Written Comprehension

(Bloque 3 Comprensión escrita: 1. Comprender instrucciones; 5. Comprender el sentido general en noticias y artículos periodísticos;
Bloque 4 Producción escrita: 3. Tomar notas; 4. Escribir notas, anuncios, mensajes y comentarios)

Read the text and answer the questions that follow.

The Power of the Blogger

Cookbooks have always been a money-making business. Publishers, keen to profit from the books,
I look for well-known chefs who have a good reputation and hire them to write the next best-selling
cookbook. World-famous professional chefs have recently been joined in the cookbook industry by
online “food influencers” – amateur chefs who post recipes online and have followers via social
media. Today, go into a bookshop and you are just as likely to find a cookbook written by an online
influencer as you are to find one written by a well-known chef.
II So why are publishers so keen to make deals with online influencers? Simply put, it is because they
are very popular. In some cases, online influencers have hundreds of thousands of followers on
Twitter and Instagram, and publishers are eager to cash in on this popularity.
II I
And they are not alone. Food companies have also recognised the potential of this ready-made
audience and are trying to reach them in different ways. As social media continues to flood the
internet, these companies understand that they must find ways to make use of online influencers if
IV they wish to market their product successfully in the digital age.
That is why McDonald’s recently decided to join forces with popular “food, travel and lifestyle”
vlogger (video blogger) Doug Armstrong. The giant fast-food company had Mr Armstrong record a
V video where he visited a beef farm, a meat-processing factory and a kitchen and showed his fans
how the Big Mac burger was made. The video attracted more than 2.2 million views.
Influencer marketing is clearly appealing to companies who wish to make the most of popular people
on social media. Yet, it is also beneficial for the influencers themselves. Their cooperation with
wealthy companies enables them to post high-quality content, which in turn helps them to gain more
followers. However, bloggers must make sure that they don’t break advertising regulations by failing
to tell their viewers when their content has been paid for by a particular company.

1 Choose the correct answer. (1 point)

More than 2.2 million people .
a visited a beef farm
b learned how a Big Mac is made
c stopped eating at McDonald’s
d made video blogs about McDonald’s

2 Decide if the following sentences are true (T) or false (F). Find evidence in the text to support your
answers. (1 point)
1 Most shops still prefer to sell cookbooks written by well-known chefs.
2 Doug Armstrong became known after making a video for McDonald’s.

3 Answer the question. (2 points)

How is influencer marketing beneficial to both food companies and online influencers?

4 Find words or expressions in the text that mean: (1 point)

1. lucrative 2. earn a lot of money from something 3. bombard 4. work together

(Bloque 3 Comprensión escrita: 1. Comprender instrucciones; Bloque 4 Producción escrita: 5. Escribir informes breves)
4. Rewrite the following sentences, keeping their original meaning: (3 points)
a) Since scenes are shot in quick succession, actors have a certain amount of freedom to improvise.
If scenes ..
b) Someone repaired my roof yesterday.
I…
c) Turn the following sentence into the passive voice: They allow actors to switch lines in their storylines.

d) Turn the following sentence into reported speech:“ “Don’t drink and drive tonight!” my father said to
him.
My father …
e) Rewrite the sentences using a modal: I’m sure that John is upset.
f) Join the following sentence with a relative pronoun: Writers and actors come and go at great speed.
They are essential for the popularity of the soap opera.

Written Production

Write an essay (120-150 words) presenting your opinion about what makes a blog worth following.
(20 points)