Health promotion in the internet: the language of NHS

The promotion of health is a top priority of preventive medicine in the modern world. Many studies have proven that the risk of disease development depends on a patient lifestyle by more than 50%. Obvious as this fact may seem, it is still necessary to improve health literacy in the public and to develop health awareness with all possible means. The objective of this research was to analyze how the promotion of healthy lifestyle is performed in British media texts. The material of the research included 25 texts published in the official website of the National Health Service (NHS) of the United Kingdom. Conclusions: The analysis of the NHS official website has demonstrated that health awareness development and health promotion can be performed with the ‘expert voice’ and ‘common people’ techniques. Both are used to create a substantial pragmatic effect on the audience, to build up confidence and trust with the authors.