Frank Jefkin's three basic principles for effective advertisement writers are that the ad be of interest and value to the reader, be concise and be precise (getting to the point). This ad is part of an anti smoking campaign. It is of interest and value to the reader because it is about a health concern that is often publicized. It is concise and precise because it contains no words to convolute the message or distract from the attention of the image. The image speaks for itself.
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