Culture is made up of the qualities, conventions and convictions of a gathering of individuals. The culture of America in general is broken into sub cultures, like Christian-based religious convictions, the thought of the American Dream, and confidence in majority rule government. Visual culture might be the images and signs we experience consistently and the vitality and translations that our subcultures put on them. Through acknowledgment qualities and conventions in images, gives implications without verbal prompts; we are raised to quickly distinguish their importance. Everyone knows cigarettes are unreasonable. People seldom realize the cost of smoking on their livelihood and health and take for granted, money as the only issue. The “Real Cost” ad is incredibly effective at getting the message across and compared to other anti-smoking ads, it takes a creative approach in a in a non-shocking way. This advertisement reveals to people the expense of smoking doesn't always involve money and will eventually become costly to your health.

In the “Real Cost commerical the young man doesn't have enough cash to purchase the box of cigarettes, but yet with little hesitation he yanks his tooth out with pliers in exchange for payment. In watching the commerical, your first reaction is; why is the cigarettes that important? Cigarettes smoking is a addiction due to the chemical “nicotine”. According to Adweek the commerical wants to depict smoking as a “bully” and show the level of control it has on an individual. Anti-smoking campaigns for years have been working to educate youth on the effects of smoking on health and environment as a whole. Furthermore the FDA approach in these ads are to show fear in smoking and diminish the thought of smoking being “cool”, by showing obvious health risks on you teeth. Tobacco, paying little mind to the structure, dissolves a few