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.

INSTRUCTION: Read the following text to answer question.

Communicative Language Teaching

By Judson Wright

Introduction

The teacher as model

In some approaches to teaching English, the teacher’s main role is to pass on knowledge to students through explanations. In Communicative Language Teaching, the role of the teacher is rather different, although providing clear explanations of language points is still an important part of it. First of all, the teacher acts as a model of good communication skills. This involves asking clear questions, providing clear answers, and giving clear instructions to students. The teacher also models active listening skills, which include making eye contact, listening carefully to what people are saying, checking that listeners understand what’s being said, and responding appropriately. It is the teacher who sets the expectation that these and other communication skills, such as taking turns appropriately in a conversation, are the classroom norm.

Classroom interaction

As in many other classrooms, some of the interaction in the CLT classroom consists of the teacher talking to the whole class while the students listen or respond to the teacher’s questions, particularly when the teacher is explaining a language point. However, CLT is based on the idea that in order to improve students’ communication skills, most of the interaction that teachers need to provide for their students should be classroom tasks that require and develop communication skills. In particular, CLT makes use of roleplays, pair work and group work tasks. These forms of interaction provide some important benefits.

One benefit is that students usually find these forms of interaction motivating and engaging. Pair and group work provide opportunities to focus more on fluency and on content than on accuracy, which often means that students are able to speak more freely than when they are asked to respond to direct questions from the teacher in front of the whole class. These interactions provide a safer space to practise communication skills. The teacher has an important part to play here, ensuring that students avoid focusing on form too much during tasks as well as bringing their students’ focus back onto the content of the interaction rather than correcting each other’s English while carrying out the task

Another benefit is a better use of time. When students are divided into pairs or groups and given a task that each pair or group carries out at the same time, it is a far more efficient and effective use of classroom time than other forms of classroom interaction. It means that all students can be engaged and active at the same time, rather than merely listening to other students respond to the teacher’s questions or prompts, which is a typical interaction in some classrooms. Through pair and group work, each individual student spends far more time using English and practising their communication skills.

Meaningful communication

In order for the interactions to be effective, we need to ensure that successfully completing a task depends on meaningful communication. In other words, each pair and group work task are designed so that there is a real purpose for the interaction, mirroring communicative interactions in the real world. This real purpose might involve a student communicating something about their own life which another student doesn’t know, such as information about their family, or their own opinions on a subject. It might also involve creating an information gap between the students which requires the use of different communication skills. Let’s consider a couple of examples at different levels of English ability that illustrate the idea of meaningful communication.

Imagine a teacher is working with students at an elementary level of English who are learning or practising the names of colours. The teacher produces sheets of paper with perhaps four or five coloured circles on them. Most sheets are different from each other, but each sheet has at least one other that matches it exactly. Each student receives a sheet and is asked not to let other people see their sheet. The task is for each student to find another student whose sheet exactly matches their own. Armed with a simple structure, such as Do you have a … circle?, students mingle around the classroom, asking and answering each other’s questions, until they have each found a matching partner. This type of task can be easily adapted to focus on shapes, body parts, and a range of other lexical sets. Contrast this with a situation where a teacher indicates different objects that the whole class can see and asks questions such as What colour is this? and expects students to respond with the correct colour. In that case, no meaningful communication takes place since all students already know the answer.

[…]

Assessment and correction

During the task, the students’ focus should be on achieving the communicative aim, whether that’s finding someone in the class with matching information, reconstructing a text, or successfully completing a roleplay. The teacher’s role is to employ ongoing informal assessment by monitoring the interactions and making sure that each pair and group stays on task and does not get distracted by trying to correct each other’s use of language. It’s worth making the importance of completing the task explicit at the start of any communicative task. As teachers monitor the students, they should make a note of any errors that they want to focus on after the activity. This is usually most effective when the teacher selects errors that more than one student makes since focusing on these is likely to be of use to more students. While the teacher may choose to ignore most other errors, it is sometimes worth using ‘hot correction’ with individual students. With hot correction, the teacher quickly makes a note of the correct form on a slip of paper and simply places it on the table in front of the student, without interrupting the interaction.

Conclusion

Communicative Language Teaching prepares students for communicative demands outside the classroom using techniques that develop communication skills. In its pure form, some teachers may feel that there is not enough focus on accuracy and language structure to meet their needs and the needs of their students. However, introducing elements of the approach into your classroom and reconsidering your role as a teacher and the types of tasks you ask your students to take part in will motivate and engage your students while developing their communication skills.

Available at: https://www.onestopenglish.com/methodology-theworld-of-elt/communicative-language-teaching/1000116.article. Accessed on: Jan 23rd, 2024.

O texto seguinte servirá de base para responder à questão.

The Future of Global Economy and Society

Characters:

Emma: A professor of International Relations.

John: A journalist specializing in global economics.

Sophia: An environmental activist and policy advisor.

Emma: Good afternoon, everyone. Today, I'd like to delve into the intricacies of the global economy and its impact on society. As we navigate through these unprecedented times, what do you think are the key drivers reshaping our world?

John: From my perspective, the most significant factor is the acceleration of technological innovation. The digital economy is not just expanding; it's revolutionizing traditional sectors. Artificial Intelligence, blockchain technology, and the Internet of Things are all converging, creating a paradigm shift in how we understand and conduct business.

Sophia: I agree, John. However, I would argue that while technological advancement is transformative, it also presents ethical dilemmas. The digital divide is growing, and the disparity between those who have access to these technologies and those who don't is becoming a critical issue. Moreover, the implications for data privacy and surveillance are profound and cannot be overlooked.

Emma: That's an excellent point, Sophia. The ethical implications are vast. But moving beyond technology, how do you see geopolitical tensions influencing global economic stability?

John: Geopolitical tensions have always played a pivotal role. However, with the recent rise of protectionist policies and trade wars, we are witnessing a fragmentation of the global economic order. Countries are increasingly prioritizing national interests, which could lead to a significant realignment of global alliances and trade networks.

Sophia: And this realignment is not without consequences. We must consider the environmental impact as well. The current economic model, heavily reliant on fossil fuels, is unsustainable. We need a radical transition towards a green economy, and that requires international cooperation—something that's hard to achieve amid rising nationalism.

Emma: Absolutely. The concept of a green economy is gaining traction, but there's a lot of skepticism about its feasibility, especially in developing countries where economic growth is still heavily dependent on traditional industries. What are your thoughts on this?

John: It's indeed a delicate balancing act. Developing nations argue that stringent environmental regulations could stifle their economic growth and exacerbatepoverty. On the other hand, the consequences of inaction could be catastrophic, not just for these countries, but globally. Perhaps the solution lies in creating financial incentives for sustainable development.

Sophia: That's where policy-making becomes crucial. We need to implement more robust frameworks for international cooperation that include financial support, technology transfer, and capacity building. The global north has a historical responsibility to assist the global south in this transition.

Emma: These are compelling insights. It's clear that the path forward is complex and requires a multifaceted approach. Balancing technological, economic, environmental, and ethical considerations is a formidable challenge. However, it's also an opportunity for us to redefine the future of global society.

John: I couldn't agree more, Emma. The question is not whether we will face these challenges, but how we will respond to them collectively.

Sophia: Exactly. It's not just about adapting to change but about proactively shaping it. We must engage in more dialogue, foster innovation, and, above all, uphold our shared values of equity, justice, and sustainability.

Emma: Well said, Sophia. I believe our discussion today has highlighted the interconnectedness of these issues and the importance of global solidarity. Thank you both for this enlightening conversation.

John and Sophia: Thank you, Emma.

Imagine a world where dental crowns, bridges, and even braces can be custom‑made within hours. This vision is now a reality, thanks to 3D printing technology. Dentists in Robstown and around the globe are utilizing 3D printers to create precise and tailored dental prosthetics. By using digital impressions, dentists can design prosthetics that perfectly match the patient’s oral anatomy. This not only reduces production time but also enhances the overall quality and fit of the dental devices.

Internet:<www.myrobstowndentistry.com> (adapted).

The philosopher Jeremy Bentham was regarded as the founder of utilitarianism and a leading advocate of the separation of church and state, freedom of expression, and individual legal rights. Furthermore, the “panopticon” is a type of institutional building that has long dominated Bentham’s legacy. As a work of architecture, the panopticon allows a watchman in a central tower to observe occupants of surrounding cells without the occupants knowing whether or not they are being watched. As a metaphor, the panopticon was commandeered in the latter half of the 20th century as a way to trace the surveillance tendencies of disciplinarian societies. Is it still a useful way to think about surveillance today?

The French philosopher Michel Foucault used the idea of the panopticon as a way to illustrate the proclivity of disciplinary societies to subjugate its citizens. He describes the prisoner of a panopticon as being at the receiving end of asymmetrical surveillance: “He is seen, but he does not see.” As a consequence, the inmate polices himself for fear of punishment.

The parallels between the panopticon and surveillance cameras may be obvious, but what happens when you step into the world of digital surveillance and data capture? Unlike the panopticon, citizens don’t know they are being watched. Jake Goldenfein, from the University of Melbourne, tells me it’s important to remember the corrective purposes of Bentham’s panopticon when considering it as a metaphor for modern surveillance. “The relevance of the panopticon as a metaphor begins to wither when we start thinking about whether contemporary types of visuality are analogous to the central tower concept. For example, whether this type of visuality is as asymmetrical, and being co-opted for the same political exercise.” In the panopticon the occupants are constantly aware of the threat of being watched — this is the whole point — but state surveillance on the Internet is invisible; there is no looming tower, no dead-eye lens staring at you every time you enter a URL. There may not be a central tower, but there will be communicating sensors in our most intimate objects.

Internet: <theguardian.com> (adapted).