牛津高中英语牛津高中英语

( 模块四 · 高一下学期 )

Word Power

板块：教学设计—课件

UnitUnit

11

Advertising

Unit 1 Unit 1

课件描述： 本堂课是以介绍“构词法知识”为主的词汇教学课。词汇是语言基础知识的重要组成部分，构词法能帮助学生提高掌握词汇的效率。但是，强调基础知识指的是语言知识的灵活运用，教师在语境中教学，学生在语境中学习，语境中学习、运用。

Blank-filling ____________ (advertise) are an important

part of life. They use lots of ____________ (persuade) and _______ (excite) images to sell products or services. ________(general) speaking, there are two main types:______ (commerce) ads and PSAs. They do not always tell you the _______ (true). We should be ________(care).

Advertisementspersuasive

excitingGenerally

commercial

truthcareful

Question: How are these new words formed?

More examples:Root derivatives/new words

health

interest

depend

use

difficult

week

healthy

interesting

dependent

useful

difficulty

weekly

Competition:Think more words that are created this

way.

Which group can win?

The group that has the most words wins.

How to form adjective from nouns and verbs?

Wu Ping: Do all ads play tricks on people?

Wu Hong: No. PSAs use some of the same methods as commercial ads, like

persuasive language and exciting images, but they are not meant to trick us.

commerce N. commercialpersuade V. persuasiveexcite V. exciting

Using suffixes

Noun +y

+ly

+ic

+al

+ous

+ful

health healthy

week weekly

hero heroic

origin original

danger dangerous

help helpful

Verb +ed

+ing

+ive

amaze amazed

excite exciting

attract attractive

Can you think of more

examples?

Exercise: Best Clothing Shop

Possible answers:(1) lovely (2) attractive (3) boring

(4) creative (5) fantastic (6) exciting

(7) friendly (8) competitive (9) famous

(10) lucky

Let’s learn more about suffixes.

Suffix Meaning Examples (adj.)

-ical having the quality of

-able having the quality of

-ous like, full of

-ful characterized by

-less without

medical,electrical

enjoyable,reasonable

dangerous,adventurous

joyful,mouthful cloudless,hopeless

Word Puzzle

c o m m e r c i a l1 commerce 2 health 3 hero 4 attraction 5 help 6 excitement 7 origin 8 danger

1

2

3

4

5

6

7

8

Hidden word

Food and ________ are quite important to our human beings.

用所给单词的形容词形式填空

h e a l t h y

h e r o i c

a t t r a c t i v e

h e l p f u l

e x c i t i n g

o r i g i n a l

d a n g e r o u s

clothing

Active showSuppose you are a book seller. You want your customer to buy a new book called ‘English Literature’. How can you make your customer buy it? Make a dialogue with your partner and then have it presented.

learn more about sales and

marketing

Useful expressions:ProductMarket researchSales and marketingSales/marketing departmentConsumersMarket shareSales targetMarket leaderHigh quality Sales figures

What do they mean?Can you have a guess?

Words-matchingWords-matching

sales/marketing department consumers market share sales targets market leader

high quality

sales figures

sales and marketing

消费者

市场份额

销售目标

市场主导者

高质量

销售量

( 产品 ) 销售和市场营销

销售 / 营销部门

Practice: B

Possible answers:

(1) product (2) market share

(3) sales figure (4) consumers

(5) high quality (6) market research

(7) sales/marketing department (8) Sales target

(9) market leader (10) sales and marketing

Exercise for consolidation

I want to buy some milk ________ from the shop.

________of milk usually go up during this time. I like

‘Fresh’ milk very much because this band usually has

a good________ . Recent sales ________

show that it is popular among ______________. The

shop also gives much ________ of 10 per cent for

cash. Why don’t you have a try?

products

Sales

quality figures

consumers

discount

Fill in the blanks

Homework1 Memorize the words and phrases learnt in this

section.

2 Make good preparations for Grammar and

Usage.