Questões de Concursos Inglês

TEXT 1

These days, when our slow recovery from recession seems like a full-employment program for pessimistic pundits, it’s great to have a new book from Chris Anderson, an indefatigable cheerleader for the unlimited potential of the digital economy. Anderson, the departing editor in chief of Wired magazine, has already written two important books exploring the impact of the Web on commerce. In “The Long Tail,” he argued that companies like Amazon that faced distribution challenges arising from having large quantities of the same kind of product would thrive by “selling less of more.” Corporations didn’t have to chase blockbusters if they had a mass of small sales. In “Free: The Future of a Radical Price,” he argued that giving stuff away to attract a multitude of users might be the best way eventually to make money from loyal customers. Anderson has also helped found a Web site, Geekdad, and an aerial roboticscompany. From his vantage point, in the future more and more people can get involved in making things they really enjoy and can connect with others who share their passions and their products. These connections, he claims, are creating a new Industrial Revolution.

In a 2010 Wired article entitled “In the Next Industrial Revolution, Atoms Are the New Bits,” Anderson described how the massive changes in our relations with information have altered how we relate to things. Now that the power of information-sharing has been unleashed through technology and social networks, makers are able to collaborate on design and production in ways that facilitate the connection of producers to markets. By sharing information “bits” in a creative commons, entrepreneurs are making new things (reshaping “atoms”) more cheaply and quickly. The new manufacturing is a powerful economic force not because any one business becomes gigantic, but because technology makes it possible for tens of thousands of businesses to find their customers, to form their communities.

Anderson begins his new book, “Makers,” with the story of his grandfather Fred Hauser, who invented a sprinkler system. He licensed his invention to a company that turned ideas into things that could be built and sold. Although Hauser loved translating ideas into things, he needed a company with resources to make enough of his sprinklers to turn a profit. Inventing and making were separate. With the advent of the personal computer and of sophisticated but user-friendly design tools, that separation has become increasingly irrelevant. As a child, Anderson loved making things with his grandfather, and he still loves creating new stuff and getting it into the marketplace. “Makers” describes how today technology has liberated the inventor from a dependence on the big manufacturer. “The beauty of the Web is that it democratized the tools both of invention andproduction,” Anderson writes. “We are all designers now. It’s time to get good at it.”

(Fragment from “Makers: The New Industrial Revolution by Chris Anderson”, by Michael S. Roth. Online since 24 November 2012. URL:https://www.washingtonpost.com/opinions/makers-thenew-industrial-revolution)

Text 1

Companies know how we think

Companies can now find out exactly how you think through the science of neuromarketing. Advertisers are currently collaborating with scientists to test their products directly on our brains. Some experts believe that one in ten TV commercials have already been designed using neuromarketing.

The reasons are obvious. The technique allows companies to discover exactly what people like about their products. For example, when we eat a type of potato chip, it may be the color, the flavor, or the pleasant noise it makes when you crunch it in your mouth that we like most.

In order ............ tap into what’s going ............ in consumers’ brains, it all begins ............ laboratories and office buildings.

Groups of volunteers submit themselves to a simple process. Wearing a special headset called an electrode cap, they watch commercials or test products. The caps allow researchers to monitor brain activity. When something attracts the attention of the volunteers, this is highlighted on a computer. They literally use this device to read the minds of their volunteers. This may sound a little scary, but advertisers are just tap-ping into our existing thoughts and desires. And that’s what advertisers have always tried to do.

Previously, companies would give people a survey or questionnaire to complete in order to research their customers. The problem was that people didn’t always tell the truth. They may not want to be critical of a product or advertisement because they don’t want to upset the interviewer. The electrode cap overcomes this problem. It shows when someone really is interested in something.

Neuromarketing is also used to develop packaging for the world’s most famous brands. The aim is to make their products stand out in a busy marketplace. This will become standard as more companies capitalize on the technology. With millions invested in advertising, companies simply cannot afford to hope that their ads and products will be a success. If they can find out what we think first, and change their products to make them more successful, they will quickly pay off the high cost of neuromarketing and dominate their market.

Leia o texto para responder a questão.

Minority ethnic Britons face ‘shocking’ job discrimination

Haroon Siddique

Thu 17 Jan 2019 17.00GMT Last modified on Fri 18 Jan 2019 00.50GMT

A study by experts based at the Centre for Social Investigation at Nuffield College, University of Oxford, found applicants from minority ethnic backgrounds had to send 80% more applications to get a positive response from an employer than a white person of British origin.

A linked study by the same researchers, comparing their results with similar field experiments dating back to 1969, found discrimination against black Britons and those of south Asian origin – particularly Pakistanis – unchanged over almost 50 years.

The research, part of a larger cross-national project funded by the European Union and shared exclusively with the Guardian before its official launch, prompted concerns that race relations legislation had failed.

It echoes findings published as part of the Guardian’s Bias in Britain series that people from minority ethnic backgrounds face discrimination when seeking a room to rent. In a snapshot survey of online flatshare ads the Guardian found that an applicant called Muhammad was significantly less likely to receive a positive response than an applicant called David.

Prof Anthony Heath, co-author and emeritus fellow of Nuffield College, said: “The absence of any real decline in discrimination against black British and people of Pakistani background is a disturbing finding, which calls into question the effectiveness of previous policies. Ethnic inequality remains a burning injustice and there needs to be a radical rethink about how to tackle it.”

Dr Zubaida Haque, the deputy director of the race equality thinktank Runnymede, described thefindings as shocking. They demonstrated that “it’s not just covert racism or unconscious bias that we need to worry about; it’s overt and conscious racism, where applicants are getting shortlisted on the basis of their ethnicity and/or name”, she said.

“It’s clear that race relations legislation is not sufficient to hold employers to account. There are no real consequences for employers of racially discriminating in subtle ways, but for BME* applicants or employees it means higher unemployment, lower wages, poorer conditions and less security in work and life.”

<https://tinyurl.com/y9nohdte> Acesso em: 07.10.2019. Adaptado.

*BME – Black and Minority Ethnicity

Read the text to answer the question from.

It happens that the publication of this edition of the Oxford Advanced Learner’s Dictionary comes 250 years after the appearance of the first comprehensive dictionary of the English language, compiled by Samuel Johnson. Much has changed since then. The English that Johnson described in 1755 was relatively well defined, still essentially the national property of the British. Since then, it has dispersed and diversified, has been adopted and adapted as an international means of communication by communities all over the globe. English is now the name given to an immensely diverse variety of different usages. This obviously poses a problem of selection for the dictionary maker: which words are to be included in a dictionary, and thus granted recognition as more centrally or essentially English than the words that are left out?

Johnson did not have to deal with such diversity, but he too was exercised with this question. In his Plan of an English Dictionary, published in 1747, he considers which words it is proper to include in his dictionary; whether ‘terms of particular professions’, for example, were eligible, particularly since many of them had been derived from other languages. ‘Of such words,’ he says, ‘all are not equally to be considered as parts of our language, for some of them are naturalized and incorporated, but others still continue aliens...’. Which words are deemed to be sufficiently naturalized or incorporated to count as ‘parts of our language’, ‘real’ or proper English, and thus worthy of inclusion in a dictionary of the language, remains, of course, a controversial matter. Interestingly enough, even for Johnson the status of a word in the language was not the only, nor indeed the most important consideration. For being alien did not itself disqualify words from inclusion; in a remark which has considerable current resonance he adds: ‘some seem necessary to be retained, because the purchaser of the dictionary will expect to find them’. And, crucially, the expectations that people have of a dictionary are based on what they want to use it for. What Johnson says of his own dictionary would apply very aptly to The Oxford Advanced Learner’s Dictionary (OALD): ‘The value of a work must be estimated by its use: It is not enough that a dictionary delights the critic, unless at the same time it instructs the learner...’.

(Widdowson, H. Hornby, A.S. 2010. Adaptado)