商务英语听说教学探讨
演讲人：沈勤敏
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
理念

改变千校一面的培养模式

找准各自的角色定位
 选择适宜的办学模式
 开辟有特色的发展路径
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
思考
 我们所选取的材料是否有实用价值？
 我们的教学方法是否合理？
 我们所设定的教学目标是否能有效实现？
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
教学思路
内容尽可能选择真实性较强或
具有操作性的材料，方法循循
善诱，读、听、说灵活结合，
在听力和口语能力得到训练的
同时，注重思考能力、运用能
力、想象力与创新能力的培养
与发展。
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
主题选择（仅供参考）
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Educational Investment
Starting a Business
Human Resources
Advertising
Banking
Marketing
Public Relations
Real Estate
New Technology
Environmental Issues
The Car Industry
The Fashion Industry
主题选择（仅供参考）
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International Organizations
Corporate Responsibility
Leadership
Corporate Culture
E-Business
Business Ethics
Globalization
Health and Safety
Business Etiquette
Legal Disputes
Innovation
Brands
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
教学过程
Preparatory
Activities
In and Out
Moving On
Preparatory
Activities
激发学生的思
维，引入正题
In and Out
听、说、记练习，让
学生一边吸收商务知
识和信息，一边训练
口语的表达能力和记
笔记的能力。
Moving On
巩固、提高和扩
展学生的知识和
表达能力
1.
理念
2. 思考
3. 教学思路
4. 主题选择
5. 教学过程
6. 特色
特色
选材：能给学习者一定量的知识或信息，
原汁原 味，有口语样板的作用。来源广泛
，
内容新颖，实用性强。
材料处理：灵活选用。练习服务于教学目标。
能帮助学生理解、内容再现和提高听说能力。
同时，使其他方面的能力有发展空间。
教学方法：多样化教学。听、说与其它活动
结合。因人而异,因材施教。有教学互动, 学
生有发挥的空间。
Teaching
experiment
Suggested Teaching Steps
1
确立目标
2
3
4
设计问题
引发思考
导入话题
提供视听实
例, 布置口
头或笔记练
习，检测视
听效果
扩展训练
巩固知识
发挥能力
Learning Goals
Gain some knowledge on advertising.
Learn some important elements involved in
ads.
Practice catching key words in the way of
taking necessary notes.
Present opinions on certain ads.
Design ads and present them orally.
Suggested Teaching Steps
1
确立目标
2
3
4
设计问题
引发思考
导入话题
提供视听实
例, 布置口
头或笔记练
习，检测视
听效果
扩展训练
巩固知识
发挥能力
Part A
Preparatory Activities P. 31 & 32.
A.Read the passage and answer the following
questions.
1. What is advertising?
2. Can you explain what a brand is?
3. Where can we find advertising?
4. What is said about the influence of
advertising?
Part A
Preparatory Activities
B. Watch some ads and read some slogans. Give
comments on them. Why do you like them or
dislike them?
Visual ads:
a. 百事可乐
b. 可口可乐
c. Honda 欧版雅阁旅行车（动画）
d. 中国电信
e. Honda 最新广告
Slogans (1)
Poetry in motion, dancing close to me．丰田的
广告语:动态的诗，向我舞近
To me, the past black and white, but the
future is always color．轩尼诗(Hennessy)酒:对
我而言,过去平淡无奇;而未来,却是绚烂缤纷。
Start ahead.(飘柔) 成功之路,从头开始。
Things go better with Coca-Cola. 可口可乐:饮
可口可乐,万事如意
Connecting People.诺基亚:科技以人为本。
A diamond lasts forever. (De Bierres) 钻石
恒久远,一颗永流传。
Slogans (2)
Time is what you make of it.斯沃奇手表
What you make of your life is up to you.你
的生命会是什么样子,全看你自己./天长地久
Make yourself heard. (Ericsson) 理解就是沟
通
The choice of a new generation.百事可乐:新
一代的选择。
Intelligence everywhere.智慧演绎，无处不在
。（摩托罗拉手机）
What makes a good advertisement?
 Convincing
 Interesting
 Funny
 Inspiring
 Eye-catching
 Pleasant to the ear
 Powerful
 Humorous
 Shocking
 Informative
 Well-designed
 Innovative ……
Suggested Teaching Steps
1
确立目标
2
3
4
设计问题
引发思考
导入话题
提供视听实
例, 布置口
头或笔记练
习，检测视
听效果
扩展训练
巩固知识
发挥能力
Part B In and Out
Clip 2 Emotional Appeals (P.34)
Exercise 1 (for general understanding by catching key words)
Listen to three radio commercials and then try to figure out what
product each commercial is selling.
Radio commercial 1: _____________________________
Radio commercial 2: _____________________________
Radio commercial 3: _____________________________
Answers:
1. “Thief Buster” security system
2. Tropical Hawaiian Vacations
3. Clayton’s Dinners
Exercise 2
Match each commercial with the proper emotional appeal. (for
important elements involved in ads)
Radio Commercial
Emotional Appeal
Radio Commercial 1
a. Senses (sight, smell, taste, sound,
touch)
Radio Commercial 2
b. Desire for convenience
Radio Commercial 3
c. Fear
Answers:
C
A
B
Exercise 3
A. Discuss with each other the following question.
Can you think of some other emotional appeals that are
commonly made by advertisers?
B. Listen to 3 more ads and the equivalent analysis by an expert
What more appeals are mentioned?
Humor (making it easy for audiences/viewers to remember the
advertised product/service)
Thriftiness (offering low prices)
Ego (making readers/viewers look better)
Hero worship (admiring famous people),etc.
Clip 3 Australia – a Different Light (P.35 &36)
Exercise 1
Watch the video clip and discuss with your partner what it is about.
Answer:
Australia
Clip 3 Australia – a Different Light (P.35 &36)
Exercise 2 Fill in the blanks with the word or words you hear.
Red and__1__ and __2__ and __3__ __4__ and__5__ and blue
I can sing a rainbow sing a rainbow
sing a rainbow too
__________6____________
Answers:
1. yellow
__________7____________
2. pink
and sing everything you see
3. green
I can sing a rainbow
4. purple
sing a rainbow
5. orange
6. Listen with your eyes
_______8________ with me
7. listen with your ears
8. sing along
Clip 4 Ilta-Sanomat --- The Way It Was Meant To Be
(P. 36, for note-taking)
Exercise 1
Watch a TV commercial and answer questions.
Answers:
1. Because the information spread rapidly and you could easily
update yourself on the world, no matter your location or your
own specific interest, throughout every corner of our nation.
2. Its machinery is complicated.
3. Many people were skeptical when the new Ilta-Sanomat was
launched on paper.
4. It had wider reports, deeper analysis and inspirational
stories.
5. They won’t die out, as they complemented each other and
got along very well. They still do.
Suggested Teaching Steps
1
确立目标
2
3
4
设计问题
引发思考
导入话题
提供视听实
例, 布置口
头或笔记练
习，检测视
听效果
扩展训练
巩固知识
发挥能力
Part C Moving On
1. Task 2 (P. 43 as guided designing exercise)
2. Homework
Design an ad in groups. Try to use the
appeals or techniques involved in ads.
3. Students presentation of ads.
4. Comments
Learning Goals
Gain some knowledge on advertising.
Learn some important elements involved in
ads.
Practice catching key words in the way of
taking necessary notes.
Present opinions on certain ads.
Design ads and present them orally.
Part C Moving On
 Presentation 1:
sth. for washing dishes - use of people’s desire for
cleanliness, simple language.
 Presentation 2:
元芳菜，instant noodle - use of countdown skill;
appeal to senses (tastes).
 Presentation 3:
drink - use of humor；no information about
producer or ingredients; simple language.
 Presentation 4:
a research engine - excellent logo design, slogan
and chart (but overdone).
结束语
没有最好 只有更好
用心教学 持续探讨