There is a lot of competition in the cigarette market and advertising wants to convince everyone to buy their brand. The subliminal message when the boy smiles. It makes the reader think that cigarettes are fun to have. Also, unlike the 1880 advertisement, a warning is shown in the advertisement to show that the cigarette contains carbon monoxide and is very dangerous. In the bottom left corner it also tells the buyer how big the cigarettes are and the Kool cigarette website. There is Ethos of the brand. Kool has been manufacturing cigarettes since 1933 and is a renowned brand cigarette company. They are sold everywhere and can be seen on billboards and in magazines. They are everywhere and it's really hard to miss them. Kool's advert really shows pathos. The guy smiles with a trumpet and looks very sophisticated. This ad is primarily aimed at the African American community purchasing the product. Just the brand name itself pushes people to smoke it. Kool makes people think while they smoke, it makes them look, act and sound cool. He seems to be enjoying smoking the cigarette. Someone who has never smoked before falls even more under peer pressure and makes him think that cigarettes are not so bad if you can be happy while doing it. The ad is useful because it gets people to try it