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Let's go over the pros and cons

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Some, however, emphasise that they smoke light cigarettes as if to imply their health benefits in some way

An article in Business Week in December of 1969 quoted one tobacco executive as complaining that in pouring so much money into advertising after a point all youre doing is spinning the wheels and making the media rich. Given such reduced expectations, it seems unsurprising that the anti-cigarette commercials appearing on TV, even in limited numbers, had a depressing effect on the market as a whole