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Unit 1 Incredible Lives people have perfect pitch in Asia. There is a possibility

that this is because some languages in Asia use
Track 01 different tones.
Technology Creating an Accessible World Moving on to language learning, we all have the ability
to learn a language. In fact, we all learn at least one
Through the use of technology, we are changing the
language, our own, to a high level. And many of us have
world that is accessible to us. People such as Hugh
succeeded in learning one or two foreign languages.
Herr, co-director of the MIT Center for Extreme Bionics,
However, some people are able to learn languages
are responsible for these changes. After losing both
with incredible speed. For example, Daniel Tammet, a
of his legs in a mountain climbing accident, Hugh Herr
writer from England, can speak 10 languages. For a TV
designed and developed new bionic legs. These new
program, he went to Iceland and gave himself one week
legs have a number of features that were previously
to learn Icelandic. Amazingly, after a week, he could
impossible. The legs can be made longer or shorter.
speak the language well enough to be interviewed on
The feet can change depending on the surface of the
national TV. That was a real achievement.
mountain. It is even possible to attach different climbing
equipment. All of these advances mean that Hugh Herr Now I’d like to explore what is happening in the brains
can achieve climbs that no one else has ever been able of people with these amazing abilities, let’s begin by …
to do before.
 Track 03
The MIT Center for Extreme Bionics is currently working
on a digital nervous system, which will connect the brain 1
with a computer that can control artificial arms and legs. able
Another area in which connections with computers are ability
having a huge effect is communication. Facebook is
currently working on a Silent Speech project, computers 2
that can recognize what people are thinking so they can available
type messages with their brain. This system can help availability
people who are disabled because of disease or injury.
It can also help able-bodied people who want a faster  Track 04
way to type their ideas. Early test in similar systems have
used a person’s thoughts to select letters and then write Host: Welcome to The Dave Goldstein Podcast. I’m
words. However, systems will get much faster. The aim your host, Dave Goldstein. On today’s show,
of the Silent Speech project is for thoughts to be turned we’re talking about amazing stories of survival.
into texts at a speed of 100 words per minute. And with me is journalist and writer Ellen
Delgado. Ellen, you’ve just written a book on
How would you use technology to access a whole people who have survived tough situations. Tell
new world? us about it.
 Track 02 Ellen: Thanks for having me on the show, Dave. Yes,
while I was writing my book, I learned about
Welcome to today’s lecture in our Introduction to some amazing survival stories.
Psychology course. Over the last few lectures, we
looked at the development of the brain, and this week Host: And do you have a favorite story?
I want to talk about abilities. Now, we all have various Ellen: Yes. I think the person I respect the most was
abilities, but I want to talk about two that some people a very brave woman called Juliane Koepcke,
have and others don’t. These are perfect pitch and who was born in Lima, Peru. When she was
advanced language learning. 17, in 1971, she was traveling by plane over
To begin with, people with perfect pitch can hear a the Amazonian rain forest when lightning hit
musical note and tell you exactly what it is. According to the plane. The plane broke up at a height of
the magazine Psychology Today, only 1 in 10,000 people 3.2 kilometers, and Juliane fell all that way in
has this ability. Mariah Carey has perfect pitch, and so her seat!
did Mozart. As you probably know, Mozart could play Host: But she survived?
the violin and the keyboard at the age of five. And he Ellen: Yes. People think that the seat she was in saved
managed to write his first symphony at the age of eight. her when she crashed into the trees. When she
He wrote amazing music for the whole of his short life. woke up the following morning, she was alone
He died of illness at the age of 35, but his music still in the rain forest, a long way from other people.
brings happiness to people today. Interestingly, more The only food she had was a bag of candy.
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Luckily, Juliane was a calm, independent person. is beginning to catch fire. You know that this means that
She found a stream and followed it. That was a there is not much time to decide what to do because
good piece of logical thinking. After nine days, the fuel in the plane’s tanks could explode. What do
she found a boat and a small hut. She waited you do?
there, and the next day she was discovered by
some men, who gave her food and then took her Unit 2 The Animal Connection
back to civilization.
Host: That’s amazing. And what happened to her  Track 01
after that? The Mirror Test
Ellen: She became a scientist and went back to the Animals are interesting, aren’t they? They can be
rain forests of Peru. She studied bats there. cute, they can be fast, and they can be strong. But are
Later, she moved to Germany, and in 2011 wrote they intelligent?
her autobiography, called When I Fell from the
That isn’t an easy question to answer. Animals all live
Sky, all about her amazing story of survival. If
in different habitats and their behavior is right for that
you’re curious, you can read her story in her own
situation. We need a standard way to test an animal’s
words there.
behavior. The mirror test, developed in 1970 by
Host: That’s a great story of survival. We’ll be back with Dr. Gordon Gallup Jr., gives us that.
more from Ellen after this break.
You recognize your own reflection in a mirror, don’t you?
 Track 05 But does an animal know that it’s looking at itself when
it looks in a mirror, or does it think it’s a different animal?
Surviving in the Desert If an animal passes the mirror test, there’s a good
It is 9 o’clock in the morning on a warm July day. You chance it is intelligent. We give the animal medicine so
and your three colleagues were on a short flight to a it goes to sleep. Then, we put a colored mark on the
conference in Southern California when your plane animal’s body where it can’t see it in a normal way, such
developed mechanical problems. The plane was as on its forehead or on its ear. When the animal wakes
forced off course by a few miles. Finally, the mechanical up and sees itself in a mirror, we watch how it behaves.
problems got worse, the pilot lost control of the plane, Animals that pass the mirror test see the mark and
and you all crash-landed in the desert. You and your touch it or try to remove it. So far, the species that have
three colleagues find yourselves quite far from the definitely passed the test are great apes (chimpanzees,
plane. Although you keep looking, unfortunately it bonobos, and orangutans), elephants, dolphins, orcas,
seems that the pilot is missing. You and your colleagues and Eurasian magpies. Some people say, though, that
are on your own. the test only works with animals that mainly use sight to
The nearest town, which you saw from the window when explore the world, and it may not be a fair test of other
you flew over it half an hour ago, is about 30 kilometers animals, such as dogs, who use smell or sound more
away. That is an extremely long walk, and you know that than sight and fail the test.
it will be very difficult. None of you can get any signal at
all on your cell phones, and without signal, none of the  Track 02
apps work. Daytime temperatures in this area can reach Good morning, everyone, and thank you very much
40°C, and at night, they can fall below 0°C. It is already to the college for inviting me here today to speak to
starting to get very warm, and you know that soon you all of you. My name’s Nancy Rubin, and I’m a career
will be in danger. One of your colleagues remembers advisor. I’m here to talk about careers with animals and
reading an article about the desert, and he says it is help you look at your options. I think everyone will be
better to move around during the evening, because familiar with some professions, such as zookeepers
it is less hot. He says that between late afternoon and and veterinarians, but there are many others, too. It’s
sunset is the best time to move. important to know what qualities employers are looking
In different parts of the desert around you, you see a for, what exams you need to pass, and what experience
variety of different things, including a map, an empty is required. So, let’s start by looking at a familiar career,
lighter, and a few items of clothing. You discuss ideas and then one that’s a bit more unusual!
with your colleagues, and as you talk, you realize that
you need to come up with a plan if you are going to  Track 03
manage to survive. Suddenly, there is a smell of smoke The first career I’d like to mention is marine biologist.
in the air. You look towards the plane and you see that it Now, of course, marine refers to the sea, so a marine

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biologist is someone who studies animals that live in the programs. When a species is endangered in the wild,
sea. That can be anything from whales to tiny creatures we make sure there are enough animals in zoos to keep
called plankton. Marine biology is a large field and it the species going. In some cases, for example, wolves
covers many different careers. Many marine biologists and pandas, we take animals from zoos and release
are research scientists. They might spend the summer them into the wild. That increases the numbers and
months doing research and the winter months teaching helps the species to recover.
at a university. Marine biologists should be prepared for Now, if you’ll all follow me, we’ll go and see some of our
harsh conditions. They don’t always work with dolphins zookeepers in action.
in warm waters! If you choose this career path, you’ll
need a degree in biology or marine biology, and you’ll  Track 06
probably then have to go to graduate school and
possibly get a doctoral degree. The Trouble with Strays

The second career I’d like to mention is a bit more Puppies are cute, aren’t they? And kittens are
unusual. It’s a snake milker! adorable. But those puppies and kittens grow up to
be adult dogs and cats. Often the demands of being
Now, you know that we milk cows, and sometimes a pet owner just get to be too much for people, and
sheep and goats, but how do you milk a snake? Snakes the cats and dogs end up on the street as strays.
don’t have milk. They have venom, the poison they use Sometimes it’s the responsibility of looking after an
to kill the animals they eat. A snake milker takes venom adult animal that causes problems, and sometimes
from a snake. Why? The venom is very useful. First of there are financial reasons. It’s a growing problem. In
all, it’s used to make antivenom, which we need when the city of Detroit in the US, it is estimated that there
a snake bites someone. The venom also has other are 50,000 stray dogs. The World Health Organization
medical uses. If you choose this career, you will need a estimates that there are about 200 million stray
degree in biology, chemistry, or biochemistry. And you dogs worldwide.
will also need a lot of practical training!
This situation causes a number of problems. First of all,
Now let’s look at another job related to animals—a the lives of stray animals are hard and stressful. Every
zoologist … day is a struggle to find enough to eat and a safe place
to sleep. That means the animals are often in poor
 Track 04
condition and get injured or die young. In addition to
I have to take my dog to the vet. that, stray animals cause a number of problems for city
My dog has to stay in the animal hospital. residents. They can run into the road and cause traffic
accidents. Stray animals can also carry diseases. They
 Track 05 can pass these diseases on to people or to domestic
pets. Last, packs of dogs can be dangerous and may
Thank you and hello everyone! Welcome to our open attack people.
day here at Rashford Zoo. It’s great to have the chance
to speak to you about the work we do at the zoo. When However, there may be a solution to the problem.
you visit a zoo, you see animals in many different types One country that has reduced the number of stray
of places. We try to provide an environment for each dogs is the UK. In 2016, a new law was introduced.
animal that is similar to where they live in the wild. That All dogs must be microchipped. This means that a
isn’t always possible. We can’t provide miles of ice and small chip—the size of a grain of rice—is inserted
snow for the penguins, for example, but we try to get under the dog’s skin. It’s a quick and painless
as close as we can. We want you, the visitor, to see the procedure. Microchips contain a unique code that is
animals’ natural behavior. connected to a national database. When the chip is
scanned, it shows the owner’s address. If your dog
We also want to educate people about the dangers does not have a chip, you can receive a fine of up
some animals face in the wild. We have posters around to £500. Microchipping is useful if your dog is lost or
the zoo with information on them. Zookeepers also talk stolen, and it also encourages people to take more
to members of the public about the threats to animals’ responsibility for their pets. According to the Dogs
habitats and what we can do about them. We have a Trust’s Stray Dogs Survey Report, in 2018, the number
responsibility to make sure that everyone knows the of stray animals in the UK was at its lowest level in
effects we humans have on nature. 21 years—so this is a step in the right direction.
Away from the public, we do a lot of work to help
animals. Together with other zoos, we have breeding

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Unit 3 Think About It well, but the machines aren’t really thinking.
They’re just following rules. Only people
 Track 01 can really think. Machines will never have
the thinking power of a human. Humans
Confirmation Bias
have been thinking and solving problems for
Scientists believe that the average person receives 200,000 years, and we’ve gotten very good
about 34 gigabytes of information and sees or hears at it!
100,500 words every day. That’s a lot of information,
Thanks for that thought, Julia. And we’ve got
Host: 
and no one can possibly concentrate on all of it. We
Rafael on line 2. What’s your opinion, Rafael?
choose what we pay attention to and what we think
is important. That creates a problem: confirmation Rafael: I disagree with the last caller. I think we already
bias. We like to be right, and so we listen to use artificial intelligence in different ways. Did
evidence that supports what we already believe, you know that a commercial pilot only controls
and we ignore evidence that goes against what we a plane for about seven minutes during a
believe. For example, if you believe that the world is flight? The rest of the time it’s controlled by
generally getting worse, you will see only evidence the autopilot because humans get tired and
to support your opinion when you hear the news. You bored and make mistakes. And driverless cars
will pay attention to stories about rising crime and will all rely on AI to avoid accidents, and they’ll
environmental problems. And you will ignore evidence probably be better at it than people. Some
that suggests people around the world are getting people think that it’s only really AI if robots can
richer, becoming healthier, and living longer. fully communicate with us, but it isn’t like that.
Confirmation bias means we see what we want to see. Host: Interesting points, Rafael. Thank you. Megan
It can create problems. For instance, a business may now on line 3.
try a new strategy. The managers will notice positive Megan: Hello. I’ve been thinking about AI a lot
results, such as increased sales, before they notice recently, and I think there’s something
negative ones, such as increased costs. That could be everyone has forgotten. Who is going to
expensive for the business. Social media and other be in control of the machines in the future?
websites can make confirmation bias worse. Groups I mean, when machines can think, will they be
of online friends often agree with each other. They a danger to us? We create computer systems
easily share information and news stories that support to control everything, and now some are
their opinions. They rarely hear the other side of the really complicated. No human understands
argument and miss relevant information. Some people exactly what they are doing. I think that’s a
are worried that this kind of “social media bubble” is dangerous situation.
bad for society.
Host: Hmm … something to think about there.
Is there anything you can do to question your own Thanks, Megan. Finally, Victor on line 4.
confirmation bias? You can make an effort to listen
Victor: I’m worried about the effect on people’s
to people with different views. You can visit websites
working lives. According to researchers at
that present a different opinion from yours. As soon as
Oxford University, 47% of jobs in the US might
you do that, you will learn something about how other
be done by machines in the future. It’ll have
people think.
an effect on people who work in services:
 Track 02 office workers, truck drivers, and taxi drivers,
and even people like receptionists and shop
Host: H
 i, and welcome back to Our World Today. It’s assistants. We won’t need to employ people
time once again for our weekly call-in. It seems when AI becomes powerful enough. And what
that machines that can think, in other words, are we going to do then?
artificial intelligence, are becoming more
Host: Good question, Victor. Thanks to everyone
common. Today’s question is: What do you
for your views on this subject … some really
think of artificial intelligence? We’ve got Julia
interesting points. Next week we will be talking
on line 1. Hi, Julia. What would you like to say?
about …
Julia: I think there’s no such thing as artificial
intelligence. Scientists have been researching
it since the 1950s. In that time, they’ve created
machines that can play games like chess very

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 Track 03 The answers to these questions might be silly, but they

also might tell you something about the problem.
1 Some people say that AI is a danger.
Another way to encourage creativity is to think about
2 My mom says that she’ll never lose her job to
ways …
a robot.
3 My dad said the same thing and then lost his job!  Track 06
The Trouble with Social Media
 Track 04
Social media companies have been feeling worried
Hello, everyone! It’s great to be here to talk to you
recently. People have realized that there are a few
today about being creative. Now, I know that we all
problems connected to social media. One is the
have times when it’s hard to be creative. You’re trying
problem of confirmation bias. Our online friends make
to solve a problem and you just don’t have any ideas.
comments and share posts that we already agree with.
It’s easy to give up and think that you aren’t a creative
We accept them as true and we never see any evidence
person. Or make up excuses and say that it was too
of other opinions. This can mean that we share and like
hard, or you didn’t have enough time. I’m here today
false stories more easily because they match what we
to tell you that we can all be creative if we use the right
already believe.
methods. I’ve come up with a few easy ways to be more
creative that we can all rely on. There are other problems, too. Some people spend too
much time on social media. They update their status
One thing you can do is make sure you have the
many times a day, and their phones show notifications
knowledge you need. Become an expert. Look up
of other people’s posts. This often means they waste
information online and learn about an area. Creative
time, or they ignore their real-life family and friends.
people get ideas by understanding other people’s
They might also become anxious about how many
ideas. The more you know, the more your ideas grow.
shares or likes their posts get. Other people experience
Another thing you can do is take up a sport or hobby. cyberbullying, where people make up comments about
When you do that, you put yourself in the position of them. That can have an effect on people’s lives and
being a beginner. When you get good at a sport, it’s their health.
easy to stop learning and to think you know everything
Another issue is our digital footprint. Every time we
about it. Trying a new sport helps you remember what
post, share, or comment, we leave a digital record.
it’s like not to know all the answers.
It often follows us for a very long time. When you
 Track 05 apply for a job or when you meet someone new, they
might check your social media. What will they see?
Here are a few very simple exercises that people have Are you sure that you want them to see everything
been using for a long time to help them be more you’ve posted?
creative. The first is a way of coming up with lots of
Finally, people share a lot of information on social
ideas. You take an ordinary object, such as a spoon or a
media. They share their location, when they’re on
paper clip, and you try to think of as many different uses
vacation, and what they do every day. That can leave the
for it as you can in three minutes. For example, a paper
person vulnerable to crime or other problems.
clip could be used to open a lock, or to eat cheese, or
to tie your hair back! Many people agree that we need to find ways to help
people be safer on social media and to think more
For the second method, you need to write two lists
about the information they see and share.
of very different objects. It doesn’t matter what they
are, but you need to make them all different. Then
you choose an object from the first list and an object Unit 4 Beyond Words
from the second list. You have to find ways in which the
 Track 01
objects are the same. For example, you might have an
elephant and a flower. How could they be the same? Being a Good Communicator
Well, maybe you can see both at a zoo, or maybe an Many of us find it hard to communicate. You may
elephant’s ears are like a flower’s petals! Or maybe they know what you want to say but not know how. What
both need water every day! makes a good communicator? You might think a
The third exercise uses famous people. Let’s say you’re good communicator is someone who can speak
coming up with ideas to solve a problem. You might ask: well and explain his or her ideas. You might think
“What would the president do?” Or “What would Mickey a good communicator can persuade people to do
Mouse do?” Or “What would my favorite singer do?” what he or she wants. However, there’s a lot more

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to communication than expressing yourself well.  Track 03

Communication is an important skill in our personal,
academic, and professional lives. And it’s easy to learn a So, tell us about the way we speak.
Host: 
few simple communication techniques. Jayden: Your tone of voice plays a big part in
The first is active listening. Good communicators listen communication. We all know that if you ask
carefully to understand the other person’s thoughts. someone how they are, the way they say
They repeat ideas back to the other person to show “I’m fine” can communicate a lot. It can
they understand. They also encourage the person to say communicate that the person really is fine,
more by asking relevant questions. For example, a good or it can communicate that the person isn’t
communicator might say: “I hear you saying that you’re fine and wants you to ask how they really are!
unhappy with your major. How, exactly?” That’s one reason why communicating by
email or text message can create problems.
Good communicators are honest. In an argument with There’s no tone of voice, so it’s easy to
a friend, you don’t help communication when you misunderstand someone’s meaning.
pretend that everything is fine. Good communicators
talk honestly about how they feel. Host: I see. And what about body language?

Finally, good communicators make a personal Jayden: First of all, there’s personal space. There’s
connection with people. They try to find something usually a distance between you and the
they have in common with the person they are speaking person you are talking to. And it changes
to. That helps them to understand what the other in different cultures. Your listeners can look
person wants from a situation. Or they might try to put this up on the internet. People in Argentina,
themselves in the other person’s position and ask: “If for example, want a distance of about
I were him or her, what would I want to hear?” 76 centimeters when they are talking to
strangers. In Mexico, it’s a meter, and in
Using these techniques will help to improve your Romania, it’s 1.4 meters.
relationships with other people at home, at school, and
at work. Host: Interesting! What else?
Jayden: The expression on your face says a lot, and
 Track 02 so does the position of your arms and hands.
Host: Hello, and welcome to the Career Report. Open arms generally mean that you are
This week’s guest is Jayden Ross. Jayden’s open to another person’s opinion, and arms
a psychologist who studies nonverbal across your body usually mean you don’t
communication. Jayden, welcome to want to listen. Touch is also important in
the podcast. some cultures.
Jayden: Good to be here. Host: Okay, so is there any general advice you
can give our listeners about understanding
Host: Now, we all know that communication skills body language?
are very important. What can you tell us
about communication? Jayden: Don’t rely on just a person’s words or their
body language. Look at them both together.
Jayden: There are three parts to it, really. The first is Check when a person’s words and body
the things we say, the actual words we use. language aren’t saying the same thing. If a
Researchers believe that words are only 7% of person is saying something friendly but their
what we communicate. body is saying the opposite, that’s when you
Host: Is that all? That’s amazing. need to be careful!
Jayden: Yes, it’s much less than most people think. Host: Jayden Ross, thanks for joining us today.
Then there’s the way we speak. That’s around
38% of what we communicate.  Track 04
Host: Okay. I’m guessing that includes tone of voice, We live in an age where communication is global and
speed, volume, things like that. fast. You can contact anyone at any time through email,
Jayden: That’s right. And the rest, around 55%, is body text message, or instant messaging. However, it wasn’t
language, all the things we do with our body always that way, and there are clear technological steps
when we are talking or when we are listening that have led us to where we are today.
to someone else. These days, we all use email, and we send over 280
billion emails a day! Email has come a long way since

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it was invented in 1971. That was when a computer problems can happen when people are from the same
engineer named Ray Tomlinson sent the first email culture but have different life experiences.
message—to himself! That was just a couple of years Another reason for problems is communication
before the first cell phone appeared. Today, something technology. Many of us work from home at least
like 67% of the world’s population owns and uses a some of the time these days. We communicate with
cell phone. colleagues through software such as Skype or Google
Many people use cell phones to send text messages, or Hangouts, and it doesn’t always work perfectly. When
SMS messages. SMS means “short message service,” we don’t completely understand something and we
and the first SMS was sent in December 1992—it said are not able to check our understanding, it can lead
“Merry Christmas.” Today, we send text messages every to problems.
day. Many people include emojis in their messages. You might be surprised to hear that another possible
Emojis were invented in 1999 by a Japanese designer, reason for communication problems is friendships
Shigetaka Kurita. He created 176 images, and today at work. Normally, we think of friends as people we
there are over 2,800 emojis. One of the most popular communicate well with. However, mixing personal
ones is the “face with tears of laughter.” and professional communication isn’t a good idea.
The next big step in communication was the first mass- It makes some people feel uncomfortable and it can
marketed smartphone, the iPhone. Apple brought it out start arguments.
in 2007. Today over 2 million apps are available for the Many organizations work hard to improve
iPhone. One of the most popular apps is WhatsApp, communication, for example, organizing diversity
used for instant messaging. It first appeared in 2009, training sessions for employees. Another idea is a
and today people send 55 billion messages a day no-email day. One day a week, no one sends emails.
through the service. A couple of years later, in 2011, Instead, they speak to people on the phone or
a service began that allowed users to send pictures meet in person. Small changes like that can make a
that disappear. Of course, this is Snapchat, and today big difference.
188 million people use it to communicate.
Now let’s think about how different types of people use Unit 5 One Planet
different means of communication.
 Track 01
 Track 05
FAQs About Climate Change
Go to www.macmillan.com
1 Are climate change and global warming the
My email is [email protected] same thing?
Under the picture, it says #selfie and #mybestlook Global warming refers to the general rise in the
My email is [email protected] Earth’s temperatures that has happened since the
beginning of the Industrial Revolution. Climate
 Track 06 change refers to all of the changes in weather and
Communication Problems climate that are caused by global warming, such
as hotter summers, more severe storms, and more
Businesses and other organizations succeed when forest fires.
the people communicate well with each other. There
needs to be a free flow of information and instructions. 2 What causes global warming?
Unfortunately, communication often goes wrong. Global warming began with the Industrial Revolution
One reason for communication problems is that in when we started using fossil fuels—carbon-based
large, multinational corporations, people often come fuels like oil and gas—but most global warming
from different cultures and speak different languages. has happened since the 1970s. When we burn fossil
They may use a common language to communicate, fuels, they produce carbon dioxide. The carbon
often English, but that doesn’t remove the possibility of dioxide in the atmosphere traps heat and holds it
misunderstandings. People from some cultures, such as near the Earth. Other types of gases, like methane,
the US and Western Europe, may think it’s important to also trap heat near the Earth. This is called the
clearly express their ideas and say how they feel. They greenhouse effect.
might not see a problem in correcting a colleague or 3 Does it really matter if the Earth is only a few
criticizing an idea. However, this can make people from degrees warmer than it was?
some other cultures feel very uncomfortable. Similar It is true that the Earth is only about 0.99°C
warmer than it was in the mid-20th century, but
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if temperatures go up even a small amount, big people in the world do not have clean water
changes take place. Sea levels rise, and more severe to drink. I wish every country had stronger laws
weather events happen. The United Nations predicts against water pollution.
that if temperatures rise more than 1.5°C, the effect Host: Thank you, Susan. And what do you think?
on our lives will be extreme. If we didn’t burn so Sorry, what’s your name?
many fossil fuels, the effects of global warming
wouldn’t be so serious. I’m Ali Rahman. In my opinion, trash is the
Ali: 
worst environmental problem. We are throwing
4 What are the effects of global warming and away tons of trash, especially plastic. I wish
climate change? we could completely stop using plastic bags
Unless we stop global warming, the polar ice caps and packages. I hope all cities will provide free
will melt and sea levels will rise. This will affect Arctic recycling soon.
and Antarctic species like polar bears and penguins, Host: Thanks, Ali. And … hi. What’s your name?
and it will mean more floods in coastal cities. Some
areas will have hotter summers with long droughts My name is Anh Dao. I wish my government
Anh: 
and terrible fires. Other areas will have colder winters would make fishing companies reduce certain
with bad ice and snowstorms. There will be more types of fishing. Fishing is very important for
severe weather events like tornadoes and hurricanes. our economy, and if the fish populations were
destroyed, it would be terrible for my country.
If we don’t do anything about global warming, I hope our generation makes a lot of changes to
there will be terrible consequences. Some coastal help save the planet!
cities like Miami, Osaka, and parts of Rio de Janeiro
may disappear. Many species of animals may Host: Thank you all, and Anh, that’s a very good
also disappear, and this will change the Earth’s point. We’re all young, and it’s up to us.
ecosystems. One thing is certain: Our planet will not I hope our generation is taking environmental
be the same place it is today. problems seriously, and I hope we will be
more responsible.
 Track 02
 Track 04
1 reduce pollution
Professor: Good afternoon, everyone. Now, as we
2 provide recycling discussed yesterday, there are many
3 create laws excellent government projects happening
4 pay for plastic bags in countries around the world that aim to
create solutions to environmental problems.
5 require less packaging There are also many new products invented
6 use clean energy by small or large businesses to address
these problems. For example, several small
 Track 03 companies here in the US are making plant
Host: Good afternoon. You’re listening to KT Radio, pots from old automobile tires. The pots
and we’re on the street today talking to young are attractive, and the tires don’t go into the
people about environmental issues. It’s a little trash! So, I asked you to do some research.
noisy here, so I hope you can hear me! Excuse What did you find out?
me. What’s your name, and what do you think is Joe: I found a really interesting project that’s
the biggest environmental problem today? kind of weird but cool. A company in
Uh, hi. I’m Eric Tyler. To me, the most important
Eric:  Indonesia called Paper Flops is making
environmental issue is air pollution. Air pollution flip-flops out of recycled paper, coconut
is caused by burning fossil fuels, and that shells, palm tree roots, and natural rubber.
causes global warming. If global warming Also, they teach homeless children and
continues, our planet will die. I wish fossil fuels disabled people to make the sandals,
didn’t exist! We should have lower taxes for so they’re helping people as well as
companies that use clean energy. the environment!
Host: Thanks, Eric. And how about you? Can you give Professor: Sounds great! Molly, what did you find?
me your name and tell us what you think? Molly: Well, they’re doing a lot of things to make
Susan: Sure. My name is Susan Dyson. I think water Singapore green—planting a lot of trees
pollution is the biggest problem. Millions of and creating parks, for example, but my

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favorite thing is the giant structures called to the government or to the world in general. But what
super trees. The trees are made of steel, if we stopped saying they and started saying we? There
but they have thousands of climbing plants are many things that we, the people, can do to reduce
and flowers. The trees also generate solar global warming and to help the environment in general.
power and collect rainwater, so they help First, there are many small things that individual people
the environment in several ways. I hope and families can do. If we all tried to save energy, we
other cities will put in super trees! How would use less oil and gas, and there would be less
about you, Jorge? carbon in the atmosphere. There are some very easy
Wow … bizarre! I’d love to see them. OK.
Jorge:  ways to save energy. Turn off lights when you are not in a
I’m from Chile, so I wanted to research room. Turn off your computer at night. Do several errands
environmental solutions in Latin America. when you go out in your car, and offer to do errands for
I found a really interesting project in Mexico. other people in your family. Share rides to school or work
A company called Eco Domum is making with family or friends. Try to buy locally produced food
houses from recycled plastic. They use the and other products. There are also many things that we
plastic to make the walls and roof of the can all do to produce less trash. Use reusable shopping
buildings. I think it’s a great idea. Another bags for all types of shopping. When you buy fast food,
project is producing water in very dry areas in don’t take too many napkins, and don’t take plastic forks
Chile and Peru. They use giant nets to catch if you are going to eat the food at home.
drops of water from fog. They hope that in Neighborhoods and communities can also do many
the future, they can produce enough water things to help the environment. Community gardens
for all of the people in the desert areas. help in several ways. First, plants put oxygen into the
Professor: Very interesting. And, finally, Asami, what air and use carbon dioxide. Second, if people eat food
can you tell us? from local gardens, they are not eating food that was
One of the biggest problems in the world
Asami:  transported by trucks or planes. Third, flowers attract
is plastic trash, and in Kenya, a company insects and birds that pollinate plants. Communities
called Eco-Dawati is recycling plastic to can also set up neighborhood websites to share rides,
make desks for schools. A lot of schools recycle things like clothes or toys, or organize volunteers
have never had desks, so it’s great for to pick up trash in local parks and recycle it. If we did
the kids. It uses plastic trash in a practical a little more as individuals and communities, we could
way to help people. The next two things have a very positive effect on our environment.
are kind of similar. The first one is living
walls—walls that have plants growing on Unit 6 Moments in Time
them. They look pretty, and they produce
oxygen. They’re using these living walls in  Track 01
many places, including England. The other In Just 20 Years …
one is green roofs. I was interested in this
By the end of the 19th century, the Industrial Revolution
one because they’re doing it in my country,
had changed the world forever, and technology has
Japan. When I go home, I hope I can live in
continued to make many improvements since then. The
a building with a green roof!
first two decades of both the 20th and the 21st centuries
Professor: You’ve all done a great job, and it’s brought life-changing progress in technology. From 1900
good to remember that many countries to 1920, there were enormous changes, especially in
around the world are doing things to help communications and transportation. Of course, there had
the environment. If governments and already been innovations in these areas when the 20th
companies in every country did just a few century began. For example, the first passenger train
of these things, our planet would be a lot powered by a locomotive had started in 1825 in England,
cleaner and healthier. Sometimes wild ideas but the huge expansion of the railroads in the US and
are the best ones! Europe came in the 20th century. The first commercial
telephone company opened in 1878, but at the
 Track 05 beginning of the 20th century, the telephone had not yet
Evan the Eco Guy: Micro-Ecology become widely available to the public. Most surprisingly,
How often have you heard or said this about a problem: there were electric taxis in London by 1897, but
“Why don’t they do something?” Who is they? In the automobiles became available to ordinary people with
case of environmental problems, they probably refers the invention of the assembly line in the 20th century.
The first two decades of the 20th century also brought
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the first movie theater in 1905, the first commercial flight Interviewer: I see, thank you for that. Excuse me, sir,
in 1914, and the first radio station in 1920. which 21st-century inventions do you think
In the first two decades of the 21st century, progress are the most interesting or exciting?
in information technology was particularly important. Man 2: Well, I’m really amused by some of the
This “Digital Revolution” included two of the most things that have been invented recently.
important developments in communications since the Apparently, somebody has invented a little
telephone—smartphones and the creation of social hammock for feet, and I think that’s really
media platforms. The first social media network was funny. There are some inventors who are
Friendster in 2002, and the first modern smartphone creating some pretty amusing things!
was the iPhone in 2007. Entertainment technology also Interviewer: Yes, I guess some inventions are more
changed enormously from the close of the 20th century amusing than useful. They probably won’t
to the first decades of the 21st century. Some of the have historic importance. Excuse me,
major 21st-century inventions so far have been wireless ma’am, can I ask your opinion about
headsets in 2002, YouTube and internet radio in 2005, 21st-century inventions?
e-readers in 2007, and virtual reality headsets in 2016. It
is hard to imagine where digital technology will take us Woman 2: Sure. Driverless cars are amazing, but are
by the end of the 21st century! those cars going to be safe in big cities,
where there is a lot of traffic? I’m worried
 Track 02 about that. I guess there are a lot of
people who want to read or check their
Interviewer: Good evening everyone. I’m Melissa text messages and let their car drive, but
Warren and for today’s show, I’m on a not me! Anyway, I think driverless cars will
street where lots of young people hang have a huge effect on transportation.
out on Saturday evenings. I’m going to
ask some people their opinions about Interviewer: Yes, I totally agree that driverless cars are
inventions from the first two decades of a historic invention. I think there are some
the 21st century, and which inventions they people who are worried about driverless
think will be considered the most historic cars, but I’m sure the technology will
in the future. improve a lot before there are many of
them on the streets.
Excuse me, sir. I’m from Channel 9 TV,

and I’m asking people to give their  Track 03
opinions about 21st-century inventions.
Are there any that you think will have Today’s subject on Game Changers is one of the most
historic importance? famous doctors in history. Before 1967, there had
been transplants of several different human organs,
Man 1: Uh, yeah, maybe 3-D printers. Those could but there had been no successful heart transplants.
have historic importance. Actually, I’m On December 3, 1967, South African heart surgeon
pretty worried about several of the recent Christiaan Barnard changed that forever.
inventions, but to me, the invention that is
the most worrying so far is the 3-D printer. Christiaan Barnard was born in South Africa in 1922,
If there’s a time when people can make and he grew up in a poor family. Dr. Barnard got his
most of their own products, it will be very medical degree at the University of Cape Town in South
bad for business. Africa and later studied cardiac surgery at the University
of Minnesota in the US. Before he became a cardiac
Interviewer: That’s an interesting point, thank you. surgeon, Dr. Barnard had worked in medicine for several
What about you, ma’am? In your opinion, years, and he had found a cure for a fatal kidney defect.
are there any historic 21st-century
inventions so far? Dr. Barnard was a very capable heart surgeon for
10 years before he attempted the first transplant. He
Woman 1: Well, there are a lot of amazing new introduced open-heart surgery to South Africa. Before
inventions. I’m a photographer, and he transplanted the first human heart, Dr. Barnard had
I think one of the most exciting inventions practiced the operation on dogs, so he had had some
is a camera that can take 360-degree experience with the procedure. In 1967, he felt that
pictures. I’m really excited because these he was ready to do a human heart transplant, and he
cameras are totally changing professional found a 54-year-old man with serious heart disease.
photography. I don’t know if it’s a historic The man’s situation was hopeless, and he agreed to
invention, but it’s important in my career. try a transplant. Dr. Barnard found a heart donor, and

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the operation was done. The transplant was successful, 1 Be an example of an important cultural tradition of
but the man died of pneumonia 18 days after the the past or present
operation. Dr. Barnard went on to perform more heart 2 Be an example of amazing human creativity
transplants, and several of his patients lived for years
3 Be an example of a culture’s use of land or sea that is
after their transplants.
positive for the environment
Today, over 7,000 heart transplants are performed
4 Have incredible natural beauty
every year, and deaths from heart disease are often
preventable. The world is thankful to Dr. Christiaan 5 Represent an important period in the Earth’s history
Barnard for his wonderful contribution to heart 6 Represent great achievements in technology,
patients everywhere. Before Dr. Barnard’s incredible architecture, the arts, town planning, or
achievement, most people had not imagined that a landscape design
heart transplant would ever be possible.

 Track 04 Unit 7 Looking Back

hopeful  Track 01
capable Famous Mistakes in History
thankful 1 Expensive Decision
successful In the 1982 mega-hit movie E.T., there is a scene
preventable where the little boy uses candy to convince E.T., the
extraterrestrial, to follow him. The filmmakers had
incredible planned to use M&Ms for this scene, but Mars, Inc.
did not give them permission to use their candy.
 Track 05
They then asked Hershey for permission to use
UNESCO: Preserving Our Heritage Reese’s Pieces, and Hershey agreed, so it turned out
The main role of the United Nations Educational, that Reese’s Pieces candy was used in the movie.
Scientific, and Cultural Organization (UNESCO) is to Two weeks after the movie opened, sales of Reese’s
encourage international collaboration, and to promote Pieces went up by around 65%. Today, a Reese’s
global security and peace. One way that UNESCO product is the number one candy in the US! Mars Inc.
achieves this is through the preservation of sites of great shouldn’t have missed this opportunity!
cultural or national importance. This develops respect 2 Lost in Space
for those sites among the citizens of those countries. It The Mars Climate Orbiter was a small spacecraft
also educates tourists about those sites and encourages built to orbit Mars and record information about
them to discover the beauty of that country’s culture. the surface and atmosphere of the planet. It went
Tourists can find out more about all of the UNESCO’s into space in December 1998, and it disappeared in
sites by going to the World Heritage List, which can be September 1999. When researchers looked into why
found on the official UNESCO website. Currently, there the Orbiter was lost, they came across an important
are almost 1,100 sites on this list, including national mistake. They found out that the system on the
parks, forests, islands, temples, and houses. Some of spacecraft had used the metric system, while the
the sites are very well-known, like the Great Wall in computers on Earth had used the imperial system.
China and Machu Picchu in Peru, but there are many Because of this mistake, the Orbiter went too close to
sites that are well-known only within the countries Mars and burned up. Someone should have noticed
where they are located. It is possible to use the World that the two systems used different measurements!
Heritage List as a way to find out more about your own
country, or to inspire future vacations.  Track 02
To be included on the World Heritage List, a site needs Host: Welcome to Money Talk. I’m Brad Watson, and
to be considered of universal importance. UNESCO has our topic today is buyer’s remorse. That’s the
created a set of criteria to select World Heritage sites. bad feeling you have after you have bought
These criteria examine the site’s cultural importance, something you may not need. We have a panel
as well as its natural beauty. There are a total of ten of people who have buyers’ remorse.
criteria that UNESCO considers in the site selection I’ll start with Caller 1, Steven. Steven, is
process, and a site has to have at least one of them to there anything that you really wish you
be selected. Some of the criteria are: hadn’t bought?

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Steven: Oh, yeah. My worst decision was to get a  Track 04

swimming pool. We don’t have much time to
use the pool, and it’s very expensive to take Good afternoon. My talk today is called “Everyone
care of it. We really wish we hadn’t decided to Regrets Something.” It is a human characteristic to feel
get a pool. We definitely wasted our money! sad about things we wish we had or had not done. Most
regrets are about small things that don’t make a big
Host: I can understand why you might regret that—a difference in our lives: “I wish I hadn’t bought this shirt.
lot of people say they regret getting swimming I really don’t like it very much,” or “I definitely shouldn’t
pools or hot tubs. Any other regrets, Steven? have eaten that big meal! I feel terrible.” However, a lot
Steven: Well, I work a lot, and I don’t have much of people also have regrets about at least one or two
time to go to the gym, so I bought several big things in their lives.
expensive pieces of exercise equipment. OK, so why talk about a sad topic like regrets? Well, if
Guess how often I use them? About once a we know what people have regrets about, we can try to
month! So I spent a lot of money on exercise avoid those same mistakes in our own lives. There has
equipment I almost never use. been quite a lot of research about what older people
Host: Yep, exercise equipment is definitely one of say they regret in their lives. I’m going to tell you about
the things people most regret buying. What some of the things that many people say they regret.
about you, Monica? I think you can probably predict what some of the top
Monica: Well, my husband and I decided to buy a regrets are, but others may surprise you!
vacation home in Florida. But they can be The first regret is connected to people’s professional
expensive, and when you have one, you really lives, but it isn’t about turning down a job or earning
don’t want to spend money going on vacation money. It’s about time. Most people, especially very
in other places. It can be boring to always go successful people, say they wish they had spent less time
to the same place, but it’s very hard to sell a working and more time with their family and friends.
vacation home. We finally sold it for less than Another common regret is about friendships. People say
we paid, so we lost a lot of money. We really they wish they had stayed in touch with old friends. We
wish we had never bought that vacation home! all get busy and time moves forward. Then sometimes
Host: Yes, many people say they wish they hadn’t we are afraid to get in touch with someone after a long
bought vacation homes. Omar, any regrets time. We think they will be angry or hurt. However,
about things you’ve bought? they’re probably thinking the same thing about you!
Omar: Just one. I bought an expensive desktop The other top regret for many people is, of course,
computer, but I don’t use it very much because love! Many people say they wish they hadn’t broken up
I almost always use my laptop. with someone they really loved, or they wish they had
Host: That’s something that has changed a lot married someone they loved long ago.
recently. Most people now say they use only a Now, here are some regrets that you probably didn’t
laptop, or even just a tablet. OK. Sarah, what predict. The first is travel. Some people say they should
are your regrets? have traveled more. Most people take a lot of short trips
Sarah: Well, my daughter and I started collecting and a few big trips in their lives, but how many people
dolls when she was young, and now we have really see the world, or even their own countries?
over a thousand of them. I’ve spent thousands Another regret is about children, but it isn’t about
of dollars on them. She’s a teenager now and having or not having kids. People say that they wish
not really interested in the collection anymore. they had taught their children to do more things. This
I really wish I had saved that money instead! includes practical things, like how to fix problems
Host: Thanks, Sarah. I should point out that our in your house, and fun things, like how to play a
panel’s answers are very similar to answers on game or sport.
questionnaires about things people regret Finally, quite a few people, especially Americans,
buying. It seems that there are things that say that they should have learned another language.
most, or at least many, people end up wishing Learning a second language can help you with your
they had not spent money on! career, but it’s also interesting, and it helps you learn
about other cultures.
 Track 03
So, before you make a decision, try to imagine what
lose waste tools use exercise regrets you might have about it later in life. Don’t miss
house desktop objects opportunities to make your life better! Thank you.

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 Track 05 The Edsel had many new features that hadn’t been
used in cars before, but those new things did not
The first regret is connected to people’s professional always work well.
lives, but it isn’t about turning down a job or earning
money. It’s about time. Most people, especially very Marketing
successful people, say they wish they had spent less time Ford started promoting the Edsel as “the car of the
working and more time with their family and friends. future” in advertisements a year before the car was
Another common regret is about friendships. People produced. There was a lot of excitement about it, and
say they wish they had stayed in touch with old people even waited in line to see it. Unfortunately, many
friends. We all get busy and time moves forward. Then people did not like the new design when they saw it.
sometimes we are afraid to get in touch with someone They decided that it was an ugly, expensive car with a
after a long time. We think they will be angry or hurt. terrible name.
However, they’re probably thinking the same thing Lessons Learned
about you! Ford learned from its mistakes with the Edsel. They did
Another regret is about children, but it isn’t about having excellent research for the Ford Mustang, which they
or not having kids. People say that they wish they had produced in the 1960s. The Ford Mustang became
taught their children to do more things. This includes one of the greatest successes in business history. It was
practical things, like how to fix problems in your house, exactly the right car for the right customers at the right
and fun things, like how to play a game or sport. time, and the Mustang is still a very popular car today.

 Track 06
Unit 8 A New Home?
Case Study: The Edsel
 Track 01
Introduction
In 1957, the Ford Motor Company introduced the What on Earth Happened?
Edsel, a car that they were promoting as “the car of the Sixty-six million years ago, during the time of the
future.” However, the Edsel turned out to be one of the dinosaurs, something happened that changed our
greatest mistakes in business history. planet forever. A meteorite hit the Earth near the
Key Decisions or Actions Yucatan Peninsula of Mexico and created a crater that
was 185 km. wide. The impact caused an explosion
Basic Idea and Research equal to about 10 million Hiroshima bombs. This caused
In the early 1950s, the US economy was extremely a chain of events that resulted in mass extinctions of life
strong, and Ford wanted a new car in the medium- on Earth.
price range. Unfortunately, they did not pay attention Scientists almost all agree that the meteorite was the
to research that showed the US would soon experience main cause of these mass extinctions. They now think
a recession. they understand what happened after the meteorite
Ford did not do enough research to find out what hit. First, if you had been within 1,000 km. of the impact
customers really wanted in a car. Instead, they based site, you would have been killed by a massive ball of
most of their decisions on the opinions of Ford fire. Almost immediately after the impact, there were
executives, the people who managed the company. earthquakes and 300-meter-high tidal waves all over
The executives spent a lot of money on research to help the planet. About eight minutes after the impact,
them decide on the name of the car, but they decided debris from the explosion would have started to fall
to use the name of Henry Ford’s son Edsel. It turned out out of the sky. A lot of the debris was on fire, and this
that people hated the name. caused massive forest fires. A few minutes later, there
would have been 965-km.-per-hour winds caused by the
Design quickly heating air. These winds would have destroyed
Ford wanted to design a car that looked very different everything they came into contact with.
from existing cars, but the company did not do research Common theories suggest that if you had been far
to find out if people liked the design. They didn’t show enough away, you would have survived the explosion,
the design to sales people or the public before the car but in a few days, you would have seen the sky get
was produced. very dark because of the carbon soot that filled the
The company wanted to produce a car that many atmosphere. The soot blocked the sunlight for months
different types of people would buy, so they made 18 and perhaps for years. Without sunlight, plants began
different models of the Edsel. to die. When the plants died, there was no food for

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the herbivores, so they died, too. When the herbivores Karen: It’s just incredible. It’s a beautiful blue, green,
died, the carnivores didn’t have food, so they also died. and brown ball. You think about the fact that
It is interesting to try to imagine what would have it’s the only planet we have, and that it isn’t
happened if the meteorite had not crashed into Earth. really very big. You can see the oceans and the
Some scientists think dinosaurs might have survived. continents, but no countries, of course, and that
They believe they could have adapted to slow changes can make you think differently about our world.
in climate over many years. Just imagine! Host: Well, that sounds amazing, Karen. Thank you.

 Track 02  Track 03
Host: Welcome to Our Universe. I’m your host, Sam 1 host
Maxwell, and my guest today is astronaut Karen 2 guest
Simmons. Karen is going to give us some inside
3 space
information about what it’s like to live in a space
capsule. First, Karen, can you tell us how many 4 sleep
times you have flown into space? 5 just
Karen: Yes, I’ve been four times. One of those times 6 school
was to the International Space Station. 7 student
Host: Could you explain what life is like in 8 desk
zero gravity?
Karen: Sure. You float, of course, so you have to hold  Track 04
on to something to stay in one place. When you Host: Welcome to Science and Society. Our
sleep, you use a special sleeping bag, and you discussion today is about the effects of space
tie it to the wall or the floor. If you want to sit exploration on society. Some people say
down, you have to tie yourself to a chair. that it’s a waste of money to explore space.
Host: How do you drink water? My guests today have the opposite opinion
Karen: You have to drink water through a tube. If you of space exploration. They are going to tell
used a glass, the water would float out of the us why they believe that the space program
glass and into the air! is very important to our everyday lives. We
have with us Cristina Fares, an engineer;
Host: You have very short hair. Is long hair a problem Seth Foreman, a retired astronaut; Lauren
in space? Young, a weather scientist; and Mike Bolton, a
Karen: Oh, yes. I cut my hair before I went to space for science teacher. I’ll start with Seth. Seth, as an
the first time. If I hadn’t, it would have floated astronaut, can you tell us why you think space
around my head the whole time! exploration is important?
Host: I had never thought about that! Karen, the Seth: Yes, of course. Space exploration is not just
purpose of the US space shuttles was to take about finding life on other planets or finding
astronauts to the space station. The last space planets that humans could live on. In fact,
shuttle trip was in 2011. Do you know if the US it’s mainly about learning about our own
will have space shuttles again in the future? planet. For example, we can study the Earth’s
Karen: There probably won’t be space shuttles atmosphere from space and learn more about
exactly like the old ones, but the government climate change. Also, space exploration
is working with companies like Boeing and makes us safer. We have satellites that can
SpaceX to create new types of spacecraft that track asteroids and predict if and when an
can take astronauts to the space station and asteroid will hit the Earth.
possibly other space destinations. Lauren: That’s right. Remember that space exploration
Host: Wow, and do you know where they will go, is also not just astronauts going into space.
besides the space station? Sorry, Seth! Satellites are also part of the
space program, and weather satellites give
Karen: No, I don’t, but at some point in the future, us accurate information about weather
maybe even to other planets. conditions like hurricanes and other storms.
Host: Finally, can you tell us how you felt the first time They also help us predict long-term weather
you saw Earth from outer space? conditions like droughts or very cold winters.

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Host: Just to remind our audience, Lauren is a weather problem is the effects of low gravity on the human
scientist and Seth is an astronaut—thank you for body. People’s bones and muscles become weaker if
your opinions. Now let’s hear from Cristina, they are in low gravity for a long time. It is necessary
who is an engineer. Cristina, can you explain to use weights and do heavy exercise to prevent this.
how space exploration helps in your field? A third problem is that people will have to live in a
Cristina: Yes. I’m an electrical engineer, and a lot of closed ecosystem. They have to stay inside a dome or
the technology that was developed for the a spacesuit at all times. There is no fresh air, so there
space program has been used in everyday is a danger of pollution or contamination by bacteria
inventions, such as solar panels, laptop or viruses.
computers, and even wireless headsets. How Life on Mars will also have psychological difficulties.
many times a day do you use the camera on First, there will be very few people on Mars, at least
your cell phone? Well, the technology for at the beginning, so there will not be many choices of
micro-cameras was developed in the 1990s for friends. There will be no restaurants, cafés, or parks, so
use on spacecraft. there will be few options for social activities, and life
Host: I didn’t know that my wireless headset and my could be very boring. Second, the living spaces will be
phone camera came from the space program. very small. People will be living very close to each other.
Thanks, space program! Finally, Mike, you Life will not be very comfortable. Water will be very
are a science teacher. What does the space limited, so people will have to take 30-second showers
program mean to education? and almost never wash their clothes. Plants cannot
grow on Mars, so all food will be dried or in cans.
Mike: The space program is like a giant science Also, most food tastes the same at low gravity. Finally,
teacher. First, it teaches us about the universe, communication with Earth will be very hard. Cell phones
about our own planet, and about the weather. and other voice communications will be impossible, so
Second, it teaches us about new ways to the only communication will be through email. It will
do things through advanced technology. take 20 minutes for an email to reach Earth, and another
Finally, I think the space program gives a lot 20 minutes to get a reply, and most of us are used to
of students a reason to want to study math very fast communication with our friends and families.
and science. Space is interesting to them, and
some of them will even want to grow up to be
astronauts like Seth. Unit 9 The World of News
Host: So if space exploration had never started, we  Track 01
might not have developed many of the things
Speaker 1
we use here on Earth every day, and we might
have had more damage from hurricanes and Changing Times
other major weather events over the past It’s no surprise that newspaper sales have fallen in
several decades. Is that a good summary of recent years and TV news audiences are smaller
what you guys have been saying? because of the effect of 24/7 online news sites. It’s too
Yes.
Seth:  early to say how this will affect the way we present the
news, but it’s such an important industry that it’s likely
Lauren: That’s right.
to survive technological change. There will always be
Cristina: Correct. journalism and a need for good journalists.
Mike: Definitely. Speaker 2
 Track 05 I never buy newspapers these days. What’s the point?
News is reported so quickly because it changes all the
Life on Mars time. I’m not that interested in current affairs, but I read
Traveling to Mars is hard. Living on Mars is even harder. news stories online, and sometimes I watch the news
First, there are serious environmental issues. One on TV if something “big” is happening somewhere in
problem is radiation. Astronauts on the International the world. I see some news items on social media, but
Space Station get 10 times more radiation than on the majority are human-interest stories and that kind of
Earth, and the radiation in deep space could be even story is not interesting enough for me to repost. I’d like
stronger. One possible solution is ice-covered domes to know if anyone here does repost those stories in their
because ice partly blocks radiation. The second newsfeed. Posted by jamiek 12:23

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Speaker 3 written anything else for a source you trust, the article
Citizen Journalists: The Word on the Street by could spread fake news.
Amos Hadfield Check that the article contains links to other news
A must-read for all journalism students is Citizen headlines, articles, and authors. Click on the links and
Journalists: The Word on the Street by Amos Hadfield. check if the sources are real.
Citizen journalism is where ordinary people collect, Then see if the story you are reading about is shared
report, share, and comment on news stories via their on any other news websites or channels. If it is, there
social media newsfeeds or tweets. It’s an interesting is a better chance that the story is true. But be careful,
trend because it’s so hard to control. A positive point is because some news websites just copy what others
that ordinary people can get involved. However, there have reported already.
are some problems. “It isn’t easy to limit the spread of Finally, always question what you read on the internet.
fake news” he writes. “Governments want more power, Think to yourself, “Some of this story might be true, but
but that is also dangerous.” it may not show the complete picture.” I’ll be taking any
Speaker 4 questions you have in a few moments, so if you would
Amber Spratt at The Ark like to gather …

Breaking news! People are here in the thousands—there’s  Track 04

such an amazing atmosphere right now. No word from
the president yet, but we expect more information 1 anchor
soon. #excitingtimes 2 translator
3 editor
 Track 02
4 reporter
OK everyone, so, now I’d like to talk about fake news.
1 anchor
This is very much a “hot topic” right now for two
reasons. One is because of the large amount of fake 2 translator
news that is out there. The other is we don’t recognize 3 editor
it. Although we might be amazingly good at using social 4 reporter
media sites, uploading selfies, and texting friends, we
aren’t so good at figuring out exactly what is fake news  Track 05
and what isn’t.
1 anchor
A study of 1,045 adults between the ages of 18 and 34
2 translator
by the Media Insight Project found that by the age
of 18, 88% of young adults received their news from 3 editor
social media. A different study, by Stanford University, 4 reporter
of 7,804 students found that 82% of middle-school
students couldn’t understand the difference between an  Track 06
ad and a real news story. So there is a real need for us to Host: In our special report tonight, we’re talking
teach young people about fake news. about people working in the world of foreign
 Track 03 correspondence. On the phone, I have Dana
McDonald, a foreign correspondent based
I’d like to talk through some steps you can use to find in Mumbai, India. And with me in the studio
the real stories among the fake news. is Peter Marsden, a translator who travels the
First of all, find out about the source. Look at the world translating from Arabic into English. Dana,
website that the story comes from. Then check the text. can you give us some idea of what a foreign
There might be spelling mistakes, or the text may not correspondent does?
be well written. Look at the pictures. Are they clear? Dana: Sure. Foreign correspondents write news reports
If you aren’t sure, leave the website and research the on breaking news stories. Then they send their
organization and its history. Remember that you can reports to the news agency that they work for,
trust some websites more than others. which is usually abroad. Often we report on what
Next, look at the authors. To check if they are authors I call “unhappy news”—wars, political troubles,
you can trust, look for proof. What other articles have things like that. I wrote about the Mumbai floods
they written? Who have they written for? If they haven’t in 2017, for example.

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Host: It must be hard to do a job like that.  Track 07

Dana: Well, yes, it can be. But I don’t always write No Story Is Too Small
about breaking news events. Sometimes I write
human-interest stories as well. I love writing With the rise of social media and online news sites,
about that stuff; I’ve written reports on a variety local newspapers have had a hard time. However, in a
of different topics … um, on women getting group of small towns in the midwestern United States,
to vote in villages, for example, and on an print news is fighting back. Gene Nightingale and
Indian professor who is using recycled plastic to Matt Emerson, two journalists who were worried about
make roads. local journalism, decided to start up their own micro
newspaper. The newspaper goes on sale once a month
Host: And what do you like most and least about and sells around 4,000 copies.
your job?
The newspaper is based on the idea that “no story is
Dana: Well, it’s definitely a 24-hour-a-day, 7-day-a- too small” because they write about small stories, such
week job, which is really stressful. When there’s as how a farmer’s field was flooded with water after a
important breaking news, we have to stop pipe burst, and how a new sandbox has been installed
whatever we’re doing and find out more. But in a children’s play area.
I love that every day is different, and I love India,
although I do miss my family and friends back But it is these “small stories” that are the building
home. I don’t see them very often. blocks for any community. If people are aware of
what is happening in their local area, they feel more
Host: Do you speak any Indian languages? connected to their community. This connection helps
Dana: No, not really. That’s why I often have to work to create strong relationships between people who live
with a translator … someone like Peter. I couldn’t in villages, towns, or cities. Whether it is good news,
do the job without a translator. such as a local student winning a national debating
Host: Yes, Peter. You’re a translator from Arabic into competition, or bad news, such as the closure of
English. What’s a typical day like for you? the town library, the point is that it is news—it is
something to discuss and debate and bring people
Peter: Well, I don’t really have a typical day. One day, together. Gene and Matt’s newspaper provides that
I might be working on a written text—perhaps essential link.
translating a news article into English, for
example. And the next day I might be at a And local newspapers are in danger. A recent report
United Nations meeting translating for a group by the US Bureau of Labor Statistics found that the
of Arab leaders. number of newspaper jobs fell from 458,000 in 1990
(considered to be the start of the internet age) to
Host: And you’re a freelance translator. Is that right? about 183,000 in 2016. That’s a fall of almost 60%.
Peter: Yes. That means I work for myself and not for an This has an effect on local newspapers in that local
organization. Working for myself has advantages news stories are not investigated in the same way.
and disadvantages, but it gives me the ability to “People depend on Facebook and social media, so
choose the work I want to do. what’s going on close to home can be ignored by
Host: How did you decide you wanted to be larger newspapers,” says Emerson. Local businesses
a translator? have been very helpful and paid for the first copy
of their newspaper. Nightingale and Emerson hope
Peter: I actually studied English and French at college, there might be the chance to start up other micro
but then I went to live in Algeria and worked as newspapers in other small towns over the next
a teacher for five years. I started learning Arabic, few years.
which I love, and then I became a translator.
Host: But you’re actually from the US. Is that right? Unit 10 Got it?
Peter: Yes, I have a home there, although I don’t spend
a lot of time there. I travel for about nine months  Track 01
of the year. Host: Ask an Expert, Petra Waterhouse from
Host: Great. Well, thank you to both my guests for Berlin asks:
their interesting comments. I’ll be back at the Petra: Are great artists born or made? In other words,
same time next week with another edition of is talent genetic or is it learned?
Careers Today and I’ll be looking at jobs in
Host: Professor Anna Felix answers:
international relations …

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Anna: I think the short answer is both. Musical ability Conversation 2

is a good example here because some people Interviewer: Hello, Caitlyn. How are you?
are born with greater potential than others,
but without hard work and practice, they don’t Caitlyn: Oh, I’m great. Very excited!
achieve it. A study of 1,211 sets of identical twins Interviewer: Tell me—how long have you been doing
born between 1959 and 1985 found that even your act?
when one twin practiced music regularly and one Caitlyn: About two years. Well, I’ve been telling
didn’t, it made no difference. In one case, one jokes and making people laugh since I was
man practiced for over 20,000 hours more than a kid, but this is the first time I’ve applied
his twin, but their musical ability was about the to be in a talent show.
same. This goes some way to showing us that at
least some talents are genetic. I believe they are Interviewer: And are you feeling confident?
part of our DNA and we probably inherit them Caitlyn: Definitely! I’m here to win.
from our parents. So, thank you, Mom and Dad! Interviewer: Awesome! Go for it, Caitlyn.
A different study by Professor Zach Hambrick

investigated 14 studies of top chess players Conversation 3
and musicians: Could their level of ability Bobby: Hi? Can you hear me?
be explained by their hours of practice?
The answer was “no.” Practice only made Interviewer: Hi, yes, we can. Who are you?
about a 30% difference to how good these Bobby: I’m Bobby Jones. I’m here for the talent
people were. In previous research, Hambrick show auditions.
argues that what is important is the ability to Charlie: And I’m Charlie!
remember things. Having an excellent memory
can mean the difference between just being Interviewer: Hello, both of you! What are you going to
smart and being a genius. do for us today?

One theory is that it takes 10,000 hours of

Charlie: We’re going to make you laugh, aren’t
practice to become an expert at something. we, Bobby?
There is possibly a degree of truth in this Bobby: Yes, Charlie. Hopefully!
(although this will probably depend on what Fantastic. Looking forward to your act.
Interviewer: 
you are practicing). But if your DNA gives you
a love of chess, languages, music, or soccer,  Track 03
I’d assume that would make you more likely
to be prepared to put in those long hours of Noel: Well, that wasn’t as bad as I thought it would be.
practice anyway. I was so nervous—I nearly chickened out! I’d turned
up five minutes late and I thought I might miss the
 Track 02 audition, but they were a little late starting, so it was
fine. The interviewer asked me whether I needed some
Conversation 1 water at the beginning, but I was all right. And luckily
Interviewer: Hi there, Noel. How are you doing? my voice was OK. The big surprise is that they asked me
Noel: Hi. I’m OK. A little nervous. to come back for the first show in three months! I knew
I’d sung my best, but it was still a shock. I’m going to
Interviewer: Sure. Don’t worry—that’s totally normal. call my cousin and let her know.
Do you need some water?
Caitlyn: I’m glad that’s over! Yeah, um … he asked me
Noel: No, I’m fine now, thank you. how long I’d been doing my act. And he asked me if
Interviewer: So, why did you want to audition for I was feeling confident. Which I was in the beginning.
the show? But then I forgot some of the jokes and I had to make
Noel: Um … I didn’t. It was my cousin, actually. some stuff up. Everything went wrong after that. At
He said he thought I had a great voice. one point I thought, “I might as well just give up,” but
And, uh … you know, he told me I should I kept going until the end. There weren’t many laughs,
try to sing live in front of an audience. to be honest. They said they would let me know in a few
weeks. I wish I could try again. Maybe I was just feeling
Interviewer: Have you filled out the application form? a bit too confident …
Yes, I have it here.
Noel: 
Interviewer: Great. Good luck!

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Bobby: It was a bit strange at the beginning because you know, but who you know. And remember to
I was on stage with these bright lights in my face, and ask people with more experience for help if you
I couldn’t see anyone or anything! They asked me who need it!
I was. And I thought, “I’m going to let Charlie answer Andy: OK, good advice there. Thanks, Lisa. Now on line
this.” He said, “I’m Charlie!” and the guy laughed, 1, we have Gabe. What’s your question, Gabe?
which was good. And the guy asked what I was going to
do, and I made Charlie answer again. I don’t think I did Gabe: Hi, yes, I’d like to ask Elsa how I can become a
too badly, but I don’t think it was great, either. I mean, singer. I think I have a good voice, but I don’t
they turn down people all the time, don’t they? I’d be know where to start.
quite surprised to hear that I have a place on the show. Hi, Gabe. Yes, I get asked this question a lot. First
Elsa: 
But who knows? of all, you need to think about your goals and
remember to keep them small. If you haven’t sung
 Track 04 in front of an audience before, try to sing at a
1 a He filled out the form. small local show and make that your goal for the
next few months. Then think about the goals for
b He filled it out.
the following few months and work toward those.
2 a She turned down the job.
Gabe: OK, yes, that’s a good idea. I can do that.
b She turned it down.
Elsa: Also, and this is important: Start thinking of
3 a I gave up dance classes. yourself as a business. Be professional at all times.
b I gave them up. That shows people that you’re hungry for success!
Andy: Well, unfortunately, that’s all we have time for
 Track 05 today, but I’d like to say a big thank you to Elsa.
Andy: Good morning, and welcome back to Music
Matters. I’m Andy Harvey. On today’s five-minute  Track 06
call-in, we have Elsa Hardman, the owner of Talent Contests
the successful independent music company
The TV talent show Got Talent, started by Simon Cowell
Buster Records.
in 2004, has become a global success story. Viewers
Hi, Andy.
Elsa:  watch the shows in 58 countries. In 2014, Guinness
Andy: Elsa, your first job was manager of a record World Records named it the most successful reality TV
store. How did you go from that to starting your show ever. A number of other audition-based shows,
own record company? such as The Voice and The X Factor, are also popular
with audiences across the planet. And the reason?
Elsa: Well, I guess part of it was being in the right
People love watching the contestants go from nothing
place at the right time. Obviously, I knew quite
to huge success over a few weeks and months. But how
a lot about music, and by chance, I met a guy
did it all start?
at a concert who ran a music website, and we
became friends. Both of us had our hearts set on Back in 1934, a radio show called Original Amateur
having our own record company, so after about Hour began in the US. After some success, it moved
10 years that’s what we managed to do. Buster to TV in 1948. That show was similar to talent shows
Records was born! today. TV professionals traveled the country looking
for entertainers who then went to New York for the
Andy: Ok, Elsa, let’s talk to our first caller on line 2.
auditions. The entertainers would audition for the
Hi, is this Lisa?
judges on TV, and if chosen, they would come back
Lisa: Yes, it is. Hi. and audition again. The audience would vote for their
Andy: Hi. And what’s your question for Elsa? favorite act by phone or by mail. The final competition
was at Madison Square Garden, and the winners
Lisa: Hi, Elsa. I wanted to know how I can start
received a trophy and $1,500.
my own music company like you. Is it just an
impossible dream? Original Amateur Hour helped to create a number
of stars. Frank Sinatra performed on the radio show.
No, Lisa, not at all. You have to dream big! My
Elsa: 
Surprisingly, Elvis Presley wasn’t successful when he
advice is to go out and meet people. Remember
auditioned for the show in Tupelo, Mississippi.
that music industry success is not about what

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Another talent competition was Star Search. Star so I can make money while I’m looking for a more
Search was different because entertainers competed permanent job. I enjoy it. No day is the same.”
in different categories, such as best male singer and
best female singer. The prize money was $100,000 for  Track 02
each category. Many well-known pop stars and singing Simon: Welcome to Money Matters with me, Simon
groups auditioned when they were younger, including Bagshaw. Now, we often hear about some of
Justin Timberlake, Destiny’s Child, Christina Aguilera, the world’s largest donors—people such as
Britney Spears, and Usher. Bill and Melinda Gates and George Soros.
American Idol started on TV in 2002. Many more TV Their donations make an enormous difference
talent shows followed: So You Think You Can Dance, in lives and communities around the world.
The X Factor, Rockstar INXS, The Sing-Off, Dancing George Soros, for example, has donated over
With the Stars, and most recently, The Voice. Past $18 billion to charity.
winners of Got Talent include a performing police dog But what can ordinary people do to help
team, acrobats, ventriloquists, wheelchair dancers, and charities? Many people decide to give cash,
even Rubik’s cube puzzle solvers. but how do you help if you can’t afford to
donate money? With me in the studio are the
Unit 11 Money in the Bank local campaign managers for two charities: Pat
Beresford, campaign manager for the children’s
 Track 01 charity Rainbows, and Danny Hamer, campaign
1 Calling all computer game fans! manager for the environmental charity Action
for Earth. They are the people whose job it is to
We are hiring in your area. Would you like to earn think of new ways to raise money. Welcome to
some extra cash? Are you happy to do freelance Money Matters, both of you.
work from home? If the answer is yes, then give
reviews for you or call at 800-555-3210. We’re a Thank you.
Pat: 
software company that needs gamers to test our Danny: Thanks.
new range of exciting PC games. We’ll pay $40 for Simon: Pat, let’s start with you first. Let’s say I want to
each gaming review you send to us. No contract, no help your charity, Rainbows, but I don’t have
stress, and hours that work for you. any money to donate. What can I do?
2 Changes to Our Working and Home Lives Well, there are lots and lots of things you can
Pat: 
Today’s workers no longer expect to have the same do as an individual, Simon. What we say to
job for life. The gig economy means that more and people is, if you can’t help us with money, you
more people are working for themselves—offering can help us with your time. You can become a
their services and time in exchange for cash but with volunteer in one of our thrift stores around the
no contract, no pension, and no vacation or sick country. We love to see young people giving
pay. The way we take care of chores has changed at their time in this way.
home, too. We have people take care of our gardens Simon: But what if you work full-time and you can’t
and yards. We make someone else walk our dogs do that?
because we are too busy to do it ourselves, and we
get people to decorate our apartments. We have our Well, there are many one-day fundraising
Pat: 
groceries delivered, and we get our houses cleaned. events. We organize lots of events throughout
Interestingly, there are things that we used to get the year—bake sales, music events, spelling
others to do in the past that we now do ourselves bees … Some people prefer doing these
because of changes and technology. Now, we book events because it’s a great way to spend time
our own flights online instead of getting a travel with friends and family. Or, you can make a
agent to do it for us. We also manage our own contribution by getting people to pay you for
money online without the help of a bank clerk. completing a fun run or a marathon.
3 Every Day Is Different Simon: I’m not very sporty! Anything else, Danny?
Cece Rogers, a tech worker in New York City, was Danny: Sure. Some people hate doing sports. But
laid off in 2018. She knew it might take a long time have you considered playing games online?
to find another job in her field. “I wasn’t sure what Nowadays, there are lots of online quizzes
to do,” explained Cece. “When I lost my job it was a that you can do. For every correct answer,
big shock. Luckily, I found out about Gig-Getters and companies will pay a certain amount to
I signed up with them. They have me do various gigs a charity.

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Simon: Sounds like a great idea. bank accounts and to make payments to

Danny: Yes, it started about 10 years ago with an people. I have an app that’s really useful
organization called Free Rice. Basically, you go for my business account—it tells me what
online and answer vocabulary questions. For I’m spending, but also how much I should
every question you get correct, they donate 10 pay into my pension and into the business
grains of rice to feed hungry people. It became itself. It costs me about $100 a year, but it’s
popular so charities keep using this technique. worth the money.

Simon: I’ll check it out. Speaker 3: Well, I’m from the older generation, and
I think one of the best ways to manage your
Another thing you might consider doing if you
Pat:  money is to write down what you spend.
travel abroad often is to donate all the foreign That’s my first rule. I have a notebook
currency that you have left at the end of a trip. that I carry with me and I make a note of
Sometimes this happens on airplanes. The crew everything I spend and everything I earn.
will offer to collect all your foreign currency I still use checks, too, although not so many
and give it to a charity. Last year, we received stores accept them anymore. I also have
$21,000 this way. online banking, but personally, I think it’s
Simon: Yes, I’ve done that at the end of a few flights. much better if I can have a written record
Well, some great ideas there. Thank you both of my money. Oh, and my other rule is to
for giving me an idea of the small ways we can only use my credit card in emergencies.
all contribute and make a big difference. Next And I always pay all the money I owe every
week, we’ll be discussing what to do if … month! I think I’m very sensible in that way.
Speaker 4: I’m actually really bad at managing my
 Track 03
money. I don’t really splurge on stuff, but
change I just find money management a really
cash machine boring thing to do. That’s why I’m happy
to get someone else to do it for me. I have
 Track 04 a financial planner who does all the stuff
that I don’t like doing. She organizes
1 Do you have any change?
and pays my bills and checks my bank
2 I’m going to use the cash machine. account—that kind of thing. I used to
do it myself, but now that I have a large,
 Track 05 growing business, it has become too hard.
Interviewer: So, as a follow-up to last week’s program And to be honest, if I can get someone to
about how to make your money go further, do the stuff I don’t like doing, it gives me
we thought we’d ask different people on more time to actually make money!
the street how they manage their money.
Here are some of their answers:  Track 06

Speaker 1: My brother got me into using computer Business Profile: KylieBelle’s Bakery
programs like Excel and Google Meet Annabelle Eggers and Kylie Howell, a pair of high
Spreadsheets, actually. He showed me school friends who recently set up KylieBelle’s Bakery,
how you can add all the information about a bakery and coffee shop on the North Shore. The pair
what you spend, and it tells you how much both left successful careers in law to start their own
money you have remaining until the end business. But things didn’t get off to a good start.
of the month. I don’t like borrowing money
“It hasn’t been easy,” Kylie explains, when we meet up
from the bank, so I don’t have credit cards,
at the bakery on a Sunday morning. “I don’t think we
but I use a debit card for most of the stuff
realized how much hard work it would be. We thought
I buy. These days, so many payments are
we’d be doing the jobs we love all day, which for us
contactless, which suits me because I’m
is making cakes and serving customers. But actually,
always forgetting my PIN.
there’s a lot more involved, like accounting. Also,
Speaker 2: I guess I’m part of the generation we had an awful first day.” The pair had to close the
that controls everything through their bakery after a serious fire in their kitchen on the day
smartphone. I use my phone for online they opened. “It was terrible,” admits Annabelle. “We
banking and that works fine, and I also thought we might not be able to afford to open again
use my phone to move money between after the accident. We were both in tears.”
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Luckily, a local resident, Marlene Parks, offered to help A well-known soft drink ad campaign, which had been
by investing over $10,000 in the business. “I was looking seen by millions, was removed for showing a famous
for a small business to invest some money in,” says celebrity sharing her drink with a police officer at a
Marlene. “And who doesn’t love a nice bakery in their protest event. The message is just as important as
local area? I hope the business does really well and the image.
I wish Annabelle and Kylie lots of luck.” The women
used the money to get builders to repair the kitchen,  Track 02
and the bakery reopened two weeks later. Male marketing executive:
“Thanks to Marlene, we were able to get the business When we’re thinking about our advertising campaigns,
open again. We need to pay her back, obviously, but one of the first things we have to do is carefully
it meant we could start making money. The business is identify our target market. If we don’t know who we’re
doing really well. We’re going to have a new seating marketing our product to, then it just won’t sell. We
area built outside so we can serve more of our cakes. identify our customers using six different categories:
People love our white chocolate cheesecake!” gender—so male or female; age; occupation or job;
relationship status—so married, single, divorced,
Unit 12 Inside Advertising etcetera; geographic location; and behavior.
Once our target customer has been identified, we
 Track 01
start to think about how we’re going to promote
Advertising Around the World: Who Controls What? the product, and how to make our product the most
As you might expect in the modern world, more and attractive product to that group of people. One thing
more advertising is being controlled by strict rules. In that is different between marketing to young adults and
the US, the Federal Trade Commission (FTC) makes marketing to older people is the type of music we use
sure that all ads are accurate. In the UK, this is done by in the ad campaign. Young people want faster, more
the Advertising Standards Agency (ASA), which in 2017 energetic music, whereas older people—and when
received about 30,000 complaints about ads. The job of I say older, I mean over 60—well, they want music that
these agencies is to decide if certain rules are broken by is calmer and less noisy. And in TV or radio ads directed
advertisers. These might include making false promises at older people, the actors usually speak more seriously
about the product or using offensive images. The FTC and less quickly.
and the ASA decide if the ad can be shown or if it has to Then we have to come up with a slogan. Let’s say
be removed. we’re advertising a new face cream. The slogan has to
Ads that you might think aren’t very offensive can cause say something about the product in a phrase or short
lots of complaints. A TV ad showing people talking with sentence. It has to be clear and easy to remember.
their mouths full of food received the most complaints We can’t just say, “Buy our face cream because it’s
in the ASA’s history. People felt that this ad might the best!” or “These running shoes will help you run
encourage bad habits in children. In 2017, another faster!” We work very hard to get the perfect slogan,
TV ad for fried chicken that showed chickens dancing but the more often you do it, the easier it gets.
to rap music was criticized for being offensive to Then, of course, we have to think about designing the
vegetarians and vegans. The request was turned down logo for the product—and then launching the product
by the ASA. in the most exciting way, so people become interested
Each country has different rules about what they allow. in it quickly. And at the same time, we have to manage
A famous series of billboard ads made by a fashionable the budget so we use the money we have …
Italian clothing company caused problems in countries
 Track 03
where they appeared. One ad, showing a very young
baby, shocked a lot of people. In Sicily, the company Ad announcer:
was ordered by the town officials to remove the ad. It It isn’t just about you. It’s about your dreams. It’s about
is interesting that what shocks some people is loved by not giving up. It’s about knowing you only get one
others. It was given a prize by the Swiss General Poster chance to be the best you can be. Push harder. Run
Association, and a hospital in Bologna asked permission faster. Set your goals higher. Be the best. Because
to display the ad on its walls. you can. Lion Aid Energy Drinks. The choice of
Some ads have been banned, not for showing offensive true champions.
images, but for the way they market the product.

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S TUDENT'S BOOK – AUDIO SCR IP T PAGE 23 OF 24

 Track 04 buy them? Do you think that’s due to an

ad? I don’t think I buy things due to an
Speaker 1: Working in advertising means that I spend ad. I think it’s because I just want to try …
a lot of time thinking about image and um … that cheese or that new shampoo.
appearance. It’s important that we get Ads are a waste of time, in my opinion.
the right look in our ads. But we try not I buy stuff because I want to, not because
to overedit. By that, I mean we want to I’ve heard a slogan or seen a logo!
make sure our models look natural and
healthy. And we try to set our ads in real  Track 05
situations. Situations that people can … um
… understand and connect with. People in Speaker 1: Situations that people can … um …
our ads should look the same as the people understand and connect with.
in our target market and … um … I think in Speaker 2: I felt quite angry … hmm …
our latest ad campaign, we’ve managed to Speaker 3: You might think ad companies would …
do that. As a result, sales so far have been you know … check the images carefully …
very good.
Speaker 4: It’s like … when I’m shopping, what makes
Speaker 2: I’m a model, and recently my agent had me pick up certain things and things and
a photographer take pictures of me for a buy them?
commercial. They were for possible jobs
with a famous fashion company. About  Track 06
three weeks later, my agent emailed me
the pictures that the photographer had Storyboards: What You Need to Know
taken and the photoshopped pictures. Have you ever come up with the most fantastic idea
I was shocked when I saw them. Although for an ad—or perhaps a home-made video—but had a
I knew it was me, it didn’t look like me at problem getting your ideas down on paper? Then you
all. They’d made my face look really thin need a storyboard!
and moved my eyes up and made my What Is a Storyboard?
nose smaller. I felt quite angry … hmm
… Well, I know it happens all the time, A storyboard is a series of sketches, drawn in the
but when you see your face changed style of a comic. It shows every scene of the ad. It
like that … I mean, do they need to have shows what characters are in the scene, what they are
models anymore or can they just use doing, and what they are saying. A good storyboard
computer images? will help you imagine the ad. It shows the production
team what to photograph and in what order. It
Speaker 3: My friends and I play this game sometimes. communicates ideas without long, wordy descriptions.
We look at … um … magazine ads and try As more people become involved in making the ad
to find the funniest photoshopped images. and give their opinions, the storyboard may develop
You might think ad companies would … and change.
you know … check the images carefully,
especially when they go on the front cover. How to Make a Storyboard
But there are lots of mistakes. Sometimes A storyboard doesn’t have to be complicated. Here’s
you notice things such as … such as an how to make one:
image where the model’s leg is missing or Step 1: Make a template
the model has an extra finger. Or they’ve
made someone’s head look … um … too Draw a series of squares or rectangles on a plain piece
big for their body. It’s so funny! That’s why of paper, one for each scene. Leave room underneath
we love ads I guess! the squares or rectangles for notes. You can also find
free storyboards online.
Speaker 4: I don’t think people pay that much
attention to ads, do they? I never feel like Step 2: Draw the story
I see an ad and think, “Oh, yes, I really Don’t worry if you aren’t very good at drawing. You
have to get one of those” or “I have to can use simple stick figures in the boxes. Show any
have that!” It’s like … when I’m shopping, movement with an arrow or short parallel lines.
what makes me pick up certain things and

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S TUDENT'S BOOK – AUDIO SCR IP T PAGE 24 OF 24

Step 3: Add the dialogue

Write any dialogue underneath the pictures. You can
also make a silent video where no dialogue is necessary.
Step 4: Add notes
These might include instructions for camera angles,
descriptions of the actions in the scene, or ideas
for music.
Good luck!

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This page may be photocopied and used within the class.