Conceptual Approach – using testimonial

MALE: “Hello my name is Andrew James Tyler Senior.  I have a very successful construction business; a lovely wife of 26 years; four beautiful children, and three wonderful grandchildren:  Lora, Stephanie and Andrew James III.  And I’m an addict.  My so-called friends talked me into trying the stuff when I was 14.  I’ve been doing it ever since; when I get up, before I go to bed, and all through the day.  I’m 47 years old and I can’t quit smoking. 

[louder voice] “I mean, I am hooked, big time. Oh, I tried to quit.  Lord knows I have.  And I know a black man’s chances of getting lung cancer are real good.  I don’t want to die, not now and not twenty years from now.  I got little grandchildren, man.  But I just can’t stop.”

NARRATOR:  “According to the American Lung Association nine out of ten smokers want to quit.  But quitting is not as easy as it sounds.” 

MALE: “I guess that’s why they call it an addiction.”