The attended audience would be those who are smokers, and those who might plan to start smoking. This ad helps the audience understand that if they were to start this habit, then a downfall to smoking would be death symbolized by the way the cigarettes are depicted.
The lighting affects the ad, because it allows the reader to only focus on the cigarettes and the way that they are formed like a gun. This draws the readers attention to understand the affects of smoking.
Sources: Murphy, Paul. The Roy Castle Lung Cancer Foundation. N.d. Photograph. Europe. Passivesmokingkills.org. CHI and Partners, UK. Web. 25 Nov. 2012..