Questões para Concursos

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.

Google News, Thursday, June 16, 2021 Teaching methods keep changing with the times,................... the blackboard of the old days ........... electronic teaching today. Mr. Kam, physics instructor the Chinese University of Hong Kong, is one of those who has changed ......... the times. Mr. Kam employs a two-pronged approach. First , he uses multimedia teaching materials during lectures. Second , he arranges internships for undergraduates. These can take the form of learning assistantships at the university or teaching assistantships at secondary schools, and also there’s always the odd science project at the Space Museum. The initiatives have earned him the Faculty Exemplary Teaching Award 2020. A CUHK alumnus, he is grateful for the chance to teach at the university after earning his doctoral degree there. His teaching position actually represents the fulfillment of a dream, for the status of professors during his days as a university student was extremely high and he could meet them only during lectures. After being a teacher for 10 years, Mr. Kam has found no apparent regression in the learning abilities of students, but he believes teachers should not just force knowledge on students - they have to pay careful attention to their needs too. The multimedia materials that Mr. Kam uses to illustrate his area of interest includes animation and video clips. He encourages students to read popular astronomy magazines and share any note-worthy content they find. Mr. Kam also gets his undergraduates to help prepare students sitting for physics papers in public exams or to help out on research projects undertaken by meteorological officers at the observatory. He also arranges for his undergraduates to teach students from other faculties during physics liberal studies classes through talks and star-gazing expeditions. Such responsibilities serve two greater purposes. First, undergraduates become even more motivated to learn when they find out they have to guide other students. Second, physics students are, unlike arts students, not at their best when called upon to express themselves. Acting as assistants allows them to practice their skills and build up their self- confidence. I asked Mr. Kam what he found most satisfying in teaching. And the answer is obvious. It is the deep friendship he forms with students. Mr. Kam says many former students still come back to see him occasionally despite being busy parents. He draws considerable satisfaction from seeing his students grow into mature adults. For Mr. Kam, the best teachers will never find extracurricular activity a burden because the good work that is done today plants the seed for future generations.

Something in the water? Why we love shark films From the Steven Spielberg classic Jaws, to predators stalking the Seine in Under Paris, there is no shortage of shark films. Hollywood and audiences love them, seemingly never tiring of the suspense, gore and terror. There are prehistoric giant sharks in The Meg, genetically engineered ones in Deep Blue Sea, and sharks high on cocaine in the ingeniously named Cocaine Shark. Even Donald Trump is a fan – he was reportedly due to play the US president in a Sharknado film, before becoming the actual president. I became hooked on them after watching James Bond film Thunderball, where the villain keeps sharks in his swimming pool. It led to a lifelong interest in shark films, as well as an irrational fear of swimming pools, even ones filled with chlorine inside leisure centres. Hayley Easton Street is the British director behind a new shark film, Something in the Water, which tells the story of a group of women stranded at sea. She explains that, as fan of shark films herself, she “absolutely wanted” to make the movie. So why are shark movies so popular? “It's the fear of what could be going on with the unknown of [the sea]” she tells BBC News. “Just being stuck in the middle of the ocean is scary enough. You're trapped in something else's world and anything could happen.” But despite Street's love of shark films, she did not want the ones in hers to be portrayed as marine serial killers. “We kill 100 million sharks every year” she notes. The director was also aware that the release of Jaws led to a huge rise in the hunting of sharks, partly because they had been portrayed as merciless killers. “As much as I love shark films, I love sharks.” “I was really conscious of that, because it's easy for people to start seeing them as killing machines... or monsters, which they are not.” She adds: “I feel it's more scary to have the realistic theme of it, that, you know, if you are out in the ocean and there are sharks and they do mistake you for something else, they will kill you.” Despite the huge success of Jaws, Spielberg has said he “truly regrets the decimation of the shark population because of the book and the film”. Spielberg is not the only person concerned about Hollywood's portrayal of sharks and the impact it continues to have. US marine biologist Andriana Fragola dedicates herself to educating people about sharks, often sharing videos of her diving with them. She says they are “misunderstood predators” that have been harmed by movies and the media. Andriana tells me that she has watched Netflix's new shark film, Under Paris, and was not impressed. “Their whole thing was it's about conservation, about studying them, but then the sharks are still eating people.” “So it's giving a little bit more of a rounded education and a little bit more depth to the story, it's not just people swimming at the beach and getting attacked and eaten.” “But the bottom line and what people can draw from the movie is that sharks are still really dangerous to people and they're just going to continuously hunt and eat people.” “If that was true, we would be reduced as a human species. Everyone who goes to the beach, they would be threatened.” Andriana says the perception of sharks causes a real issue for conservation. “It's a huge problem because people don't want to protect something that they're scared of.” “The perception from people is that they're dangerous to humans so we should eradicate them, and that's obviously a huge problem for conservation and getting people to want to empathise or sympathise with sharks and wanting to actually protect them.” “It's unfortunate because 100 million sharks are killed every year, and globally sharks kill fewer than 10 people every year.” “We're really focused on the sharks being the monsters and them being out to get us. In reality it's the opposite.” It is unlikely that Hollywood will stop making shark films, or we will stop watching them. But the figures show that far from being the serial killers of the sea, sharks are actually much more likely to be the victims of humans. (Charlotte Gallagher, Culture reporter, BBC 2024. Accessed: 29 July 2024. Available in: . Adapted.)

Something in the water? Why we love shark films From the Steven Spielberg classic Jaws, to predators stalking the Seine in Under Paris, there is no shortage of shark films. Hollywood and audiences love them, seemingly never tiring of the suspense, gore and terror. There are prehistoric giant sharks in The Meg, genetically engineered ones in Deep Blue Sea, and sharks high on cocaine in the ingeniously named Cocaine Shark. Even Donald Trump is a fan – he was reportedly due to play the US president in a Sharknado film, before becoming the actual president. I became hooked on them after watching James Bond film Thunderball, where the villain keeps sharks in his swimming pool. It led to a lifelong interest in shark films, as well as an irrational fear of swimming pools, even ones filled with chlorine inside leisure centres. Hayley Easton Street is the British director behind a new shark film, Something in the Water, which tells the story of a group of women stranded at sea. She explains that, as fan of shark films herself, she “absolutely wanted” to make the movie. So why are shark movies so popular? “It's the fear of what could be going on with the unknown of [the sea]” she tells BBC News. “Just being stuck in the middle of the ocean is scary enough. You're trapped in something else's world and anything could happen.” But despite Street's love of shark films, she did not want the ones in hers to be portrayed as marine serial killers. “We kill 100 million sharks every year” she notes. The director was also aware that the release of Jaws led to a huge rise in the hunting of sharks, partly because they had been portrayed as merciless killers. “As much as I love shark films, I love sharks.” “I was really conscious of that, because it's easy for people to start seeing them as killing machines... or monsters, which they are not.” She adds: “I feel it's more scary to have the realistic theme of it, that, you know, if you are out in the ocean and there are sharks and they do mistake you for something else, they will kill you.” Despite the huge success of Jaws, Spielberg has said he “truly regrets the decimation of the shark population because of the book and the film”. Spielberg is not the only person concerned about Hollywood's portrayal of sharks and the impact it continues to have. US marine biologist Andriana Fragola dedicates herself to educating people about sharks, often sharing videos of her diving with them. She says they are “misunderstood predators” that have been harmed by movies and the media. Andriana tells me that she has watched Netflix's new shark film, Under Paris, and was not impressed. “Their whole thing was it's about conservation, about studying them, but then the sharks are still eating people.” “So it's giving a little bit more of a rounded education and a little bit more depth to the story, it's not just people swimming at the beach and getting attacked and eaten.” “But the bottom line and what people can draw from the movie is that sharks are still really dangerous to people and they're just going to continuously hunt and eat people.” “If that was true, we would be reduced as a human species. Everyone who goes to the beach, they would be threatened.” Andriana says the perception of sharks causes a real issue for conservation. “It's a huge problem because people don't want to protect something that they're scared of.” “The perception from people is that they're dangerous to humans so we should eradicate them, and that's obviously a huge problem for conservation and getting people to want to empathise or sympathise with sharks and wanting to actually protect them.” “It's unfortunate because 100 million sharks are killed every year, and globally sharks kill fewer than 10 people every year.” “We're really focused on the sharks being the monsters and them being out to get us. In reality it's the opposite.” It is unlikely that Hollywood will stop making shark films, or we will stop watching them. But the figures show that far from being the serial killers of the sea, sharks are actually much more likely to be the victims of humans. (Charlotte Gallagher, Culture reporter, BBC 2024. Accessed: 29 July 2024. Available in: . Adapted.)