In this anti-smoking ad, there are two things that really stick out to me.
This ad is an example of a good use of type. The font they used is clear, simple, and precise. Since it's an ad that can be seen both on and offline, the advertisers do not have that much text because the ad will only capture a short amount of the readers time.
They also have 2 short sentences in between the two huge sentences. The smaller type inbetween the larger type creates a visual outline. The most important message this ad is trying to get across, is the danger of smoking.
The advertisers EMPHASIZED this message by making the type in the phrases all caps and larger (compared to the 2 sentences in between). This is all a reader will probably see and read - which is good, because it still gets the message across
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