The visual rhetoric in this ad is dark and subdued, there is no background music this is not a cheerful situation the goal of the visuals in this ad is to at a core scare or make the viewer uncomfortable in a way. The visuals showcase the seriousness of smoking, the lighting of the store is bleak and dim and the sounds help in relating it. In the ad we can hear the grunts of pain and wet sounds as the young man forcibly pulls his tooth out to pay for the cigarettes its bloody and graphic and shows how much you exchange of yourself each time you purchase a pack of cigarettes. The use of logical fallacies in these types of ads are often used to enhance and dramatize the message or claim. Of the fallacies used in smoking prevention ads the ones commonly seen are slippery slope and the association fallacy. The slippery slope fallacy is defined by a minor action which then spirals into major one, so to avoid that we should not perform the action at all. The slippery slope fallacy can be seen in many type of marketing or advertising which intends to prevent or stop an individual from performing an action or habit. The problem with this fallacy is that it is not the golden rule, meaning just because some who smoke cigarettes develop gum disease does not mean this is the exception for all. This use of this fallacy does not take into account a duration of a individuals smoking habit, the commercial paints picking up a cigarette as a one off event that will inevitably lead you to