According to Slater (2006), many adolescents who take risks may believe that smoking or drinking is part of the definition of who they are. Teenagers who have a reputation for being "cool" or rebellious teenagers believe they need to smoke to maintain their reputation. Smoking is not considered a health hazard in all cultures. For example, a young child whose parents are involved in health and wellness will learn how undesirable smoking is. On the other hand, in a family where parents smoke, a young child may not be informed about the dangers of smoking. Smoking can be part of some cultures and at the same time be an example of what not to do in another culture. The target audience for this ad is all smokers. Advertising aims to explain the health and financial consequences of smoking. There is a wide age range of smokers and this advert aims to discourage them from smoking. It also targets those who do not smoke by making them aware of the effects of tobacco.