Target Audience and Appeal

The advertisement presents a box of Marlboro cigarettes, however, through the use of image manipulation, the cigarettes are replaced with crayons filled with nicotine. This is done to emphasize with the quote "Just like mommy", which is presented in the fashion that it was written in crayons with messy handwriting which gives the impression that a child wrote it. This is all done to appeal to one's need to nurture.  The reason for this is because smoking is known to have negative and lasting effects on one's one physical and mental condition; for this reason, one's natural parental instincts wouldn't want that on their child. This need to nurture is further appealed to with the text below the "handwritten" text, which informs the reader that "children whose parents or siblings smoke... non-smoking households". Therefore, the audience can be identified as parents. Additionally, because the "handwritten", and most prominent, text says "Just like mommy", which assumes that the "culprit" is the mother, the audience can be narrowed down to mothers.