According to Slater (2006), many risk-taking adolescents may believe that smoking or drinking is part of the definition of who they are. Teens who have a reputation for being “cool” or rebellious teens believe they need to smoke to maintain their reputation. Smoking is not considered a health hazard in all cultures. For example, a child whose parents are involved in health and well-being will be taught how undesirable smoking is. On the other hand, in a family where parents smoke, the child may not be taught the dangers of smoking. Smoking can be part of certain cultures and at the same time be an example of what not to do in another culture. The audience this advertisement is aimed at is all those who smoke. The advertising aims to explain the health and economic consequences of smoking. The age of smokers varies greatly and this advertisement aims to dissuade them from smoking. It is also aimed at those who do not smoke by making them aware of the effects of smoking