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Horn himself believed that if an outright ban on cigarette advertising could not be achieved, confining the advertising that was done to low-tar-and-nicotine brands had some value, since his own research on smoking habits had shown that for some habitual smokers a switch from high- to low-tar-and-nicotine cigarettes was a way station toward ridding themselves of the habit altogether

In addition to seeing the endless cigarette commercials showing smiling young couples running carefree in rolling countryside and prancing along ocean beaches to indicate the benign qualities of the cigarettes they were puffing away at, viewers now also began to see, sandwiched between segments of programs, a closeup shot of a serious-faced man who would hold up a cigarette and soberly ask, Have you ever thought what happens when you smoke a cigarette? After a pause, he would add, grimly, We have, whereupon the words American Cancer Society would flash on the screen and the message would be over

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Typically, the cigarette is held near the edge of the flame rather than directly in the centre to avoid scorching it too quickly