Using Guilt

In this anti smoking ad we see how guilt is used to persuade people to not smoke cigarettes. In this ad we see one person inhaling cigarette smoke and then the camera shifts over to another person with the same cigarette connected to their mouths as they exhale the cigarette smoke. This cancer institute is trying to show smokers that when they smoke they are not only harming themselves but also the people around them because of second hand smoke. Essentially they are trying to guilt smokers into quitting. This ad is effective because second hand smoke is a serious issue and smokers should know that they harm others when they smoke around them. If smokers begin to feel bad for smoking around others, they may cut down and only do it when they are around other smokers or by themselves.