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The advertising suggests that smoking won't cause any problem to your health, you might not have
lung cancer or others diseases because of smoking.

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The man looks very clean and is a dentist.
So we can trust what he says.

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Implication : This is a scam for consumers. Cigarettes are being packaged as if they are harmful but not.

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Implication : This is a scam for consumers. Cigarettes are being packaged as if they are harmful but not.

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this advertisement defines a man who wears a white shirt and looks healthy as a dentist.

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If we use this Viceroys cigarette, we could protect our dental health, especially for change of teeth color, because we can see a big filter and a dentist in the picture.

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the dentist always looks into his patient's mouth. Therefore, whatever he says, we can believe.

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the dentist always looks into his patient's mouth. Therefore, whatever he says, we can believe.

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Many people get sick and die.

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The artist would like to prove the idea that this cigarette is harmless for smoker's teeth.
The way this idea is proved is by using an authority figure such as a dentist. In addition, this is proved by showing a drawing of the inside of a cigarette

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Implication
There is a negative effect, changed the color of teeth, resulted from smoking; However, the dentist recommends the filter would prevent from changing smoker's teeth from bad substances. It enhances the reliability of AD by showing dentist photos.

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He demonstrates the cigarette by showing inside the cigarette.

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The guy in the picture defines as a dentist who wears white clean clothes. This make consumer feel more comfortable and encourage to use this product.

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The producer chose "Viceroys" as the brand name implicate that their product is better or dominant in that area.

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The author tries to convince the consumer that the cigarette has better filter quality.

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The dentist guarantee these cigarettes.
Save your teeth.

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If the artist's idea is true, what does this mean for us?

How do we know this?

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According to Mr. Korean navy, this is a very famous advertisement that promotes the fact that smoking this cigarette will not harm people's health, unlike other cigarettes, because the filter cuts out nicotine and every other harmful substances.
There are various versions by doctors and others.

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What is the underlying theory behind the author's work?

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What is the artist's idea, and how does he prove it?

Pliter can protect all bad things from cigarettes. To prove this, this advertisement used the dentist. The dentist's saying can give people trust in their health.

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Seurat