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：Unit4Advertising(Casestudy&Writing)教学目标能力（技能）目标知识目标1.Comprehenddifferenttypesofadvertising2.ReadforthebackgroundinformationofFocusAdvertisement3.Accomplishtheassessmentsheet4.Havearoleplayofthecasestudy5.Writeasummaryoftheconcepttothemanager1.Typesofadvertising2.BackgroundinformationofFocusAdvertisement3.Assessmentsheetincludingcampaignconceptandpresentations4.Writingasummary能力训练任务及过程1.GreetSsandintroducetheassignmentsofthesetwoperiods2.Lead-in:ReviewwhatSshavelearnt.3.Background.4.Assessmentsheet&task.5.Writing.参考资料Teacher’sResourceBook（高等教育出版社）2二、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:ReviewwhatSshavelearnt.2..Background.3.Assessmentsheet&task.4.Writing.讲授2m引入（任务项目）Lead-in:AskSstoanswerthetechniquesbelow.1)tellapersonalstory2)askaquestion3)offeranamazingfact4)stateaproblem提问Ssanswerthequestions.8m操练（掌握初步或基本能力）Background:Focus,alargeadvertisingagencybasedinPairs,istryingtoholdontoitsreputationfollowingthelossoftwomajorclientstorivalagencies.Theagencydesperatelyneedstocomeupwithsomeimaginativecampaignproposalstowinnewclientsandsecurenewcontracts.讲授Sslearnthebackgroundwiththehelpoftheteacher.15m深化（加深对基本能力的体会）1.AssessmentsheetGiveascoreof1-5foreachcategory:5=outstanding1=poor2.TaskYouaremembersofanadvertisingteamatFocus.Prepareandadvertisingcampaignforoneoftheproductsorservices.UsetheKeyquestionsbelowtohelpyou.Thenpresentyourcampaigntothemanagementofthecompanyconcerned.Whenyouarenotpresentingyourcampaign,playtheroleofthecompany’smanagement.Listernandaskquestions.UsetheAssessmentsheetbelowtochoose:a)thebestcampaignconcept.b)themosteffectivepresentation.任务驱动教学Sshavearoleplay.35m归纳（知识和能力）Typesofadvertising:Advertisingcanbedividedintotwobroadcategories-consumeradvertisingandtradeadvertising.Consumeradvertisingisdirectedatthepublic.Tradeadvertisingisdirectedatwholesalersordistributorswhoreselltothepublic.Consumeradvertisingcanbefurtherdividedintonationaldavertisingandlocaladvertising.讲授Ssdistinguishthedifferenttypesofadvertiing.10m训练(巩固拓展检验)Writing:AsleaderofoneofFocus’sadvertisingteams,prepareasummaryofyourconceptforyourManagingDirector.Thesummarywillbeusedasadiscussiondocumentataforthcomingboardmeeting.写作练习Sspractisewritingasummary.15m总结1.Keywordsandexpressionsinthebackground.2.Strengthsandweaknessintheroleplay.归纳讲述Ssreviewwhattheyhavelearnt.3m作业AskSstopreparenextunit.2m后记3PeriodIII:Casestudy&WritingSteps（步骤）Methods&Tasks（方法、任务）Introduction1.Lead-in:ReviewwhatSshavelearnt.2.Background3.Assessmentsheet&task.4.Writing.StepOneLead-in:AskSstoanswerthetechniquesbelow.1)tellapersonalstory2)askaquestion3)offeranamazingfact4)stateaproblemStepTwoBackground1)Booksclosed,askSswhatadverisingagenciestheyknow,nationalorinternational.2)AskSsiftheyknowanyexamplesofadvertisingagencieswhichhavebeenfiredbytheirclients.Whatharmdotheythinkresultedtothecompanies?3)Elicitsomeofthethingsacreativeteamatanagencywouldneedtoknowinordertoprepareacampaingnproposalaimedatsecuringanewcontract.4)WhileSsarereading,writethefollowingtableontheboard.SectorProduct/servicePurposeClothingBankBusinessdevelopmentFinanceMusicConfectioneryMotorCarProductlaunchFordRestaurantsBusinessTelecommunicationsCosmeticsPerfumeProductlaunch5)AskSswhichtwocampaignsarepromotingproductlaunchesandwhattheothertwocampaignsarepromoting,andcompletethethirdcolumnofthetable.4StepThreeAssessmentsheet&Task:1)AskSstofinishtheassessmentsheetbythemselvesfirstandthencheckiftheyunderstanditornot.2)GiveSsafewminutestochooseoneofthefourcampaignsindividually.3)PutSsingroupsaccordingtotheirchoiceofcampaign.4)AllowSsplentyoftimetodevisetheircampaignsandpreparetheirpresentations,makingsureallmembersoftheteamwilltakeaturnatpresenting.5)Circulateandmonitorduringpreparation,helpingwherenecessary.6)EncourageSstohavearoleplayaftertheyhavepreparedforabout18-mimute.StepFourWriting:1)Elicitthekeyfeaturesofawrittensummary(Allthekeypointsoftheoriginalmaterialareaccuratelycovered,originalpointsarerephrasedintheauthor’sownwords,thepointsaresequencedinalogicalorder,thestructureofthesummaryandthelinksbetweenpoints/sectionsareclear,thelanguageusedisaccurateandappropriate,thesummaryistherightlength).2)Dothetaskcollaborativelyinclass.Conclusion1.Keywordsandexpressionsinthebackground.2.Strengthsandweaknessintheroleplay.HomeworkAskSstopreparenextunit.postscript