The first is the addressing the sense of guilt that many smokers who want to quit feel simply because they can't. Endured several failed attempts only deepens the shame. People are frequently harsh and disproportionately blame themselves for situations that are not all their own doing. As the compelling on-line banners point out, the brain has a mind of it's own. Realizing this and accepting it invites would-be quitters that it isn't all their doing, and that there's a formidable force to overcome with the right help. It's encouraging and one imagines a welcome perspective.
The second approach recognizes that we are all to some degree vain and care about our looks. By linking smoking to the effects it has on the beauty overall and the face in a variety of specific ways, it seeks to connect with the audience on an issue that they have strong interest and motivation for, rather than trying to persuade people to stop smoking using the rational appeal to health.
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