They know that if Black people travel on a particular bus from their neighborhood into downtown Pittsburgh, let's say, then you can advertise Black-themed mentholated ads on the inside of the bus, and you know you're reaching your audience
Even before evidence about smokings harms was clearly documented, cigarette advertising suggested filters provided throat protection, as seen in the Craven A advertisement, which claims the brand was: Made specially to prevent sore throats (see Figure below)
Although cigarettes with non-vented filters are available in the U.S., today almost all cigarette brands are made with the same vented filters that have been linked to an increased risk of lung adenocarcinoma
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When correctly implemented, HWLs have the potential to increase harm perceptions and reduce product use