The First Teaching Period
Teaching Contents: Words and expressions
Teaching Aims:1. Enable the students to pronounce all the words and expressions correctly.
2. Grasp the usages of some key words .
I. Previewing work (学前自查)
1. Form changing:
1.consideration(n) 2.loss(n)
3.broadcast(pp.) 4.reaction(n)
5.criticize(v) 6.frequently(adv) 7.illegal(oppo.)
8.waiter(oppo.) 9.host(oppo.) 10.promotion(n.)
11.advertisier asvertisement (n)
2. Translation
1.运载 2 责任 3 张贴 4 使------烦恼
5 控告 6 有吸引力 7 附加，贴 8 打折扣
9使发生联系 10 利润 11 侄子 12 新郎
II. Teaching procedure （学中点拨）
1. convey Vt.表达，运载
(1) convey sth./sb. (from---)(to---)运载，运送某人（某物）
eg. Pipes convey hot water from the boiler to the radiators.
通过管道将热水从锅炉输送到散热管里。
(2) convey sth.( to sb.) 表达或传达（思想，感情等）
eg. A poem that perfectly conveys (to the reader ) the poet’s feeling.
_______________________________________________________.
2. advertise (Vt./Vi) 为------做广告；广告；（在------）登------的广告；自我宣传
I advertised my car for sale. 我登广告卖车子。
Jobs are advertised in the papers. 在报纸上有招聘广告
He advertised for a secretary. 他登广告招聘一名秘书。
3. brand n. 商标，牌子，品质，品牌，品种；（特别的）种类
Do you like this brand of tea?
I like his brand of humor. 我喜欢他那种独特的幽默。
4. charge n. 指控，控告，受费，要价，责任，委托
free of charge __________
in charge of /take charge of ____________ in the charge of_____________
v.控告，受费，要某人支付多少钱
eg. 1. The police charged me $1.50 for mending the watch. .
2. He was charged with murder.
3.The police charged the man with stealing the money.
5.blame (1) Vt. 责怪，归咎于，归罪于 （2）责难，非难
eg. When he arrived late, Mr. .Drake blamed the bad traffic. __________________________.
You are to blame. in this.
blame sb. for sth. 为某事受责备 blame sth. on sb.将某事归罪于某人
eg. Do you blame him for the accident? (=Do you blame the accident on him?)
(2) put/lay the blame on sb. 将某事归罪于某人 bear/take/accept/get the blame for sth.
Where does the blame for our failure lie ? 我们失败的症结在哪儿？
注意：1.blame不用于被动式。eg. You are to blame in this.
scold/blame的区别：scold 表示唠叨地“数说”，而不是用肮脏的语言骂人，一般多用于母亲对孩子，妻子对丈夫等情况。
eg. The mother ______(blamed/scolded) the boy for not cleaning up the room.
6．react 反应，反抗
react to sb/sth. 对某事作出反应
eg. People can react badly to certain food additives.（添加剂）
react on/upon 对-----起作用，对------有影响
react with sth. 与------起反应 (sth. and sth.) react together 某物与某物起反应
react against 反抗，反对
7. annoy v. 打扰，使烦恼 annoying adj.讨厌的，恼人的
annoy sb.with sth. (annoy sb.by doing sth.) be annoyed with/at---讨厌某人某物
同义词trouble/bother 比较： interrupt打断某人的话 disturb打扰
8.profit(n/v) 收益，利润，盈利 （c/u）益处（u）;从------吸取教训，得益于某事物(v)
earn/make a profit 赢利 gain profit获益
profit by/from doing sth._______________(benefit from---)
9.associate
（1）associate sb./sth. (with sb./ sth.) 将人（事物）联系起来
eg. Whiskey is associated with Scotland.__________________________
（2）associate with sb 与某人交往.
eg. I don’t like you associating with such people._________________________
（3） associate oneself with sth. 声称或表示赞成某事物
eg. I have never associated myself with political extremism._______________________
比较connect/relate/associate. connect 与with 搭配。relate与to搭配。Associate与with搭配，且associate还有“联想”的意思。
10 appeal
(1) appeal to sb./for sth. 呼吁某人做某事 appeal to sb. to do sth.恳求某人做某事
eg. He appealed to us for help.
She appeals to us to go with her.
The government is ______ to everyone to save water.
A. asking B. appealing C. declaring D. announcing
(2) 诉诸（武力，舆论等），动人心弦，投合所好
eg. appeal to arms/public opinions_________________
The film appeals to young people.___________________
(3) (因不服判决而向上级法院)上诉
eg. appeal to a higher court
11.attach v. 用做动词，将某物系在------上；贴上；安装；依附；使隶属于；归于
attach sth. to sth._____________ attach sb. to sb. ____________
attach oneself to 使参加，使附着 attach/fasten/tie---to 将某物系在------上
We should_______ primary importance to job training.
A. concentrate B. devote C. attach D. emphasize
12.accuse vt. 指责，控告，指控
He accused her of cheating./ She was accused of cheating._________________
He was accused as an accomplice. 他被指控为同犯。
13.campaign n.
1.(c) 战役； The Huai-Hai Campaign
2.(c) 活动，运动； A campaign to stop people smoking
vi 参加活动，从事活动，作战She spent her life campaigning for women’s rights.
III. Homework.（学后巩固）
Words:
1.表达，装载 2 做广告 3 主管
4．责备 5 张贴 6 反应
7．使烦恼 8 谴责 9 呼吁
10．频繁 11 利润 12 战役
13．违法的 14 新郎 15 折扣
Phrases:
1.免费 2 为某事责备某人 3 对某事作出反应
4 对------烦恼 5 盈利 6 与某人交往
7 恳求某人做某事 8 将------系在-----
Fill in the blanks:
1. People react to ads in different ways.
2. Critics sometimes accuse companies of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy the product.
3. The best chance to reach customer is to appeal to their emotions.
4. A good ad often use words to which people attach positive meanings.
5. A product will also sell better if it is promoted with a slogan.(标语)
The Second-Third Periods
Teaching Content: Advertising
Teaching Aims: Improve Ss’ reading ability by skimming and scanning.
Learn advantages and disadvantages of ads.
Teaching important points: 1.Skimming and scanning skills. 2. Some key points and sentences.
Teaching procedure:
Step 1.Pre-reading.
Ask Ss to have a discussion with each other and list advantages and disadvantages of ads. in their notebooks, then ask them to report their classes to the whole class.
Step 2.Fast reading.
Task 1. Skim the text and fill in the form.
Advertisements
Advantages Disadvantages
1.help us make informed choices 1.annoying
2.increase product sales,make the price lower 2.bad ads use illegal ways to mislead consumers
3.Armed with---,customers are able to deal with--- 3.hidden information
4,to make people aware of social problems and
government policies. 4.bait-and-switch tricks
5.help the average customers find the right ---
6.useful and entetaining
Task 2 Answer the following questions
1. Where can we find advertisements?
2. Why is advertising popular?
3. What’s the basic principle(原理) behind advertisements?
4. How does advertising help consumers and companies?
5. Why do advertisers often have to work hard to attract people’s attention?
6. What is a “bait –and –switch” ad?
7. How can we protect ourselves from misleading ads?
Step 3 Detailed reading
Task 1: True or false questions:
T1.Advertising is a highly developed industry.
F2.By introducing a brand name to existing customers, companies are able to influence the choices customers make.
T3.The best chance to reach customers is to call up their beautiful feelings.
F4.Advertising makes a product more expensive.
F5.All ads are used to promote a product or to increase a company’s profits.
F6.The UN selected the pop star Ronaldo to represent the UN and make its program known to the public.
F7.“Bait-and-switch”ads are the only means for some people to mislead customers.
T8.If the ads provide accurate information, they also help the average customer to find the right product at the right price.
F9.There is clear evidence to show just how well ads works, but they are important to both companies and consumers.
T10.In general, ads are important and useful for consumers.
Task 2:Important points:
Para.1
1.a highly developed industry
2.go hand in hand with---
para.2
3.react to
4.make informed choices/decisions
5.accuse sb. of (doing)sth.
para.3
6. associate---with---.
7. get sth, .across (Vt.) 把某事讲清楚
eg He taught me how to get my ideas across._____________________________
come across (Vi.) 表达出来，阐述清楚
His main points didn’t come across at the meeting. ____________________________
8. a large amount of / large amounts of
9 .appeal to one ‘s emotions
para.4
10.take sth. into consideration
be under consideration 在考虑中 under no consideration 不加考虑
have consideration for others 为别人着想 on no consideration/account (决不)
para.6
11. make sb. aware of sth. 使某人知道，了解某物 be aware of ________
12..make its program known to the public (make oneself heard/understood/known to---)
13. name---as--- 命名为------ name---after 用------来命名
para.7
14. look out for 当心，留心，找寻
15.keep an eye out for
para.8
16.distinguish between---and --- distinguish sth. from sth.
17.become easy targets for--- 很容易成为------的目标(靶子)
18.protect oneself from---
Task 3.Drills:
1. On the other hand, critics sometimes accuse companies of using ads to mislead us by making us believe that a certain product is better than it really is or that we will be happier if we buy it.
2. Thus, instead of selling them the product ,the ads sometimes seem to be selling them what money cannot buy: love, happiness and success.
3. It has been proven again and again that frequent advertising increases product sales.
4. Armed with facts and figures , customers are better able to deal to deal with the powerful arguments given by a salesman or saleswoman.
5. There is no clear evidence to show just how well ads work, but they are important to both companies and consumers.
Homework:Read the text again and again,remember the content above.
The Fourth Teaching Period
Teaching aims: Language study
Teaching important points: 1.The use of the Object Complement
2.Review the useful points and sentences learnt in this period.
Teaching procedure:
Step 1. Revision
Translations:
1. 对------做出反应 2 赢利
3．做出明智的选择 4 谴责某人某事
5 .将某人（某事）联系起来 6 有吸引力
7与-----一道前进 8 将------考虑在内
9 传送信息 10 当心某人某物
Step 2.Word study
Finish Exx on page 42-43.
Step 3.Grammar
I. Read and underline the object complement in each sentence:
1. She never has the walls painted.
2. I didn’t expect the result to be so good.
3. He advises us to admit our mistakes if we have made any.
4. The boss made the worker work round the clock.
5. The water keeps the wheels running without stop.In this way,the electricity is produced.
6. The man intended to make the bear out of the cave.
7. He was so angry that he called me all kinds of names.
8. Do you like coffee black or white?
II .Make a summary of the use of the object complement.
Inf.
S+V+O+OC v.-ing /p.p
n./adj./adv./prep.-phrase
Step 4.Consolidation work:
1.Finish Exx. on page 43.
2. Practice:(Choice work)
1. Who would you rather _____ there?
A.have go B. have to go C .have gone D .had gone
2. The task you saw _________ is very easy for me.
A.carried out B. carry out C. carrying out D. to carry out
3. When I got up the next morning, I found the world completely ___
A. changed B. changing C. change D. be changed
4. Whom could you imagine ______it?
A. did B. doing C. to do D. do
5. I think you’ll grow _____him when you know him better.
. A. liking B. to be like C. to like D. to be liking (05 江西卷)
6 What present____ for your birthday?
A. you expect she has got B. you expect has she got C. do you expect she has got
D. do you expect has she got (05 福建卷)
7．First, it is important to recognize what kind of person you are and which special qualities make you different from_____
A. everyone else B. the other C. someone else D. the rest (05 湖北卷)
8．_______ some of the questions _______,the man said goodbye to us
A .Leave; unanswered B. leaving; answered C. Left; to be answered
D. leaving: unanswering
9.-Do you have anything important to ____ today?
--Yes, I must go and have a flight tickets to Beijing______.
A. deal with; booked B be seen to; booked C. see: to be booked D. look after; booking
10.This is an illness that result in total blindness if _____
A. leaving untreated B. left untreated C leaving untreating D left untreating
11.He is very tired working all day. Don’t ____him waiting outside in the rain any longer
A. continue B. leave C. make D. remain （04东北三校第二次联考）
12.Tom looked at Jenny, tears ____ his eyes, and shouted out the words____ in his heart
for years. (04湖北八校第一次联考)
A. filling; having been hidden B. filled ;hidden C. filling; hidden D .filled; hiding
13.They knew her very well. They had seen her _____ up from children.
A. grow B. grew C. was growing D. to grow
14.The speaker raised his voice but still couldn’t make himself___
A. hear B. to hear C. hearing D. heard
15. The message discussed the plan that they would like to see ____ the next year.
A. carry out B. carrying out C. carried out D. to carry out
16. When he came back to life, she found herself ______ in her small room and everything she _______
A. lay, had been stolen B. lying , had stolen C. lay, had stolen
D. lying ,had stolen
17. With so many problems considered ______, the director decided to hold a meeting to discuss them thoroughly.
A. to solve B. being solved C. solved D. solving
18. Send me a message ,Please . I have a meeting _____ now.
A. on B. by C. held D. till
The Fifth Period
Teaching content: Integrating skills
Teaching aims: 1. Train the students’ integrating skills, especially writing skills.
2. Learn and master the following:
Words : attach, discount , bargain, bonus
Phrases: differ from, attach--- to start with ,with the purpose of , make sense,
Teaching important points: Learn to write an advertisement.
Teaching procedure:
Step1. Revision
Read each sentence and underline the object complement., then translate it.
1.I didn’t expect the result to be so good..
2.He advised us to admit our mistakes if we have made any.
3.The boss made the workers work round the clock.
4.The water keeps the wheels running without stop. In this way the electricity is produced.
5.He was so angry that he called me all kinds of names.
6.Do you like your coffee black or white ?
Step 2.Reading:
Task 1: Ask and answer:
1.How does the language used in ads differ from ordinary language?
2. How do companies choose names from their products?
3. Why do people need ads?
4.What are the advantages and disadvantages of using a story as an advertisement?
5.What is strange about the phrase “ a free gift “ and “ an added bonus”?
Task 2 Language points:
Para 1.1.differ from---in---
2.attach ---to--- (connect---with---)
eg, Do you attach any importance to what he said?_________________________________
Para 3.sell well (better) 主动形式表示被动含义的词还有：_________________________________
Para 4.start with(to start with=firstly), with/for the purpose of , a series of (一系列的-----一套-------)
Para 5 by the side of
Para 7. make sense 讲得通，有道理 make no sense______ in some sense (=in a way)
There is no sense/point in doing sth._______________________
think twice 三思，仔细考虑 Think twice before you do it._______________________
Task 3.Key sentences:
1.Some companies prefer a well-known word, while others choose names from old stories or legends.
2.It is possible that the reader or viewer will remember the advertisement but not the name of the product..
3.Nobody bought the product, however, because when translated it meant “X” puts living things into dry hair.
Step 3. Writing:
1．Read the text again then write an ad . to describe a product. 2.Remember the content above.
Unit 5
Correcting
1. Try to reaching agreement on main points.
2. Most people in the West agree that Chinese are one of the most difficult languages to learn.
3. The Group of Eight consist of the eight richest countries in the world.
4. Some people believe it is easy for small countries to become strong and rich than for large countries.
5. The idea which English stands for Fish and chips, the Speakers Corner and the Tower of London is past.
6. The fact that the mainland of Great Britain is made up of three kingdoms are still unknown to many.
7. Within the UK for many years now, there has been a growing movement to make most of its cultural diversity.
8. The British Isles are a group of islands that lie off the west coast of Europe.
9. Between Britain and Ireland , in the Irish Sea, lies the small Isle of man .To the southeast of Britain lies the Channel Islands.
10. The suggestion that students would learn something practical is worth considering.
Words
11. The largest land is called Britain , which is s________ from France by the English Channel, which at one point is only 20 miles wide.
12. The coldest months are January and February w_______ the warmest months are July and August.
13. Their languages formed the b________ for English.
14. The first two countries f_______ the Union were England Wales.
15. Wales has a p_____________ of 3 million.
16. There are six s__________ languages that are considered to be native to the British Isles plus two local accents.
17. They realize that it is of great value to record and teach them to the younger g_________.
18. G___________ speaking , the upper classes don’t have a clear idea of the common people’s lives.
19. Two thirds of all girls in Britain are on a d_________..
20. There could be as many as six thousand sheep fed within six miles , m________ every way round and the town in the center.