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While the Marlboro Man no longer occupies the same iconic status as before, his enduring presence in modern advertising serves as a testament to the lasting impact of this marketing phenomenon

Rotating different messages helps people notice, remember, and engage with the information. Health warnings have played a major role in widely communicating the deadly risks of smoking over the past five or six decades, Hammond said, recalling an increase of calls coming in to the helpline to quit smoking when the picture warnings were introduced

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Points for the damsel not being quite as in distress after all