Unit 5 Getting the Message
The First Period
Ⅰ. Words and Expressions
1. convey ---- To take or carry from one place to another; transport. 运送；运输
---- To communicate or make known; impart通知；通报；传达
The truck conveyed machinery across the country. 这辆卡车在全国各地运送机器。
Wires convey electricity.金属线导电。
I will convey the information to him.我将把这消息通知他。
2. advertise ---- To make public announcement of, especially to proclaim the qualities or advantages of (a product or business) so as to increase sales. 做广告
---- To warn or notify告诫，告知
The company advertised for a new secretary.公司登广告招聘一名新秘书。
We should advertise for someone to look after our children.
我们该登个广告聘人来照管孩子们。
3. advertiser 广告商
The report gives advertisers a new picture of women today.
这份报告使广告商对今日妇女有了新的认识。
4. brand ---- A trademark identifying a product or a manufacturer
商标；牌子；烙印
What brand of soap do you like?你喜欢什么牌子的肥皂？
（常与of连用）特殊类型
his own brand of humor 他独特的幽默感
These cattle have my brand on them. 这些牛身上都有我打的烙印。
5. consideration ---- Careful thought
Please give the problem your careful consideration. 请你仔细考虑这个问题。
短语：
in consideration of 报答；由于
take … into consideration 顾及，考虑到
under consideration 在考虑中，在研究中
6. charge ---- Expense; cost 费用；花费
---- The price asked for something 价格，收费
a charge for the use of the telephone 使用电话的费用
The charge for a front-row seat is $3. 前排座位票价每张三美元。
---- Management 监督；管理
---- A claim of wrongdoing 指控；控告
a charge of stealing 偷窃罪的指控
The charge carries a possible sentence of three years.这项控告可能要判三年徒刑。
短语：
in charge of 负责
The chief engineer was in charge of directing the building of the subway.
主任工程师负责指挥地铁的建造工程。
I was in charge of my sister. 我在照看我妹妹。
In the charge of / in one’s charge 归某人负责；由某人监管
The factory is in the charge of a special committee. 这家工厂现在由一个特别委员会监管。
7. loss ---- The act or an instance of losing; something that is lost; people lost in wartime or an accident.损失；丧失；遗失。
The loss of my watch meant that I had to buy a new one.
我的手表丢了就意味着我得买只新的。
Have you reported the loss of the technical papers about the new product to the police? 你们把丢失新产品技术文件的事向警方报告了吗?
His unfortunate death was a great loss to the firm.
他的不幸去世对他的商行来说是个重大损失。
The losses are computed at $1000. 估计损失1000美元。
短语：
at a loss ①低于成本的：
sold the merchandise at a loss.
赔本卖出货物
②迷惑的；不解的：
I am at a loss to understand those remarks. 我不理解那些话
8. blame ----To hold responsible. 负责
---- To place responsibility for (something) 归咎：把（某事）责任归于…
Blame it!(美) 该死!
Don't blame it on him, but on me. 别怪他,该怪我。
They blamed the failure on George. 他们把失败归咎于乔治。
Blame me if I don't. 我要是不这样做,随你怎么办好了。
They blamed the secretary for the delay of the plan. 他们怪罪秘书造成计划延误。
短语：
be to blame 应受谴责
The children were not to blame. 孩子们不应受到谴责。
The driver was not to blame for the traffic accident.那次交通事故不应该责怪司机。
I am to blame.是我不好。
9. broadcast ---- To transmit (a radio or television program) for public or general use. 传播：传播（电台、电视节目），供大众使用
---- To send out or communicate, especially by radio or television.
播放：尤指通过电台、电视，播出，发送：
The agency broadcast an urgent appeal for medical supplies.
代理商通过电台紧急呼吁要求药品供应
to broadcast the gossip 传播流言蜚语
The BBC broadcasts every day. 英国广播公司每天广播。
Radio Beijing broadcasts on a dozen different frequencies.
北京电台以十几种不同的频率进行广播。
The news broadcast will be at 7.00. 新闻广播将在7点开始。
She made an interesting broadcast about the origin of modern music.
她在广播/电视节目
10. post ---- To display (an announcement) in a place of public view.
贴布告：在公共场所贴（布告）
---- To cover (a wall, for example) with posters.
贴海报：用海报张贴
The names of the members of the team will be posted up today.
队员名单将于今天张榜公布。
The ship was posted missing. 该船宣告失踪。
11. hand in hand手拉手, 联合
go hand in hand with与...共同行动；与...相配合；与...一致；与...结合在一起
The development of agriculture should go hand in hand with that of industry.
工业和农业应共同发展。
12. react ---- Chemistry To undergo a reaction【化学】 起化学作用：产生化学反应
---- To act in response to 反应；反抗
How did your mother react to the news? She reacted by getting very angry.
你妈妈对这个消息的反应怎样？她的反应是非常生气。
An acid can react with a base to form a salt. 酸和碱起化学反应成盐。
13. annoy
annoy with 生…的气
annoy at 讨厌某事
These flies are annoying me. 这些苍蝇真让人讨厌。
We're annoyed at his cavalier treatment of his old friends.
他用这种傲慢的态度对待老朋友,我们都感到气愤。
14. annoying
an annoying cough. 一声恼人的咳嗽
15. accuse ---- To charge with a shortcoming or an error. 指责：因缺点或错误而指控
---- To charge formally with a wrongdoing. 指控：正式指控某一错误行径
The police accused him of murder. 警方指控他谋杀。
The police accused him of stealing. 警方控告他犯有盗窃罪。
16. associate ---- To connect or join together; combine. 联合，结合：连或接在一起；合并
---- To connect in the mind or imagination 联想：在心里或想象中联系：
联想
What do you associate with such a heavy snow? 这样一场大雪你有什么联想?
17. get across使)越过, 通过, 被理解
18. appeal ---- An earnest or urgent request, entreaty, or supplication. 呼吁，恳求：热切或急切的要求、请求或恳求
The government is appealing to everyone to save water.
政府呼吁每个人节约用水。
The victims' families of the murder have appealed to the Supreme Court to have a definitive answer. 谋杀案的被害家属已经请求最高法院作确切的答复。
---- The transfer of a case from a lower to a higher court for a new hearing.
上诉：把案件从低一级法院向高一级法院移交以进行重新审理
appeal a decision to a higher court 不服判决提出上诉
He appealed against the judge's decision. 他不服法官判决而上诉。
an appeal for aid 恳求援助
an appeal for forgiveness 恳求原谅
The teacher listened to his appeal. 老师倾听了他的要求。
19. appeal to呼吁, 要求, 诉诸, 上诉, 有吸引力
20. frequent ---- Occurring or appearing quite often时常发生的, 频繁的
I enjoyed his frequent visits. 我喜欢他经常来访。
Frequent failures did not affect his morale. 屡次失败都没有使他泄气。
Rains are frequent here in early summer. 这儿在初夏季节常下雨。
21. figure ---- A written or printed symbol representing a number. 符号，数字
---- A pictorial or sculptural representation, especially of the human body.
---- A diagram. 图表
---- An amount represented in numbers 价格：用数来表示的价值
sold for a large figure 以高价出售
a figure of speech. 形象化的说法
She has a five-figure income. 她有五位数的收入。
短语：
figure in 包括：包括，如在计算数量中
figured in travel expenses 包含在旅行费用当中
figure on ①依靠
We figured on your support. 我们就指望你的支持了
②把…估计在内；期望：
I figured on an hour's delay. 我估计要延迟一小时
③计划
We figure on leaving at noon. 我们计划中午走
figure out ①发现或决定：
Let's figure out a way to help. 让我们来找出帮助的办法吧
②解决或破译：
Can you figure out this puzzle? 你能找到谜底吗?
We must figure out how to solve the problem.我们必须想出解决这个问题的办法。
I couldn't figure out who the lady with the sunglasses was.
我想不出那位戴墨镜的夫人是谁。
22. salesman ---- A man who is employed to sell merchandise 男售货员
23. saleswoman ---- A woman who is employed to sell merchandise 女售货员
24. profit ---- An advantageous gain or return; benefit. 得益：得利或回报；收益
---- To make a gain or profit. 创利润：创造收入或利润
make a penny profit on each orange 要每只橘子盈利一便士
This new invention will bring you great profits like a goldmine.
这项新发明会像一座金矿一样给你们带来利润。
I have read it to my profit. 我读了它大有收益。
All his wealth did not profit him. 他所有的财富于他无益。
I don't think it will profit you anything to do that.
我以为那样做对你不会有什么好处。
We hope our criticisms and suggestions will profit you.
我们希望我们的批评和建议将对你有所裨益。
You can profit by making mistakes. 你可以从错误中得到教益。
The students do hope to profit by / from the teacher's comments on their compositions. 学生们真心希望从老师对他们的作文的评语中获得益处。
25. campaign ---- series of operations taken to accomplish a purpose 战役；计划
a campaign to stop people smoking 一项阻止人们吸烟的运动
Did you take part in either of my last two campaigns? 你有没有参加我（指挥）的上两次战役？
a fund-raising campaign 一项筹措资金的计划；
26. policy ---- A plan or course of action, as of a government, political party, or business, intended to influence and determine decisions, actions, and other matters 政策：一个计划或行动路线，如政府、政党或企业的计划或行动路线，意在影响和确定决定、行动和其它事情
It is the policy of the government to improve education. 改进教育是政府的政策。
It's bad policy to smoke too much. 吸烟太多并非明智之举。
27. spokesman ---- A man who speaks on behalf of another or others. 发言发言，亦可指女发言人
28. spokeswoman ---- A woman who speaks on behalf of another or others. 女发言人
29. illegal ---- Prohibited by law or official rules.违法的，非法的；犯规的
An illegal immigrant. 非法移民
It is illegal to steal things. 偷东西是违法的
30. keep an eye out for sb / sth 当心；警惕
31. target ---- Something aimed or fired at. 目标
---- An object, such as a padded disk with a marked surface, that is shot at to test accuracy in rifle or archery practice. 靶子
The hunter's target was a wild animal. 这个猎人的目标是一只野兽。
A target market 目标市场
32. sneaker ---- A sports shoe usually made of canvas and having soft rubber soles. Also called tennis shoe 帆布胶底运动鞋：通常由帆布制成，有软的塑料胶底的运动鞋也作 tennis shoe。
常用复数sneakers
33. nowadays ---- During the present time; now 现在，当今
Nowadays people travel by plane. 如今人们乘飞机旅行。
Nowadays, advertisements can be found everywhere in any big city.
现在,在任何一个大城市里,到处都可以看到广告。
34. nephew ---- A son of one's brother or sister 侄子，外甥
35. waitress ---- A woman who serves at a table, as in a restaurant. 女侍者
36. hostess ---- A woman who receives or entertains guests in a social or official capacity.女主人
---- A woman who is the emcee or interviewer on a radio or television program. 女主持人
37. bridegroom ---- A man who is about to be married or has recently been married. 新郎，即将结婚的男子：将要结婚或新近结婚的男子
bride ---- A woman who is about to be married or has recently been married. 新娘，即将结婚的女子：将要结婚或新近结婚的女人
38. attach ---- To fasten, secure, or join. 系，贴或连接
attach label to parcel 给包裹贴标签
attachment附件
短语：
attach to ① 加入，参加
Pro. Smith was attached to the medical college as a guest professor for two years.
史密斯教授在医学院当了两年的客座教授。
② 加于…之上
No blame attaches to him for the accident. 这个事故他没有受到责备。
We should attach primary importance to the development of economy.
我们要把发展经济的工作放在第一位。
be attached to
认为重要；特别喜爱
Mary was attached to her brother. 玛丽很喜爱她的弟弟。
I am very attached to that old picture. 我很喜欢那幅旧画。
39. point out 指出
Point out the man who beat you yesterday. 把昨天打你的人指出来。
He pointed out that we might have made great mistakes.他指出我们或许已经犯了很大的错误。
40. discount ---- To deduct or subtract from a cost or price.减少；打折
The old model worker's rich experience is not to be discounted.
老劳动模范的丰富经验不可小看。
短语：
at a discount 打折扣；不值钱的；不受重视的
41. make sense 有意义的；有道理的
It doesn’t make any sense to grow economic plants in such a poor country.
在如此贫困的国家种植经济作物是毫无道理的。
42. bonus ---- A sum of money given to an employee in addition to the employee's usual compensation. 奖金；分红，意外的好处
The workers got a Christmas bonus. 工人得到圣诞节奖金。
The win on the pools was a real bonus.
We like our new house and it's a real bonus that there is a swimming pool nearby.
我们很喜欢自己的新房子,加上附近有座游
Ⅱ. Homework:
Page 42 Word Study 1, 2 & 3
Page 178 Vocabulary 1 &2
Unit 5 Getting the Message
The Second Period Reading
Teaching goals教学目标
1. Target language目标语言
a．重点词汇
broadcast，post，react，annoy，annoy，accuse，associate，appeal，frequent，figure，salesman， saleswoman，profit，campaign，policy，spokesman，spokeswoman，i11egal，target
b．重点短语
hand in hand，react to，On the Other hand，associate…with，get across，appeal to，be aware of，look out for，keep an eye out for
c．重点句式
The development of radio, television and other media has gone hand in hand with…
By introducing a brand name to potential customers, and by associating the product with the customers’ needs, companies are able to influence the choices customers make.
The best chance to reach customers is to appeal to their emotions.
First of all, we should always keep an eye out for “hidden information”.
2．Ability goals 能力目标
Enable the SS evaluate advertising and advertisements.
3．Learning ability goals 学能目标
Help the students learn how to evaluate the advantages and disadvantages of ads and protect themselves from misleading ads.
Teaching important points 教学重点
HOW to evaluate advertising and advertisements．
Teaching difficult points 教学难点
The definition, principle and functions of advertising.
Teaching methods 教学方法
1．Skimming method；
2．Task-based method；
3．Discussion method．
Teaching aids 教具准备
A computer, a project and some pictures．
Teaching procedures & ways 教学过程与方式
Step I
1. Greetings
2. Lead-in
T: Dear class, have you ever noticed we are living in a world of advertisements? Wherever we are, we can find different forms of ads in newspapers, magazines, over the radio, on TV, on the buses and so on. Then would you like to know how to make an advertisement? What their functions are? And what attitude should we have towards advertising and advertisements? Today let's come to ADVERTISING.
Step II Pre-reading
1. Work in pairs and fill in the chart
This part is to get the students prepared for the theme reading by listing advantages and disadvantages of ads.
T: Now please look at Pre-reading, Part 1. Read the instructions and try to think up more creative ideas for this topic. Share it with your partners after you finish it.
Suggested answers:
Advantages Disadvantages
1. Provide information about latest products. 1. Mislead customers or cheat them of money.
2. Increase sales by repeated advertising. 2. Give false or incorrect information.
3. Cut costs of newspapers and make them cheaper. 3. Take too much time or space on TV or newspapers.
4. Make the public aware of social problems. 4. Raise the price of products.
… …
Step III Reading
1. Fast reading
This step is designed to train the students to scan the textto get the main idea.
T: Please read the whole text quickly and find the main idea for each paragraph.
Several minutes later.
T: Now time is up. Let's try to find out the main idea fm
each paragraph. Now Paragraph 1, Volunteer!
S: I think the first sentence is the topic sentence. That is,
"Ads are found almost everywhere."
T: Well done! Now Paragraph 2.
Suggested answers:
1. Ads are found almost everywhere.
2. People react to advertisements in different ways.
3. The basic principle of advertisements is to influence customers' choices.
4. Ads help companies and customers in a variety of ways.
5. The most important function of advertising is to introduce new products.
6. Governments and other organizations use ads to make people aware of government policies and social problems.
7. Customers should be careful of illegal ads.
8. Customers should learn to protect themselves from false ads and make smart choices.
Careful reading
This step is designed to get the students to read the text carefully to find out more details about the whole text.
T: Now please read the text again and try to answer the following questions.
1. Where can people advertise?
2. Why do some people find ads very annoying?
3. How do companies get their message across?
4. How do ads help customers?
5. In what way do ads introduce new products?
6. why are some well-known persons named as spokesmen or spokeswomen?
7. What are "bait-and-switch" ads?
8. How can we be smart customers?
After a few minutes:
T: Now let's discuss the questions above one by one. Volunteer!
Sa: Ads are broadcast on IV and over the radio, posted on the Internet and printed in newspapers and on posters in our cities.
Sb: Because they accuse companies of using ads to mislead us by giving false information.
Sc: To get their message across, companies employ advertisers and appeal to customers emotions.
Sd: Ads reduce the price of products and help customers choose among all the available products.
Se: Truthful ads introduce new products by providing good information, explaining features, functions and costs of a product or service.
sr' These famous people are named as spokesmen or spokeswomen to make the programmes of governments or organizations known to the public.
Sg: "Bait-and-switch" ads means that the customer is shown one product (the bait) and then given another.
Sh: We can be smart buyer if we can distinguish between fiction and fact and protect ourselves from false ads.
3. Deal with the important language points by using the slides or the computer.
T: Here are some difficult language points. Now please look at the screen.
Show the following on the screen.
1. hand in hand
The two girls left the classroom hand in hand.
2. accuse ... of
He accused the man of having committed a crime.
3. associate ... with
They are associated with him in business.
4. appeal to
The new comer appeals to me.
5. Not all ads are used to promote a product or to increase a company's profits.
=Some ads are used to promote a product or to increase a company's profits and some are not.
6. get.., across
This is the message that we want to get across to the public.
We tried to get our point across, but he just wouldn't listen.
7. keep an eye
Keep an eye on the crowd for your teacher.
Will you keep your eye on my suitcase while I go to get the tickets?
Step IV Post-reading
This step aims at getting the students to further understand the text by doing the Post-reading exercises.
T: Now let's deal with Post-reading exercises. First, the questions in Exercise 1.
T: Why is advertising popular? Volunteer!
Sa: Because advertising can help to promote a product or increase a company's profits.
T: Very good. How does advertising help consumers and customers?
Sb: Frequent ads increase product sales and reduce their prices. At the same time, they help consumers choose among all the available products.
T: Quite right. What is the basic principle behind advertisements?
Sc: I think the basic principle behind ads is that they can influence the choices customers make.
T: Thank you. Then why do advertisers often have to work hard to attract people's attention?
Sd: Customers see so many ads every day and they have to get their message across to them.
T: Well, what is a "bait-and-switch" ad?
Se: When the customer is shown one product (the bakt) and then given another, that's a "bait-and-switch" ad.
T: Well done. Then how can we protect ourselves from misleading ads?
Sf' We should be careful when reading ads, distinguish between fiction and facts and make smart choices.
T: I think you have understood the text quite well. So much for this. Next, we are going to make analysis of two ads on P 41. Read the ads carefully and answer the questions above them.
Help:
1. Divide the class into four groups or more.
2. Each student tries to work out his or her answers first.
3. Check the answers with the other group members.
4. Collect answers from the class and make final decisions.
T: Which of the techniques described in the reading passage are used to sell the product?
Sa: I think the ad on the left provides accurate information and helps consumers make correct choices. But the one on the right is trying to mislead us by giving false or incorrect information.
T: Thank you. Then which of the claims in the ads may not be truthful?
Sb: I think the ad on the right may not be truthful. It says BIGBRAIN is the only nutrition supplement that has been proved to improve a child's performance in school. I don't think the word "only" is properly used. Besides, it says 9 out of 10 mothers choose BIGBRAIN. That can't be true. So I think such ads shall be unpop ular with customers. It does no good to the company.
Step V Analysis of the text
T: What are the writing skills Of this text? Look through the text and give me your answer. You may discuss with your partners.
Suggested answer:
1) Topic sentence makes the main idea easy to get.
The topic sentence is used to summarize the main idea of the paragraph or the whole passage, which usually falls at the beginning or end of the paragraph. So when reading a passage, esp. a describing or science one, we'd better pay more attention to the first paragraph or the first sentence. In this passage ADVERTISING, topic sentence can be found in most paragraphs.
2) Use conjunctions and phrases when necessary.
When writing a passage, we can make full use of various conjunctions and prepositional phrases so that the sentence sounds more reasonable in logic, coherence and so on. In this passage, we can find such phrases as on the other hand, for that reason, thus used to list different facts and truths. We should learn to put them into practice.
T: Make an outline of the text in form of a chart. Get the main ideas for each paragraph and list key words and points in each paragraph.
Suggested answer:
Para-graphs Main ideas Key words or points
1. Ads can be found almost everywhere. 1. TV, radio, Internet, newspaper, posters2. hand in hand with the development of media
2 People react to advertisements in different ways. 1. defenders, useful, entertaining, make informed choices2. critics, accuse, mislead
3 The basic principle of advertisements is to influence customers' choices 1. introduce brand, associate products with our needs2. get message across3. appeal to customers' emotions
4 Ads help companies and customers in a variety of ways. 1. frequent ads increase sales, reduce the prices2. choose among the available products3. make the right choices
5 The most important function of advertising is to introduce new products. 1. truthful, information, help, decide2. compare, features, functions and costs3. deal with, arguments
6 Governments and other organizations use ads to make people aware of government policies and social problems. 1. campaigns, aware, social problems, government policies2. name their spokesman or spokeswoman3. spread knowledge, change attitudes, improve society
7 Customers should be careful of illegal ads. 1. keep an eye out for "hidden information"2. show pictures that are partly tree or changed3. "bait-and-switch" ads
8 Customers should learn to protect themselves from false ads and make smart choices. 1. good ads, introduce products, increase sales2. accurate, average, right product, best price3. distinguish between fiction and facts4. analyze ads, protect ... from false ads
T: With the outline, you will get a clear idea of what the passage is about and how it develops. Now retell the text by using the chart above. Try to use proper prepositions and conjunctions.
One possible version:
Advertising is a highly developed industry. It has gone hand in hand with radio, television and other media.
However, people react to ads in different ways. Defenders think ads are useful and helpful and help consumers make informed choices. But critics accuse companies of using ads to mislead us. Advertising influences customers' choices by introducing a brand name and associating products with customers' needs. There are so many ads for customers, so advertisers try to get their message across by appealing to their emotions.
Ads help companies and customers in a variety of ways. They can help companies increase sales and reduce the prices. Meanwhile, they help customers choose among all the available products. In fact, truthful ads provide good information, and help customers compare features, functions and costs. Some governments name their spokesman or spokeswoman to make people aware of their social problems and policies.
Customers should protect themselves by keeping an eye out for bad ads, distinguishing between fiction and facts and making good choices.
Step VI Language Points
1. People react to advertisements in different ways.
react vt.作出反应，对抗
eg.1>When John’s mother made him stay at home, he reacted by behaving noisily.
2>Dogs react to kindness by showing affection.
3>When I punished him he reacted by bursting into tears.
拓展:react vt. 产生化学反应
Hydrogen reacts with oxygen.
Acids react on metals.
用于短语：react against作出反抗的反应，反抗
react on/upon 对――产生影响，反过来影响
reaction n. 1>反应（可数）2>反对（不可数）3>反作用，相反的倾向。（不可数，可加不定冠词）4>化学反应，核反应。
2. …and by associating the product with the customers’ needs,…
associate vt.把――和――联系起来
e.g. He associated himself with this campaign. 他把他自己与这次战役联系起来。
I didn’t want to be associated with it at all. 我根本不想参与这件事。
拓展：associate 还可以作不及物动词使用，“和……来往，和……共事（与with连用）解。
e.g. There he associated with working people. 在那里他与劳动人民来往。
Never associated with bad companions.永远不要与坏人来往。
Associate n.共事的人，同伙，伙伴
可用作定语，表示“副的”
3. Customers see so many ads every day that advertisers must work hard to get their message across.
get sth. across 使某事被理解（领会）
4. The best chance to reach customers is to appeal to their emotions.
appeal to 投合（兴趣或心意）
5. There are many things we need to take into consideration before we buy an expensive product,…
take into consideration加以考虑
e.g. You must take his illness into consideration before dismissing him. 在解雇他之前你必须对他的病情加以考虑。
6. Armed with facts and figures, customers are better able to deal with the often powerful arguments given by a salesman or saleswoman.
Armed with facts and figures这里是过去分词短语作状语，相当于When customers are armed with facts and figures,--
7. Not all ads are used to promote a product or to increase a company’s profits.
该句为不完全否定。相当于All ads are not used to promote a product or to increase a company’s profits.
意思为：并不是所有广告都被用来推销产品或提高公司的效益。
似句型还有：
Not every…=Every…not…
Not both… =Both…not…
8. Many governments used ad campaigns to make people aware of social problems and government policies.
Make… aware of 使……意识到
9. First of all, we should always keep an eye out for “hidden information”.
Keep an eye out (for…) 当心，警惕
e.g. Keep an eye out, we’re close to Joe’s house.
Homework
1. Consolidation
T: Please go over the new words and expressions you just learnt after class and translate the following sentences into English:
1) 广告公司总是想方设法推销产品。
(advertise，promote)
2) 我要刊登广告让人来打扫房屋。(advertise)
3) 这些不实广告报纸该受责备。(be to blame)
4) 广告商一定不能给人留下欺骗性印象。
(advertiser，misleading)
5) 她听到我的建议时反应如何?(react)
6) 火车晚点又没有解释真是很惹人生气。
(annoy，explanation)
7) “这不是我的过错呀。”“别担心，我没有谴责你。”
(fault，accuse)
8) 报纸从所干U登的广告获取利益。
(make a profit of )
9) 他们卖掉它赚了一千美元。(at a profit of)
10) 在英国喝醉了酒开车是违法的。(illegal)
2. Preview the new lesson
3. Preview LANGUAGE STUDY after class.
Unit 5 Getting the Message
The Third Period Language Study
Teaching goals教学目标
1．Target language目标语言
a．重点词汇
nowadays，nephew，waitress，hostess，bridegroom
b．重点短语
blame…for，only to find，broadcast live，in charge of
2．Ability goals能力目标
Try to understand and use Object Complement correctly．
3．Learning ability goals学能目标
Put Object Complement in practical use．
Teaching important points教学重点
When and how to use Object Complement．
Teaching difficult points教学难点
How to use the Object Complement．
Teaching methods教学方法
1．Question-and-answer method；
2．Pair work and group work．
Teaching aids教具准备
A computer and a projector．
Teaching procedures＆ways教学过程与方式
Step I Revision
1．Greetings
2．Revision
T：Now first lets check the homework．Volunteer!
Students volunteer to do the translation orally．
Suggested answers：
1．Advertising companies always try every means to think up new ways to promote products．
2．I’m going to advertise for someone to clean my house．
3．Newspapers are to blame for the untruthful ads．
4．Advertisers must not give others misleading impression．
5．How did she react to my suggestion when she heard it?
6．It’s really annoying when a train is late and there’s no explanation．
7．"It wasn’t my fault．""Don’t worry．I’m not accusing you．"
8．Newspapers make a profit out of the advertisements they carry．
9．They sell it at a profit of one thousand dollars．
10．In Britain，it is illegal to drive when you are drunk．
T：Well done．Thank you．
3．Lead-in
T：In this unit we’ve learned quite a few useful words and phrases．Do you know how to use them properly? Now let’s have a try．
Step II Word study
1．Word-guessing game
This step is designed to test how well the students have grasped the words learnt in this unit．Besides，this game is sure to make the class more lively and interesting．
T：First let’s play a word-guessing game．One student reads the sentence and the other fills in the banks with a proper word from the text．Remember to use the correct forms．Now volunteer!
Sa：The local newspaper reported that poor safety measures were to______for the fire in the supermarket．
Sb：I think that is“blame”．“to blame for…”is a set phrase．
T：Got it!
Sa：How did Anna______ when she heard she had failed the exam?
…
Possible answers:
Blame, react, broadcast, posted, annoyed, advertised, appeals, associate
2．Word formation
This step is meant to get the students to tell the opposite of the given words．
T：“Wife”is female, then what about the male?
Sa：I think“wife…is female．while“husband”must be male．
T：Quite right．Then,“grandfather”?
SB：Well．“grandfather”is male while“grandmother”is female．
…
Possible Answers:
Husband, grandmother, granddaughter, brother, girl, uncle, niece, bride, chairwoman, lady, sir, queen, hero, actress, host, waiter, saleswoman, god
3．Passage reading
T：Please read the given words and phrases first to understand their meanings．Then read the passage carefully and fill in the blanks with the words or phrases, using their proper forms．Finally check the answers．
Sc：Professor Stone is in charge of the Department of Advertising of an English newspaper in China….
Possible Answers:
In charge of,
Step III Grammar
1．Introduce the usage of Object Complement．
T：In English there is an important sentence pattern. that is "verb+object+object complement" Usually the verbs can be think，find，see，get and so on．Object Complement can be noun，pronoun，adjective，adverb，infinitive，present participle, past participle, prepositional phrase and so on. Now let's see some examples. Turn to P43 and look at Exercise 1. Complete each sentence with the right word or phrase from the box. OK. Let's see the first sentence. Some people find advertisements ______.
Sa: I think the answer should be E.
T: Got it. Thank you. What about next one?
2. Practical use of Object Complement.
T: Let's come to Exercise 2. Read the passage quickly to get the general idea, then fill in the blanks with the proper form of the verbs in brackets.
Sb: ...
T: Well done. Now can you find the Object Complement and underline them one by one?
Sc: ...
Step IV Practising (Workbook on P178)
1. Vocabulary
This part is designed to get the students to learn to guess the meaning of a specific word in a context. The teacher should try to encourage them to think and express freely.
T: In English sometimes a word has more than one meaning in a sentence. For example, (on the screen or on the blackboard)
This ad campaign used Yao Ming to show the right attitude towards people with AIDS.
T: We look it up in Cambridge Advanced Learner's Dictionary and find the two meanings:
1) a planned group of especially political, business or military activities which are intended to achieve a particular aim (政治性或商业性)活动，竞选运动
2) a group of connected actions or movements that forms part of a war 战役
T: So in this sentence, when we use the first meaning, it is just a planned activity, but when we mean the second, it compares the activity to a large and important part of the whole "business war". Are you clear?
S: Yes.
T: Then what about No 2?
…
2. Choose the best answer
This part is to test how well the students have grasped some key words learned in this unit. Get them to give their own answers first and then check the answers with the class.
…
3. Complete the dialogues
This part is meant to train the students to use the key words properly in specific language situation. The students should be encouraged to give their own answers, and the answers may be varied.
T: Now let's study the example carefully and know how to do it correctly.
A: Who do you think is to blame if you find the product recommended by a movie star in an ad unsatisfactory?
B: I think the movie star is to blame for misleading customers in the ad.
T: Then what have you got from this example?
Sa: First we'd better make sure what kind of sentence pattern we'll use, then decide which part should be repeated in the first sentence.
T: Very good. Then who can complete the first dialogue?
Sb: Let me try. What do you think of the role of advertising nowadays?
T: Quite right. Thanks. Next?
…
4. Translation
This part is to provide the students with more chances to consolidate the language points learned in this unit. So get them to study the English sentences and try to know how to use the italicized phrases correctly. Then try translating each sentence one by one. Finally check the answers with the class.
T: Who can translate the first sentence into Chinese?
Sc: Let me have a try.
买车的时候你应考虑哪些重要因素？
T: Well done. From this sentence we can find this useful phrase "take ... into consideration". OK, let's use this useful phrase to translate the following two sentences.
Who would like to have a try?
Sd: When entering a college, what should you take into consideration?
Se: When buying a car, safety is the first thing that you should take into consideration.
T: Wonderful, thank you. Now next?
...
5. Identify the Object Complement (Exercise 1 of Grammar)
This part is to get the students to identify the Object Complement in a specific sentence.
T: Whether it's a "verb+ object+ object complement" structure or not, the verb is very important. For example:
1) I bought her a new MP3 player as a birthday present.
2) She considered the new MP3 player I bought very precious.
T：In the first sentence。“her”is indirect object while“a new MP3 player”is direct object．In the second sentence，"very precious" is the object complement．Now study the sentences carefully and tell me which sentences contain the object complement．
S?…
6．“Verb+sb．to do sth．’’structure Practice
T：Look at Exercise 2 on P181．Make sentences using the verbs in Column A and the phrases in Column B．
S：…
7．Fill in the blanks
Let students do Exercise 3 on P181 individually and then check the answers with the whole class．
8．Describe an ad using the Object Complement
Ask the students to discuss the picture on P181 carefully and then describe the ad using the given sentence patterns．
Show the following patterns on the screen/blackboard．
I find the ad…
I see somebody…
I consider it…
I believe the cellphone can make…
1 would have it…r
After a few minutes．
T：Now what do you think the ad is about?
Sa：In my opinion, it’s promoting a latest type of cell phone which has new functions．
T：Very good．Then who can describe the picture using the given sentence patterns?
Sb：I find the ad interesting and persuasive．From the ad, we know the cell phone can be used to phone，send fax, listen to MP3，take photos and so on．
Sc：l see somebody taking photos with the cell phone．If the picture is clear enough and easy to develop，the cell-phone must be very popular．
Sd：Jf consider it a new trend of cellphone in the future．It is more than a phone．It has many more new functions．
Se：I believe the cellphone can make our球easier and more comfortable．
Sf：I would have it become a symbol of my position if I worked in a large company．
T：Great. Thanks．
Step V Homework
Preview the new 1esson．
Unit 5 Getting the Message
The Fourth Period Integrating Skills
Teaching goals教学目标
1．Target language目标语言
a．重点词汇与短语
attach，discount，bonus，attach…to，point out，make sense，differ from，a series of, in the 1960s，refer to
b．重点句式
A good ad uses words to which people attach positive meaning．
A good slogan should be“catchy”or easy to remember．
People read advertisements partly for information and partly because they are interesting．
Nobody bought the product，however，because when translated it meant“X puts living things into dry hair．’’
2．Ability goals能力目标
Get the students to know more about wording in ads．
Enable the students to appreciate advertisements．
3．Learning ability goals学能目标
Help students learn how to write ads．
Enable students to learn how to distinguish false ads when reading advertisements．
Teaching important points教学重点
Get the students to find the techniques in choosing words in ads．
Teaching difficult points教学难点
Learn about the techniques in choosing words in ads．
Teaching methods教学方法
1．Fast reading method；
2．Pair work or group work．
Teaching aids 教具准备
A computer and a projector.
Teaching procedures & ways 教学过程与方式
Step I Revision
1. Greetings
2. Revision
3. Lead-in
T: We can find different ads all around us everyday everywhere, but have you ever noticed the texts of the ads, that is, what the ads are about. Today let's talk about the words used in ads, that is, the technique in choosing words in ads.
Step II Reading
l. Fast reading
This step is to train the students to skim the whole text for main idea.
T: Now please read the whole passage quickly and find out the answers to the following questions:
1. What makes a good slogan?
2. What should be paid attention to when selling products abroad?
After several minutes.
T: Now volunteer!
Sa: A good slogan should be "catchy" or easy to remember, and should convey a message that will make consumers form a positive image of the company and product.
Sb: The translation must be correct.
2. Careful reading
This step is to get the students to fully understand the text by detail reading.
1. How does the language used in ads differ from ordinary language?
2. How do companies choose names for their products?
3. What are the advantages and disadvantages of using a story as an advertisement?
4. What is strange about the phrases "a free gift" and "an added bonus"?
After a few minutes.
T: Now time is up. Volunteer!
Sc: I think ad-makers choose words and brand names that can create a positive image of the product they are promoting.
T: Very good. What about Question 2?
Sd: Companies choose names for their products in different ways: telling the advantages of the products, making the products easy to remember, choosing a funny or unusual name, choosing names from old stories or legends or inventing new words.
Se: I think the advantages of using a story as an advertisement are that it may be humorous and attract readers' attention. And the disadvantage is that readers or viewers can't remember the name of the product.
Sf: That means sometimes we pay more than its real cost. In other words, it is not a free gift at all.
T: Well done. Thank you.
3. Group work. List famous products and brand names.
Help:
1. Divide the class into four groups or more.
2. Each student tries to work out his or her answers first.
3. Share the answers with the other group members.
4. Collect answers from the class and give prizes to the best ones.
T: In fact if we watch CCTV every day, we'll notice some interesting products and brand names. Who can give your comment on them and share them with us?
Sa: Let me try. I like Lenovo. It is the proud of our national brand in IT industry. It is also an important sponsor for Beijing 2008 Olympic Games. More important, it takes over part of IBM and promotes the position of the company. In a word, I like Lenovo and it makes me proud of our country.
T: Wonderful, thank you. Anyone else?
Step III Language points
This step is to make some important language points easier to learn by explaining them to students.
T: Do you have any sentences difficult to understand? Before you raise your questions, I will explain some important language points to you.
1. differ from
His views differ considerably from those of his parents.
2. attach ... to
I attached a photo to my application form.
She attaches great value to being financially independent.
3. easy to remember
His strange ways made his lessons lively and easy to remember.
4. a series of
She gave a series of lectures last year on contemporary British writers.
5. When translated ...
When translated, this sentence has several meanings.
6. in the 1960's
The buildings were built in the 1960's.
7. refer to
You can refer to your notes when you are speaking.
This is not the dictionary which I referred to.
8. make sense
It makes sense to buy a large packet because it works out cheaper in the end.
T: OK, your questions please!
Deal with the questions students raise.
Step IV Reading (Workbook on P182)
1. Fast reading
This step is to train the students to read fast to get the target information. Allow the students to read the whole text for a few minutes and underline some important points.
T: When an advertising company begins planning the ad campaign, they will hold a meeting. Now let's see who work in an advertising firm and what they do.
Sa: The first person is in charge of the whole project.
Sb: The second one will think up an idea for the ad.
Sc: The third one will go to buy space in newspapers or time on TV.
Sd: The fourth person is a writer to write the text for the ad.
Se: There is another one, a designer to design the ad, using pictures, or photos and the text.
T: Well done. Thank you.
2. Detail reading
Advantages and disadvantages of different media
This step is to train the students to obtain useful information from the material and make comparisons.
T: Different media has different advantages and disadvantages, compare the five types of media on P 183 (Exercise 2) and list their advantages, disadvantages and what they are suitable for.
After a few minutes.
T: Now time is up. Please report your work.
Suggested answers:
Media Advantages Disadvantages Suitable for.
Posters/Billboards Attract new customers Seen from a distance, last for a short time Inform customers about a new product
Printed media Provide detailed information Have to be bought; Have limited consumers Introduce new products
TV and radio Reach large audience; Have powerful influence Very expensive; Have to be seen or heard Promote a product or persuade consumers
The Internet Being "interactive" Carry untruthful ads Provide latest information
Movies Carry ads unnoticed Have to be seen Provide hidden information
Step V Homework
Learn by heart the key words and phrases learnt in this part.
补充：Slogans
Some famous slogans used by companies in their advertisements.
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. The new digital era.数码新时代。--索尼影碟机
4. We lead. Others copy我们领先，他人仿效。--理光复印机
5. Impossible made possible.使不能变为可能。--佳能打印机
6. Take time to indulge.尽情享受吧！--雀巢咖啡
7. The relentless pursuit of perfection.不懈追求完美。--凌志轿车
8. Poetry in motion, dancing close to me.动态的诗，向我舞近。--丰田汽车
9. Let’s make things better.让我们做得更好。--飞利浦电子
10. Take TOSHIBA, take the world.拥有东芝，拥有世界。--东芝电子
11. Just do it.只管去做。--耐克运动鞋
12. Ask for more.渴望无限。--百事流行鞋
13. The taste is great. 味道好极了！--雀巢咖啡
14. Feel the new space.感受新境界。--三星电子
15. Intelligence everywhere.智慧演绎，无处不在。--摩托罗拉手机
16. The choice of a new generation.新一代的选择。--百事可乐
17. We integrate, you communicate.我们集大成，您超越自我。
18. No business too small, no problem too big.没有不做的小生意，没有解决不了的大问题--IBM公司