For this series of campaigns they have created shocking dramatic images to try to tun people by the manipulation of the fisherman's hook that represents the addiction

and this caused much controversy over this was in fact scaremongering tactics
An article in the Daily Mail

Anti-smoking advert 'is too frightening'

A health campaign which showed smokers being snatched by fish hooks in their mouths has been criticised for frightening children.

The Advertising Standards Authority received 744 complaints about the Department of Health TV commercials and posters.

A TV advert showed a woman folding clothes while a child watched TV. The next second the woman was dragged from the room by a fish hook attached to a wire

A man walking down a street was also seen being dragged along the ground and over a car bonnet by a hook and wire into a shop selling cigarettes.

The aim was to demonstrate the addiction to tobacco and highlight a Government campaign to help smokers kick the habit.

A series of billboard posters showed smokers with pained expressions and a taught wire pulling on hooks embedded above their lips.

The campaign attracted the highest number of complaints to the Advertising Standards Authority for two years. Today, the authority criticisesthe handling of the Government-health initiative.

The official watchdog said most of those who complained considered the images were "offensive, frightening and distressing", particularly to children.

It ruled that the commercials cannot be shown during children or family viewing times. It seems the posters will be banned outright.

The Department of Health said the adverts were designed to confront smokers with the controlling nature of their addiction and were not meant merely to attract attention or to be gratuitous.

By SEAN POULTER

Both these images have been put through post production on their contrast and on their tones to signify certain feelings and meanings, for example, grubbiness, dirtiness, ill health etc. But the selection process of the characters has been quite atypical through their representations as the woman has been depicted as very working class with gold earrings.