collecting	1	2	3	4
Discussion	1	2	3	4
Writing	1	2	3	4
Checking	1	2	3	4

 

Reflection(反思)                                                                                                    

I did well in                                                                                                       

I would try to do better in                                                                                            

I need to put more effort in