Advertising around us («В мире рекламы»). План-конспект  открытого урока английского языка в 10 классе

В мире рекламы

предполагается, что к концу урока учащиеся смогут проанализировать готовые и собственные медиапродукты, используя языковой материал урока, и выявят преимущества и недостатки рекламы, как компонент СМИ

   1) образовательная – активизировать использование лексических единиц target audience, message, print ad, billboard, TV commercial, bandwagon appeal, emotional appeal, scientific appeal, celebrity appeal в устной речи, познакомить учащихся с технологиями создания рекламы и эффектами воздействия, научить рассказывать о достоинствах и недостатках рекламы;

   2) развивающая – развивать медиаграмотность учащихся, способствовать формированию критического и эстетического мышления через анализ и сравнение медиапродуктов; развивать умения анализировать и использовать в устной речи информацию, полученную при просмотре видеороликов рекламы; развивать умения работать в группе, способствовать формированию навыков самоорганизации; способствовать проявлению творческой активности;

   3) воспитательная – создать условия для воспитания информационной культуры у учащихся, воспитывать командный дух, культуру отношений, чувство ответственности за принятые решения.

Технологии:
   1) технология обучения с помощью мультимедийных средств (видеоупражнения, опрос учащихся при помощи программы plickers.com);
   2) технология развития критического мышления: прием «Мозговой штурм»;
   3) личностно-ориентированная технология сотрудничества (интерактивные игры).

Методы:
   1) в зависимости от поставленных задач:
     –         устного опроса;
     –         устного изложения;
     –         самостоятельной работы;
     –         групповой работы;
   2) в зависимости от формы учебной деятельности:
     –         коммуникативный;
     –         иллюстративный;
     –         поисковый;
На данном уроке имеют место следующие формы работы:
     –         фронтальная;
     –         индивидуальная;
     –         групповая

Список учебной и дополнительной литературы

1 Английский язык: учебное пособие для 10-го класса учреждений общего среднего образования с русским языком обучения / Н.В.Юхнель [и др.]. – Минск: Выш. школа, 2011

 1 Организационно-мотивационный этап (до 1 минуты)
T
Good morning, pupils. Glad to see you. Hope you’ll be very active at the lesson and find it very useful.

   2 Этап целеполагания (до 3 минут)
T
Today we will speak about … Look around and guess (pupils look at the classroom which is decorated with different forms of advertisements).
P
We will speak about advertisement.
T
Advertising is everywhere you turn. It is everywhere you look, listen, and read. It’s everywhere you move, drive, fly, work and play. Of all possible shapes and sizes it is an integral part of our life.
T
When did the first ads appear do you think?  Just take a guess.
P (give different variants)
T
Will you be surprised if I tell you that ads are one of the oldest things in the world? The history of ads can be traced to ancient civilizations. Egyptians used papyrus to make sales messages and wall posters. Commercial messages and political campaign displays have been found in the ruins of Pompeii. “Lost and found” ad was common in Ancient Greece and Rome. First TV commercials first appeared in the early 1950s when The Dumont Television Network began the practice of selling advertisement time to sponsors.
In the 20^th century advertising became the major force of capitalists’ economy. It is the backbone of commerce because it creates demand.
T
What is the main and only aim of advertising?
P1
The main aim is to sell.
T
What may it sell?
P2
It may sell goods, services, ideas.
T
If you want to sell you must know who you are going to sell to. It’s your target audience. The next question is how to sell. You will need some techniques to influence the audience and forms of display – where (key question words are on the blackboard).

 3 Операционно-познавательный этап
   3.1    Интерактивная игра «Глоссарий» (“Glossary Game”) (до 5 минут)
T
Now let’s see how media literate this class is. You will pick a card and explain to the rest of the class its meaning.
P1
A group of people that a sponsor wants to persuade to buy – target audience.
P2
Basic idea or theme –  message
P3Magazine or newspaper image of the product – print ad
P4
A large outdoor advertising sign – a billboard
P5
Ad broadcast on TV – TV commercial
P6
You should want the product because everybody else wants the product – bandwagon appeal
P7
Influence your emotions – emotional appeal
P8
Use of statistics and market surveys – scientific appeal,
P9
Experts are celebrities and famous people – celebrity appeal.
(Pupils go and stick the card to the proper column – who? What? Where? How?).
T
Let’s sum up. To be effective an ad must have a message, must know its target audience, and must pick a form of display: a print ad, a TV commercial, a billboard or something else. Effective ad must use a technique: celebrity appeal, bandwagon appeal, scientific appeal or emotional appeal.

   3.2  Видеоупражнение «Технологии воздействия» (до 4 минут) (Видео 1)
T
In a minute you will experience these appeals yourselves.
You all have got cards. I want you to watch commercials attentively and put up the major appeal used in the ad.
(Pupils watch four ready – made British advertisements and show the cards with the main appeal).

T
Thanks you are right.

   3.3 Анализ рекламы товаров (на примере упаковок с хлопьями) (до 3 минут)
T
Divide into three groups and analyze the advertisement of the cereal boxes and fill in the analysis handout:
     1 What is the topic?
     2 Target Audience
     3 Message / Slogan
     4 Advertising Techniques
       – celebrity appeal
       – bandwagon appeal
       – emotional appeal
       – scientific appeal
     5 Do you think people would take an action after viewing the advertisement?
G1 – a box of cereal  for little children with Funny Bunny,
G2 – a box of cereal with an ideal woman’s figure,
G3– a red and black box of cereal with man’s muscular hands.
(One speaker from each group presents their analyses).

   3.4 Анализ рекламы услуг (Видео 2 и Видео 3)
(два ролика рекламы учебного заведения – гимназии № 1, снятые учащимися)(до 7 минут)
T
What did all these ads sell: products, services or ideas?
P
Products.
T
Now you will see advertisements of services and after watching you will fill in the analysis lists. Let’s check your analyses.

Analysis Handout

   3.5 Интерактивная игра «Виды социальной рекламы» (до 5 минут)
T
We have already sold products and services. Now it’s high time to sell the idea. It is another type of advertisement – social advertisement. But such term as social advertisement or «социальная реклама» exists only in Russian and Belarusian. In English-speaking countries another term is used. It’s called PSA.
Look at this abbreviation and guess what it means.
–       P – People/ Psychologists/ Pupils/ Positive/ Pictures
–       S – Should/ Speak/ Save/ Social
–       A – Act/ Actively/ Animals/ Attitude
T
PSA stands for PUBLIC SERVICE ANNOUNCEMENT.
Give the definition to the word “PSA”.
P
A PSA is a short film or video recording which tries to persuade the audience to take some specific action towards some service, institution or problem.
T
PSAs can be devoted to different aspects of life. But today we will speak about 4 major topics: society, health, environment, family. Match the examples with the suitable topic. (Pupils take the pieces with the examples and group them according to the topics)
   1)      Society (social life): problems of society, safety rules, discrimination, problems of refugees, protection of the disabled, senior citizens, the poor, the homeless, stop children violence.
   2)      Health (healthy way of life): protection against cancer, tuberculosis, AIDS, family planning, prevention of smoking, drinking alcohol, using drugs
   3)      Environment (ecology): protection of animals, plants (The Red Book), deforestation, protection of seas, oceans, forests, stop littering, stop different kinds of pollution
   4)      Family: Protections of families, family planning, protection of mothers and children, value of family life, protection of family values, stop family violence.

   3.6 Анализ социальной рекламы  (Видео 4 и Видео 5) (до 5 минут)
T
Now, look at the screen and make a test. While watching, fill in the analysis handout.  (Pupils watch London transport advertisement).
Let’s check your ideas. (Pupils share their ideas)
T
Be careful at making decisions and choose the right way!
The group of our experts made their own PSA. Let’s watch and analyze it. (After-watching discussion)

   Analysis Handout

T
I hope you really enjoy it. Speak out and change the world around you.

 4 Контрольно-оценочный этап (до 12 минут)
   4. 1 Мозговой штурм «Преимущества и недостатки рекламы» с выходом на монологическую речь (до 7 минут)
T
We have already watched commercials and public service announcements. We come very close to the key question: is advertising good or bad. Brainstorm your ideas in small groups and write down positive and negative sides of the advertising on the stickers.

   Advantages:
   1 It spreads knowledge of goods among customers
   2 It helps people to choose the best product
   3 It informs people about improvements that have been made on the products
   4 It teaches people how to get the best value of the money
   5 Ads are often creative and full of humour
   6 It raises public awareness
   7 It is the backbone of economics. Not a single product can be sold without advertisement.

   Disadvantages:
It is irritating and annoying. It is everywhere you turn.
   1 It puts the pressure on customers.
   2 Most advertisements promote materialistic way of life. They distract people from really important things.
   3 It breaks into interesting programmes. People can’t get full impression of the film, programme, talk-show.
   4 People are brainwashed. They begin to feel the need to buy goods which they have never heard before.
Go to the blackboard and announce your ideas.

   4.2 Рефлексия с помощью интернет-программы plickers.com (до 3 минут)
Программа plickers.com позволяет максимально быстро провести опрос большой аудиторий и мгновенно узнать результаты и вывести их на экран.
T
Let’s see what our pupils think about the advertisements. The programme “plickers.com” will help us. If you think that advertising is good, raise the card with answer “A”. If you think it is negative, show the card with  variant “B”.
There are no right or wrong answers. It is up to you to decide if it is good or bad. Take your decision.
T
More YES answers: Though the advertising brings a lot of useful information, our audience finds it too irritating and annoying to accept its positive influence on society.
More NO answers:Advertising can be irritating and annoying, but our audience thinks that it is a driving force of the progress and it influences people’s way of life positively.

   4.3 Объяснение домашнего задания, выставление отметок (с комментарием). Планирование дальнейшей деятельности (до 2 минут)
T                                 
We’ll continue dealing with the topic and at the next lesson you’ll learn about some other techniques used in the ads. Your home task is to speak about advantages and disadvantages of the advertisements..
Your marks are …
Thank you for your active work.
Good bye.