Lucky Strike Cigarettes are liked by physicians because they are less irritating than normal cigarettes because the tobacco is toasted. How often are cigs approved/recommended by physicians? Never. In this ad, a physician is smiling, looking happier then ever by what he is reading on the package of the cigarettes. It seems as if he is amazed by the making of these cigarettes. He looks as if a healthy cigarette has been born into the world. This ad appeals to the audience of smokers, and more specifically people who want to quit smoking or want to find a satisfying cigarette. People who are trying to quit smoking  do so because it is bad for your health. This ad may draw those people back into smoking because these cigarettes are approved by physicians and will not irritate the throat, resulting in a smokers cough.  The ad is tying to appeal to the desire to have relief and freedom. A smoker looking for a healthy or less irritating cigarette will have a feeling of relief when they find out that Lucky Strike cigarettes are liked by physicians. In addition, they will have a feeling of achievement and freedom because they have achieved the goal of finding the perfect cig. Also, it portrays a sense of freedom by making smokers feel as if they found a cigarette that does not affect their health. Lucky Strike cigarettes give the protection smokers need to no longer have a smokers cough.  This ad assumes the viewer will notice the glasses, which distinguish a physician. Also, the ad assumes we notice the smile on the physician, and how he is reading/looking at something pleasant on the box. "Your Throat Protection against irritation agaisnt cough" claims that these cigarettes provide protection from irritation. All smokers are affected by the health issues that cigarettes come with. Lucky Strike cigarettes provide the PROTECTION needed to no longer be affected by this issue.