The advertisments intention was to spread the idea that when you smoke, it becomes an addiction, which furthermore becomes an obsession after time. This idea is brought to the audience via the design of the poster. Primarily the cigarette is the central focus of the poster, as it has been placed in an enlarged form in the centre of the poster which, also including the fact that it has been fashioned into the shape of a hook strengthens the slogan that lies above it. This slogan is “and you’ve been hooked” in large font.
Yet what lies below the cigarette are a array of silhouette figures that appear to be in pain. The fact that they are silhouetted figures, produces the effect that they are not really who they are or could give the idea that they are dead because they are only a shadow of their self or simply gone.