Anti-Smoking ad in Sweden

When visiting family in Sweden I spend a lot of time watching Swedish television. This ad happened to catch my eye when I was only ten or eleven. It always stuck with me because of the graphic imagery in it, and how much it disgusted me. The ad shows a man in his late thirties or early fourties who is taking a casual smoke in his kitchen. As he inhales, the camera follows the smoke down his throat showing the trail of smoke through his body. This is followed by what looks like some sort of amateur video of a surgery where the doctor is holding a human artery in his hands and is squeezing it, excreting a yellow disgusting viscous substance. One does not need to speak Swedish to understand the message the commercial is trying to instil in the viewer. The video ends with "Sluta Röka Linjen" in yellow lettering which means "Stop Smoking Line". It is a hotline for smokers seeking a way to quit.
http://www.youtube.com/watch?v=uVSGAReVarQ
 The "yellow liquid" excreted is in fact just fat clogging an artery and not "puss" as one who doesn't understand the commercial may think.

The advert had a profound effect on me. Of course, at the age of 11 I had never smoked and all I ever heard about smoking were the negative health effects, but I was to naive to ever fully grasp the visual effect smoking has on someone's health. The image of the grotesque puss oozing from the throat was imprinted on my mind and would resurface every time I saw, smelt, heard about someone smoking. Swedish government's strict anti censorship laws and heavy support of crusades for health like the anti smoking campaign are what allowed a commercial as graphic as this to air on television. While I was trying to find this video on Youtube i stumbled across a similar ad from the UK.
http://www.youtube.com/watch?v=AIyqcST29wQ

["Help! I have just stopped smoking and I am weak. Be prepared to hug me when i need help." The scare tactics are so blatantly obvious in this image that any child who watches cartoons enough to know what a villain is supposed to look like can pick up on it.]

The ad portrays a man smoking and with each breath he inhales, a tumor on his cigarette grows larger and larger. The message in these two advertisements is the same, If the effects of smoking were visible smokers would not continue smoking.

This style of advertisement is now commonplace in Europe. Smoking is not always the victim but it is the most common target. Cigarette smoking has become an epidemic in some parts of Europe and an influx of ads containing graphic imagery and threatening messages of death and disease have come in response as a sort of "last resort".

  The effective use of pathos through dramatic/disgusting imagery is fantastic. Ads like these, which I have been exposed to since my childhood, have become imprinted in my mind, their statements have becomes facts to me, and smoking has become a subject of disgust. Therefore I am someone who has been effectively brainwashed by these commercials and can attest to their capability and potency.

 The most important thing these ads do is use scare tactics to play on the fear of the smoker. With threats of death to be caused by smoking and images of decay they get their audience shaking in their boots.