Counter ads
1 the specific clam that the ad meets is The we're Different and Unique claim
2. The negative subtext is saying that e cigarettes will change our life if you switch today
3. We changed the and, & change in the original ad to the words or and end so that the ad sends a message to the people who are considering ecigs. So the counter ad reads make the switch today or end your life. The counter ad is basically stating that if you do switch to ecigs you could potentially end your life rather quickly.
2. The negative subtext is saying that e cigarettes will change our life if you switch today
3. We changed the and, & change in the original ad to the words or and end so that the ad sends a message to the people who are considering ecigs. So the counter ad reads make the switch today or end your life. The counter ad is basically stating that if you do switch to ecigs you could potentially end your life rather quickly.