This ad shows the face of a beautiful girl who starts to lose her beauty after her teeth fall out with every cigarette she consumes. Here the psychology of fear is used, as it suggests that smoking harms appearance and health.
The ad is aimed at young women who smoke, as well as to those who might start. This advertisement promotes a healthy lifestyle but contradicts cultural norms as smoking is more related to men, while the advertisement uses the image of a woman.
Also, this ad overturns the cultural norm that the image of the female is used to display beauty, as the beauty of the girl in the picture is distorted.
This ad is selling beauty and fear