The adverts intention is to challenge people to prove that they aren’t addicted to or “hooked” on smoking. The picture is of a cigarette shaped like a fishhook and there are people below it with the mouth open like they are about to bite for the bait. The punch line of the ad is “… and you’re hooked…”. The advert is a pun although the topic is quite serious and the created has used the pun to flatter the audience by trusting them to understand the joke. The audience for this advert is for smokers who are addicted to smoking and it challenges them to stop being “hooked” on cigarettes.