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Unit 6 The Media
Lesson 3
教材分析
这是一篇说明文，该文章按照时间顺序介绍了广告竞争中的五种广告，分别是经典广告，当代广告，改良当代广告和进一步改良当代广告。
教学目标
在本课学习结束时，学生能够：
1. 读懂文本，获取关于广告竞争中的五种广告的相关信息；
2. 能够正确看待各种广告，并表达自己的看法。
教学重难点
【教学重点】
引导学生读懂文本，获取关于广告竞争中的五种广告的相关信息。
【教学难点】
帮助学生正确看待各种广告，并表达自己的看法。
Watch a video
根据视频，谈论下什么是元宇宙？
Warming-up
Enjoy these advertisements and share the benefits.
Warming-up
The advertisement is attractive because it is very humorous.
What do you think of the advertisement
Warming-up
It’s attractive because the product name “佳洁士” has the meaning of “clean”.
Warming-up
This advertisement of cars is attractive, because it uses the concept of “freedom”.
Warming-up
Have you ever bought anything as a result of seeing, hearing or reading advertisements What makes an advertisement attractive
Skim through the passage. What is it mainly about
a Different types of advertisements
b The development of advertisements
c Different attitudes towards advertisements
Types ___________ ___________ ___________
Classic ads give information about _________ ______________ to tell people ______ _________________ _________________ _________________ _________________ not suitable when
____________________
____________________
____________________
not attractive
Complete the table. Then write three headings that can categorise the information in the first row.
finding
certain products
what the company sells, where they are located, and the name of the product
products are services
are in direct competition with each other
While-reading
Features
Purposes
Problems
Types Features Purposes Problems
Modern ads consist of __________ __________________ apply _____________ __________________ to show people ________________ ________________ to make ads ________________ not enough to
____________
____________
While-reading
pictures or words from experts
modern design
techniques
visually attractive
be noticed in
a modern city
how good the
product is
Types Features Purposes Problems
Improved modern ads combine ________ ________________ ___________ with ________________ use concepts including ________ ________________ ________________ to stand out ______________ ______________ ______________ to make people believe that ______________ ______________ repeating old ideas
not _____________
It does not matter
________________
________________
________________
the
highest standard
of design
creative ways
freedom,
happiness, wealth
and success
in a world of
competitive
advertising
they “must have
the product”
effective
how attractive
the idea linked
with the product is
While-reading
Types Features Purposes Problems
Further improved modern ads use humour as well as ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________ ___________________
new and unusual ideas
create something that has never been seen before and that people find interesting
to surprise people
to make people forget that someone is trying to sell them something
While-reading
Types Features Purposes Problems
Public ads help to increase public knowledge and ____________ ________________ ________________ to encourage citizens to __________ _____________________________ _____________________________ _____________________________ to educate the public ____________ _____________________________ _____________________________
make our
society a better
place for everyone
participate
in improving their neighbourhood, protecting the environment, and helping other people
on fighting
AIDS, saving water, helping the poor, giving up smoking, etc.
While-reading
would的定义
would意为“总是、往往、总要、惯于、就会”，是情态动词，后面接动词原形，通常表示过去经常反复发生的习惯性动作。
1. 句型sb would do sth，表示“某人就会（总要、总是）做某事”。
例如：He would sometimes work into the night.
2. 句型sb wouldn’t do sth，表示“拒绝、无此习惯或不可能做某事”。
例如：He wouldn’t give the names of his partners.
用法
Grammar—Used to and Would
used to的定义
used to意为“过去常常”，其中to是动词不定式符号，后面接动词原形，表示过去经常性或习惯性的动作或状态现在已经结束，只能用于一般过去时，含有较强的“今昔对比”的意味。
used to构成否定式和疑问式时，通常借助助动词did。例如：
He didn’t use to take a walk.
他之前不怎么散步。
You used to go there, didn’t you？
你过去常到那儿去，是吗？
Grammar—Used to and Would
1. 句型sb used to do sth，意为“某人过去常常做某事”，只用于
一般过去时。例如：
She used to be a Chinese teacher.
用法
2. 句型Did sb use to do sth 这是used to的一般疑问句，意为“某人过去做某事吗？”例如：
Did they use to play football
3. 句型sb didn’t use to do sth，这是used to的否定句，意为“某
人过去不做某事”。例如：
I didn’t use to like opera, but now I do.
Grammar—Used to and Would
1. would与used to都可用来表示过去经常性或习惯性的动作时，常
常可以换用。例如：
When we were boys we used to/would go swimming every summer.
He used to/would spend every penny he earned on books.
2. used to可指过去的状态或情况，would则不能。例如：
People used to believe that the sun went around the earth.
(不能用would)
would与used to的对比
Grammar—Used to and Would
3. would表示反复发生的动作。如果某一动作没有反复性，只能用
used to。例如：
From that day on, as soon as the table was cleaned and the dishes
were gone, mother would disappear into her sewing room to practice.
（具有反复性）
I used to live in Beijing.（没有反复性）
4. used to 表示过去经常性或习惯性的动作或状态现在已经结束，
would则表示有可能再发生。例如：
People used to believe that the earth was flat.（现在已不这样认为）
He would go to the park as soon as he was free. (现在有可能再去)
Grammar—Used to and Would
Practice
Fill in the blanks using the correct forms of used to and would.
1. We ________ live in a village but later we moved to London.
2. Mary ________ spend much time in the coffee bar, but now she only
accompanies her husband at home.
3. I ________________ run around the playground after class.
4. I _______________ like tea but now I just love it.
5. There _____________ much room for children to play before the gym was built.
used to
used to
would/used to
didn’t use to
didn’t use to be
Grammar—Used to and Would
Thank You !

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