On the picture, we can see, in the background, a typical western landscape(monument valley, in the USA). In the foreground is a cow-boy, who seems to be in a very awkward situation. Indeed, by his side, his horse is laying, apparently dead. Above them is this caption: SECOND HAND SMOKE KILLS.
The “second hand smoke” is the smoke that enters the lungs of non-smokers because of the cigarettes of smokers. As cow-boys had the reputation to smoke a lot, we conclude that the horse died because of the cigarette smoke of the man. Of course, this situation is not credible, for probably no horse has never die because of second hand smoke. But the aim of this advertisement is to make people aware of the risks, and one of the best way to reach this goal is to show them a funny ad. So, by laughing, people will remember this sentence, “second hand smoke kills”, and maybe smokers will be sensitive to this the next time they’ll smoke beside a non-smoker.
;)