keepingadvertisershonest课堂实录.doc

Transcript of the Lesson “Keeping Advertisers Honest”Step I Reviewing the previously learnt words& phrases by doing a guessing game.Teacher: Good morning, everyone. Yesterday, we learnt some new words and phrases that appear in the passage Keeping Advertisers Honest. Now, Lets review them. Do you still remember them? Students: YesTeacher: Ok,Please read the words together, three times for each one. Ready? Go.(Students read together)Teacher: Well, Lets do a guessing game. Listen carefully, the rules are as follows: One student gives the English interpretations, while the other guesses what word it is. Both of you can look at the words list on the screen. You can choose your partner as you like. If someone fails, they can ask others for help. Well, lets start with 刘思清。（刘思清chooses 杨靖）刘思清：Its a noun. It means you are not satisfied with something.杨靖：complaintTeacher：yes, if you are not satisfied, you make a complaint. Go on please.（杨靖chooses 夏婷）杨靖：If you buy something, you consider about it over and over again. It is a verb. The word means be careful with something.夏婷：bewareTeacher: Thats right.(夏婷chooses 李嘉琪)夏婷：A person didnt tell the truth. Its an adjective.李嘉琪: dishonest(李嘉琪chooses 余蔚洁)李嘉琪：It means giving you a wrong idea. Its an adjective.余蔚洁: misleading(余蔚洁chooses 吴越)余蔚洁：It means to forbid something, especially by law.吴越： banTeacher: Good. Those words can be used to describe false advertising and advertiser. For example: Some advertisers are dishonest, they make some immoral advertising. We hope they are ethical. If an advert is misleading, consumers can make a complaint. We hope all the advertisers are decent. You see, you can use all those words and phrases in your expression.Step II Structure AnalysisTeacher:Now, please open your books and turn to page 48. Scan through the passage and find out the main idea of each paragraph. You can have a discussion with your deskmate if necessary.(two minutes pass)Teacher: the main idea for the first paragraph?刘墨洋: There are some dishonest advertisers, so ways are needed to prevent false advertising.Teacher: Thats right, ways to prevent false advertising, that is the main idea of the first paragraph.Teacher: paragraph II?姜曼：The main idea of the second paragraph is about enforcing law to prevent false adverts from being shown. Teacher: Do you agree? Its about the law. Teacher: the third paragraph?邹萌：There are some codes of ethics to make sure advertising is ethical.Teacher: Is there different idea about it?喻晨曦：Advertising organizations make some rules for advertisers to follow.Teacher: So it is about codes of professional ethics made by advertising organizations. Next paragraph?刘奕岑：I think its about the function of complaint organization.Teachers: Right, Complaint organization acts as watchdog.Teacher: The last paragraph?潘俊雅：I think it is about the fact that consumers need education.冷霞：Consumers need to judge and decide if the advert is true or not.Teacher: Thats it. The last paragraph is about the education of consumers.Teacher: Well done. From the graph on the screen, you can have a good knowledge of the structure of the passage. The first paragraph bring out the topic, the rest paragraphs tell us specific and different ways. Having a quick analysis of the structure of the reading material is a very important reading skill.Step III Exposing more false adverting Teacher: You see, in this passage, there is hardly any examples. I know you have done some research and found some examples of false advertising in life. Lets share what each group has got. Each group leader comes to the front with two task. Task 1: Demonstrate more false ads that students have found in life. Task 2: Explain why they are false and their harmful effects on society and people. Now two minutes for you make a preparation within the group.(Two minutes passed.) Teacher: Time is up. Which group comes first?余蔚洁：Our group finds a drug ad. Its called Avandia. The ad claims to help diabetic patient. But 42 clinical trials showed a connection between this drug and heart problems. It means that Avandia has a serious side effect. The clinical studies show that those who take this drug had a 43% higher risk of having a heart attack and 64% greater chance of dying from a heart attack. However, the side effect is not shown in his ad. So Avandia is a case of advertising cheating.Teacher: Thats terrible. The advert didnt tell patient the serious side effect.朱兰馨：Our group would like to share with the class the false advertising case of Davinci furniture(达芬奇家具). Its ad said it was made in Italy, but actually it was made in Guangdong. Because it claimed to use the environmentally-friendly wood imported from abroad, the furniture was priced at ￥300,000. The truth is that its material contains harmful substance甲醛。So it is unethical, and deceptive.Teacher: So expensive and killing.欧译雯：These are drinks of a very famous brand, which are 统一。The ads claims that these drinks are very smart and tasty. However, they were found containing plasticizer(塑化剂). It is more harmful than melamine(三聚氰胺)。It can cause serious health problems, especially to teenagers. Whats more, it can even lead to cancer. But there is no warning in its ad. Its obvious that the ad is deceptive.Teacher: Young people who drink it a lot can have difficult bearing baby. Its disaster.刘静一：Here is an advertisement about SK-II.According to its ad, after four weeks of continued use,the skin can be as soft as babies. But the truth is that the star in the picute has been beautified by photoshop.It is also spotted that this product contained banned substance called Caustic which has a strong corrosiveness to skin.Teacher: Women can not look as beautiful as the star, it a fake.Step IV Taking action-Using some ways to prevent false advertisingTeacher: You have prepared a lot of false adverts. Do you want to wipe out those false advertising?Students: Yes.Teacher: Its time for us to take action. Use the ways weve learn in the passage to protect ourselves and prevent false advertising. As time is tight, lets cooperate and share. By targeting a specific false ad and using the ways youve leant, you represent either law or advertising organization or complaint organization or consumers and come up with your own solutions to preventing unethical and deceptive advertising. Lets get started. (Students discussing for 5 minutes)Teacher: Time is up. Which group would like to tell us the ways you use?刘墨洋：Representing the law, we decide to take action against the false advertising of drug Avandia. There are three measures.First,the advertisers should be fined a large amount of money. Second, the drug cant be produced again. Third, if the situation is very serious, the advertiser is supposed to be put into jail.柳雨萌：From the perspective of complaint organization, we will make substained efforts to expose false ads. As to these deceptive ads, first we will expose them using multi-media such as newspaper, internet and so on. Then we will help consumers file a lawsuit against those illegal adverts and collect evidence. Finally, we can call for the whole society to fight those ads.陈娅洁：Our group represent consumers. We think consumers should be vigilant against any ads. Its their duty to check products before buying, which can avoid being cheated. Sometimes, consumers need to learn some techniques to tell the false ads apart.杨靖：Our group represent advertising organization. Considering celebrities influence on consumers, it is necessary that advertisers should follow codes of ethics. Once found cheating the public, they need to be educated. If the case is severe, advertiser will be fined. The celebrities who dont tell truth will be punished as well.Step V ReflectionTeacher: Awesome! From your tones and looks, I can see that you want to wipe out all the deceptive advertising. Lets share your feeling after you learn this passage.刘奕岑：These kinds of behavior have produced negative impacts on consumers, even on the whole society. So I think the law is the best weapon to protect ourselves.彭小倩：I think the false advertisement has reflected the decline or moral. With the economic development, we are supposed to pay more attention to codes of ethics, rather than only to benefit.刘沫含：From my perspective, it is essential that government should enforce some laws which can set res