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produce. Before making a product, It asks key questions about how it will work and
what it will do. Intel then produces a 'blueprint'. This shows what a chip will be
expected to do. To answer these questions, Intel works with customers, software
companies and its own staff.
Manufacturing
Intel can develop a product and bring it to market faster than any other similar
company. It locates its manufacturing plants close to skilled labour markets and
customers. Its production process uses robots. Plants are built identical to each other
no matter where in the world they are. They also have to be super-clean. Intel sets the
highest standards in super-clean plants. Intel does not outsource any of its work. It
completes all stages from R&D to manufacturing. This ensures quality.
Competitive advantage
This means that a business does something better than its rivals. Intel uses what
it calls the 'tick-tock' strategy to maintain its leadership. In 'tick' years it will
introduce a new product or process. In 'tock' years it improves a product design. Intel
brings together ideas from all areas. It completes everything in-house. It both designs
quality products and makes them itself. This makes it competitive on all fronts.
Intel is a driving force in the world of computers. This makes it vital to business
and leisure. It makes sure personal computers are faster and better. It helps to give
everyone the fastest Internet perfomance. It takes new products from drawing board
to market. It ensures quality by carrying out all processes itself.
1. Identify three key steps (innovations) in the development of microchip
technology. In each case explain how the innovation has transformed people's
work, life and/or leisure.
2. What is meant by a) market-led and b) product-led new product
development? Give two examples to show how Intel has combined marketled and product-led approaches.
3. Show how research and development has enabled Intel to develop a new
product that is aimed at a specific group of users.
4. Why is it so important for businesses like Intel to invest in R&D? Explain
with examples how R&D has enabled Intel to gain competitive advantage.
Unit 4
Want to achieve your goals? Get angry
While often perceived as a negative emotion, anger can also be a powerful
motivator for people to achieve challenging goals in their lives, according to research
published by the American Psychological Association.
"People often believe that a state of happiness is ideal, and the majority of
people consider the pursuit of happiness a major life goal," said lead author Heather
Lench, PhD, a professor in the department of psychological and brain sciences at
Texas A&M University. "The view that positive emotion is ideal for mental health
and well-being has been prominent in lay and psychological accounts of emotion, but
previous research suggests that a mix of emotions, including negative emotions like
anger, result in the best outcomes."
The functionalist theory of emotion, which has been studied for decades,
suggests that all emotions, good or bad, are reactions to events within a person's
environment and serve the purpose of alerting that person to important situations that
require actions, according to Lench. Each emotion may call for a different response.
For example, sadness may indicate that a person needs to seek help or emotional
support, while anger may suggest they need to take action to overcome an obstacle.
To better understand the role of anger in achieving goals, researchers
conducted a series of experiments involving more than 1,000 participants and
analyzed survey data from more than 1,400 respondents. In each experiment,
researchers elicited either an emotional response (such as anger, amusement, desire or
sadness) or a neutral emotional state, and then presented participants with a
challenging goal.
The research was published in the Journal of Personality and Social
Psychology.
In one experiment, participants were shown visuals designed to elicit specific
emotional or neutral responses and then asked to solve a series of word puzzles. In
another, the goal was to attain high scores on a skiing video game, with one game
that involved challenging play (avoiding flags on a slalom course) and one easier
game that involved only a jump.
Across all the experiments, anger improved people's ability to reach their goals
compared with a neutral condition in a variety of challenging situations. In some
cases, it was associated with increased scores or shorter response times. In one
experiment, it also increased cheating to achieve a better outcome.
The researchers also analyzed data from a series of surveys collected during the
2016 and 2020 U.S. presidential elections. Before the elections, people were asked to
rate how angry they would be if their favorite candidate did not win. After the
elections, they reported whether they voted and whom they voted for. Survey
participants who indicated they would be angry if their candidate did not win were
more likely to vote in the election, but anger had no effect on which candidate they
voted for.
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"These findings demonstrate that anger increases effort toward attaining a
desired goal, frequently resulting in greater success," said Lench.
The effects of anger in spurring people to reach for and frequently achieve their
goals were specific to situations where the goals were more challenging, according to
Lench. Anger did not appear to be associated with reaching goals when the goals
were easier, such as in the ski-jump video game.
Lench also noted that while anger was associated with increased success across
the board, in some cases, amusement or desire were also associated with increased
goal attainment.
The results suggest that emotions that are often considered negative -- such as
anger, boredom or sadness -- can be useful, according to Lench.
"People often prefer to use positive emotions as tools more than negative and
tend to see negative emotions as undesirable and maladaptive," she said. "Our
research adds to the growing evidence that a mix of positive and negative emotions
promotes well-being, and that using negative emotions as tools can be particularly
effective in some situations."
1. Text Comprehension
1.1 Answer the following questions:
1. What does the functionalist theory of emotion suggest?
2. What does sadness imply?
3. How many participants did the experiment involve?
4. Where was the research published?
5. What did the participants do during the experiment?
6. What is the role of anger in people’s lives?
7. How does Lench consider negative emotions?
8. Characterize the surveys during 2016 and 2020.
1.2 Complete the sentences with the information from the text and translate the
sentences:
1. While often perceived as a negative emotion, anger can also be…..
2. To better understand the role of anger in achieving goals……
3. Anger improved people's ability to reach….
4. Before the elections, people were asked…..
5. Sadness may indicate that…..
6. Anger did not appear to be associated with…..
7. The results suggest that emotions that are often considered negative….
8. The previous research suggests that a mix of emotions…..
2. Vocabulary Comprehension
24
2.1 Give the Russian equivalents for the following word combinations:
1. Powerful motivator
2. Challenging goals
3. Person’s environment
4. Important situations
5. Different response
6. Emotional state
7. Favorite candidate
8. Survey participants
9. Psychological and brain sciences
10. Growing evidence
Make sentences using the above-mentioned word combinations.
2.2 Translate the sentences from Russian into English using the following word
combinations:
To achieve goals, to overcome obstacle, to seek help, to understand the role of , to
solve puzzles, to collect data, to analyze the results, to attain high scores, to suggest,
to use someone’s emotions.
1. Ученые проанализировали результаты, полученные в ходе эксперимента.
2. Чтобы понять роль гнева, было проведено несколько экспериментов.
3. Для достижения цели были использованы различные средства.
4. После исследования группа ученых собрала все данные.
5. Целью команды было получить высокие баллы.
6. Профессор предложил использовать видеоигры в ходе эксперимента.
7. Человек просит о помощи, когда испытывает страх.
8. Ученые использовали положительные эмоции участников.
9. Для преодоления препятствий было предложено увеличить время
проведения эксперимента.
10. Полученные данные помогли решить сложные задачи.
3. Grammar Comprehension
3.1. Ask the question using the words in brackets
1. The researchers also analyzed data from a series of surveys collected during
the 2016 and 2020 U.S. presidential elections. (When)
2. The participants were shown visuals designed to elicit specific emotional or
neutral responses. (What)
3. The research was published in the Journal of Personality and Social
Psychology. (Where)
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4. Researchers conducted a series of experiments involving more than 1,000
participants (How many)
5. Anger can also be a powerful motivator for people to achieve challenging goals
in their lives. (What for)
6. Lench also noted that anger was associated with increased success across the
board. (Who)
7. People often prefer to use positive emotions as tools. (How)
8. The majority of people consider the pursuit of happiness a major life goal.
(What)
3.2. Define the predicate, its tense and voice in the following sentences:
1. The functionalist theory of emotion has been studied for decades by the
scientists from American Psychological Association.
2. That has been prominent in lay and psychological accounts of emotion.
3. Anger may suggest overcoming the obstacle.
4. Anger improved people's ability to reach their goals compared with a neutral
condition in a variety of challenging situations.
5. These findings demonstrate that anger increases effort toward attaining a
desired goal.
6. Participants were shown visuals designed to elicit specific emotional or neutral
responses.
7. The mix of positive and negative emotions promotes well-being.
8. Using negative emotions as tools can be particularly effective in some
situations.
4. Discussion Part
Case-study
Study the case described below and fulfill the tasks after the text
Should we privatise the National Health Service?
In the US there is very little public enterprise. Many of the jobs done by the
public sector in the UK are carried out by the private sector in the US. Rubbish
collection, electricity and water supply are very often in the hands of private
companies in the US. There is no National Health Service in the US. The patient is
charged a fee when s/he visits the doctor and all medical care has to be paid for. A
stay in a hospital costs about £100 a day, and that does not include any treatment! A
broken limb could cost £1000 or more and major operations could easily cost
£10000. To help pay for this, Americans take out insurance cover. This is expensive
26
and increases with the age of the person and their medical record. As with car
insurance, there is a no-claims discount for people with good medical records.
Some people in the UK would like to see a system for health care similar to that
of the US. They argue that taxes would be lower and health care would be more
efficient, with less waiting time and a better standard of service.
1 Make a list of arguments both for and against having only private medical care.
2 How is the National Health Service paid for in the UK?
3 How is medical care paid for in the US?
4 Do you think a totally private medical system would be cheaper or more
expensive than the National Health Service? Explain your answer.
5 Would a private medical system be more efficient than a public one? Explain your
answer.
6 Who might benefit and who might suffer if the National Health Service was
abolished and replaced by a totally private system?
27
Unit 5
5G-Based System Could Warn Drivers of Potential Collisions
With the rise of 5G technology, new ways to keep roads safe are becoming
possible. In a recent paper, researchers based in Germany argue the tech could be
used to warn drivers about potential collisions, and also help direct traffic more
broadly. The researchers are now preparing to demonstrate a prototype of their
system, which combines an array of sensors, traffic flow algorithms, and
a 5G network, in the city of Aalen sometime next year.
Their approach is based on the speed of 5G technology. A local system could,
theoretically, sense the approach of other vehicles, consult a prediction algorithm,
and warn drivers about a potentially dangerous situation in time to prevent a
collision. The goal is to take advantage of sensors and edge computing and help
drivers make more informed decisions in real time.
“The main specification of the new generation of communication [tech] is that
they are all ultrareliable and ultralow latency,” explains coauthor Mohammad Reza
Mousavi, a postdoctoral researcher at the Aalen University of Applied Sciences, in
Germany. “The point is that now, with 5G, we can have some infrastructure that has
low latency, and we can actually achieve a reaction time that is less than before.”
The research team, which also includes researchers from institutions
including Helmut Schmidt University and Fraunhofer IAO, also in Germany,
designed the system to have several components. A central management system is
needed to provide edge-computing capabilities, along with an algorithm that can
calculate traffic flows and the risk of collisions.
The technology also depends on another system that’s charged with sending
warning messages to drivers—or anyone else approaching an intersection. The paper
notes that at a dangerous intersection, those warnings could take the form of a lit-up
text display, flashing lights, or an acoustic signal; all of those signals would benefit
both drivers and pedestrians. The information could also be transmitted to an app on
the driver’s phone or the navigation display of a user’s car. But the authors also write
that such warnings could actually be disruptive, and say that they plan to study the
impact of different warning methods.
Sensors that can track the location of vehicles, pedestrians, and cyclists and can
also survive poor weather conditions are required as well. Data would ultimately
come from a variety of sources, including optical cameras, radars, and user apps that
collect location information, as well as event calendars and weather forecasts.
There are two primary applications of the technology: collision avoidance and
traffic management. The system could be used to send a warning to a driver to wait,
based on quickly collected data about an upcoming car that’s about to turn, for
example, or a bicyclist coming up from behind. When applied to several connected
intersections, the system might also be deployed to prioritize certain vehicles with
green lights. For instance, the traffic system might prioritize emergency vehicles and
buses over single-passenger cars.
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Studies into potential smart traffic technology are becoming more common.
Recently, other researchers also based in Germany worked on the KI4LSA project,
which uses artificial intelligence and edge computing for predictive control of traffic
lights. An endeavor at Aston University in Birmingham, England, used AI to train a
system that uses real-time camera footage to control traffic lights, thus avoiding
delays and jams.
In London, officials have even tested a system that automatically gives
pedestrians the right of way, and only switches when sensors detect the presence of a
nearby vehicle.
There are challenges with the 5G traffic control system, Mousavi points out.
Implementation of any new technology can take time—and the arrival of 6G cellular
tech could force engineers to redesign their systems. Another concern is that the
public needs to be aware of how the technology works and believe in its purpose.
Still, smart traffic control could help advance climate and safety priorities. In
fact, the authors are already looking at how their system might be used to inform
pedestrians about potential traffic safety issues, too. After all, while cars are outfitted
with a range of equipment that can alert drivers, pedestrians—including children and
seniors—aren’t necessarily in the same position.
1. Text Comprehension
Define the main idea of the text
1.1 Answer the following questions:
1. When are the German researchers going to demonstrate the prototype of
their system?
2. What is the approach of German researchers based on?
3. What was the goal of the approach?
4. What is a central management system needed for?
5. When do the warnings take form of a lit-up text display?
6. What are two primary applications of the technology?
7. What does the KI4LSA project use the artificial intelligence for?
8. What are the main challenges with 5G traffic control system?
1.2 Define if the sentences True/False
1. The prototype of the technology will be demonstrated in the city of Aalen in
two years.
2. The approach is based on the speed of 5G technology.
3. A central management system provides the keeping track of the vehicles.
4. Another system sends the enjoyable messages to the drivers.
5. Sensors are able to overcome bad weather conditions.
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6. The main applications of the technology are the traffic management and
vehicles’ repair.
7. For predictive control of traffic lights KI4LSA project uses edge computing
and RAM.
8. One of the challenges of the new technology is the belief in its proper
operation and goals.
2. Vocabulary Comprehension
2.1 Translate the following word combinations into Russian:
1. Traffic flow algorithm
2. Central management system
3. Edge-computing capabilities
4. Lit-up text display
5. Warning methods
6. Poor weather conditions
7. Collision management
8. Traffic management
9. Safety priorities
10. Real-time camera footage
Find the sentences in the text containing these word combinations and
translate them
2.2 Fill the gaps with the appropriate word or word combination
Navigation, speed, collisions, messages, location, emergency, technology,
flows, capabilities
1. The new technology is used to help to warn drivers about potential ………...
2. The approach is based on the ……… of 5G technology.
3. A central management system is needed to provide edge-
computing………….., along with an algorithm that can calculate traffic
………and the risk of collisions.
4. Another system is designed to send …………..to the drivers.
5. The information could also be transmitted to an app on the driver’s phone or
the …………….display of a user’s car.
6. Sensors can track the …………….of vehicles, pedestrians, and cyclists.
7. The traffic system might prioritize …………….vehicles and buses over
single-passenger cars.
8. Studies into potential smart traffic ……………. are becoming more common.
3. Grammar Comprehension
30
3.1 Open the brackets and put the verb into the appropriate tense form.
1. The approach (to base) on the velocity of the given technology.
2. The technology (to depend) on the algorithm and (to calculate) traffic flows.
3. The information can (to display) on the driver’s screen.
4. Some scientists (to include) into the research team last year.
5. The technology (to elaborate) till the end yet.
6. The researchers (to look for) the new information in the sphere of edge
computing to continue the research work at the moment.
7. The technology can (to predict) the vehicles’ collisions.
8. The enormous amount of work (to do) by the researchers this year.
3.2. Find all the non-finite forms of the verbs in the following sentences:
1. Researchers based in Germany argue the tech could be used to warn drivers
about potential collisions.
2. The researchers are now preparing to demonstrate a prototype of their system.
3. The technology also depends on another system that’s charged with sending
warning messages to drivers—or anyone else approaching an intersection.
4. The system could be used to send a warning to a driver to wait, based on
quickly collected data about an upcoming car that’s about to turn.
5. The research team, which also includes researchers from institutions
including Helmut Schmidt University and Fraunhofer IAO, also in Germany,
designed the system to have several components.
6. Recently, other researchers also based in Germany worked on
the KI4LSA project.
7. An endeavor at Aston University in Birmingham, England, used AI to train a
system that uses real-time camera footage to control traffic lights, thus
avoiding delays and jams.
8. When applied to several connected intersections, the system might also be
deployed to prioritize certain vehicles with green lights.
4. Writing Part
Writing mini-sagas
Мини-сага – это небольшой рассказ или история, состоящий из 50 слов,
включая предлоги. Мини-сага может представлять собой ваше кредо, рассказ о
вашем мировоззрении. Более того, несмотря на ограниченное количество слов,
мини-сага должна быть из вступления, основной части и заключения.
Стадии написания мини-саги:
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