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As competition for the American market intensified, vape producers in Shenzhen needed to find ways to make their products stand out

Arms outstretched against a blue sky, the casually dressed man in the advertisement leaps in the air, emulating the florid text that runs down the side of the page: "Self belief

1 This chemical compound changes the brains chemistry, causing cravings for more of it, and leading to chemical dependency that can be hard to break

Against the commercials that displayed young people examining the filters on their cigarettes with approval, viewers saw an anti-smoking message that opened with a shot of a cigarette lying flat, pointed toward the viewer