The Classical Conditioning approach

The first section, "Classical Conditioning" depicts Brooke Shields in the first image from a 1980 ad which "evoke a playfully negative image of cigarettes and smoking." (http://www.nlm.nih.gov/exhibition/visualculture/celebrity.html) It was right after a controversial model shoot she did for Calvin Klein, therefore associating an attractive and edgy figure who would more specifically influence younger women to boost the fight against tobacco smoking.

The second image (also a little older but relative and important to see the history as well), is a 1986 image of the then host of 'Good Morning America' used to lead a campaign against pregnant smokers. They both depict good looking women in the fight against smoking towards a specific audience. Even though they are both celebrities, I still used them as classical conditioning. There is a lack of random attractive people against smoking, but mostly just because they are models and television stars does not always make them credible or as credible as the ones I chose.

The third image is one of intensity. These are popular ads in Britian, but all other European countries seem to take a more intensive approach (even the packs display gruesome pictures of the effects of smoking) as opposed to creative or ssubliminal.