体验商务英语3教案-Unit-4-3rd

1、一、教案头 编号：授课班级：授课日期：年 月 日年 月 日年 月 日本次课标题：Unit 4 Advertising (Case study & Writing)教 学 目 标能力（技能）目标知识目标1. Comprehend different types of advertising2. Read for the background information of Focus Advertisement3. Accomplish the assessment sheet4. Have a role play of the case study5. Write a summary of th

2、e concept to the manager1. Types of advertising2. Background information of Focus Advertisement3. Assessment sheet including campaign concept and presentations4. Writing a summary能 力 训 练 任 务 及 过 程1. Greet Ss and introduce the assignments of these two periods2. Lead-in: Review what Ss have learnt.3.

3、Background. 4. Assessment sheet & task.5. Writing.参考资料Teachers Resource Book （高等教育出版社）二、教学设计步 骤教 学 内 容教学方法Activities (学生活动)Time(时间)告知 (教学内容、目的）1. Lead-in: Review what Ss have learnt.2. Background.3. Assessment sheet & task.4. Writing.讲授2m引入 （任务项目）Lead-in: Ask Ss to answer the techniques below.1) tel

4、l a personal story 2) ask a question3) offer an amazing fact 4) state a problem提问Ss answer the questions.8m操练 （掌握初步或基本能力）Background:Focus, a large advertising agency based in Pairs, is trying to hold on to its reputation following the loss of two major clients to rival agencies. The agency desperate

5、ly needs to come up with some imaginative campaign proposals to win new clients and secure new contracts.讲授Ss learn the background with the help of the teacher.15m深化 （加深对基本能力的体会）1. Assessment sheet Give a score of 1-5 for each category: 5=outstanding 1=poor2. TaskYou are members of an advertising te

6、am at Focus. Prepare and advertising campaign for one of the products or services. Use the Key questions below to help you. Then present your campaign to the management of the company concerned.When you are not presenting your campaign, play the role of the companys management. Listern and ask quest

7、ions. Use the Assessment sheet below to choose:a) the best campaign concept.b) the most effective presentation.任务驱动教学Ss have a role play.35m归纳 （知识和能力）Types of advertising:Advertising can be divided into two broad categories- consumer advertising and trade advertising. Consumer advertising is directe

8、d at the public. Trade advertising is directed at wholesalers or distributors who resell to the public. Consumer advertising can be further divided into national davertising and local advertising. 讲授Ss distinguish the different types of advertiing.10m训练 (巩固 拓展 检验)Writing:As leader of one of Focuss a

9、dvertising teams, prepare a summary of your concept for your Managing Director. The summary will be used as a discussion document at a forthcoming board meeting.写作练习Ss practise writing a summary.15m总结1. Key words and expressions in the background.2. Strengths and weakness in the role play.归纳讲述Ss rev

10、iew what they have learnt.3m作业Ask Ss to prepare next unit.2m后记Period III: Case study & WritingSteps（步骤）Methods & Tasks（方法、任务）Introduction1. Lead-in: Review what Ss have learnt.2. Background 3. Assessment sheet & task.4. Writing.Step OneLead-in: Ask Ss to answer the techniques below.1) tell a persona

11、l story 2) ask a question3) offer an amazing fact 4) state a problemStep TwoBackground1) Books closed, ask Ss what adverising agencies they know, national or international.2) Ask Ss if they know any examples of advertising agencies which have been fired by their clients. What harm do they think resu

12、lted to the companies?3) Elicit some of the things a creative team at an agency would need to know in order to prepare a campaingn proposal aimed at securing a new contract.4) While Ss are reading, write the following table on the board. Sector Product/service PurposeClothing Bank Business developme

13、ntFinance MusicConfectionery Motor Car Product launchFord Restaurants BusinessTelecommunicationsCosmetics Perfume Product launch5) Ask Ss which two campaigns are promoting product launches and what the other two campaigns are promoting, and complete the third column of the table.Step ThreeAssessment

14、 sheet & Task:1) Ask Ss to finish the assessment sheet by themselves first and then check if they understand it or not.2) Give Ss a few minutes to choose one of the four campaigns individually.3) Put Ss in groups according to their choice of campaign.4) Allow Ss plenty of time to devise their campai

15、gns and prepare their presentations, making sure all members of the team will take a turn at presenting.5) Circulate and monitor during preparation, helping where necessary.6) Encourage Ss to have a role play after they have prepared for about 18-mimute.Step FourWriting:1) Elicit the key features of a written summary( All the key points of the original material are accurately covered, original points are rephrased in the authors own words, the points are sequenced in a logical order, the structure of the summary and the links between points/ sections are clear, the language use