Glamourising death by design

What is the second packaging shot that says 'half of cigarette users eventually die'? I generally assumed that all cigarette users eventually die... along with everybody else. Oh, and death IS cool, just ask a goth :icon_wink:
Well the style of it just comes across to me as rather quite comical. Instead of showing photographs of blackened flesh and other graphic imagery they've decided to theme their identity around 'death'. I could imagine these being collectables and becoming cult imagery.