Inglês - ITA A09

INTERPRETAÇÃO

Escolha a única alternativa correta, dentre as opções apresentada, que responde ou completa cada
questão.
Leia o texto a seguir e responda às questões 1, 2, 3, 4, 5, 6 e 7.
On the trail of the movie experts
1 This week, we speak to Hollywood insider and movie trailer maker Len Christie about the business of
movie trailers.
So, Len, how long have trailers been around?
There have been movie trailers for more than a century. The first trailer appeared in 1913, and since
5 then, they’ve grown to become an essential part of the movie business. Some people estimate that the
trailer industry is worth $200 million a year. It’s very important for movie producers that their
investment pays off, so it’s essential they spend time getting the movie’s trailer right.
How do you start developing a trailer for a movie?
First of all, you shouldn’t see this as just one trailer. Very often, we produce a series of trailers. The
10 first ones are called teasers. These are just trying to attract interest in the picture. For example, in
2012, the producers of the new Star Trek movie released a very short trailer, or teaser. It just showed
the special effects and a short scene with the new villain, played by Benedict Cumberbatch. Without
giving away much information, this teaser trailer immediately had an impact, with people writing blogs
and tweeting about it. Bloggers are desperate for more information about the latest big movies, so we
15 can really capitalize on their enthusiasm. Later trailers then gave fans more information about the final
movie.
Are there any trailers that are different from the final finished movie?
Sometimes. One famous example was The Amazing Spider-Man from 2012. One of the trailers
included a lot of lines that never appeared in the final picture, about Spider-Man’s search for the truth
20 about his family. Trailers are often made while the editors are still working on the final version of the
movie, so this can happen. It doesn’t put people off seeing the final picture, though.
It must be easy to choose the music. You just take the best moments from the movie,
don’t you?
In actual fact, the final music, the score, usually isn’t ready when we make the trailer. As a result, we
25 often use music from older movies. For example, Peter Jackson’s trailer for The Hobbit features part of
the score from his Lord of the Rings movies. Of course, it’s justified in that case as the movies are all
part of the same family of pictures. The important thing with the music is that you’re trying to tap into
people’s emotions, not reflect the final soundtrack.
A lot of the examples that you have given us are from science fiction and fantasy movies.
30 Why is that?
It’s because there is a lot of money put into these kinds of pictures, so it’s where all the innovations in
promotion are happening. The movie producers need to generate hype to sell tickets.
With other movies, it’s harder to make the trailer stand out. Dramas have very long scenes and tend
to appeal to a different audience. If we added loud, exciting music to a drama trailer, for example, it
35 would put people off. Something quieter and more melodic is needed there.
Finally, what do you think will be the future of the trailer?
It’s all online. A friend told me that she’d just directed a trailer for the internet that contains links and
extra videos for people to interact with. We know that movie fans are very computer-literate, and we
are planning to capitalize on that more and more. The possibilities are endless, and I’m really looking
40 forward to working on the next generation of trailers.
Len Christie, thank you very much.

01. The phrase “pays off” (line 7) means …

A brings good results.
B doesn’t cost much money.
C falls.
D increases.
E lasts a short time.
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02. According to the article, …

A Benedict Cumberbatch is the hero in the new Star Trek movie.
B the first Star Trek trailer did not contain a lot of information.
C the makers of the new Star Trek movie paid bloggers to write about it.
D the promotion of the new Star Trek movie was not a success.
E they only used teasers to promote the new Star Trek movie.
03. Which two statements can be inferred from the article?
1 People often complain because the trailers are not identical to the finished picture.
2 The music for the trailers is sometimes familiar to the audience.
3 Trailers sometimes show scenes that aren’t in the final movie.
4 Trailers are produced after the movie is ready for release.
A 1 and 2.
B 1 and 3.
C 2 and 3.
D 2 and 4.
E 1 and 4.

04. The word “hype” (line 32) can be defined as …

A the promotion and news stories that advertise a movie.
B the amount of money that people will pay to watch a movie.
C the good parts of something that make it successful.
D the people who work on advertising for the major movie studios.
E the comments by fans and the public on Twitter and on blogs.

05. Read the statements below. Which statements are true, according to Len Christie?
1 It’s more difficult to make a successful trailer for a drama than a fantasy movie.
2 Science fiction movies have a lot of short sections that you can easily put in a trailer.
3 Trailers for a drama movie should have loud, dramatic music in them.
A All of the statements.
B 1 only.
C 1 and 2.
D 2 and 3.
E 3 only.

06. We can infer from the article that when Len Christie thinks about the future of his industry, he
feels …
A confused.
B excited.
C disinterested.
D dissatisfied.
E uncertain.

07. Which of the sentences below best expresses the main message of the article?
A Movie producers are now changing their trailers after discussions with bloggers and Twitter users.
B People have stopped bringing new ideas to trailers, so they always seem the same.
C It’s only fun to work on trailers for fantasy and science fiction movies.
D Trailers require careful development from an early stage in the development of a movie.
E Without a teaser, no movie has a chance of success. They are the most important part of the
promotion.

Leia o texto a seguir e responda às questões 8, 9, 10, 11, 12.

The color of advertising
1 When you think of Coca-Cola, you probably don’t think of a brown liquid. Instead,
most people think of the color red, because of the company’s legendary can
design. Red stands out because it suggests energy and excitement in the minds
of the purchaser. It has helped
5 a simple soda become one of the most recognizable brands of all time.
Color is huge part of a brand’s identity. One of the UK’s most popular candy
brands is Dairy Milk. This chocolate bar comes in a distinctive purple packaging,
using a color known as Pantone 2685C. In recent years, Cadbury, the
manufacturers of Dairy Milk, has sued other companies for using this color on
10 their chocolate packaging. Purple was not selected by accident. It’s frequently
used in luxury products because it conveys the idea of wealth. This may be
because in Ancient Rome, the only way of making the color purple was through
crushing sea shells, so only emperors and their families were wealthy enough to
wear it.
15 Black is another color that suggests high quality products. It implies

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Exercícios Complementares

sophistication and elegance, for example, in a limousine or a man’s tuxedo. As a

result, many coffee manufacturers create their home coffee machines in this
color. It taps into people’s
desire for a glamorous lifestyle, especially if you use a celebrity like George
20 Clooney in your advertising!
Not every company is trying to sell high quality luxury items. Others want to
attract a large number of people by offering affordable products. Orange really
helps here because it is perceived to represent good value for money. Some
banks also use it in their branding to convince you that their services come at a
fair price.
These are just a few of the ways in which color affects our decisions when we pay
for goods and services. A great slogan or ad campaign is important as well, but
color plays on our subconscious desires. Think about this next time you put
something in your shopping cart. In the world of marketing and sales, color is
king.

08. Put the paragraph summaries in order. Then choose the correct sequence.
( ) The low price color
( ) A controversial color
( ) Other factors are second to color
( ) How color made a brand world-famous
( ) Dark sophistication
A 4, 1, 3, 2, 5
B 4, 2, 5, 1, 3
C 5, 2, 1, 4, 3
D 5, 3, 2, 1, 4
E 2, 3, 1, 4, 5

09. Choose the best definition for the phrase “stands out” in line 2.
A belongs
B encourages people
C is chosen
D is easy to see
E sells a lot

10. Read the statements below. Which statements are true?

1 Cadbury only wants to stop people using one kind of purple.
2 Purple attracts people because it suggests high quality.
3 They used to make purple from animals that live in the ocean.
A All of the statements.
B 1 and 2.
C 2 only.
D 2 and 3.
E 1 and 3.

11. According to the article, orange is a good color for companies …

A that sell cars.
B that make perfume.
C that make watches.
D in the construction business.
E that work in finance.

12. The word “slogan” (line 22) means …

A a phrase used to advertise a product.
B a song or piece of music used to advertise a product.
C the material used in the packaging.
D the place where you first see a product.

Leia o texto a seguir e responda às questões 13, 14, 15, 16, 17, 18 e 19.
c Walking above the Rainforest
1 The Amazon Charitable Trust, an organization dedicated to protecting the Amazon Rainforest in
Brazil, has announced ambitious plans to build a $10 million science center in the most remote region
of the Rainforest, with the dual purpose of providing state-of-the-art facilities for scientific research,
and a scenic destination for tourists. The Britain-based charity is working closely with the local
community in Xixuaú Xiparina, as well as with the government of the Brazilian state of Roraima and

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the London-based firm Marks Barfield Architects.

2 According to plans, the center will consist of three distinct constructions: a low-level complex of
research laboratories and dormitories for scientific staff, a 40-meter observation tower, similar to the
Orbit tower at the site of the London 2012 Olympic Games, and a 10-kilometer wooden walkway
along the treetops, high above the jungle. When it is built, it will be the first research center in the
world located deep in the Rainforest.
3 The site was chosen because the settlement of Xixuaú Xiparina, in the heart of the Rainforest, is
not only environmentally friendly, but also sustainable. Electricity is generated by solar-energy
panels, which power a satellite internet connection that allows the settlement to be maintained.
However, the settlement currently costs more than $150,000 to run, whereas it earns only $60,000
from visitors’ fees annually. Residents of the local community mostly earn their livings by searching
the forest for nuts and rubber. The construction of the research center and the long-term science
project would create significant new sources of income for residents, both by providing new jobs and
by attracting more tourism.
4 Marks Barfield Architects – best known for work on the London Eye (the largest Ferris wheel in
Europe, with 32 observation capsules for viewing the city) and the award-winning walkway over Kew
Gardens, also in London -- is aware of the difficulties. The rainforest is a fragile ecosystem, so the
developers must be careful about what materials they bring in. Lead architect David Marks is looking
up locally sourced, natural materials, including bamboo, rope, and recycled rubber for the
construction of the center. Most of the construction workers will also be recruited from among the
Xixuaú community. Mr. Marks believes the construction will take about two years to complete.
5 Scientists from all over the world will be able to use the center to study the jungle environment,
while tourists will be able to admire the exhilarating views provided by the walkway. There are also
plans to offer interested volunteers a chance to join research teams. The Amazon Charitable Trust is
hoping to involve corporate sponsors, from any walk of life, who could offer visits to the center as a
reward to employees. This would be an opportunity to raise their employees’ awareness about the
natural world, and give them a chance to learn about, and actively participate in, scientific research
and the life of traditional communities. Mr. Marks said, “If they experience the Amazon for
themselves, they will return to work reflecting on their activities.” The experience will help develop
their skills, in cooperation with others, and encourage them to respect other cultures and traditions –
knowledge and skills that they will then apply to their careers.

13. This article is about ...

A the life of traditional communities in the remote regions of the jungle.
B scientific ways to make settlements in the Amazon Rainforest eco-friendly.
C current ambitious construction plans around the world.
D a plan to build new facilities for research and tourism in Brazil.
E recent trends in research into life in the Amazon jungle.

14. Match the idea to its corresponding paragraph. Write the number next to the paragraph.
1 the reasons for selecting the location of the ( ) Paragraph 1
science center ( ) Paragraph 2
2 the separate parts of the research and tourist ( ) Paragraph 3
complex ( ) Paragraph 4
3 issues concerning the construction of the center ( ) Paragraph 5
4 various plans to attract visitors and collaborators
5 the various organizations involved in the
development of the center
The correct sequence is:
A 1–2–5–4–3
B 3–1–2–4–5
C 4–5–3–1–2
D 5–3–1–2–4
E 5–2–1–3–4

15. In the article, the author mentions a number of arguments in favor of the project. Which
argument below is NOT stated in the article?
A The center will provide unique scientific opportunities for Rainforest research.
B People in Xixuaú Xiparina will be able to sell more locally sourced nuts, rubber, bamboo, and rope.
C The center will attract more visitors to the area, generating further income.
D The project will help further develop a sustainable and environmentally friendly community.
E Local people will find new employment opportunities through the construction and operation of the
center.

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Exercícios Complementares

16. According to the text, decide if the sentences are true (T) or false (F). Then choose the correct
sequence.
( ) The eco-friendly settlement earns less money from tourism, at the moment, than it costs to run.
( ) Marks Barfield Architects has previous experience in developing structures for the Rainforest.
( ) People who enjoy scientific research will be able to apply for volunteer positions at the research
center.
A T–F–F
B F–T–F
C T–T–F
D T–F–T
E F–F–T

17. The title, “Walking above the Rainforest” literally refers to ...
A the ambitious plans of the Amazon Charitable Trust.
B the 40-meter observation tower above the forest.
C Marks Barfield Architects' award-winning Kew Gardens walkway.
D the exhilarating views enjoyed by tourists in the jungle.
E the planned wooden walkway over the trees.

18. In the sentence, “The rainforest is a fragile ecosystem, so the developers must be careful about
what materials they bring in” (line 25), the word “so” can be replaced by ...
A even though.
B therefore.
C because.
D however.
E in order to.

19. In the sentence, “This would be an opportunity ... to give them a chance to learn about ...
scientific research” (line 36), the pronoun “them” refers to ...
A corporate sponsors.
B research teams.
C visits.
D employees.
E traditional communities.

20. The meaning of the word “rainforest” is ...

A Mata Atlântica.
B Floresta húmida .
C Chuva na floresta.
D Floresta tropical.
E Floresta.

Gabarito

01. A
02. B
03. C
04. A
05. C
06. B
07. D
08. B
09. D
10. A
11. E
12. A
13. D
14. E
15. B
16. D
17. E
18. B
19. D
20. D