创新读写3 unit 8 教学案例.docx
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创新读写3 unit 8 教学案例.docx
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创新读写3unit8教学案例
Unit8
(Book3)
TeachingCase
Task1FastReading
TVAdvertisingofFoodandDrinktoChildren
1.Againstabackgroundofincreasingconcernaboutgrowingchildhoodobesity,thegovernmentaskedtheOfficeofCommunicationstoresearchthecontributionoftelevisionadvertisingoffoodanddrinktochildren.In2004,OFCOMreportedbackonanextensivebodyofresearchwhichdemonstratesthattelevisionadvertisinghasamodestdirecteffect,aswellasalargerindirecteffect,onchildren’sfoodanddrinkpreferences.
2.AdultsexpresssubstantialconcernaboutTVadvertisingoffoodanddrinkproductstargetingchildren.ThisconcernisbecausetheybelievethatTVadvertscan,anddo,haveanoticeableimpactonthefoodanddrinksthatchildrenandyoungpeoplewanttoconsumeand,schildrenandyoungpeoplearemakingmorepurchasingdecisions,thisimpactisbecomingincreasinglyimportant.TVadvertsarealsoseentogenerateandfuelpesteringbehavior,whichsomeparentssayishardtoresist.MostalsobelievethatTVadvertscontributetosocialnormsregardingdietandlifestyle.Participantsalsoexpressconcernoneconomicgrounds:
theysaythatTVadvertisingmustbeeffectiveorelsemanufacturerswouldnotinvestinit,andcertainlynottotheextentthattheydoatthemoment.
3.Withinthisgeneralconcern,specifictypesofTVadvertsareheavilycriticized.Oneexampleofthisis“misleading”adverts.Adultsdiscussedanumberofexamplesofadvertsthattheyfeelhavebeenmisleadingbyimplyinghealthbenefitsforwhatisessentiallyanunhealthyproduct.Furthermore,adultsfeelthattheseadvertsusuallyaimatyoungerchildren(whotheyimmediatelyidentifyasavulnerableaudience),whichtheyparticularlydislike.
4.Theuseofcelebritiesandcartooncharactersinadvertsisalsoheavilycriticize,asthesesortsoftie-insareseentoaddtotheappealoftheproductinasimilarwaythatapromotionalofferdoes.Parentsespeciallydislikeitwhensportsstarsadvertiseunhealthypredicts,forexampleDavidBeckhamandPepsi.“Ijustwanttoseecelebsdoingthehealthystuff.YougetDavidBeckhamdoingPepsiadvert,butdoyouseehimdrinkingabottleofwater?
”
5.Theyoungerchildrenwespoketo(8---11yearolds)freelyadmittobeinginfluencedbyadvertising,especiallycampaignswithcartoonsorcatchytunes.Theyalsorecognizetheirownpowertoaffectpurchasingandadmittoavarietyofbehaviors,mostnotablynaggingtheirparentsforfoodstheyhaveseenadvertised;slipping“unhealthy”foodsinthetrolleyatthesupermarketwhentheirparentsarelookingtheotherway.
6.WhilstmostbelieveTVadvertisingdoeshaveaninfluenceonchildren’sfoodanddrinkpreferences,thereissomeskepticismaboutboththeabsoluteandrelativenegativeinfluenceofTVadvertising.ParticipantsrecognizethatTVadvertsareonlyoneinfluenceamongstawiderangeofothers.Theseincludefriends,family,fashionandotherformsofpromotion(thoughradioadvertisingisnotmentioned).TherelativeinfluenceofTVadvertisingisclearwhenparticipantsconsidersomeoftheunhealthyfoodsthatchildreneatwhicharenotadvertised,forexampleunbrandedornon-advertisedsugarysweets,aswellasfishandchipsandkebabs.Furthermore,allparticipantsrecognizethatadvertisingisonlyoninfluenceamongtmanyotherfactorsandsospontaneouslyunderstandtheneedforproportionality.
7.SomeparticipantsfeelthatTVandTVadvertisingcanbeapositivethingandsoareunwillingtocharacterizeallTVadvertisingtochildrenas“bad”.ParticipantssaythatTVadvertisingisausefulwayofinformingpeopleaboutwhatishealthy(forexample,pro-bioticyoghurts,wholegrains,Omega-3),andtheyvaluethefactthatitprovidesaplatformfortheadvertisingofhealthyfoodsandkeepspeopleuptodateaboutnewfoodsthatenterthemarket.
8.Youngerchildren(8-11yearolds)alsoadmitthattheyactivelyenjoysomeTVadvertisingforfoodanddrink;theyenjoyfindingouraboutnewproductsandfindsomeadvertisingentertaining,viewingitasentertainment.
9.Thereisanevidentconflictbetweenparticipants’rationalandemotionalresponsesthroughoutthesessions.Ultimately,thereissomeresistancetotheideathatadvertisingworksbecausepeoplewanttobelievethattheyarerational,“savvy”consumerswhotakepersonalresponsibilityfortheirowndecisions.Thisisespeciallytrueforteenagers,whoresisttheideathattheirchoicesareinfluencedbyTVadvertising.However,participants’descriptionsofthefoodanddrinkthattheychoosetopurchaseandconsumedemonstratethatadvertisingishavingandeffectonallaudiences---adults,teenagersand8-11yearoldchildrenalike.
(Twoperiods:
90minutes)
Step1.Introducingoneofthereadingskills:
Identifyingthewriter’spurpose
1.toinform—toprovidereaderswithinformationaboutatopic;
2.topersuade---toconvincereaderstobelieveacertainviewpointortotakeacertaincourseofaction;and
3.toentertain---toamusereadersinsomeway,thoughveryoftenthere’ssomefoodtothoughtaswell.
Readingeffectivelymeansrecognizingthewriter’spurposes,whichmaynotalwaysbeaseasyasitappears,especiallywhenwearereadinginaforeignlanguage.Writerssometimesdisguisetheiraims:
Atextthatappearstobefactualinformationmayreallybefullofemotionalappealsmeanttopersuadeusintoacceptingthewriter’spointofview;oranapparentlyseriouspieceofpersuasionmayinfactbeahumoroustextintendedmainlytoamuseyou.Therearealsotimeswhenthequestionofwhetherawriterisseriousdependslargelyoneachreader’sindividualphilosophy.
However,therearesomecluesthateffectivereaderscanwatchfortohelpthemidentifywhatkindofwritingthey’redealingwith.
1.Informationalwritingfeaturesfactsandevidence,notopinionsorvaluejudgments.Itoftencontainsdates,statisticsorotherfigures,and/orquotes.Dependingonthesubject,thelanguagemayincludetechnicaljargon,butthevocabularyandsentencestructureareoftensimple.
2.Persuasivewritingfeaturesemotionalappeals:
opinionsandarguments(whichmaybepresentedasiftheywerefacts,sobecareful!
);rhetoricalquestions;evaluatinglanguage(good/bad,right/wrong,horrifying/wonderful,etc.)and/orjudgmentallanguage(must,should,hadbetter,etc.).
3.Textswrittenmainlytoentertaincan,ofcourse,bevaried---buttheyoftenuseratherinformallanguage,simplesentencestructures,dialogs,puns,and/orfiguresofspeech.
Step2.Reading
1.Newwordsandexpressions.
Sincethestudentsaresupposedtostudythenewwordsandexpressionsbythemselvesbeforeclass,herearetwoactivitiestochecktheirjobandtohelpthemunderstandthedifficultandimportantwords.Thetwoactivitiesareintheformofcompetition,thestudentswhoperformthebestwillwingifts.
Activity1:
Matching(withtheirbooksclosed)
nag怀疑
absolute易受攻击的
conflict名人
resistance极大的
ultimately向……唠叨
spontaneously冲突
contribution促销的;增进的;奖励的
extensive绝对的;完全的;专制的
demonstrate最后;根本;基本上
substantial 广泛的;大量的;广阔的
noticeable阻力;电阻;抵抗;反抗;抵抗力
vulnerable贡献;捐献;投稿
promotional自发地;自然地;不由自主地
celebrity显而易见的,显著的;值得注意的
skepticism证明;展示;论证示威
Activity2:
Guessing(withtheirbooksclosed)
TheteacherspeaksouttheEnglishmeaning,andthestudentsspeakoutthewordorexpression.Iftherearesomedifficultwordsorexpressionsthatthestudentscan’tunderstand,theteacherwillexplainthemforthestudents.
2.Understanding
WhenthestudentsreadtheTextinFast-reading,theyaresupposedtoscanitforcluesthathelpthemidentifythewriter’spurpose.Usethequestionsbelowtoguidetheirscanning,thendecide:
Isthetextinformational,persuasiveormeantmainlytoentertain?
Ordoesthewriterhavemorethanonepurpose?
1.Whatdoesthetitletellusaboutthecontentofthetext?
2.Whatnumbersdoyouseeinthetext?
Aretheydates,statisticsorsomethingelse?
3.Anyquotesdoyoureadinthetext?
4.Howwouldyoudescribethelanguageofthisarticle?
Isitformalorinformal?
5.Isthisarticleinformational,persuasiveormeanttoentertain?
Explain.
Referenceanswer:
Itisanexpository writing
Introducingthetopic→Supportingdetailsandfacts→ConclusionandSuggestion
3.ReadingthetextandfinishExercisesonPages192and193.Thenchecktheanswerstogether.
4.Focusstudy:
Explainingsomelonganddifficultsentencesaswellassomeusefulexpressionsforthestudents.
(1).In2004,OFCOMreportedbackonanextensivebodyofresearchwhichdemonstratesthattelevisionadvertisinghasamodestdirecteffect,aswellasalargerindirecteffect,onchildren’sfoodanddrinkpreferences.
(2).ThisconcernisbecausetheybelievethatTVadvertscan,anddo,haveanoticeableimpactonthefoodanddrinksthatchildrenandyoungpeoplewanttoconsumeand,schildrenandyoungpeoplearemakingmorepurchasingdecisions,thisimpactisbecomingincreasinglyimportant.
(3).Participantsalsoexpressconcernoneconomicgrounds:
theysaythatTVadvertisingmustbeeffectiveorelsemanufacturerswouldnotinvestinit,andcertainlynottotheextentthattheydoatthemoment.
(4).Furthermore,adultsfeelthattheseadvertsusuallyaimatyoungerchildren(whotheyimmediatelyidentifyasavulnerableaudience),whichtheyparticularlydislike.
(5).Theyalsorecognizetheirownpowertoaffectpurchasingandadmittoavarietyofbehaviors,mostnotablynaggingtheirparentsforfoodstheyhaveseenadvertised;slipping“unhealthy”foodsinthetrolleyatthesupermarketwhentheirparentsarelookingtheotherway.
(6).TherelativeinfluenceofTVadvertisingisclearwhenpartic
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