Unit 3 Period 1 Reading and interaction（教学设计）英语沪教版选择性必修第一册

该高中英语读思课聚焦“隐形营销”主题，涵盖定义、实例、运作模式及态度差异，通过消费场景导入、排序影响因素及词典释义预读，搭建生活到文本的学习支架，梳理从认知到分析的知识脉络。 以“生活关联—文本探究—实践迁移”为主线，融合语言能力（提取细节、积累营销词汇）与思维品质（辩证评价隐形营销是否诚实），通过小组讨论现实案例，提升批判性思维，助学生理性看待营销，为教师提供分层教学思路，提高课堂效率。

Unit 3 Paying the price Period 1 Reading and interaction教学设计 教学基本信息 单元名称 选择性必修第一册Unit 3 Paying the price 学科 英语 学段 高中 年级 高二第一学期 主要教材 书名：普通高中教科书·英语选择性必修第一册 出版社：上海外语教育出版社 出版日期：2020年 课时安排 2课时(80min) 课型 读思课 教学设计理念 以 “文本解读与批判性思维培养” 为核心，围绕 “隐形营销（stealth marketing）” 主题，通过 “生活关联 — 文本探究 — 实践迁移” 的流程，引导学生在理解隐形营销定义、运作模式及不同态度的同时，提升文本分析能力与批判性思维，学会理性看待身边的营销现象，实现语言学习与现实认知的结合。 教材分析 【What】核心文本聚焦 “隐形营销”，包含其定义（不被察觉的产品推广方式）、实例（咖啡馆中推广电脑游戏、街头 “游客” 推广相机）、与传统广告的差异（隐蔽性、低成本、高效果）、运作模式（企业 targeting 社交媒体 “潮流引领者”、营销者发布含产品的日常内容），以及不同群体（营销者 Tanya、心理学家）的态度分歧。 【Why】训练学生细节阅读（提取实例、对比差异）、深层解读（分析态度背后的逻辑）能力，积累营销相关词汇（如 stealth marketing、trendsetter、conventional advertising）。 【How】采用 “情境导入 — 预读铺垫 — 读中探究 — 读后应用 — 总结迁移” 逻辑，通过实例、引语丰富文本，以问题链引导学生从 “认知” 到 “分析” 再到 “评价”，符合 “输入 — 内化 — 输出” 的语言学习规律。 学情分析 1. What I know 词汇方面：掌握基础消费词汇（buy、sale、advertisement），对 “营销” 概念有常识认知，但缺乏 “隐形营销” 等专业表述。 语法方面：具备理解叙事、议论类文本的基础语法能力，能分析简单引语与对比句式。 背景知识方面：熟悉社交媒体、广告等日常场景，有被广告影响消费的经历，但未系统思考 “隐形营销” 的隐蔽性。 2. What I want to know 想明确隐形营销的具体运作方式、与传统广告的区别，以及如何识别身边的隐形营销。 3. What I learned 主题内容方面：理解隐形营销的内涵与影响，形成对营销行为的理性认知。 语言知识方面：掌握营销相关词汇与文本分析策略，能提取、总结文本关键信息。 教学目标 1.语言能力 ①掌握隐形营销相关词汇（stealth marketing、trendsetter、sample 等），理解文本中对比、引语等句式的含义。 ② 能通过速读、精读提取隐形营销的实例、运作模式，对比其与传统广告的差异。 2.学习能力 ①掌握 “预读预测 — 读中抓细节 — 读后评价” 的阅读策略，提升文本分析能力。 ②通过小组讨论、自我评价，培养自主学习与合作探究能力。 3.文化意识 ①了解 “隐形营销” 背后的商业文化逻辑，对比不同群体对营销行为的文化认知差异。 ②树立 “理性消费” 的文化观念，不盲目受营销影响。 4.思维品质 ①提升逻辑思维，能梳理隐形营销 “企业 — 营销者 — 消费者” 的运作链条。 ②培养批判性思维，能辩证评价隐形营销的合理性（如是否诚实）。 教学重难点 教学重点 ①理解隐形营销的定义、实例及运作模式，对比其与传统广告的差异。 ②提取文本中不同群体（Tanya、心理学家）对隐形营销的态度及理由。 教学难点 ①深层解读隐形营销的 “隐蔽性” 对消费者的影响，辩证分析其是否属于 “欺骗”。 ②将文本知识迁移到现实，识别身边的隐形营销并理性评价。 教学资源 课件PPT，黑板、白板。 教学活动设计 教学过程 活动形式及步骤 活动意图 时间 学习理解 Activity 1 Lead in Under what circumstances would you buy something? And why? 【答案】 a genuine personal need Big sales long-term usage ●从学生熟悉的消费场景切入，为后续 “营销影响消费” 主题铺垫。 5min Activity 2 Pre-reading ①1.Which of these might influence you to buy a product? Put them in order from 1–6. a TV advertisement · a celebrity · a special offer · a friend’s recommendation · a favourable online review · genuine needs ②Have you ever heard of stealth marketing?Study the dictionary entry and try to give an example. 【答案】 stealth marketing：隐形营销 a method of advertising your products without letting people realize you are trying to make them buy something Example：A beauty influencer may use a certain brand of makeup in their daily vlogs without explicitly stating that it is a sponsored promotion. ● 明确 “营销是影响消费的重要因素”；初步认知 “隐形营销”，降低读文本难度。 8min Activity 3 While -reading Comprehension work ①What examples of stealth marketing are given in the first paragraph? 【答案】 A young man is explaining to a girl the amazing features of a new computer game in a café. Fifteen minutes later, they move to another café and have an identical conversation. A “tourist” in the street asks people to take a photo with his camera and afterwards tells people about how he bought the camera and that it’s on special offer. ②How is stealth marketing different from normal advertising? 【答案】Normal advertising can be recognized on billboards or in fashion magazines, while stealth marketing can hardly be spotted. Normal advertising is expensive but less effective, while stealth marketing is cheap and effective. ③What kind of people are usually hired as stealth marketers?Why? 【答案】The most popular people or“trendsetters” are usually hired as stealth marketers because they have a lot of followers on social media and can easily influence other people’s choices and opinions. ④How does stealth marketing work?List what companies and marketers do respectively. 【答案】 Companies research social media, target the most popular people or“trendsetters”and sign contracts with them to talk about their products favourably.The companies ive marketers free samples of cool, new products and pay them to talk about their products. Marketers promote brands in blogs and on social media.They upload videos of themselves, which describe recent shopping trips and display their latest purchases. They show people how a product works or what it looks like up close. ⑤What is Tanya Fulham’s attitude to stealth marketing?Why does she think so? 【答案】 She thinks it is great to get free samples of coolnew products that her friends havent heard about and to have insider knowledge.And she doesn’t think stealth marketing is dishonest because whether she is paid or not,she will talk about what she likes. ⑥What does the psychologist think of stealth marketing? 【答案】 The psychologist thinks that stealth marketing is a kind of cheating and that people may not know who to trust or who to listen to anymore. Deep reading In the passage, the writer illustrates stealth marketing with a lot of examples and quotes. Study them and the guiding questions in pairs and discuss why the writer uses them. Imagine this: you are in a café when you hear a young man talking about a new computer game ... On your way home, a “tourist” in the street asks you ... Guiding question: Why does the writer start the article with these two examples? My understanding I think the use of the two examples is intended to stimulate the readers’ interest in the topic and to show the meaning of this abstract concept. Besides, the two examples tell us that stealth marketing is all around us Well, let’s look at company X. Company X wants to launch a new product for 20–25-year-olds. They need their product to look “cool” and ... Guiding question: Why does the writer give the example of company X? My understanding Tanya Fulham is beautiful, sporty and clever ... She has more than 15,000 followers on social media ... She’s been hired by an undercover marketing agency to promote brands in blogs and on social media ... Guiding question: From the example of Tanya, what qualities should an ideal stealth marketer have? My understanding “It’s great to get free samples ...” adds Tanya ... “But I don’t think it’s dishonest ... It doesn’t make any difference whether I’m paid or not.” Guiding question: Why does the writer quote Tanya’s words? My understanding “You think a person is being helpful,” says a psychologist, “but that’s very different from someone telling us something because they are getting paid for it. You don’t know who to trust or who to listen to anymore.” Guiding questions: What is the purpose of quoting the psychologist? What is the writer’s My understanding 【答案】 Imagine this: you are in a café when you hear a young man talking about a new computer game ... On your way home, a “tourist” in the street asks you ... Guiding question: Why does the writer start the article with these two examples? My understanding I think the use of the two examples is intended to stimulate the readers’ interest in the topic and to show the meaning of this abstract concept. Besides, the two examples tell us that stealth marketing is all around us Well, let’s look at company X. Company X wants to launch a new product for 20–25-year-olds. They need their product to look “cool” and ... Guiding question: Why does the writer give the example of company X? My understanding The writer gives the example of company X to explain how stealth marketing works in a business context .It shows the specific steps a company takes to target a specific audience (20-25-year-olds) by using young marketers. This example makes the abstract concept of stealth marketing’s implementation more concrete and understandable, helping readers grasp the operational logic behind such campaigns. Tanya Fulham is beautiful, sporty and clever ... She has more than 15,000 followers on social media ... She’s been hired by an undercover marketing agency to promote brands in blogs and on social media ... Guiding question: From the example of Tanya, what qualities should an ideal stealth marketer have? My understanding From Tanya’s example, an ideal stealth marketer should have qualities like being attractive, socially influential, interested in trendy areas (fashion, pop music, shopping), and capable of promoting products naturally in blogs and social media. These qualities help them blend into social circles and make their promotions seem like genuine recommendations. “It’s great to get free samples ...” adds Tanya ... “But I don’t think it’s dishonest ... It doesn’t make any difference whether I’m paid or not.” Guiding question: Why does the writer quote Tanya’s words? My understanding The writer quotes Tanya’s words to present the perspective of a stealth marketer herself . Her words reveal the mindset of such marketers—they see free samples and “insider knowledge” as benefits, and don’t consider their paid promotion dishonest. This quote adds authenticity and a personal angle to the discussion, letting readers understand the marketers’ own justification for their actions. “You think a person is being helpful,” says a psychologist, “but that’s very different from someone telling us something because they are getting paid for it. You don’t know who to trust or who to listen to anymore.” Guiding questions: What is the purpose of quoting the psychologist? What is the writer’s My understanding The purpose of quoting the psychologist is to present a contrasting viewpoint to Tanya’s . This quote helps the writer show that while stealth marketing may seem harmless to some, it raises ethical and trust issues, providing a more balanced and critical perspective on the topic. ●分点突破文本核心信息，落实教学重点；引导学生关注文本表达技巧，提升深层阅读能力。。 30min 应用实践 Activity 4 Post Reading Work in pairs and discuss the questions. (1) What do you think about stealth marketing? Is it dishonest? (2) Do you want to be a stealth marketer like Tanya? Why or why not? Think about the people and things around you, give an example of stealth marketing and describe the way it works. · Discuss the questions in groups. Can you find examples of stealth marketing in these places? How does it influence you? in the supermarket in the cinema in the street in a TV show on social media other places: ________________ · Share an example of stealth marketing within your group. · Select one person to report on behalf of your group. ● 深化对隐形营销的辩证认知；实现 “文本知识 — 现实应用” 的迁移，突破教学难点。 20min Activity 5 Summary Read the summary below and fill in each blank with a suitable word based on the language of he passage.You may change the form if necessary. The passage discuss the issues of stealth marketing,including its definition,the way it _________,as well as different attitudes towards it.Unlike normal advertising,which can be recognized on billboards or in fashion magazines,stealth marketing can be hard to______ . That is,we are usually unaware that we are being targeted—it_______ us. Compared with ____________ marketing campaigns, stealth marketing is cheaper and more effective. Before ____________their new products, companies target the most popular people on social media and ___________ them as stealth marketers. Because these marketers have a lot of flowers, they can easily_________ other people’s choices and opinions. People are divided in their opinions on stealth marketing. Marketers like Tanya are happy to get free _______ of new products and insider knowledge. She doesn’t think stealth marketing is _________ . However, other people are worried because it is hard to draw a borderline between free advice and marketing,and the are in the dark as to who to ______or listen to. 【答案】works；spot；tricks；conventional；launching ；hire/select；influence；samples；dishonest；trust ●使用思维导图帮助学生系统化地掌握说明文结构。 10min Activity 6 Assessment 展示评价表，供学生对自己本节课中的表现及所学情况进行自我评价。 ●通过自我评价，帮助学生了解自己的学习情况，提高学习的积极性和主动性。 4min 迁移创新 作业内容 作业设计意图 3min 本节课作业二选一，为分层作业，难度有所区别。基础一般的同学可以选择作业一，基础较好的同学可以选择作业二。 1.Finish the page 48. 2.Design a fictional social media persona to subtly promote a product in daily posts, explaining how each post works as stealth marketing. 板书设计 选择性必修一 Unit 3 Paying the price Reading and interaction 教学反思 优点： 活动设计贴合学生生活（如社交媒体、日常消费），能激发参与兴趣；阅读环节分层清晰（预读 — 读中 — 读后），符合学生认知规律，能有效落实教学目标 缺点： 深层解读环节（分析实例与引语作用）时间可能不足，部分学生难以充分理解文本表达技巧； 改进： 提前将 “深层解读” 问题下发，让学生课前预习思考，课堂聚焦讨论。 1 / 11 学科网（北京）股份有限公司 学科网（北京）股份有限公司 $