Unit5 Auto Ad teacher's book

发布于:2021-05-09 06:09:41

Unit 5 Auto Advertisements Overview Section Section I Listening and speaking Each section is about 40-55minutes. This does not include administration and time spent going through homework. Class work---Course Book Task 1 Picture recognition. Listen and judge. Task 2 Read and match. Read the car logos and names, and make a match. Task 3 Speak out. Ask-and-answer with your partner. Task 4 and Task 5 Ss listen to two sample dialogues, fill in the missing information, and practice dialogues according to the situations with their partners. Reading A Ss listen and read a passage about British Car Advertising of the 1960s. Reading B Ss read a passage about car firms' increase of ad spend for smaller cars. Then they judge some statements, summarize the passage, and translate some sentences from the passage into Chinese. Verb tenses(4) The Simple Future Tense and the Future in the Past Tense. (I) Applied writing Advertisement (II) Presentation Ss choose one of the two tasks, discuss with their partners and give a presentation.

Section II Reading

Section III Grammar

Section IV Comprehensive Practice

For a fast route through the unit, focus mainly on listening and speaking skills.


Section I Listening and speaking Ss listen and talk about the auto advertisements. Task 1: ? Ask the class to look at the six pictures. ? Tell Ss they will hear six statements and they should judge which picture is mentioned in each statement. ? Play the audio and pause to ask the class for the correct answer. Script: Statement 1: A red Toyota creats your new experience of motoring. Statement 2: Accelerating the Future, Infiniti, shortening a long long journey. Statement 3: Born to perform. Unleash a Jaguar. Don't dream it. Drive it!. Statement 4: Keeping ahead through technology. Everyone dreams of an Audi. Statement 5: Feel the difference,Ford, driving your way. Statement 6: Isn't it time for a real car? Buick, The spirit of American style. Answer: statement 1 2 3 4 5 6 G D B C A F picture

Task 2: ? Ask Ss to read the six pictures and car names followed. Tell them how to read the English names for the persons and car brands if necessary. ? Tell Ss they will make a match between the persons and car names. ? Check the answers in the class. Answer: ( D )1. The one not made in Europe ( B )3. The one with least seats (B )5. The one made in England

( C )2. The most expensive one ( A )4. The one with lowest emitting ( D )6. The one made by Chrysler

Task 3: ? Ask Ss to read the questions. They can choose any one of them which interests them. ? Ask them to have a discussion with partner, and organize sentences. ? Invite some students to present their answers. Task 4: ? Tell Ss that they will listen to Dialogue 1 about buying a second-hand car.

? ? ? ? ? ?

Ask Ss to have a browse through the dialogue. Explain some difficult words and phrases if necessary. Ask Ss to be ready to listen to the dialogue and fill in the missing information. Play the audio. Play it a second or third time when necessary. Check the answers around the class. Ask Ss to practice the two dialogues with their partners. For dialogue 2, repeat the teaching activity suggested above.

Script: Dialogue 1 Buy a Second-hand Car Henry: What kind of a car do you have? Linda: An old one. Henry: I know it's old, but what make is it? Linda: It's a Chevrolet. Why do you ask? You going into the car business ? Henry: Nothing like that. My cousin is going to take a job overseas and he can't take his car with him, so he's going to sell it cheaply. It's practically new. Linda: Well, I have been thinking about getting an older car. I can't afford a brand new one. Henry: Would you like to look at my cousin's car? Linda: Is it a four-door or a two-door? Henry: It's a coupe with a vinyl roof . Linda: Does it have automatic transmission?. Henry: Yes, and it also has power steering , power brakes , and air conditioning. Linda: I guess I might take a look at it. How much is he asking? Henry: I don't know for sure, but he'll make you a good deal. Linda: Okay. Set it up for me to see it, if you can. Dialogue 2 Going to the Shanghai Auto Show Chenlin: Did you go to the Shanghai auto show yesterday? Michael: Yes. Many companies are promoting their new auto models on the show. Chenlin: Well. There must be a lot of promoting activities.What do you think impressed you most? Michael: Mn... too much too say. The new cars accompanied by auto models caught my eyes first. Let me show you some pictures I took on the show. Chenlin: Oh, wonderful! These are really works of classical. Michael: Also TV ads for different new car models were displayed on the big LCD screen with sound music. Some of them were designed like a perfect play. Chenlin: Aha, it seems I've missed a wonderful show . Michael: Meanwhile, salesmen from auto companies were distributing elaborately design printed ads for people to know more details about the cars on sale. Chenlin: Well, are you planning to buy one? Michael: Mn... If I could get promoted next month.


Task 5: ? Ask Ss to take Task 4 as an example, make their own dialogues with their partners according to the situations provided in the course book. ? Invite some Ss to present their dialogues in the class. Encourage and praise the Ss’ performance. Give feedback to Ss, correct Ss’ grammatical and pronunciation errors, for example. Reference expressions for situation 1 and 2: Cars made by Volvo are considered to be the safest. / But some people say cars made by Japanese makers are the most beautiful and elegant. / Different people show different preference to the cars of each brand and auto maker. / Japanese cars are becoming more and more available in the USA because of their lower fuel cost. Ongoing concern about road safety is recoganized recently./ It is necessary to think of some auto advertisements deeply./ Some vehicles are advertised in ways which might encourage inappropriate attitudes or lead to careless driving./ Auto advertisements should not only persuade people to buy the cars./ Advertisers also take the soical responsiblity to make people realize the importance of safe driving. The answers are open-ended.

Section II Reading Ss read two passages: Reading A: British Car Advertising of the 1960s; Reading B: Car Firms Increase Ad Spend for Smaller Cars. Reading A Task 1: ? Tell Ss they will read a passage British Car Advertising of the 1960s. ? Ask Ss to have a browse through the passage. Explain the difficult words and phrases when necessary. ? Tell Ss to listen to the passage and fill in the missing information. ? Play the audio for the first time to let Ss get the general understanding about the passage. Play it again and pause to ask the class for the correct answers. Script: During the 1960s, the automobile finally secured its position as an indispensable component of daily life in Britain. Car ownership more than doubled from approximately one car for every 10 people in 1960 to one car for every 4.8 people by 1970. Advertisers, who once needed to promote the joys of motoring as well as the particular pleasures of the individual product, no longer needed to wonder whether the potential customer (let alone society at large) might be content with no car at all. It was during this time that the question changed from "Do we need a car?" to "What car shall we have?" This work explores the decade's many advertising types and trends published by both car manufacturers and importers in three main sections . Task 2:

? ?

Ask Ss to read the passage and finish the multiple choice task. Ask the class for the correct answers.

Answer: 1. A 2.C 3.C 4. A Reading B Task 1: ? Tell Ss they will read the passage Car Firms Increase Ad Spend for Smaller Cars ? Ask Ss to skim and scan the passage. Tell them to pay more attention to their reading speed rather than the detailed information in the passage. ? Ask Ss try to judge the statement whether it is true or false. ? Check the answers in the class. Answer: 1. False. 2. True. 3. False. 4. True. 5. True Task 2: ? Ask Ss to read the passage again. Explain the difficult words, expressions and sentences when necessary. ? Ask Ss to fill in the blanks with the information according their understanding of the passage, and then try to retell the passage. Text analysis: 1. It is well proved by the evidence that advertising spend on the most fuel-efficient vehicles doubled last year. (para. 2) Analysis: that advertising spend on the most fuel-efficient vehicles is an appositive clause in the sentence. Translation: 去年最省油汽车的广告费用比前年增加了一倍。 2. Greg Archer, director of lobby group the Low Carbon Vehicle Partnership, which commissioned the research, said that the shift in car firms advertising priorities was welcome. (para.5) Analysis: In this sentence, director of lobby group the Low Carbon Vehicle Partnership is the appositive of the subject. Which introduces a non-restrictive attributive clause to modify the Low Carbon Vehicle Partnership while that introduces an object clause.

Translation: 一个名为小排量汽车伙伴关系的游说组织发起了这项研究,其负责人格雷戈.阿彻说人们 很支持汽车公司对不同级别车型广告费用支出青睐对象的改变。 3. The increase in advertising for smaller, more fuel-efficient cars mirrors recent changes in consumer demand as growing numbers of customers seek to reduce their fuel costs . (para. 7) Analysis: In this sentence, as growing numbers of customers seek to reduce their fuel costs is an adverbial clauses of reason. Translation: 用于较省油车型广告的增加反应了消费需求的变化,越来越多的顾客寻求减少油费 支出。

A new report showing advertising spending on the most fuel-efficient vehicles doubled last year. Meanwhile, spending on large band E and F cars fell by half, while only the largest band G gas guzzlers retained their 20 percent share of car manufacturers’advertising budgets . This shift in car firms advertising priorities was welcome. Stronger promotion of the fuel-efficient models that are now becoming available is needed to encourage their sale. The increase in advertising for smaller, more fuel-efficient cars mirrors recent changes in consumer demand as growing numbers of customers seek to reduce their fuel costs. Task 3: ? Ask Ss to translate the sentences into English. This task should be done according to the context. ? Leave this task as Ss’ homework. Answer: 1. 最新报告显示最省油汽车的广告费用比去年增加了一倍。 2. 调查发现汽车业超过一半的广告费仍用于大排量轿车。 3. 同时,E 级和 F 级轿车的广告费用下降了一半。 4. 用于较省油车型广告的增加反应了消费需求的变化。 5. 越来越多的顾客寻求减少油费支出。 Text translation: 汽车公司增加小型车的广告费用 根据一项调查,2008 年较省油车的广告费用占了汽车制造商广告费用预算的百分之四 十。 去年最省油汽车的广告费用比前年增加了一倍, 这一点足够证明了上个月一份最新的报 告中提到的越来越多的人偏爱向于小排量汽车。 一份全国性的报纸广告发现汽车产业超过一半的广告费仍用于大排量的 E, F 和 G 级车 型, 去年用于最省油汽车的广告费比前年增加的一倍, 但仍只占的汽车产业用于广告总支出 的百分之四十。

同时,去年用于 E 和 F 级车型广告支出下降了一半,只有最大排量的 G 级车型的广告 支出仍维持制造商广告总预算的百分之二十。 以上是一个名为小排量汽车伙伴关系的游说组织发起的研究。其负责人格雷戈.阿彻说 人们很支持汽车公司对不同级别车型广告费用支出青睐对象的改变, 但是他又提到汽车公司 在减少大排量车的广告促销上仍需进一步深入。 他说: “汽车公司仍存在对大排量、高污染车型广告投入更多的偏见,如今较省油车型 越来越被大众所接受,对小排量车型增加进行更多的广告促销能够有效地增加销售。 用于较省油车型广告的增加反应了消费需求的变化,越来越多的顾客寻求减少油 费支出。 根据 《汽车制造商和交易世界》 的最*数据显示去年 G 级轿车的销售量下降了 15% , 而 A 级和 B 级轿车销售量上升了 17%,并有望在今年超过 G 级轿车。 Section III Grammar Ss get to know the Present Perfect tense and Past Perfect tense, and are able to use the two tenses in practice. ? ? ? Introduce Ss the form and usage of the Simple Future Tense and the Future in the Past Tense.. Ask Ss to finish task 1 in the class. Ask Ss to translate the sentences into English in the class. Ask some students to practice by turns. For example, (name), you translate this sentence into English.

Answer: Task 1 1. will write 2. would buy 3. is going to be 4. would become 5. would be designed Task 2 1. Automobile ads will certainly be an fourishing industry. 2. If the ads do a good job, there will be surely no problem for the car sales . 3. He told me that the sales meeting would be put off. 4. Next year the car company advertising budget will be reduced by 5%. 5. It was reported that there was going to be promotion by Toyota. Section IV Comprehensive Practice Ss get to know how to write a thank-you letter and are able to tell the story of a famous person in the automobile world. (I) Applied Writing---A Thank-you Letter ? Explain the purpose of writing an ad. ? Introduce Ss the structure and three elements of an ad. Following the receiving of a gift, attendance as a guest, an interview, or any of great kinds of

situations, a thoughtful person will take a few minutes to express his or her appreciation. ⊙ Write smartly and briefly ⊙ Use commonly accepted abbreviations ⊙ Try to include more information in fewer words (Recollections or the reasons of your thanks.) Answer:

Thrilling Auto Show
Shinning New Models
Chang'an Automobile CompanyWaiting for your driving
9:00a.m. on Friday, March 10, at the company hall (II) Presentation ? Ask students to gather information for their presentation by all media means. Tell them to work in small groups and be prepared for the presentation. The answer is open-ended.