高级交际英语(编辑修改稿)

高级交际英语(编辑修改稿)内容摘要：

y. The term mild does not necessarily refer to the taste of the coffee, some of these have a bitter or acidic flavor. Brazils are all of the coffees grown in Brazil. These are almost exclusively made up of arabicas. The Brazils are for the most part the less expensive type used for canned and instant coffees. Robustas are African grown coffees that are also low quality and used for canned and instant coffees. There are also many secondary classifications that are used such as the type of plant (Excelsa, Bourbon, Maragogype), processing method (wet or dry), plant species (arabica, liberica, robusta) and so on. UNIT TWO: ADVERTISING Content – Topic Areas:   Advertising in the West   Classified ads.   Advertising and finance   Advertising and media   Advertising in the UK in the last 30 years   Good advertisement and advertising campaign   Analyzing and decoding English advertising   Interviewing and market research   British advertising code and plaints   Advertising in China   Translating Chinese/English brand names into English/Chinese   Practicing writing an ad. for the university/institute Skills:   Classified ads – skimming   Reading/listening for main/specific ideas   Information transfer   Guessing meaning from context   Summary writing in note form   Detecting the denotative and connotative codes in advertisements   Designing English advertising   Interviewing and market research   Translating and interpreting   Debating Objectives:   Familiarize Ss with different types of advertising (Classified ads and other mercials)   Enrich ss39。 s knowledge on Western advertising   Enable ss to know what aspect can be used to attract customers   Help ss to gain some knowledge on British Advertising code   Raise ss‘s cultural awareness in English and Chinese advertising   Enable ss to look critically at Chinese brand names translated into English   Help improving ss‘s ability to translate Chinese advertisements into English   Practice ss‘s ability in writing a market research report   Develop ss‘s debating skills Unit writing: Act. (P86) Time allocation and focal activities: Day 1 ( hrs) 1 – 5 (P53 61) NB 1. Act. 1 (P54): Drawing ss‘s attention to one phrase garage sale (culture note) 2. Act. 2(P55): Introducing the concept ―ridiculous advertisement‖ Drawing attention to the wording of classified ads: avoiding bad associations and ambiguity 3. 3. Act. 3 (P56): reminding ss the picture of advertising presented in the text is truer of the than it is of the UK. 4. 4. Act. 4 (P59) Drawing ss‘s attention to the wording of the Day 2 ( hrs) 6 10 (P61 – 77) NB: 1. For Act. 6 (P61), copies of English and Chinese newspapers can be brought to illustrate the discussion. 2. For Act. (P63), draw ss‘s attention to the writing of a short summary in note form: 3. In the discussion of Act. (P65), the advertising campaigns for different brands can be discussed in connection with sporting association, famous personalities, youth, music, nature and national/international images. 5. 5. For Act. 9 (P67 – 73), drawing ss‘s attention to the persuasive techniques of modern western campaigns. Exercises 1,2,5 can be done first amp。 then Exercises 3amp。 4. 6. 6. Additional work brainstorming: what aspect can advertisements focus on to attract customers? 7. 7. In Act 10 (P74), ss must learn how to detect denotative and connotative codes, promises, and problems in advertisements Day 3 ( hrs) 11 13 (P77 – 85) NB: 1. In Act. 11 (P78 – 80), familiarize the ss with the format of interviewing customers and a market research report. 2. Act 12 (P81) aims at helping ss to design advertisements themselves: a creative but difficult job. 3. In Act. 13 (P82 – 85), draw ss‘s attention to how the plaints are made and inform ss not to worry about the details of the legal language. Day 4 ( hrs) 1 – 4 (P86 – 90) NB: 1. For Act. , ss can be divided into groups of 4 and do some research outside class and prepare a speech to be presented in class. 2. Assign Act 2 ―Favourite Chinese ad‖ as homework beforehand and ask students to share them in class。 meanwhile, take the opportunity to discuss some typical features of Chinese . (See Teacher‘s Book P35) 3. In Act. 3, drawing ss‘s attention to the cultural information in English amp。 Chinese brand names. 4. In Act., ss should look critically at the Chinese brand names translated into English. 5. For Act , ss should be offered some sentence patterns (Teacher‘s Book: P37) Day 5 ( hrs) 5 – 7 (P90 99) NB: 1.. Act. 5 is intended to help ss consider the different ways that foreign brand names can be translated into Chinese. 2. For Act. , ss should be reminded of the cultural notes in ad. translation and encouraged to think of more examples of embarrassing, or just bad, translations of . 3. In Act. 7, try to make ss aware of mistakes in register and style in Chinese English。 ss can also be encouraged to find alternative English for analysis. Day 6 ( hrs) 8 – 10 (P100 – 109) NB: 1. For Act. 8, ss can be asked to design various which they are interested in except the required one: an ad. for your institute 2. For Act. 9, ss can be asked to find more material to support their views before the debate。 the debate also has to be carefully controlled so that it can go smoothly. UNIT THREE: SPORTS Key points: 1．。