In conclusion this entire ad is very effective. It brings a sense of urgency which can cause people to act on their feelings. Most other cigarette ads just make people feel uncomfortable or shameful for smoking. Anti smoking ads have gone through a lot of changes over the years, but what they are today is very interesting. They don’t need a lot of statistic and they don’t need to be very logical. This is because all the statistics and evidence are implied. They don’t need to state all the diseases that come from smoking all of that is common knowledge these days. It went from convincing people that cigarettes are bad for your health to convincing people that they need to quit smoking. Which has put these ad campaigns it a unique situation. They get to use pathos more than other ads or photo or arguments get too. These ads and this ad is almost all pathos appealing to the emotional side of people’s minds. Most arguments that use too much pathos fall apart and become less credible. But cigarette ads don’t have to follow that guideline they can be as dramatic as they want because the public already knows the dangers.