This is a cigarette advertisement, it used one line from Shakespeare's famous tragedy 's protagonist Hamlet's famous soliloquy "to be or not to be, that is the question," meaning "to choose life or death, this is a question worth considering." The advertisement tells people that smokers face a dilemma, effectively reflecting smokers' internal conflict. It also cautions people that smoking is a question of life and death. The use of this famous line incorporates both philosophical elements, as well as caution. The same kind of translation of this advertisement is also quickly understood by the audience. Through relating the audience to the advertisement the audience is able to understand the goals and message of the advertisement. Also, sometimes different advertisement makers and designers can immitate this approach to suit different needs.
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