This 1977 poster illustrates two common techniques in public health advertisements: 1) using a simple photograph of a child to appeal to the adult viewer's sense of accountability; and 2) changing the photograph and content of the poster while preserving the basic style and layout, frequently in an attempt to make a connection with different segments of the viewing population. Without reading the text, this poster featuring a photograph of a smiling child might address any number of topics. This is part of the attempt to catch the interest of viewers and encourage them to read the text. The message in the headline introduces the issue of air pollution and speaks to the viewer in first person plural in order to create the sense that "we're all in this together." The hopeful smile of the child in the poster is combined with the expectation of compliance in the text. While the headline "We all share the same air" could reflect a message of general accountability, the caption beneath the photograph targets the smoker by thanking them "for not smoking." Even here, however, the language is suggestive and encouraging rather than domineering or condescending.
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