Questões de Inglês

Missing Out: In Praise of the Unlived Life is Adam Phillips's 17th book and is a characteristic blend of literary criticism and philosophical reflection packaged around a central idea. The theme here is missed opportunities, roads not taken, alternative versions of our lives and ourselves, all of which, Phillips argues, exert a powerful hold over our imaginations. Using a series of examples and close readings of authors including Philip Larkin and Shakespeare, the book suggests that a broader understanding of life's inevitable disappointments and thwarted desires can enable us to live fuller, richer lives. Good things come to those who wait.

Does he see himself as a champion of frustration? “I'm not on the side of frustration exactly, so much as the idea that one has to be able to bear frustration in order for satisfaction to be realistic. I'm interested in how the culture of consumer capitalism depends on the idea that we can't bear frustration, so that every time we feel a bit restless or bored or irritable, we eat, or we shop.”

The Guardiaguardian.co.uk, 1 June 2012. Adaptado.

No texto, em resposta à pergunta “Does he see himself as a champion of frustration?”, o autor do livro argumenta ser necessário que as pessoas

Missing Out: In Praise of the Unlived Life is Adam Phillips's 17th book and is a characteristic blend of literary criticism and philosophical reflection packaged around a central idea. The theme here is missed opportunities, roads not taken, alternative versions of our lives and ourselves, all of which, Phillips argues, exert a powerful hold over our imaginations. Using a series of examples and close readings of authors including Philip Larkin and Shakespeare, the book suggests that a broader understanding of life's inevitable disappointments and thwarted desires can enable us to live fuller, richer lives. Good things come to those who wait.

Does he see himself as a champion of frustration? “I'm not on the side of frustration exactly, so much as the idea that one has to be able to bear frustration in order for satisfaction to be realistic. I'm interested in how the culture of consumer capitalism depends on the idea that we can't bear frustration, so that every time we feel a bit restless or bored or irritable, we eat, or we shop.”

The Guardiaguardian.co.uk, 1 June 2012. Adaptado.

Segundo o texto, o livro Missing Out: In Praise of the Unlived Life sugere que

(Texto e imagens para as questões de 86 a 88)

Afirma-se, no texto, que, diferentemente da TV, na publicidade online a audiência tem de ser

(Texto e imagens para as questões de 86 a 88)

No texto, a palavra “viral” refere-se a

Texto para as questões de 86 a 88

Time was, advertising was a relatively simple undertaking: buy some print space and airtime, create the spots, and blast them at a captive audience. Today it’s chaos: while passive viewers still exist, mostly we pick and choose what to consume, ignoring ads with a touch of the DVR remote. Ads are forced to become more like content, and the best aim to engage consumers so much that they pass the material on to friends – by email, Twitter, Facebook – who will pass it on to friends, who will... you get the picture. In the industry, “viral” has become a usefully vague way to describe any campaign that spreads from person to person, acquiring its own momentum.

It’s not that online advertising has eclipsed TV, but it has become its full partner – and in many ways the more substantive one, a medium in which the audience must be earned, not simply bought.

Newsweek, March 26 & April 2, 2012. Adaptado.

De acordo com o texto, a indústria publicitária

(Analyze an advertisement - texto para responder às questões de números 26 a 30)

A expressão none of this matters, no segundo parágrafo refere-se

(Analyze an advertisement - texto para responder às questões de números 26 a 30)

O pronome it, utilizado na última linha do primeiro parágrafo, na frase for the products it markets, refere-se

(Analyze an advertisement - texto para responder às questões de números 26 a 30)

A resposta à questão apresentada no último parágrafo do texto foi:

(Analyze an advertisement - texto para responder às questões de números 26 a 30)

De acordo com o texto,

INSTRUÇÃO: Leia o texto para responder às questões de números 26 a 30.

Analyze an advertisement

Peter Sells
Sierra Gonzales

Not all advertisements make perfect sense. Not all of them promote or imply acceptance of social values that everyone would agree are what we should hope for, in an enlightened and civilized society. Some advertisements appear to degrade our images of ourselves, our language, and appear to move the emphasis of interaction in our society to (even more) consumerism. There may even be a dark, seamy, or seedy side to advertising. This is hardly surprising, as our society is indeed a consumer society, and it is highly capitalistic in the simplest sense. There is no doubt that advertising promotes a consumer culture, and helps create and perpetuate the ideology that creates the apparent need for the products it markets.

For our purposes here, none of this matters. Our task is to analyze advertisements, and to see if we can understand how they do what they do. We will leave the task of how we interpret our findings in the larger social, moral and cultural contexts for another occasion.

It is often said that advertising is irrational, and, again, that may well be true. But this is where the crossover between information and persuasion becomes important; an advertisement does not have to be factually informative (but it cannot be factually misleading).

In a discussion of what kind of benefit an advertisement might offer to a consumer, Jim Aitchison (1999) provides the following quote from Gary Goldsmith of Lowe & Partners, New York. It sums up perfectly what it is that one should look for in an advertisement. The question posed is “Is advertising more powerful if it offers a rational benefit?” Here is Goldsmith’s answer: “I don't think you need to offer a rational benefit. I think you need to offer a benefit that a rational person can understand.”

(www.standford.edu. Adaptado)

O principal objetivo do texto é analisar