What sort of text is this? What sort of claims is it making?

Poster. Graphic. Persuasive text. This is an advert from the NHS attempting to persuade smokers to quit smoking due to the high risks of cancer – the claims being that smoking is directly related to incidences of all the cancers noted in the graphic and that one in four of all cancer deaths are caused by smoking. It uses imagery meant to shock and capture our attention. It uses a statistic and a statement. It also suggests it can help people to quit.

How and why are those claims being justified?

The image of the unhealthy organ surrounded by cancers is a way to try and justify the claims – it suggests that this is what a smokers’ organs look like. The link between cancer deaths and smoking is being made through the images and the statement. The reason for these claims is that the NHS is an institution with an interest in making sure we remain healthy; they have to deal with large numbers of cancer cases every day and they want to show one way that this can be reduced.

What are the strengths and weakness of the claim, and how well is the argument being made?

The use of a statistics (‘single greatest avoidable risk factor’ and 1 in 4) is meant to show a strength in the argument; however, in such a small graphic, it is not possible to back that statistic up in full – people would have to look elsewhere for the proof of it. The text’s ‘author – the NHS – are considered a reliable source of such information due to their expertise; however they also have a vested interest in persuading people not to smoke in order to reduce the NHS burden of care.

You may have come up with some other good points about this text as well. The next question is: Do you therefore now think this text is making a valid and reliable argument…?

Last modified: Wednesday, 23 March 2016, 1:05 PM