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The exigence of this ad is that if you smoke you will die and if you don't you will not die.The audience is smokers and non smokers. It shows logos by saying if you are a non smoker you don't have a grave and therefore you are not dead. It shows pathos by using graves and showing death.I feel like this is an effective ad because it clearly shows that people who don't smoke will not be another statistic.
I like this ad. I think it's sort of ironic that in a very emotional setting this ad shows mostly the logic of the situation. Like you said if you smoke you are not part of the stats. I would almost go to say that it really has a huge amount of pathos especially if you have a loved one that died of lung cancer. I know my grandfather was a statistic here.
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