This advertisement, created by the Pharmacists Planning Service (a non-profit organization which has promoted consumer public health education and pharmaceutical information for over 37 years) and the Interagency Council on Smoking and Health (the first national anti-smoking coalition formed in 1964), associates opposing facial expressions, camera angles, and lighting with the smoker and non-smoker. The dimly lighted profile of the solemn smoker contrasts with the smiling, more brightly lighted face of the non-smoker. Working in tandem with the headline in this ad, the image employs a psychological strategy by appealing to a sense of personal responsibility in the viewer, while offering a message of empowerment. The happy and healthy person inside the smoker is just waiting to get out. There is, however, some tension between the image and the message in the caption at the bottom of the poster, which advises that the smoker should seek help from their pharmacist, not from within, as the image suggests.. NOTE: Slide of original poster image is blurry.. NOTE: Original slide of poster image is cut off at the bottom.
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