Questões de Inglês

More of the world's biggest marketers are selling
their stuff at the place where consumers hanker to
hang out: Facebook

[1]    Think of it as the ultimate convenience for a
mobile generation that considers it seriously
inconvenient to leave Facebook — even for a
moment — in order to go to a retailer's website.
[5] Now, marketers from Express to J.C. Penney to
Delta Air Lines are steering those purchases to
their Facebook pages.
    Within a few years, social media gurus say,
the very notion of shopping on a retailer's website
[10] will become dated. "Expecting people to come to
your website is expecting them to make an extra
effort," explains Janet Fouts, a social media coach.
"They're already on Facebook."
    The numbers are dazzling. Facebook has
[15] roughly 500 million users — 250 million of whom
are on the site every day. The average user has
130 friends. Each month, people spend a total 700
billion minutes on Facebook.
    "It's social networks like Facebook that are the
[20] center of people's lives," Fouts says. "It's where
their friends are. It's where they play games. And
it's increasingly becoming where they shop."
    Facebook executives say it's critical to make
Facebook stores friendlier than websites.
[25] "Retailers who provide deeply social shopping
experiences will see the most success," says
David Fisch, director of commerce partnerships.
    Among the most recent to make the Facebook
e-commerce move is Express, the apparel chain.
[30] About two weeks ago, it started selling its entire
line via its Facebook page. An inventory calculator
tells consumers if the item is available. "Clearly,
we won't be the last to do this," says Lisa Gavales,
chief marketing officer at Express.
Source: http://www.usatoday.com/tech/news/2011-05-10-retailers-turn-tofacebook_ n.htm

More of the world's biggest marketers are selling
their stuff at the place where consumers hanker to
hang out: Facebook

[1]    Think of it as the ultimate convenience for a
mobile generation that considers it seriously
inconvenient to leave Facebook — even for a
moment — in order to go to a retailer's website.
[5] Now, marketers from Express to J.C. Penney to
Delta Air Lines are steering those purchases to
their Facebook pages.
    Within a few years, social media gurus say,
the very notion of shopping on a retailer's website
[10] will become dated. "Expecting people to come to
your website is expecting them to make an extra
effort," explains Janet Fouts, a social media coach.
"They're already on Facebook."
    The numbers are dazzling. Facebook has
[15] roughly 500 million users — 250 million of whom
are on the site every day. The average user has
130 friends. Each month, people spend a total 700
billion minutes on Facebook.
    "It's social networks like Facebook that are the
[20] center of people's lives," Fouts says. "It's where
their friends are. It's where they play games. And
it's increasingly becoming where they shop."
    Facebook executives say it's critical to make
Facebook stores friendlier than websites.
[25] "Retailers who provide deeply social shopping
experiences will see the most success," says
David Fisch, director of commerce partnerships.
    Among the most recent to make the Facebook
e-commerce move is Express, the apparel chain.
[30] About two weeks ago, it started selling its entire
line via its Facebook page. An inventory calculator
tells consumers if the item is available. "Clearly,
we won't be the last to do this," says Lisa Gavales,
chief marketing officer at Express.
Source: http://www.usatoday.com/tech/news/2011-05-10-retailers-turn-tofacebook_ n.htm

More of the world's biggest marketers are selling
their stuff at the place where consumers hanker to
hang out: Facebook

[1]    Think of it as the ultimate convenience for a
mobile generation that considers it seriously
inconvenient to leave Facebook — even for a
moment — in order to go to a retailer's website.
[5] Now, marketers from Express to J.C. Penney to
Delta Air Lines are steering those purchases to
their Facebook pages.
    Within a few years, social media gurus say,
the very notion of shopping on a retailer's website
[10] will become dated. "Expecting people to come to
your website is expecting them to make an extra
effort," explains Janet Fouts, a social media coach.
"They're already on Facebook."
    The numbers are dazzling. Facebook has
[15] roughly 500 million users — 250 million of whom
are on the site every day. The average user has
130 friends. Each month, people spend a total 700
billion minutes on Facebook.
    "It's social networks like Facebook that are the
[20] center of people's lives," Fouts says. "It's where
their friends are. It's where they play games. And
it's increasingly becoming where they shop."
    Facebook executives say it's critical to make
Facebook stores friendlier than websites.
[25] "Retailers who provide deeply social shopping
experiences will see the most success," says
David Fisch, director of commerce partnerships.
    Among the most recent to make the Facebook
e-commerce move is Express, the apparel chain.
[30] About two weeks ago, it started selling its entire
line via its Facebook page. An inventory calculator
tells consumers if the item is available. "Clearly,
we won't be the last to do this," says Lisa Gavales,
chief marketing officer at Express.
Source: http://www.usatoday.com/tech/news/2011-05-10-retailers-turn-tofacebook_ n.htm

ADHD 'is not bad behaviour'
By Caroline Parkinson Health reporter, BBC News

[1]    A child is being disruptive in the classroom -
not paying attention, talking and annoying those
around him. Does he have Attention-deficit hyperactivity
disorder? Or is he
[5] simply badly-behaved?

It is a question many parents
may have asked themselves
about their child or about
someone else's. But experts
[10] say if parents think their child
may have ADHD, they are
probably right. Bad behaviour is
intermittent and often
premeditated, experts say.
[15]    Attention-deficit hyperactivity disorder, on the
other hand, affects a child in all aspects of its life.
So a child letting off steam and running around the
house when they come home from school is not a
problem in itself.
[20]    But if teachers are also reporting they are failing
to pay attention in the classroom, and they do not
seem to have many friends it may be that they do
need a specialist assessment.

    No clue'
[25]    Andrea Bilbow, chief executive of the charity
ADDISS, (The National Attention Deficit Disorder In-

formation and Support Service), which helps fami-

lies affected by the condition, says ADHD "is not
about a badly-behaved child". She adds: "It's about
[30] a problem in the brain which means a child can't
regulate their behaviour or emotion. They don't
learn from their mistakes and they can't plan or or-

ganise, and they have difficulties with their short-

term memory.
[35]    "The bad-behaviour label is just used by people
who don't have a clue."
    Ms Bilbow, who has a child with ADHD herself,
said parents are aware there is something wrong
from an early age. “Even when he was at nursery I
[40] knew. You hope things will improve, even though
you know really that they won't."

    Professor Tim Kendall who oversaw the compila-

tion of guidelines on treating ADHD for the National
Institute for health and Clinical Excellence (NICE),
[45] said: "When parents are saying 'this is getting really
difficult and nursery or school is saying the child is
difficult to look after, then it's time to get an assess-

ment."
    But the arguments around ADHD aren't solely
[50] focused on the diagnosis. There is also debate

about what causes it. The latest research suggests
it is linked, at least in some cases, to a genetic fault.
    Drug debate
    But even the researchers behind the study say
[55] their finding will not explain all cases of ADHD, and
that a child's environment also matters.
    Peter Hill, an honorary consultant at Great Or-

mond Street Hospital and ADHD expert, said linking
the condition to genetic factors was not new - and
[60] was certainly not the whole answer. "We've known
there was a link for the last 20 years. What this
study has done is shown what kind of genetic ab-

normalities might be involved. "But there are both
genetic and environmental causes, and their envi-

[65] ronmental factors are many."

    Professor Kendall agreed genes and environ-

ment both played a part and warned it would be
wrong to focus solely on genetics. He warned" It
does relieve some people because they think 'it's
[70] not my fault - my child was just born like this'. "The
important thing is making sure these kids get really
good treatment. If people think it's just a biological
problem they will only look for biological solutions -
medications."
[75]    He said the first option for a child should be to try
and help them manage their behaviour and support
for them in the classroom. Parents can also learn
methods of managing their child's behaviour, such
as introducing strict routines. Only in severe cases
[80] should drugs like Ritalin be used, he added. How-

ever, whether or not to use medication is yet an-

other area that causes argument.
    Andrea Antunes, whose son takes daily medica-

tion for his ADHD, said it had changed his life. "He's
[85]doing well at school. He's also making friends and
being invited to parties - which he wasn't before.
"Who am I to deprive him of that?"
30 September 2010 Last updated at 14:39 GMT http://www.bbc.co.uk/news/health-11443945.

ADHD 'is not bad behaviour'
By Caroline Parkinson Health reporter, BBC News

[1]    A child is being disruptive in the classroom -
not paying attention, talking and annoying those
around him. Does he have Attention-deficit hyperactivity
disorder? Or is he
[5] simply badly-behaved?

It is a question many parents
may have asked themselves
about their child or about
someone else's. But experts
[10] say if parents think their child
may have ADHD, they are
probably right. Bad behaviour is
intermittent and often
premeditated, experts say.
[15]    Attention-deficit hyperactivity disorder, on the
other hand, affects a child in all aspects of its life.
So a child letting off steam and running around the
house when they come home from school is not a
problem in itself.
[20]    But if teachers are also reporting they are failing
to pay attention in the classroom, and they do not
seem to have many friends it may be that they do
need a specialist assessment.

    No clue'
[25]    Andrea Bilbow, chief executive of the charity
ADDISS, (The National Attention Deficit Disorder In-

formation and Support Service), which helps fami-

lies affected by the condition, says ADHD "is not
about a badly-behaved child". She adds: "It's about
[30] a problem in the brain which means a child can't
regulate their behaviour or emotion. They don't
learn from their mistakes and they can't plan or or-

ganise, and they have difficulties with their short-

term memory.
[35]    "The bad-behaviour label is just used by people
who don't have a clue."
    Ms Bilbow, who has a child with ADHD herself,
said parents are aware there is something wrong
from an early age. “Even when he was at nursery I
[40] knew. You hope things will improve, even though
you know really that they won't."

    Professor Tim Kendall who oversaw the compila-

tion of guidelines on treating ADHD for the National
Institute for health and Clinical Excellence (NICE),
[45] said: "When parents are saying 'this is getting really
difficult and nursery or school is saying the child is
difficult to look after, then it's time to get an assess-

ment."
    But the arguments around ADHD aren't solely
[50] focused on the diagnosis. There is also debate

about what causes it. The latest research suggests
it is linked, at least in some cases, to a genetic fault.
    Drug debate
    But even the researchers behind the study say
[55] their finding will not explain all cases of ADHD, and
that a child's environment also matters.
    Peter Hill, an honorary consultant at Great Or-

mond Street Hospital and ADHD expert, said linking
the condition to genetic factors was not new - and
[60] was certainly not the whole answer. "We've known
there was a link for the last 20 years. What this
study has done is shown what kind of genetic ab-

normalities might be involved. "But there are both
genetic and environmental causes, and their envi-

[65] ronmental factors are many."

    Professor Kendall agreed genes and environ-

ment both played a part and warned it would be
wrong to focus solely on genetics. He warned" It
does relieve some people because they think 'it's
[70] not my fault - my child was just born like this'. "The
important thing is making sure these kids get really
good treatment. If people think it's just a biological
problem they will only look for biological solutions -
medications."
[75]    He said the first option for a child should be to try
and help them manage their behaviour and support
for them in the classroom. Parents can also learn
methods of managing their child's behaviour, such
as introducing strict routines. Only in severe cases
[80] should drugs like Ritalin be used, he added. How-

ever, whether or not to use medication is yet an-

other area that causes argument.
    Andrea Antunes, whose son takes daily medica-

tion for his ADHD, said it had changed his life. "He's
[85]doing well at school. He's also making friends and
being invited to parties - which he wasn't before.
"Who am I to deprive him of that?"
30 September 2010 Last updated at 14:39 GMT http://www.bbc.co.uk/news/health-11443945.

Leia o texto e responda a pergunta.

[1] TURNING THOUGHTS INTO WORDS
[2] A new approach allows more information to be extracted from the brain.

[3] Brain-computer interfaces could someday provide a lifeline to “locked-in”
[4] patients, who are unable to talk or move but are aware and awake. Many
[5] of these patients can communicate by blinking their eyes, but turning blinks
[6] into words is time-consuming and exhausting. Scientists in Utah have now
[7] demonstrated a way to determine which of 10 distinct words a person is
[8] thinking by recording the electrical activity from the surface of the brain.
[9] The new technique involves training algorithms to recognize specific brain
[10] signals picked up by an array of nonpenetrating electrodes placed over the
[11] language centers of the brain, says Spencer Kellis, one of the bioengineers
[12] who carried out the work at the University of Utah, in Salt Lake City. The
[13] approach used is known as electrocorticography (ECoG). The group was
[14] able to identify the words “yes,” “no,” “hot, “cold,” “thirsty,” “hungry,”
[15] “hello,” “goodbye,” “more,” and “less” with an accuracy of 48 percent.
[16] “The accuracy definitely needs to be improved,” says Kellis. “But we have
[17] shown the information is there.”

[18] Individual words have been decoded from brain signals in the past using
[19] functional magnetic resonance imaging (fMRI), says Eric Leuthardt, director of the Center for Innovation in Neuroscience
[20] and Technology at Washington University School of Medicine in St. Louis, Missouri. This is the first time that the feat
[21] has been performed using ECoG, a far more practical and portable approach than fMRI, he says.
[22] Working with colleagues Bradley Greger and Paul House, Kellis placed 16 electrodes on the surface of the brain of a
[23] patient being treated for epilepsy. The electrodes recorded signals from the facial motor cortex—an area of the brain
[24] that controls face muscles during speech—and over the Wernicke’s area, part of the cerebral cortex that is linked with
[25] language. To train the algorithm, signals were analyzed as the patient was asked to repeatedly utter the 10 words.
[26] It’s possible to use less invasive techniques, such as electroencephalography (EEG), which places electrodes _____
[27] the scalp, to enable brain-to-computer communications. Adrian Owen, a senior scientist in the Cognition and Brain
[28] Sciences Unit at the University of Cambridge, UK, has shown that EEG signals can be used to allow people in a
[29] persistent vegetative state to communicate “yes” and “no.”
[30] But with EEG, many of the signals are filtered out by the skull, says Leuthardt. “What’s really nice about ECoG is its
[31] potential to give us a lot more information,” he says.

[32] Decoding 10 words is “very cool,” says Owen, but the accuracy will need to improve dramatically, given the patients
[33] the technology is aimed at. “I don’t think even 60 percent or 70 percent accuracy is going to work for patients who
[34] cannot communicate in any other way and where there is no other margin for verification,” he says.
[35] Ultimately, the hope is that ECoG will enable much more sophisticated communication. Last year Leuthardt showed
[36] that ECoG could be used to decode vowel and consonant sounds—an approach that might eventually be used to
[37] reconstruct a much larger number of complete words.

[38] By Duncan Graham-Rowe / Massachusetts, Technology Review, MIT, 09/23/2010
[39] Adapted from http://www.technologyreview.com/communications/26332/?p1=Headlines&a=f#afteradbody