Given that the tobacco industry is a dying trade – and there is a continual need to replace onetime customers with new addicts – one might reasonably assume that the primary audience for such ads is not in fact adults but underage smokers. The reasoning behind the childish humour evident in Lambert & Butler ads, the adolescent language spinning the economic benefits of Mayfair, and the visual puns in Superkings ads, is thus quite apparent. Very few of the puns, jokes and turns of phrase would be found in the linguistic usage of adults of even average intelligence. Nor in kids magazines such as Viz. Such ads would therefore seem to be oriented towards young children just as their predecessors were. The target audience of these ads is unfortunately not sophisticated enough nor sceptical enough to realize that they are being conned by some of the most ruthless and heartless companies on earth. By the time they realize they have been manipulated, if they ever do, they are hooked on nicotine – a drug that is as addictive as heroin.