in particular, science
is used as a sort of theme
instead of an argument
. This avoids making claims that have to be backed up (which they may not be able to). For example, a particular headache
advert used a graph as the background for the poster. However, while the large yellow line was undoubtedly going upwards in a sort of ramp shape, the graph had no labels
There was no indication of what the changing variable was - even whether it was related to headaches. Resistor response to voltage, black body radiation, speed of a car on a journey from Land's end to Penzance? Who knows.