商务英语泛读(2 册)教案――第 1 周 商务英语泛读( 教案――第 英语泛读 ―― 授课班级 10 级商务英语 1 课程名称 新编商务英语泛读 2 第 1 周 内容提要
Unit 1 Part A Text : advertising
教学目的及 The students should be able to:
  1. Familiar with the main idea of the text 要求
  2.To enable students to get to know the basic idea of advertising
  3. To enable students to know the basic types of adverting, advertising media and considerations in choosing media.
  4. Retell the text in their own words
  5.use the useful words and phrases properly 教学内容要
  1. 点

  2.
  3. definition of advertising types of advertising Considerations in choosing media.
教 学 难 点 considerations in choosing media: 和 重 点

  1.
  2.
  3.
  4.
  5. let students read the text and discuss the questions first show students some examples introduce some basic theory and skills while illustrating examples practice makes perfect- assignment feedback

  1.Introduce the related information and background of the text
  2. Leading in
  3. warm-up questions Ask students some questions related to the text before reading
  4. Explain the usage of words and expressions phrases and sentence 教 学 思 路 structure 或 教 法 设
  5.Ask the students to do the exercises independently 计
  6. explain the important words and phrases and the difficult sentences
of the text
  7.
  8. according to the text to answer some questions Ask students to introduce the main idea of the text and the gist of
1
every paragraph
  9.Do the translation
  10.
教学方法: 教学方法:
Assignment Illustration Discussion Enlightening Showing the students some examples.
具体内容 15minutes Step 1: Introduce the related information and background of the
text
Lead-in Work Background information : Advertising is a kind of communication of information by medium. It can be divided into commercial advertising and non-commercial advertising. Commercial Advertising{商业广告} Also known as profit-making commercial advertising or financial advertising, in terms of profits for the primary purpose of advertising. {{商业广告又称盈利性广告或经济广告,是以盈利为主要目的的广告.} Non-commercial advertising is for public interests.
  1. A Definition of Advertising Advertising can be defined as nonpersonal commercial messages to the public designed to inform both established and potential customers.
  2. Basic types of advertising Although types of advertising vary by tradition, there are several common types: Direct-action advertising: is designed to sell a firm’s products or services. Direct- action advertising can be further divided into primary-demand advertising (which seeks to increase the total demand for certain products without distinguishing specific brands) and brand advertising (which promotes the use of a particular brand among competing products).
2
Institutional advertising: is designed to promote a firm’s name. Institutional advertising also can take a wide variety of forms. For example, when a large corporation sponsors a symphony concert, it basically is using institutional advertising.
  3. Advertising media Here is a list of the main advertising media:
  1)
  2)
  3)
  4)
  5)
  6)
  7) Television; Radio; Newspapers Magazines; Outdoor billboards; Specialty advertising Public transportation vehicles;
Yellow pages of telephone directory 15 minutes Step
  2.
  2. warm-up questions
Ask students some questions related to the text before reading 。
  1. Do you think what the function of advertising is? Advertising encourages sales. 广告有助提高销量。 A manufacturer can amplify the demand of a product by advertising widely. 厂商能用大做广告的方法来扩大人们对产品的需求。 Advertising aims to make people aware of a product and favorably inclined towards it. 广告的目的是让人认识产品然后产生好感。 I think advertising is an important means for business. It can build the consumer’s brand preference and loyalty, thus increasing the value of the product. Advertising is helpful to build the brand, increase the value of its goodwill and win the confidence of consumer. In this way, the product provides its consumer with greater sense of security and satisfaction and its value increases.
  2. Why do people make ads? There are many reasons. Commercial ad is mainly for making profits and non-commercial ad is for public interests.
  3. What are the important elements of making a good ad? Different ads may have different choices. But the common elements
3
are color choices, illustrations, layouts, logos and creative ideas. Imagination sometimes is also quite important.
15 minutes Step
  3.: The Structure of the Text
Part One (para.1-
  3) This part is the general introduction of advertising Part Two (para.4-
  9) This part is about the definition and types of advertising and the advertising media. Part Three (Para.10-
  14) when you plan to do the advertisement, what kind of media will you choose, what kind of factors that you should take into consideration
15 minutes Step
  4.: Explain the usage of words and expressions phrases
  1. layout noun (
  1) the way in which the parts of something are arranged or laid out 规 划,设计 the road layout. 公路规划。 the process of setting out material on a page or in a work 设计版面,编辑 doing layout for newspapers and magazines. 为报纸和杂志设计版面。
  2. executive [?g?z?kj?t?v,] noun a person with senior managerial responsibility in a business organization 高级管理人员;经理 an executive house. 经理办公室。
  3.expenditure [?k?sp?nd?t??, ?k-] noun; (
  1) the action of spending funds 花费;支出 the expenditure of taxpayers' money. 对纳税人的钱的使用。 (
  2) an amount of money spent 经费;费用;开支 cuts in public expenditure. 对公共开支的削减。 sponsor [?sp?ns?] vt. 赞助, 发起, 主办 The United States sponsored the important meeting. 美国主办了那次重要的会议。 The company sponsored several TV programs. 这家公司赞助了几个电视节目。 rate noun
4
(
  1) a measure, quantity, or frequency, typically one measured against some other quantity or measure 比率,率 the crime rate in the first quarter of 1991 rose by 26 per cent. 1991 年第一季度犯罪率上升了 26%。 (
  3) a fixed price paid or charged for something, especially goods or services 价格;费用 a ?
  3.40 minimum hourly rate of pay. 每小时
  3.40 英镑的最低报酬。 advertising rates. 广告费。 rating noun (
  1) a classification or ranking of someone or something based on a comparative assessment of their quality, standard, or performance 等级, 品级;级别 the hotel regained its five-star rating. 这家宾馆重新获得了五星级级别。 25 minutes Step
  5. Ask the students to do the exercises independently Step
  6.分析重点的难句,长句 5 minutes Step
  7.课堂总结,布置作业 课堂总结, 课堂总结 2 课时 布置作业 Assignment Assignment:Review the new words and do the exercises of fast reading :
教具和其他 多媒体教室, 语音设备,电脑。 材 料 课堂小结 课堂小结:学生能够掌握本课的重点:什么是广告业务,广告的种 类以及广告的媒体和我们在准备做广告时应该考虑的因素等等。要 求学生能够积极配合老师参与课堂活动,掌握课文的大意,课堂秩 序保持良好。
5
 

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