“Smoking Kills.” This is the common phrase we see on every billboard walking down the street. It was only twenty years ago that people were smoking a pack of cigarettes a day, thinking they had no consequences. Times have changed, and so has peoples’ state of mind when it comes to smoking. After discovering it is linked to many health problems such as cancer, many advertisements are aimed specifically at the end of cigarette smoking. This ad is one that combines the physical consequences and severity of what could happen to a cigarette smoker. Logos, ethos and pathos are three aspects of an advertisement aimed at optimizing the message. Creators use these to make a more significant impact by playing on people’s logic, credibility and emotions. This ad in particular uses logos and pathos. It uses logos by appealing to the audience’s logic. They are aiming to persuade their audience on their reasoning, and showing that smoking is linked to health problems. The use of pathos accompanies the logic in this message. Since society is so concerned with appearances, this plays on our concerns that we might end up with a hole in our mouth, and impregnates the lingering thought about what else could happen to our appearance if we continue to smoke.