Unit 5 Getting the Message
Periods 1 & 2 Reading
Ⅰ.Target language:
1.important words: advertise, advertisement, advertiser, convey, broadcast, post, print, react, defender, entertaining, critics, annoying, principle, brand, potential, associate, appeal, profit, frequent, feature, figure, policy, illegal, partly, so-called, distinguish, target
2.important phrases: hand in hand, go with, on the other hand, accuse sb. of, charge sb. with, be blamed for, be punished for, associate with, appeal to, get across, large amounts of, take into consideration, allow doing sth., allow sb. to do sth., be armed with, make sb, aware of, look out for, keep an eye out for, spot a bad ad, first of all, that is, at the best price, distinguish between …and…, protect sb. from…
3.sentence patterns:
Ⅱ.Teaching Aims:
1 Train the students reading ability especially the skills of summarizing and scanning.
2 Study and have a good grasp of some keywords and phrases.
3 Learn to analyze some difficult long sentences.
Ⅲ.Fast reading:
  Read the text as quickly as possible and find out the key sentence of each paragraph.
P1: Advertising is a highly developed industry.
P2: People react to advertisements in different ways.
P3: What is the basic principle of advertising.
P4: Advertisements can help people in many ways.
P5: The most important function of advertising is to introduce new products.
P6: Advertisements can be used to make people aware of social problems and government policies.
P7: What are bad advertisements and how can we spot a bad advertisement.
P8: Conclusion: on one hand, advertisements are important; on the other hand, they can also mislead consumers.
Ⅳ.While reading:
Schema chart:
Title: advertising      advertisement      advertiser
    Advertisements can convey many useful information as well as false information.
                                            1.Be found everywhere
                              How do you know?      ( broadcast, posted and printed)
P1  a highly developed industry
                                                  2.Go hand in hand with
                                                      (the development of media)
                        How many opinions altogether?  Defenders: useful, entertaining
P2  people’s reaction to ads         
                                                    Critics: annoying
                                                (on the other hand, accuse of, charge with, be blamed for, be punished for)react to do
1.introduce a brand name to potential consumers
P3    basic principle of advertising      2. associate … with…
                                      3. appeal to…
                                          (get across, large amounts of)
1.increase product sales/ company’s profits
    (frequent advertising.)     
  cheaper
                ( Since…,…)
                                  2. help customers choose…
                                          (available / take into consideration)
                                  3.introduce new products / promote products
                                      How?
                                      Companies    explain features, functions & costs
P4-6    helpful in many ways          consumers   be armed with figures & facts
                                                    Compare  (allow… to…)
                                4.use… to make people aware of…               
                                        (ad campaigns / social problems / government policies)
                                      How?
                                 
                                    Name a well-known persons as spokesman/woman
                                 
                                    Make it known to the public
      bad ads (use illegal ways / mislead consumers )
 
                Look out for / keep an eye out for
P7                                                Small print or colours
                              Hidden information
      How to spot a bad ad                            pictures that are partly true
                              So-called “bait-and-switch” ads

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