Przeczytaj tekst. Następnie uzupełnij jego streszczenie tak, by treść streszczenia była zgodna z treścią tekstu. W każdą lukę możesz wstawić nie więcej niż sześć słów. THE POWER OF IMAGES It's often said that a picture is worth a thousand words. There's something appealing about images that makes them a powerful tool for communication. As you scroll through your social media feed or browse a news website, what is it that prompts you to read on? The chances are that it's the images that attract your attention. Online content that is accompanied by an image is more likely to prompt engagement, in the form of clicks, likes and shares, than straightforward text. This phenomenon is especially important to digital marketers. They will tell you that on average people only read around 20 percent of the text on a web page. When it comes to remembering information, it is said that we retain around 80 percent of what we see versus only 20 percent of what we read and just 10 percent of what we hear. Although these figures are criticised by experts as an oversimplification, visuals do play an important role in how we deal with content in an information-rich world. Producing eye-catching visuals to attach to digital content is vital for anyone who wants to get their message across to the maximum number of people. It's not only in the commercial world that the power of the image is being recognised. Governments and NGOs such as the World Health Organisation are acknowledging the importance of social media in communicating public health messages. Research into social media engagement during one recent disease | Focus 4. Second Edition. Student's Book | 7/99

1. to engage

Uzasadnienie: 'Online content that is accompanied by an image is more likely to prompt engagement (...) than straightforward text.'

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