The imagery in this anti-smoking advertisement fits the message perfectly. The style of placing the subject against a stark black background is aware of the minimal and eye-catching liquor ads we see in magazines. The image of a burning cigarette forming an elegant form in smoke could have easily been used to advertise cigarettes, but by turning the image upside down, it fits the caption "Going Down?" This inverted image is not only effective but is more visually engaging. And the "fine print" that would normally go at the bottom of the poster is also inverted and moved to the top, which keeps it from intruding upon the composition.
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