21世纪大学新英语读写译教程：Unit 6 Advertising

1、大学英语基础课程高级综合英语21世纪大学新英语视听说教程4Unit 5 Traffic ProblemLearning Objectives In this unit, students are going to watch and listen to some news reports，news stories and interviews. Through doing a series of tasks, they will1. get to know some advertising campaigns of big companies;2. learn some new develop

2、ment of advertising in modernworld;3. express their opinions about advertisements influenceon people.Teaching Plan Procedure步骤/时长Content教学内容Learning Objectives目标Means/Tasks/Activities手段/方法/任务Resources/Equipment材料/设备Session 150 min.1. Lead-in: 1) Discussion: Ss look at the pictures and discuss them w

3、ith their classmates.2) Ad slogans: Ss work together to complete the ad slogans and to see how deeply they are influenced by ads.3) English ad slogans translation.2. Watching and Listening1) watch a video clip of a report “Olympic Sponsors Pay Gold” and then finish the tasks.2) Listen to a piece of

4、business news “Is Longer Better for Ads?” and then finish the tasks. 1.Understand the themeadvertisement.2. Familiarize Ss with words that can be used to discuss advertisement.3. Listening for the general idea.4. Listening for the specific details.Before class1. Ask Ss to preview the topic;2. Get Ss

5、 to prepare for the class presentation;In class 1. Q & A;2. Group discussion;3. Listen and talk;4. Watch and ShareAfter classGo over the topic and finish the EXX.1. Textbook;2. Listening material;3. Video;4. PPT.Session 250 min.3. Speaking Practice1) Watch a video a report “Ads Targeting Children” a

6、nd then finish the tasks.2) Debate: The class is divided into two sides. Students in Side A are for the idea “ Advertising can do more good than harm” while students in Side B are against it. 3) Watch two TV commercials, and then work in groups of four and complete the tasks.4) Group Discussion: Now

7、 suppose you are members of an ad group designing an advertisement for either Coca Cola or Pepsi. Work together and brainstorm your idea for a commercial. Then tell the whole class about your idea.4 Listening Test5 Fun Time1. Use the new words and expressions in oral and communication;2. Learn how t

8、o organize a group discussion3. Learn how to express your idea using simple but good English.4. Learn how to cope with listening test.Before class1. Read the text in detail; 2. Guess and check the meanings of certain phrases;In class 1. Watching2. Group discussion3. Debate4. Vocabulary EXX;After cla

9、ss1. Read and memorize the words and expressions in the text book;2. Digest the knowledge in class.1. Listening materials;2. Videos;3. Vocabulary bank;4. EXX.Teaching Requirements:1. Lead students into the theme of the unit through picture literacy and group discussion.2. Familiarize Ss with adverti

10、sements in daily life. 3. Help students get details as to how to describe and analyze advertisements.4. Teach students to express their opinions on advertisements.5. Teach Ss on how to express ideas using simple but good English.6. Ask students to imitate episodes of the listening material to improv

11、e their pronunciation and intonation.8. Improve students listening comprehension through listening and watching activities.9. Improve students oral English through group discussion report and presentation.Assessment：1. On-line learning progress check2. Attendance;3. Class participation;4. Assignment

12、;5. Extended activities;6. Quizzes;7. Final examSession 1I Lead-inTask 1Read the following questions and then discuss them with your classmates.1. Is advertising worthwhile for companies? Who actually pays for ads?2. What is your opinion on competing companies spending large amounts of money adverti

13、sing their products?3. What are the negative social effects of advertisements?4. Are you easily affected by ads? Should people buy products according to what ads say? 5. Should young people follow fashion advertised by famous stars?Task 2In our daily life we often meet with a lot of ad slogans. Work

14、 together to complete the following ad slogans and you would find how deeply we are influenced by ads.1. 大宝天天见2. 神州行我看行 3. 恒源祥羊羊羊4. 过节送礼黄金搭档5. 风驰电掣大运摩托6. 人要衣装我要靓妆7. 钻石恒久远一颗永流传8. 简约不简单 利朗商务男装9. 今年过节不收礼收礼还收脑白金 Task 3Read the following English ad slogans, and then work with your partner to translate th

15、em into Chinese.1. Good to the last drop.滴滴香浓,意犹未尽。(麦斯威尔咖啡)2. Obey your thirst.服从你的渴望。(雪碧)3. Just do it.只管去做。(耐克运动鞋)4. The new digital era.数码新时代。(索尼影碟机)5. Impossible made possible.使不可能变为可能。(佳能打印机)6. Take time to indulge.尽情享受吧! (雀巢冰激凌)7. Feel the new space.感受新境界。(三星电子)8. Intelligence everywhere.智慧演绎,

16、无处不在。(摩托罗拉手机)9. We integrate, you communicate.我们集大成,您超越自我。(三菱电工)10. Poetry in motion, dancing close to me.动态的诗,向我舞近。(丰田汽车)II Watching and ListeningSection ADirections: In this section, you are going to watch a video clip of a report “Olympic Sponsors Pay Gold”(3). Read the following words aloud firs

17、t and then finish the tasks below. Task 1Watch the video clip and then answer the following questions briefly.1. Why do international companies spend big money just to be able to call themselves official sponsors of 2008 Beijing Olympic Games?A: Because they want to have exposure to Chinas booming m

18、arket and theywant to capture the emerging Chinese middle class.2. What are the Olympic organizers trying to do in face of the severecompetition among the official sponsors?A: They are taking steps to protect official sponsors from sever competition3. What do big companies think of the Olympic spons

19、orship?A: They think Olympic sponsorship is worth the riskTask 2Watch the video clip again focusing on the specific information, and then match the company names in Column A with their corresponding information in Column B. There might be more than one piece of information for a company.A: 1D; 2DG;

20、3A; 4C; 5E; 6BFTask 3Watch the video clip the third time and then some questions will be asked about it. Choose the best answer to each question from the four choices given below.1. What can corporations like McDonalds and Coca-Cola get as official sponsors? A) Praise from the public. B) Very big sp

21、ortsmanship promotion.C) Greater customer loyalty. D) The exposure to Chinas booming market.2. Why are Chinese companies also posting splashy ads? A) Because they want to capture the emerging Chinese middle class. B) Because they want to raise their profile worldwide. C) Because they want to become

22、official partners of Beijing 2008 Olympics. D) Because they want to celebrate Chinese culture.3. What will the security guards do if someones wearing clothing with large logos? A) To ask him to go back home to change clothing. B) To stop him and ask him to change before getting in. C) To take away h

23、is ticket and forbid him to get in. D) To record his name and ID number first and then let him in.4. _of the people questioned knew Adidas, not Nike, was an official sponsor of the 2008 Olympic Games. A) 30% B) 40% C) 50% D) 60%A: 1. D 2. A 3. B 4. CSection BDirections: In this section, you are goin

24、g to listen to a piece of business news “Is Longer Better for Ads?” Task 1Listen to the business news carefully and fill in the blanks in the following table.Product/ CompanyLength of the adPeople in the adPlace for the adPerfume: Chanel No. 53 minutesactress Nicole KidmanTVBMW10 minutesInternetAmer

25、ican Express5 minutescomedian Jerry Seinfeld and SupermanInternetAmerican Express90 secondssurfer Jared HamiltonTV Program: ABCs Monday Night FootbalAmerican Express90 secondsMovie TheatersTask 2Listen to the business news again focusing on the specific information, and then decide whether the follo

26、wing statements are true or false. Write T for true and F for false.1. Actress Nicole Kidmans latest role in a commercial is a supporting one while the real star is the perfume shes trying to sell.2. The thirty-second ad is as efficient or as effective as it used to be.3. Millions of people went to

27、a website to download the BMW ad and spent time watching the ten-minute film.4. A ninety-second American Express ad, featuring surfer Jared Hamilton, was first shown on ABCs Monday Night Football.5. The appearance of long-format ads will sooner or later drive the thirty-second TV commercials off the

28、 screen.A: TFTTFTask 3Youre going to hear three sentences twice. Listen to each of themcarefully and write down what youve heard. Then paraphrase thesentences orally in your own words.A:1. Part of that invitation is to make people feel like theyre part of an event 2. BMW did this famously, using TV

29、ads to promote short films.3. American Express is using a number of outlets for the long-format ads.Session 2III Speaking PracticeDirections: In this section, you are going to watch a report “ Ads Targeting Children”.Task 1Watch the video clip and then complete the answers to the following questions

30、 by filling the blanks.1. Where do ads often appear and what do they usually feature? The ads are everywhere. On television. Online. And on the packaging itself. Many feature movie or cartoon characters.2. Why do ads like targeting towards kids more than adults?Because kids are easier to brainwash t

31、han adults.3. Why do some kids buy cereals and all the junk food?They buy cereals and all the junk food just for the giveaways, toy for example.4. What did the FTC do? And what would it prefer not to do? It warned companies to use those ad dollars to promote only healthy food. It wouldnt go so far a

32、s to link food marketing to childhood obesity.Task 2 DebateThe class is divided into two sides. Students in Side A are for the idea “ Advertising can do more good than harm” while students in Side B are against it. You may refer to the following reference points.Reference for Side A Ads are useful i

33、n our life. Ads can help you easily find out things that you need. You can compare prices when they are listed in ads. You can buy things at the lowest prices. Some well-made TV commercials can be very entertaining. Ads are informative, which provide customers with a quick access to the products the

34、y need. Everything in modern society is linked to information, and ads can provide information.Reference for Side B The negative effects of advertising outweigh the positive ones. Ads can be misleading, especially to kids. Pictures in the ads are usually beautiful, but not always true. The costs of

35、ads will definitely be passed on to customers. Ads make people buy goods on impulse. People will be easily swayed by ads featuring beautiful movie stars. Young people would probably lose their individuality because many of them buy the same goods advertised.Task 3 Watch two TV commercials, and then

36、work in groups of four and complete the following tasks.1. Group members work together, discuss the commercials and retell the stories. Then one student from the group comes to the front to tell the whole class his understanding of the commercials.2. Compare the two commercials and decide which one

37、is stronger in appealing to audience? What are the reasons? Then one student from your group comes to the front to tell the whole class your choice and your reasons.Task 4 Group DiscussionNow suppose you are members of an ad group designing an advertisement for either Coca Cola or Pepsi. Work togeth

38、er and brainstorm your idea for a commercial. Then tell the whole class about your idea.Reference 1 In a lab many scientists are working on a robot. Everything is all right but the robot just doesnt move. The scientists try again and again and it simply doesnt work. They are so frustrated. At this m

39、oment, one of them places a bottle of Coca Cola in front of the robot unconsciously. Suddenly, the robot snatches it, opens it and drinks it all. After that, it starts to move. Everyone is happy and they all drink Coca Cola to celebrate!Reference 2 Its a closely fought football match. A player is ru

40、nning with the ball. He passes several players from the other team, coming close to the forbidden area! Suddenly he stops, takes out a bottle of Pepsi Cola and drinks it. To peoples surprise, a player from the other team comes to him trying to snatch the bottle. They fight and both forget about the

41、match! The referee runs to them, takes out two red cards and shouts “Out!” But then he picks up the Pepsi bottle and drinks it enjoyably. “Ask for more!” he says!IV Listening TestSection ADirections: In this section, you will hear a passage. At the end of the passage, you will hear some questions. B

42、oth the passage and the questions will be spoken only once. After each question there will be a pause. During the pause, you must read the four choices marked A), B), C) and D), and decide which is the best answer.1. A) To arouse peoples special interest. B) To develop new local markets. C) To reach

43、 special sections of the market. D) To promote fairly cheap goods.2. A) Exhibitions. B) Trade fairs. C) The Internet. D) Direct mail.3. A) Customers will pay less. B) Customers will pay more. C) Producers will pay less. D) Producers will pay more.4. A) Advertisement can prevent the market from shrin

44、king. B) Advertisement can help prevent the falling of prices. C) Advertisement can offer producers helpful guidelines. D) Advertisement can be an adjustment to the market.A: CCADSection BDirections: In this section, you will hear a passage three times. When the passage is read for the first time, y

45、ou should listen carefully for its general idea. When the passage is read for the second time, you are required to fill in the blanks numbered from 1 to 8 with the exact words you have just heard. For blanks numbered from 9 to 11 you are required to fill in the missing information. For these blanks,

46、 you can either use the exact words you have just heard or write down the main points in your own words. Finally, when the passage is read for the third time, you should check what you have written.There is a new type of small advertisement becoming increasingly common in newspaper 1) columns. It is sometimes placed among “situation 2)”, although it does not offe