重庆科创职业学院授课方案商务英语阅读unit2.doc

重庆科创职业学院授课方案（教案） 课名：_ _ 教 师： _ 班级： _ 编写时间： _课题： Unit 3(1) Exact 1: Advertising language 教学目的及要求：1. Learn about some knowledge about the advertising language 教学重点： 1. to learn the definition and purpose of advertising language 2. to learn the right protection of advertising language 教学难点： The advantages and disadvantages of advertising language教学环节及组织：I. GreetingsII. New words Learn the new words and make simple explanations for the difficult and key words III. Teaching process Step one warm-up ActivityIntroduce the advertising language in Chinese advertisements and ask the ss to make comments on the language.Step two Introduce the definition and feature of advertising language American Marketing Association (AMA) defines advertising as “the non-personal communication of information usually paid for and usually persuasive in nature about products, services or ideas by identified sponsors through the various media.”旁批栏：Advertising language is a style of immediate impact and rapid persuasion. The point of an advertisement is to persuade you of the merits of a particular product or service, in order that you will take out some of your moneyStep three Introduce the components of advertising language (1). Advertiser (2). A certain amount of money paid(3). Advertising Information(4). Advertising Media(5). NonpersonalStep fourAdvertising Functions(1). Attentiona good advertisement should attract the consumer to direct their attention to the product of it. (2). Interestthe introduction and publicity of an advertisement should arouse consumers GREat interest. (3). Desirethe publicity of advertising should stimulate consumers desire to buy the product, and make them realize that this product is just what they want. (4). Actionthe advertising makes consumer to response to the advertising information and evoke them to take the action of purchasing.Step five Disadvantages of advertising language 1 debase English 2. downgrade the intelligence of the public 3. warp our vision of reality, implant in us the groundless fears and insecurities4. sell daydream 5. feed upon human weakness 6. encourage bad and even unhealthy habit 旁批栏：Step six Advantages of advertising language 1. only a reflection of the language of the society around it 2. attempt to convince us to buy products; however, we are not forced to by something just because it is heavily advertised 3. stimulate product development, thus helping people to lead more comfortab