Every advertisement has a particular communication task to be accomplished with a specific target audience in a given period of time. For example anti-smoking ad task is to discourage smoking, especially among minors.

These anti-tobacco ads had good results because many people kicked the smoking habit. But critics suggest that new French antismoking advertisements cut common propriety of inhabitants and produce a false analogy between oral sex and smoking.

For example, France has prohibited smoking in cafes, bars and restaurants. However, it is still increasing among the young in France.

French ads were displayed in this way, a distinctive phrase "to smoke is to be a slave to tobacco" accompanied with pictures of an older man, his body seen from the side, pushing down on the head of a teenage girl with a cigarette in her mouth. Her eyes are at belt level, looking ascending fearfully. But the cigarette appears to arise from the adult’s pants.

Other ads show young men in the same position as the girl, while the adult is wearing a suit jacket and a watch.

Marco de la Fuente, vice president of BDDP & Fils, the advertising firm that produced the campaign, explained that the ads were not designed either to satisfy or to shock people, but to modify, and to put back into the news a subject that nobody talks about it enough, which threatens children.

Statistics show that between 2004 and 2007, and 2008 and 2009, the percentage of every day smokers among French 14-year-olds rose to 8 percent from 5 percent, but among 16-year-olds, it increased to 18 percent from 14 percent. Researchers concluded that the younger smokers begin to smoke, the stronger the addiction is. However, young people think they’re incapable of being defeated, because they like to flirt with danger.

They also added that minors usually see smoking as a sign of freedom, or a path to adulthood.

In general the ads always have the same goal, to convince young people that smoking is an act of naivety and obedience. Florence Montreynaud, the president of La Meute des Chiennes de Garde, or the Pack of Female Watchdogs, which contrasts symbols of sexual violence in films and advertising, called the ads insufferable and said what is most shocking is the banalization of sexual violence.