First off when you see this advertisement you notice the dark red background that sticks out. Red is a warm color and is easy on the eyes so the advertisement is sure to turn heads with its vibrant back ground. Another thing that stands out is the middle age man on the advertisement that is suppose to represent a doctor. This a lone would attract a consumer for the product because seeing a middle aged doctor recommending that you should smoke Luckies cigarettes because he is a doctor with seniority. Also seeing a doctor in general recommending something at the time would get people going on possibly buying the product because everyone trusts the white coat and the doctor isn't fresh out of medical school. Not only does the advertisement show just the one doctor it goes on to say that 20,679 physicians recommend Luckies. That alone is a massive figure of doctors and a consumer seeing the amount of doctors recommending Luckies then that would appeal to the consumer by a rational standpoint due to it giving a very specific figure instead of the old "1 of 10 doctors....". It also delves into the fear aspect of it because here you have 20.679 doctors recommending Luckies and if dont buy the product your throat is going to be more irritated by the competitors brand of cigarettes. No one i going to question the seniority of a doctor especially 20,679 of them. Another thing that would seem applying to the consumer is that the doctor is very clean cut and teeth are white. This would be applying because you wouldn't want to buy a product if the one advertising the cigarette would be some type of slouch. Another thing is that the doctor is jutting his fist out forward in the advertisement as if that he is confident in the product and you should be confident as well in his confidence.
Second thing that the advertisement pushes to is that there brand of cigarette is less irritating than the competitors. The writing is in a semi-bright yellow that is abstract to the dark red back ground so that the wording of the advertisement stands out more so that the consumer can see the main selling point of the cigarette. Words such as "Its Toasted" or "Your Throat Protection against irritation against cough" are in white and stand out highly against the dark read background. The "Your Throat Protection..." each letter is capitalized to signify that it is "Your" health that "You" should care about in order to protect your "Throat" against other competitors.