The "Utterfool" advertisement tries to sell the idea that smoking makes you look like a joker, rather than the popular cigarette image of being "kool".
The difference between the two ads is that the anti-ad attempts to warn the viewer about a product rather than sell it. The original ad would play on poeples' anxieties about social appearanace and personal improvement, telling the viewer that cigarettes are essential to leading a cool lifestyle. On the other hand, the anti-ad criticizes the original by implying that you would look like nothing more than an idiot who tries to look cool with cigarettes but instead wastes money and risks lung cancer and other consequences. However, though the anti-ad does not attempt to sell physical product, both ads do attempt to sell an image (cigarettes are cool/uncool) and an idea (cigarettes are good/bad).
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