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A young, handsome man holds his throat, clearly irritated from smoking, next to a warning in big, red capital letters: BEWARE OF IRRITATION. The text beneath his image reveals that he should have smoked Lucky Strike cigarettes, because Toasting removes dangerous irritants that cause throat irritation and coughing. This health claim was clearly unfounded, and in Luckys later ads a simple its toasted slogan was used to send the same message without blatantly making false claims

Your mouth and throat absorb plenty of nicotine, especially with strong blends

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We used a thematic analysis approach to explore how participants rationalized existing warnings and interpreted the novel messages

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