1 . Directions: Complete the article with the words or phrases in the box. Each word or phrase can only be used once. There is one extra that you do not need.

A. motivate       B. remind       C. specific       D. analysis E. objective       F. reflection       G. is supposed to       H. concerning I. promote       J. impact       K. elements

Knowing how to write an influencer brief     1     be a task of priority when you’re working with creators. Because communication is crucial to a successful campaign. Sure, influencers can craft viral posts and content that translates into high-performing ads, that doesn’t mean they are mind-readers, whose     2     of public popularity is always correct. Influencers need direction. But not too much of it so as to     3     them to pursue their creative freedom. This balancing act is why influencer creative briefs require so much attention and can sometimes be particularly     4    —what if the brief is a total failure? What if something goes wrong? People in charge tend to be stuck with repeating     5     on such questions.

What is an influencer brief, anyway? It is an outline of instructions and expectations for creators prior to a social media campaign. These guidelines include everything from high-level creative direction to specific requirements. An influencer brief should sum up what a creator needs to create the best post possible. Simply put, brief are a blueprint for posts that delight brands and creators alike. Brands that cram (塞进) their instructions into an email don’t exactly reflect effort or attention to detail. Note that how you craft your influencer brief has a direct     6     on campaign performance.

Below are the     7     of what should be included in any given influencer brief:

Campaign Goals

You can’t provide direction to creators without defining what you want their content to achieve.

For example:
●   Do you want to     8     a product launch?
●   Are you trying to increase brand awareness?
●   Do you want to tie your influencer campaign to sales? Traffic? Engagement?

Be clear about your campaign     9    

Target Audience

An influencer brief should be     10     about who creators are speaking to, including:

●   Demographics (think: age, gender, location)
●   Interests
●   Wants, needs and pain points
●   Other brands they like and follow

You probably chose to work with specific influencers because their audience reflects yours, right?

Click here for more information on how to write an influencer brief.

2 . Directions: After reading the passage below, fill in each blank with a proper word given in the box. Each word can be used only once. Note that there is one more word than you need.

A. established       B. cultural       C. freely       D. introduce       E. official F. release       G. extremely       H. attraction       I. drew       J. unexpectedly K. mystery

A large-scale cultural exploration program National Treasure made its first show on CCTV on Sunday night. In the first episode, the Palace Museum in Beijing showcased three treasures.

As a     1     variety show, the National Treasure aims to showcase the background stories of national treasures and     2     various art forms. In the show, “national treasure keepers” acted by famous and common people will present treasures, telling their stories with the collections and interpreting the historical     3    . The show aims to inspire the ancient Chinese civilization and make the national treasures “come alive”.

This is not the first time for the Palace Museum in Beijing to be     4     welcomed online in China, thanks to its efforts in cultural products and self-promotion in recent years.

Last year, the museum     5     so much attention because of the huge success of the three-episode TV documentary, Masters in the Forbidden City and a movie with the same name. Over the last few years, the museum has     6     495 signposts and 1,400 new chairs have been provided. In addition, the Palace Museum opened a (an)     7     online store on e-commerce platform Taobao, selling related products. It also started their self-promotion through new media, publishing articles to promote the culture of the museum. It     8     swept the Internet by its humorous style and interesting content. At the same time, the Palace Museum has published several mobile apps, one of which saw over 200,000 downloads just two weeks after its     9     in 2013. Its self-promotion has achieved great results. In 2012, the museum saw 15 million visitors. And it received 16 million visitors last year.

The museum is also a popular     10     among foreign leaders. For example, US President Donald Trump and his wife visited the Palace Museum on Nov 8.

3 . Directions: Complete the following passage by using the words in the box. Each word can only be used once. Note that there is one word more than you need.

A. present        B. features        C. concerned        D. reportedly        E. commercial             F. stretches       G. overwhelming H. exceptionally        I. routinely        J. spared             K. broadcasts

Modern media is awash in advertising clutter(杂乱), and who’s to blame? Modern audiences that hate conventional full-length and full-size ads.

Today’s consumers don’t like to pay for content, which ought to create a rich environment for advertisers. Yet these same consumers are prone to click or turn away when a conventional ad appears. The result is ad clutter.

YouTube     1    a combination of full-length ads, skippable ads, lower-screen banners and display ads on the page alongside each video. Newspapers that once considered the front page important now     2    run ads there.

Advertisers integrate plugs(推销) into content to frustrate digital video recorders, which allow viewers to watch programs on a delay and skip regular commercials. If you watch regional telecasts of baseball games, the commercial clutter is so     3    . Ads are visible on the stadium wall behind the home-plate umpire(裁判). On-screen graphics include sponsor logos. And everything is a paid plug--“This call to the coach’s zone is brought to you by Verizon.”

According to the showbiz paper Variety, several streaming services are about to introduce a new twist: commercials that start running whenever a viewer pauses a program. Hulu intends to launch such ads this year. AT&T’s DirecTV and U-verse units will     4    use similar technology to trigger full-motion commercials whenever a viewer tries to take a break.

There’s a lot at stake. According to Variety, National Football League(NFL) TV broadcasts generate an estimated $4.35 billion in ad revenue during the 17-week regular season. NFL     5    are now loaded with mini commercials that pop up when there is a brief pause in the action, often in “double boxes” that show a view of the field in one frame and a(n)    6    in the other.

Interestingly, with no “screen” to work with, radio is one medium that has tried for some time to buck the trend. Many commercial stations trade clutter for clusters--that is, a solid block of commercials running five minutes or more, followed by lengthy commercial-free     7    of time.

But wherever a screen is involved, or a printed page, ad clutter is     8    everywhere. Programmers and advertisers can’t really be expected to limit this; it’s a fact of business. Consumers, on the other hand, can opt for commercial-free content--if they’re willing to pay for it.

But getting limitless content without paying while also being     9    heavy advertising intrusions is impossible. As media environment is permanently cluttered, audiences should be     10    with what they wish for.

4 . Directions: Fill in each blank with a proper word chosen from the box. Each word can be used only once. Note that there is one more word than you need.

A. spineless.   B. professional.   C. stripped   D. violence.   E. rushed.   F. disciplinary G. distasteful   H. stormed        I. tearfully     J. offence     K. angrily

Will Smith’s Oscars Controversy

It’s been a week since Will Smith shocked the world by assaulting comedian Chris Rock onstage at the Academy Awards, and Hollywood still remains divided over the altercation.

A furious Will     1     the stage to slap Chris and shouted, “keep my wife’s name out of your f--king mouth”, after the comedian delivered a(n)    2     joke about the actor’s wife, Jada Pinkett Smith. Chris quipped that the bald actress could star in a G. I. Jane remake, which caused     3     on account of Jada’s hair loss being a result of autoimmune disease, alopecia.

Shortly afterwards, Will was announced as Best Actor. The King Richard star received a standing ovation as he     4     referenced the need to defend his family’s honour and claimed “love will make you do crazy things”—but failed to apologize to Chris, 57.

The next day, Will, 53, took to social media to offer a personal apology to Chris, but the damage had been done.

Many within the industry slammed Will’s violent action, and there were immediate calls for him to be     5     of his Oscar and be banned from any future ceremonies. “Still triggered and traumatized,” said Amy Schumer, one of the ceremony’s three hosts. “I love my friend Chris Rock and believe he handled it like a(n)    6    .” Jim Carrey also blasted Will’s actions as “selfish”, and said the audience was “    7    ” for giving him a standing ovation.

However, there were also a number of allies who are standing by Will. Following the incident, fellow A-listers Denzel Washington and Bradley Cooper     8     to Will’s side to comfort him. Many other celebrities took to social media to say he was right to defend his wife’s honour.

Via a statement, the Academy said they do “not excuse     9     of any form”, and revealed they asked Will to leave the ceremony following his outburst, but he refused. They might yet take     10     action.

5 . Directions: Complete the following passage by using the words in the box. Each word can only be used once. Note that there is one word more than you need.

A. accepted. B. altered. C. boundaries. D . factual. E. banned. F. clinically G. damages       H. addicts       I. impressively        J. sensitive       K. various

Too Good To Be True

In ads, you will often see people staring open-mouthed at how wondrous a product is, clearly thinking that it can’t be true. It’s always worth bearing in mind that it might well not be.

Generally, advertisers may get away with a bit of exaggeration, but companies must not push the     1     too far, as it can cost millions of dollars in     2     if someone sues for making false claims.

Ads for Dannon’s Activia yoghurt said that it could provide     3     nutritional benefits, but in a legal challenge, the courts wouldn’t accept that these were “    4    ” and “scientifically” proven. Dannon had to pay up to $45 million to consumers who felt cheated and limit its health claims to strictly     5     ones in future.

It must have come as more of a surprise when Ferrero, the makers of the chocolate and hazelnut spread Nutella, began promoting its nutritional benefits (though long-term     6     will have been happy to learn that they ought not to have worried about it being unhealthy for all those years). However, it may have been a step too far for Ferrero to maintain it was a healthy “good for you treat.” After having to pay millions to the customers who sued over this false claim, the company     7     that it should change the ads and product labels.

Of course, images must not mislead either. An Olay ad for Definity eye cream showed former model Twiggy looking     8     wrinkle-free. You didn’t have to be an expert to see that the image must have been digitally     9    . In real life, Twiggy may have been looking good for someone pushing 60, but in the ad she looked a lot younger than she should have. After receiving complaints, the advertising authorities confirmed it was a case of image manipulation and     10     the ad, saying that it could give consumers a “misleading impression of the effect the product could achieve.”

6 . Directions: Complete the following passage by using the words in the box. Each word can only be used once. Note that there is one word more than you need.

A. popularity       B. recording       C. draw        D. attraction       E. risking       F. efficient G. increase       H. impress       I. transformed       J. lifestyle       K. beauty

Located on cliffs above a river, Hongyadong is a stilt-house complex (高脚屋建筑群) in traditional style in Chongqing. Its bars, restaurants and golden neon lights have been a popular     1     since it was built in 2006. The past few years have seen an explosive     2     in the number of visitors.

The main reason, it seems, has been Hongyadong’s sudden    3     on Douyin. For a while, it became the biggest attraction in China after only the Forbidden City, according to travel website Mafengwo.

Social media has     4     tourism worldwide. Instead of having fun, some people now went to remote strawberry farms to take photos to     5     their friends on Instagram. But unlike Instagram users, Douyin’s fans commonly use the app to watch popular videos posted by strangers.

In China, uploading a picture or video from a beautiful spot to sites such as Douyin and Kuaishou is known as daka. The word is also used to refer to the practice of     6     your presence at a location that has already become hot, such as Hongyadong. The aim is simply to show that you have also been to the places that are popular. The     7     of the attraction is less important than the fact that people are going there to daka.

A subculture has developed among young people who accept daka as a (n)     8    . So-called dakazu—“daka tribes”—can be found in Chongqing and other cities. Visitors try to check in at as many hot locations as possible within a single day. Guides can be found online, to show the most     9     ways to achieve this. Companies offer “daka tours”. Douyin users can use the app to create “daka videos”: super-speed slideshows of themselves at daka sites.

Just as shops and restaurants in other countries try to     10     customers with decorations that might be a background for Instagrammable pictures, those in China try to make themselves as daka-friendly as possible.

7 . Directions: Complete the following passage by using the words in the box. Each word can only be used once. Note that there is one word more than you need.

A. prizes B. program     C. stages       D. contestants     E. seek       F. right G. normally H. asking     I. benefited J. incorrect        K. broadcasted

Honestly speaking, I’m not a huge fan of TV. When I’m at leisure, I’d rather browse some websites or enjoy a nice movie online. Anyhow, I do have a favorite TV     1    —“Happy Dictionary”, which is a quiz show. In this program, a wide range of     2     are offered to the winners. It’s kind of like “Who Wants to Be a Millionaire”, a famous quiz show in America.

In the beginning, the hostess will introduce the five    3    . Then they will be presented a question. The one who answers the question correctly and quickly will be given an opportunity to take the quiz. The quiz is divided into three or four     4    , I can’t remember exactly how many right now. Anyway, the contestant can get each prize after going through each stage. The prizes are randomly decided by participant himself before the quiz, e.g. a computer, a laptop, a digital camera, a free package holiday, things like that. There are three questions in each stage, The way the hostess asks these questions makes the quiz more difficult. For example, when the contestant has given an answer, the hostess will confuse him by asking whether he is sure or not. Someone might at this time change the     5     answer into a wrong one. I really enjoy this part. The contestant can     6     help for only three times during the whole procedure by calling a friend,     7     the audience to vote for the right answer or letting the computer erase one of the wrong answer. Most of the questions are multiple choices.

This program     8     lasts for an hour and is usually     9     at 9:00 pm. For all these years, I think I have     10     a lot from watching this quiz show. Unlike all the sitcoms (情景剧), this is the kind of program in which I can get to participate and rack my brains (苦思冥想).

8 . Directions: Fill in each blank with a proper word chosen from the box. Each word can only be used once. Note that there is one word more than you need.

A. allowed        B. broadcast        C. checked            D. complaints          E. degrade F. entertain       G. fictional       H. figures       I. remote       J. series        K. unpleasant

Reality TV began in the early 1980s, when a Japanese television company made a programme, Endurance. Starting with thousands of contestants in the first show, the programme presenters made them do really difficult and     1     things in every episode(集). The presenters made fun of the contestants, too. Viewing     2     in Japan were enormous.

In another reality TV programme, Survivor, sixteen people are taken to a(n)     3     island and made to stay there for more than a month. They have to find their own food or go hungry. The producers let the contestants take one luxury item each. Every three days, one contestant must leave the island and the last person wins £1 million.

It's not just adults who take part in these shows. A television     4     in Britain in 2003, That'll teach 'em, took 30 teenagers and put them in a(n)     5     King's school, where they lived for one month and received 1950s-style tuition. The pupils were made to wear thick 1950s school uniforms (including a school hat) during the hot summer and they had to do a long run every day. "They made us have cold showers and we had to have our hands     6     every day to see if they were clean," says one pupil. "We couldn't take anything from our modern lives into the school." Although there was no prize money in this programme, the teenagers learned a lot from the experience.

In 2004, there was a programme in Britain where contestants were not     7     to sleep for seven days to try to win £ 97,000 prize money. The winner was 19-year-old Clare Southern. However, this programme had many     8     from viewers.

But where will it stop? Programmes like this are     9     all over the world. But there was people who think that these programmes     10     both the contestants and the viewers, and feel that contestants are often made to do dangerous things to make good television.

9 . Directions: Fill in each blank with a proper word chosen from the box. Each word can only be used once. Note that there is one word more than you need.

A. feed        B. crucial        C. remarkable        D. bond          AB. novel          AC. captured AD. reinforcement        BC. relate          BD. deliberate          CD. carved        ABC. associate

Since its launch in September 2016, TikTok has taken the social media world by storm. Reaching half a billion active users worldwide in just under 2 years, it is the fastest app ever to reach that milestone.

From the creator-first user experience to their flawlessly-executed global expansion, the Chinese video-sharing social network's meteoric rise has been nothing short of     1    . TikTok's secret sauce, however, could well be found by looking into something far simpler than their algorithms(算法) and marketing tactics. Human evolution.

Over the course of human history, as our ancestors began to live in larger and more complex social structures, the quality of our relationships became more     2     to our survival. As the size of our networks increased around 10 million years ago, humans began developing a series of more advanced social behaviours that allowed us to connect larger groups and communities together.

The first new behaviour was laughter. Laughter kicks our endorphins system into action, releasing feel-good hormones that relieve pain and increase pleasure. In doing so, we also create pathways that support the formation,     3    , and maintenance of social bonds with other humans.

Next came dancing and singing. Around 500,000 years ago, our social networks had dramatically increased in size again, tripling to approximately 150. At that point, humans needed even more sophisticated ways to     4     with their social networks. It is then that scientists believe that music was 'invented' and that we first learned to sing and dance.

Singing and dancing are intensely social and highly synchronised activities. They too release the same powerful endorphins as laughter. If you've ever been to a live music event or sung along to your national anthem in a major sporting event, you will certainly be able to     5     to the euphoria this brings.

It is no wonder then that TikTok, a video-sharing app built entirely on people singing (or lip synching), dancing and laughter, has so quickly     6     the minds of so many people. The app is in essence an infinite     7     of endorphin-inclucing content that triggers a strong sense of unity and belonging within us as we consume each video.

Whether it was through     8     design decisions or a happy coincidence, the app's creators have successfully     9     their niche(商机)in an extremely competitive vertical through more than just smart technology or well-executed marketing. TikTok's rocket fuel has been derived from simply understanding and leveraging the human psychology that underpins the offline social world.

In an era where questions are being asked of whether incumbent social platforms are really connecting us, perhaps we will see     10     opportunities for social apps to do much better by bringing more of our offline social behaviours online. With COVID-19 highlighting the importance of offline social interaction and human connection, the market is certainly more ripe than ever for further disruption.