商务英语泛读第1周教案.doc

商务英语泛读（2册）教案第1周授课班级10级商务英语1课程名称新编商务英语泛读2第1周内容提要 Unit 1 Part A Text : advertising教学目的及要求The students should be able to:1. Familiar with the main idea of the text2.To enable students to get to know the basic idea of advertising3. To enable students to know the basic types of adverting, advertising media and considerations in choosing media. 4. Retell the text in their own words 5.use the useful words and phrases properly 教学内容要点1.definition of advertising2.types of advertising3.Considerations in choosing media.教学难点和 重 点considerations in choosing media:1.let students read the text and discuss the questions first2.show students some roduce some basic theory and skills while illustrating examples 4.practice makes perfect- assignment5.feedback教学思路或教法设计教学方法：具体内容15minutes15 minutes 15 minutes 15 minutes 25 minutes 5 minutes布置作业Assignment1Introduce the related information and background of the text2 Leading in3. warm-up questions Ask students some questions related to the text before reading 4. Explain the usage of words and expressions phrases and sentence structure5.Ask the students to do the exercises independently6. explain the important words and phrases and the difficult sentences of the text 7. according to the text to answer some questions8. Ask students to introduce the main idea of the text and the gist of every paragraph9.Do the translation 10. Assignmentl Illustrationl Discussionl Enlighteningl Showing the students some examples.Step 1: Introduce the related information and background of the textLead-in WorkBackground information :Advertising is a kind of communication of information by medium. It can be divided into commercial advertising and non-commercial advertising.Commercial Advertising商业广告Also known as profit-making commercial advertising or financial advertising, in terms of profits for the primary purpose of advertising.商业广告又称盈利性广告或经济广告，是以盈利为主要目的的广告.Non-commercial advertising is for public interests.1. A Definition of Advertising Advertising can be defined as nonpersonal commercial messages to the public designed to inform both established and potential customers.2. Basic types of advertising Although types of advertising vary by tradition, there are several common types:n Direct-action advertising: is designed to sell a firms products or services.Direct- action advertising can be further divided into primary-demand advertising (which seeks to increase the total demand for certain products without distinguishing specific brands) and brand advertising (which promotes the use of a particular brand among competing products).n Institutional advertising: is designed to promote a firms name. Institutional advertising also can take a wide variety of forms. For example, when a large corporation sponsors a symphony concert, it basically is using institutional advertising.3. Advertising mediaHere is a list of the main advertising media:1) Television;2) Radio;3) Newspapers4) Magazines;5) Outdoor billboards;6) Specialty advertising7) Public transportation vehicles;Yellow pages of telephone directory Step 2. 2. warm-up questions Ask students some questions related to the text before reading 。1. Do you think what the function of advertising is?Advertising encourages sales.广告有助提高销量。A manufacturer can amplify the demand of a product by advertising widely.厂商能用大做广告的方法来扩大人们对产品的需求。Advertising aims to make people aware of a product and favorably inclined towards it.广告的目的是让人认识产品然后产生好感。 I think advertising is an important means for business. It can build the consumers brand preference and loyalty, thus increasing the value of the product. Advertising is helpful to build the brand, increase the value of its goodwill and win the confidence of consumer. In this way, the product provides its consumer with greater sense of security and satisfaction and its value increases. 2. Why do people make ads? There are many reasons. Commercial ad is mainly for making profits and non-commercial ad is for public interests.3. What are the important elements of making a good ad?Different ads may have different choices. But the common elements are color choices, illustrations, layouts, logos and creative ideas. Imagination sometimes is also quite important.Step 3.: The Structure of the TextPart One (para.1-3) This part is the general introduction of advertisingPart Two (para.4-9) This part is about the definition and types of advertising and the advertising media.Part Three (Para.10-14) when you plan to do the advertisement, what kind of media will you choose, what kind of factors that you should take into considerationStep 4.: Explain the usage of words and expressions phrases 1. layout noun (1) the way in which the parts of something are arranged or laid out 规划，设计 the road layout. 公路规划。 the process of setting out material on a page or in a work 设计版面，编辑 doing layout for newspapers and magazines. 为报纸和杂志设计版面。 2. executive gzkjtv, noun a person with senior managerial responsibility in a business organization 高级管理人员；经理 an executive house. 经理办公室。 3.expenditure kspndt, k- noun; (1) the action of spending funds 花费；支出 the expenditure of taxpayers money. 对纳税人的钱的使用。 (2) an amount of money spent 经费；费用；开支 cuts in public expenditure. 对公共开支的削减。 sponsor spns vt. 赞助, 发起, 主办 The United States sponsored the important meeting. 美国主办了那次重要的会议。 The company sponsored several TV programs. 这家公司赞助了几个电视节目。 rate noun (1) a measure, quantity, or frequency, typically one measured against some other quantity or measure 比率，率 the crime rate in the first quarter of 1991 rose by 26 per cent. 1991年第一季度犯罪率上升了26%。 (3) a fixed price paid or charge