the effect of this design is quiet and understated. this add get your attention and as a childish humor to it. the audience for this add is young and old people. for those who smoked and those who don't but might start. this advertisement has animals in it. they used the butts of the animals and compered them to a  cigarette bud. this appeal to those who smoke or thinking on starting it makes it seem like your doing something bad. advertisement leads use to a none smoking path.