Questões de Concursos Inglês

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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 tapping 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.

T E X T

Can you learn in your sleep?

Sleep is known to be crucial for learning and memory formation. What's more, scientists have even managed to pick out specific memories and consolidate them during sleep. However, the exact mechanisms behind this were unknown — until now.

Those among us who grew up with the popular cartoon "Dexter's Laboratory" might remember the famous episode wherein Dexter's trying to learn French overnight. He creates a device that helps him to learn in his sleep by playing French phrases to him. Of course, since the show is a comedy, Dexter's record gets stuck on the phrase "Omelette du fromage" and the next day he's incapable of saying anything else. This is, of course, a problem that puts him through a series of hilarious situations.

The idea that we can learn in our sleep has captivated the minds of artists and scientists alike; the possibility that one day we could all drastically improve our productivity by learning in our sleep is very appealing. But could such a scenario ever become a reality?

New research seems to suggest so, and scientists in general are moving closer to understanding precisely what goes on in the brain when we sleep and how the restful state affects learning and memory formation.

For instance, previous studies have shown that non-rapid eye movement (non-REM) sleep — or dreamless sleep — is crucial for consolidating memories. It has also been shown that sleep spindles, or sudden spikes in oscillatory brain activity that canbe seen on an electroencephalogram (EEG) during the second stage of non-REM sleep, are key for this memory consolidation. Scientists were also able to specifically target certain memories and reactivate, or strengthen, them by using auditory cues.

However, the mechanism behind such achievements remained mysterious until now. Researchers were also unaware if such mechanisms would help with memorizing new information.

Therefore, a team of researchers set out to investigate. Scott Cairney, from the University of York in the United Kingdom, co-led the research with Bernhard Staresina, who works at the University of Birmingham, also in the U.K. Their findings were published in the journal Current Biology.

Cairney explains the motivation for the research, saying, "We are quite certain that memories are reactivated in the brain during sleep, but we don't know the neural processes that underpin this phenomenon." "Sleep spindles," he continues, "have been linked to the benefits of sleep for memory in previous research, so we wanted to investigate whether these brain waves mediate reactivation. If they support memory reactivation, we further reasoned that it could be possible to decipher memory signals at the time that these spindles took place."

To test their hypotheses, Cairney and his colleagues asked 46 participants "to learn associations between words and pictures of objects or scenes before a nap." Afterward, some of the participants took a 90-minute nap, whereas others stayed awake. To those who napped, "Half of the words were [...] replayed during the nap to trigger the reactivation of the newly learned picture memories," explains Cairney.

"When the participants woke after a good period of sleep," he says, "we presented them again with the words and asked them to recall the object and scene pictures. We found that their memory was better for the pictures that were connected to the words that were presented in sleep, compared to those words that weren't," Cairney reports.

Using an EEG machine, the researchers were also able to see that playing the associated words to reactivate memories triggered sleep spindles in the participants' brains. More specifically, the EEG sleep spindle patterns "told" the researchers whether the participants were processing memories related to objects or memories related to scenes.

"Our data suggest that spindles facilitate processing of relevant memory features during sleep and that this process boosts memory consolidation," says Staresina. "While it has been shown previously," he continues, "that targeted memory reactivation can boost memory consolidation during sleep, we now show that sleep spindles might represent the key underlying mechanism."

Cairney adds, "When you are awake you learn new things, but when you are asleep you refine them, making it easier to retrieve them and apply them correctly when you need them the most. This is important for how we learn but also for how we might help retain healthy brain functions."

Staresina suggests that this newly gained knowledge could lead to effective strategies for boosting memory while sleeping.

So, though learning things from scratch à la "Dexter's Lab" may take a while to become a reality, we can safely say that our brains continue to learn while we sleep, and that researchers just got a lot closer to understanding why this happens.

From: https://www.medicalnewstoday.com/articles/Mar/2018

Read the text below to answer question

“To read these books, in this way, as an exercise in self-knowledge, carries certain risks. Risks that are both personal and political. Risks that every student of Political Philosophy has known. These risks spring from the fact that philosophy teaches us, and unsettles us, by confronting us with what we already know. There is an irony: the difficulty of this course consists in the fact that it teaches what you already know. It works by taking what we know from familiar unquestioned settings, and making it strange. [...] Philosophy estranges us from the familiar, not by supplying new information, but by inviting and provoking a new way of seeing.

But, and here is the risk, once the familiar turns strange, it is never quite the same again. Self-knowledge is like lost innocence; however unsettling you find it, it can never be 'unthought' or 'unknown'. What makes this enterprise difficult, but also riveting, is that Moral and Political Philosophy is a story, and you don't know where the story would lead, but you do know that the story is about You.”

Text taken from: “Justice: What's the Right Thing to Do?” Introduction Class ― Michael Sandel

The Benefits of ChatGPT in Educational Settings

Dr. Steve Watson from Cambridge University’s Faculty of Education remarked that “ChatGPT brings both new opportunities and new complexity.” This insight is especially relevant to education, in which ChatGPT can assist both teachers and students, reducing workloads and creating new learning opportunities. Here are key areas where ChatGPT can play a significant role in education according to his studies.

Personalized Learning

Though a digital tool, ChatGPT offers personalized learning experiences. It adapts to students’ unique learning styles through personalized recommendations based on their history. This allows students to receive targeted answers and support in any subject they need help with. ChatGPT also helps students build on topics they’re investigating by creating useful frameworks. Similarly, teachers can use it to craft content specific to their lessons and generate information for classroom discussions.

Virtual Tutoring

ChatGPT functions as a flexible virtual tutor, offering instant support. Unlike a one-size-fits-all approach, it adjusts to the students’ needs and provides immediate answers, which helps to reduce frustration and increases confidence. Students working under tight deadlines especially benefit from this on-demand access to help, as it allows them to solve problems quickly and avoid missing important project deadlines. ChatGPT can also identify areas where students struggle, providing targeted assistance in real time.

Language Learning

ChatGPT can also aid language learners. Like grammarly helps with writing, ChatGPT offers real-time translations, grammar corrections, and pronunciation feedback. Students struggling with language can improve their writing skills and gain confidence in their communication. The platform’s language prompts also make it easier to create targeted content, which is especially useful in foreign language classes. Teachers can fine-tune ChatGPT’s outputs to better meet specific class needs, enriching the learning experience.

Exam Preparation

When it comes to preparing for exams, ChatGPT is a powerful tool. It generates practice questions and gives feedback on student responses, helping students pinpoint areas they need to focus on. This makes ChatGPT a personalized study guide. Additionally, it provides grammar and vocabulary exercises, reducing study time while adding value to each session. These exercises can help students prepare for assessments more efficiently and build confidence.

Writing Assistance

Writing essays or assignments can feel daunting, but ChatGPT simplifies the process. It helps students generate topic ideas, corrects grammar and spelling, and suggests improvements to writing style. Acting like an online editor, ChatGPT streamlines content creation. Beyond basic writing help, it also fosters critical thinking and analytical skills. ChatGPT can process data, mirror human thinking, and deliver responses that help students draw logical conclusions and present their arguments clearly.

Internet: <aprendebrasil.com.br> (com adaptações).

Opportunity Cost

This phenomenon goes by the name of ‘opportunity cost,’ since by not investing in more equipment and a more rigid production flow, the company is forgoing the opportunity to earn increased profits. These costs are every bite as real as the payment of dollars out-of-pocket.

This notion _______ opportunity cost can be reinforced _________a famous saying ______ Benjamin Franklin, no slouch himself _________ operations management. To make the point, however, we must make a brief excursion into logic. One truth of logic is the validity of the so-called contrapositive, which says simply that if the statement “If A, then B” is true, then it is also true that “If not B, then not A.” That is, of every time A occurs B follows, then we can be sure that if B does not occur, then A did not occur as well. Enough logic then, and back to Ben Franklin.

One of his Poor Richard sayings is that “A penny saved is a penny earned.” We have all recognized the truth of that since childhood, but I assert that by this saying Ben showed us he knows everything about opportunity cost. After all, what is the contrapositive of “A penny not earned is a penny not saved (i.e., a penny sent). All we are saying by this notion of opportunity cost is that “a penny not earned (an opportunity forgone) is a penny spent.” We shall often have occasion to consider opportunity costs, in analyzing and deciding various operations issues.

SCHMENNER, Roger W. Production/Operations Management. 5th Edition. Prentice-Hall, 1993.

T E X T

EL TIGRE, Venezuela — Thousands of workers are fleeing Venezuela’s state-owned oil company, abandoning once-coveted jobs made worthless by the worst inflation in the world. And now the hemorrhaging is threatening the nation’s chances of overcoming its long economic collapse.

Desperate oil workers and criminals are also stripping the oil company of vital equipment, vehicles, pumps and copper wiring, carrying off whatever they can to make money. The double drain — of people and hardware — is further crippling a company that has been teetering for years yet remains the country’s most important source of income.

The timing could not be worse for Venezuela’s increasingly authoritarian president, Nicolás Maduro, who was re-elected last month in a vote that has been widely condemned by leaders across the hemisphere. Prominent opposition politicians were either barred from competing in the election, imprisoned or in exile.

But while Mr. Maduro has firm control over the country, Venezuela is on its knees economically, buckled by hyperinflation and a history of mismanagement. Widespread hunger, political strife, devastating shortages of medicine and an exodus of well over a million people in recent years have turned this country, once the economic envy of many of its neighbors, into a crisis that is spilling over international borders.

If Mr. Maduro is going to find a way out of the mess, the key will be oil: virtually the only source of hard currency for a nation with the world’s largest estimated petroleum reserves. But each month Venezuela produces less of it. Offices at the state oil company are emptying out, crews in the field are at half strength, pickup trucks are stolen and vital materials vanish. All of this is adding to the severe problems at the company that were already acute because of corruption, poor maintenance, crippling debts, the loss of professionals and even a lack of spare parts.

Now workers at all levels are walking away in large numbers, sometimes literally taking piecesof the company with them, union leaders, oil executives and workers say.

A job with Petróleos de Venezuela, known as Pdvsa, used to be a ticket to the Venezuelan Dream. No more.

Inflation in Venezuela is projected to reach an astounding 13,000 percent this year, according to the International Monetary Fund. When The New York Times interviewed Mr. Navas in May, the monthly salary for a worker like him was barely enough to buy a whole chicken or two pounds of beef. But with prices going up so quickly, it buys even less now.

Junior Martínez, 28, who has worked in the oil industry for eight years, is assembling papers, including his diploma as a chemical engineer. His wife and her daughter left three months ago to earn money in Brazil. “I get 1,400,000 bolívars a week and it isn’t even enough to buy a carton of eggs or a tube of toothpaste,”Mr. Martínez said of his salary in bolívars, Venezuela’s currency.

Mr. Martínez’s father, Ovidio Martínez, 55, recalled growing up here when the oil boom began. He cried as he spoke of his son’s determination to leave the country. “You watch your children leave and you can’t stop them,” the elder Mr. Martínez said, fighting back tears. “In this country, they don’t have a future.”

In El Tigre, hundreds of people stood in line one recent morning outside a supermarket, many waiting since the evening before to buy whatever food they could.

From: www.nytimes.com/June 14, 2018. Adapted.