广告的魅力
——阅读技能发展教学方案设计
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项目
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内 容
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教学
内容
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四篇广告类文章，话题涉及旅游话题、布告类、文化活动类、学校生活类。目的在于了解文章介绍的各类知识的同时，探索广告类文章的特点，进而掌握广告类文章的解题技巧。
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学习目标
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从以下学习目标中确定四类、每类至少一项作为自己本课时的学习目标。
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语言知识
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（1）基本形成广告类文章的语句结构特征的图式；
（2）了解广告类阅读材料中各类题材的语言特征，同时还可了解到一定的文化背景知识。
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语言技能
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（1）初步形成对广告类文章整体结构的理解能力；
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语言运用
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（1）能通过图式建构来获取和处理篇章信息，理解文章语句结构的特征；
（2）能利用各种阅读技巧获取文章主旨和特定细节。
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文化意识
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进一步了解广告文体类文章中所涉及的各种文化的思维特点。
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情感态度
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进一步强化广告类文体语言的信服力，让读者对所看的广告信息有一种理性的态度，而不是盲目的服从。
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学习策略
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（1）进一步形成广告类文章的有效阅读策略；
（2）进一步强化学生小组合作阅读策略和意识。
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评价标准
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从以下标准中选定至少两项作为你本课时学习的评价标准。
（1）了解阅读材料中所涉及的各种文化知识。
（2）理解广告类文章的语言特点和整体结构方式。
（3）学会利用图式分析篇章体裁和题材、提高阅读理解的效率。
（4）基本把握科普类文章阅读图式的建构及其语句、语词特征。
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学习资源
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本题材训练阅读技能的阅读短文及学案。
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预设
时间
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学习步骤
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学习目的
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教学方案
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学习方案
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学习资源
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第1-4
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热身
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激活旅游这一话题的知识结构
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播放一段旅游指南的片断
讨论：In your opinion, which place do you like the best after your watching the travel guide?
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描述视频中所看见到的旅游景点，并解释你为什么最喜欢这个旅游景点。
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视频材料及图片
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第5-6分钟
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读前
预测
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激活已有知识结构，并据此进入本课时主题。
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要求学生根据刚才的讨论预测本文大意及文章题材。
According to what we talked about just now, please predict:
① What will be talked about in the passage?
② What’s the subject of this passage?
(travel)
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根据老师要求，进行预测。
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阅读文章一
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第7-20分钟
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学习阅读
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浏览全文，获取大意，掌握题材。
（3分钟）
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引导学生通过浏览文章的小标题和段落的首尾句获取大意和题材，核实与其预测是否相符。
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读主题句，说明主旨大意，核实预测。
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阅读文章一
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认真阅读，寻找细节。
（7分钟）
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引导学生寻找广告类文体的目的所在，帮助学生分析文章结构的同时，共同讨论广告类文体语言的特征(persuasive)和文章结构的呈现方式。
Question: What’s the structure of this passage?How this passage is organized?
Which do you like the best, and can you find out some sentences to support your idea?
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找出文章中的关键词，并结合文章结构进行分析，在教师的帮助下逐渐找出文章结构呈现的方式。
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阅读文章一
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构建广告类文章语句结构的图式。
（3分钟）
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引导学生总结广告类文章中语句呈现方式及语句特点。
（先小标题，再具体段落，整篇文章是由许多个小段落构成）
（广告类文体具有信服性）
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形成广告类文章的语句结构的图式。
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阅读文章一
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第21-35分钟
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练习巩固
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检测学生的语言运用能力。
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要求学生阅读文章二，划出与结构相关的关键词，完成文章二后关于主题内容的表格。（主要是按照各项内容的主题、内容及活动时间、地点来进行归纳）
Topic/Content/Time/Place:
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利用新构建的广告类文章阅读图式练习阅读，完成表格。
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阅读文章二及学案
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扩展阅读，巩固阅读技能。
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要求学生阅读文章三，完成文章三后关于主题内容的表格。
Content/person/time
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利用广告类文章阅读图式巩固阅读技能，完成表格。
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文章三及学案
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第35-40分钟
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总结
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总结本课所学，强化阅读图式。
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帮助学生总结科普类文章的阅读方式。
A. Find the key words and topic.
B. Find the structure of the passage.
C. Find the important words connected with the topic.
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回顾总结广告类文章的阅读与理解图式。
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学案
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第40-45分钟
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检测
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当堂检测
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对学生所学的知识进行当堂检测，进行巩固。
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巩固广告类文章的阅读
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学案
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广告类阅读文章的补充材料：
一、广告类阅读的五大特点
1. 材料特点：信息量大，用词简练，形式灵活。
2. 内容特点：涉及与人们生活息息相关的信息，如产品宣传、服务介绍、招生招聘等。
3. 形式特点：标题醒目，重点突出，条理清楚。
4. 用词特点：一是人名、地名、专有名词多；二是生词多；三是缩略词、省略句多。
5. 命题特点：广告类阅读题的命题主要是以获取信息为主的细节理解题。
二、做广告类阅读的五大技巧
1. 先题后文法：“先题后文”指的就是先读试题，了解试题的考查点，再根据试题的要求快速阅读短文.
2.题干定向法：如果题干的问题与原文中的相应句段基本相同，则可直接对号入座；如果题干的问题与原文中的相应句段有较大出入，则要进行一定的处理，这个“处理”是多方面的，它可能包括对原文进行同义变换、对概念进行解析、对事实进行归纳、将具体问题抽象化或将抽象问题具体化、将文中提到的原则或规则进行实际运用等等。
3. 错误排除法：一般说来，对于那些与文意明显不符或与文章内容不相关的选项比较容易排除，但有些选项与文章内容相符，却与题干问题不吻合，即属答非所问的情形，也应作为错误项予以排除，尤其是那些从文章中摘录的句子，要特别小心，它们很有可能是干扰项。除了验证其是否能回答所提问题外，还要看它是否回答了问题的主要方面，也就是说看它是不是最佳答案，如果它只能回答所提问题的一个侧面或还有比它更合适的选项，都要毫不犹豫地将其排除。
4. 信息补全法：前面讲到，广告类阅读材料的一大特点就是缩略词和省略句多。考生在做题时，要注意根据文章的上下文语境将省略句补充完整，以便于正确地理解和答题。
5. 生词模糊法：生词多是广告类阅读材料的一大特点。面对这些生词同学们该怎么办呢？许多同学首先想到的是想办法来猜测其词义。当然，若能根据上下文的语境猜出生词的词义，那再好不过了。但问题是，有些生词是无法猜的，并且命题者也没有要求考生去猜测其词义，因为不仅试题本身没有涉及对这些生词的理解，而且这些生词也根本不会影响到答题。对于这些生词，考生在做题时只要模糊地知道它们的存在就够了，千万不要一看到生词就紧张，就被它们吓住。
阅读材料
A
难度：中 字数：277 words 标准用时：6.5 minutes 实际用时：_________
Everyone loves Adventure land！The Parks and Exhibitions were built for you to explore, enjoy, and admire their wonders. Every visit will be an unforgettable experience. You will go away enriched, longing to come back. What are you going to do this time?
The Travel Pavilion
Explore places you have never been to before, and experience different ways of life.
Visit the Amazon jungle village, the Turkish market, the Tai floating market, the Berber mountain house and others. Talk to the people there who will tell you about their lives, and things they make. You can try making a carpet, making nets, fishing...
The Future Tower
This exhibition shows how progress will touch our lives. It allows us to look into the future and explore the cities of the next century and the way we'll be living then. Spend some time in our space station and climb into our simulator(模拟装置) for the Journey to Mars!
The Nature Park
This is not really one park but several.
In the Safari Park you can drive among African animals in one of our Range Cruisers: see lions, giraffes, elephants in the wild. Move on to the Ocean Park to watch the dolphins and whales. And then there is still the Aviary to see...
The Pyramid
This is the center of Adventure land. Run out of film, need some postcards and stamps? For all these things and many more, visit our underground shopping center. Come here for information and ideas too.
1. The Travel Pavilion is built to help visitors _______.
A. realize the importance of travelling B. become familiar with mountain countries
C. learn how to make things such as fishing nets D. learn something about different places in the world
2. If you are interested in knowing about what people's life will be, you may visit ______.
A. the Travel Pavilion B. the Future Tower C. the Safari Park D. the Pyramid
3. If you want to get a toy lion to take home, where will you most likely go?
A. The Pyramid. B. The Nature Park. C. The Future Tower. D. The Travel Pvilion.
B
难度：难 字数：320 words 标准用时：5.5 minutes 实际用时：_________
What's On Stage
An acrobatic(杂技) soul: To celebrate its 50th anniversary, the China Acrobatic Troupe will present "The Soul of China", where the seemingly impossible is made real. Chills(寒战) will run down your spine(脊柱) as you watch breathlessly as performers take their art and their bodies to the edge.
Time 7:30 p. m, September 13-19
Place: Capital Theatre, 22 Wangfujing Dajie, Dongcheng District
Exhibitions
Joint show: A group ink painting exhibition is running at the Huangshicheng Art Gallery in Beijing.
About 50 works by 25 young artists including Ge Yun and Yu Yang are on display.
Time : 9 a.m. -5 p.m. until September 10
Place: Huangshicheng Gallery, 136 Nanchizi Dajie, Dongcheng District
Oil paintings: The Wanfung Art Gallery will host a joint show of oil paintings by 10 young and middle-aged artists. On display are more than 30 of their latest works, which capture(捕捉)the wondrous variety of life in unique styles.
Time: 9 a. m. -4p. m. until September 15
Place: 136 Nanchizi Street, Dongcheng District
Literature museum: The National Museum of Modem Chinese Literature offers an in-depth study of the evolution of Chinese contemporary literature from 1919 to 1949.
Time: 9 a.m. - 4 p. m, daily
Place: 45 Anyuan Donglu, Chaoyang District(Shaoyaoju area)
Concerts
Beijing rocks: "The Fashion Night of Chinese Rock" is set to bring rock fans out by the thousands next month. Nine Chinese rock bands will perform at the concert, including older generation bands, middle generation and some recent arrivals. The audience will| be given a chance to decide what songs they want to hear, which is sure to bring a storm.
Time : September 16
Place: The Olympic Center
Belgium Orchestra(管弦乐队) :La Petite Bande, the Baroque Orchestra of Belgium, will perform in Beijing at the Grand Theatre of the Cultural Palace of Nationalities as part of activities across the world to commemorate (纪念) the 250th anniversary of Bach's death.
Time: 7:30 p.m. September 11 - 14
Place: Grand Theatre of the Cultural Palace of Nationalities
1. What do you think of the acrobatic show mentioned here?
A. When you watch it, you will certainly feel cold. B. Something strange will puzzle everyone, including scientists.
C. Unexpected things will make you excited and surprised D. Even the bravest ones will be too frightened to go on watching.
2. The most characteristic thing about the Fashion Night of Chinese Rock is that _______.
A. it will let the audience choose the performers and the music B. it is to bring thousands of rock fans out of their homes
C. it will certainly cause a rock storm throughout China D. it is to be held in memory of one of the greatest musicians
3. Suppose it is September 14 today, how many activities can people choose to attend?
A. 2 B. 3 C. 4 D. 5
4. On the whole, we can conclude _______.
A. people in Beijing prefer modem culture to something traditional
B. there are usually more cultural activities in September than in any other month
C. most of the cultural activities in Beijing are for foreign visitors only D. we can enjoy a large variety of cultural activities in Beijing
C
难度：难 字数：215 words 标准用时：4 minutes 实际用时：_________
This is a page from a college information handbook. It tells you where you can find various college services and facilities.
Where To Find Help In The College
Here is the location of some important college services and facilities.
Rooms numbered 100 -130 are on the first floor and those numbered 200-230 on the second floor of the main college block.
Student Services Centre
Careers 113
The staff members are available to advise, on career choice and applications for higher education.
Accommodation Office 114
Mrs J Wardle is available each afternoon from 1:30 to 4:30 to assist students with problems relating to housing.
Medical Room 115
Mrs J Wright, the college nurse, is available each morning form 9:30 to 10:00 am.
The college doctor is in attendance on Wednesday mornings.
Sports Office 207
Mrs B Murie can provide information about sporting and keep-fit activities.
Student Union Office 222
A range of services and advice (travel etc.) is provided.
Food Service 127
Mr G Nunn is the manager and will do his best to help if you require a special diet.
Library 215
Besides hooks this also has photocopying, video, audio-visual and computing facilities.
Serf Access Language Learning Centre 203
Students ran attend on a drop-in basis from 9 00 am to 4 15 pm.
1. Where should you go for help if you fail to find a place to live?
A. Room 114. B. Room 207. C. Room 222. D. Room 113.
2. As a foreign student, you may go to Room 127 to _______.
A. apply for a scholarship B. ask for supply of some special food C. inquire about educational fees D. obtain a copy of certificate
3. Which of the following statements is NOT true?
A. You need a reservation in the language Learning Centre. B. You are able to watch video programmes in the library.
C. The college nurse is available for some time before noon.
D. Student Services Centre can help students apply for higher education.
当堂检测
难度：中 字数：135 words 标准用时：3 minutes 实际用时：_________
DEPARTMENT OF HEALTH
HONG KONG
IMPORTANT NOTICE TO ALL PERSONS
ARRIVING IN HONG KONG
During your stay outside Hong Kong, you may have been exposed to certain infectious(感染) diseases without your knowledge.
In case you develop any symptom(症状) such as fever, chills, skin rash, diarrhea or vomiting within 14 days of your arrival in Hong Kong, you should consult a doctor or attend an accident & emergency department or general outpatient clinic. Please bring along this card.
CHIEF PORT HEALTH OFFICE
The Port Health Office
Their staff is glad to answer your questions about travel health.
Please inquire at:
--Hong Kong Island
18 F, Wu Chung House, 213 Queen's Rd. East, Wanchai.
Tel: 2961 8840
-- Kowloon
Room 905, Government Offices, Canton Road
Tel: 2368 3361
1. According to the passage, you may get some infectious diseases _______.
A. when arriving in Hong Kong B. before you understand them
C. within 2 weeks of your arriving in Hong Kong D. before arriving in Hong Kong
2. If you find any symptom, which of the following places is not the place where you should go?
A. The hospital. B. The accident & emergency department. C. The Port Health Office. D. The clinic.
3. Where can a foreigner read this kind of notice?
A. At the Customs. B. At hospital. C. On 18 F, Wu Chung House, 213 Queen's Rd. East, Wanchai
D. In Room 905, Government Offices, Canton Road, Kowloon.
4. Which of the following is NOT true?
A. Skin rash is an infectious disease. B. There are two Department of Health, one in Hong Kong Island and the other in Kowloon.
C. You may have some trouble without this card when you go to hospital.
D. It is very possible that you get some infectious disease but you don't know it.
