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Working with Leo Burnett, Marlboro committed fully to a single image and repeated it until it became inseparable from the product itself

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It was found that teachers and students had positive and negative metaphors about smoking that students positive metaphors were fewer than the negative ones but that they were more than they should be

To find out, Gentner and some of his PhD students set up an experiment in a movie theater that had not allowed smoking for more than 15 years

What works depends on how long you have smoked, how many cigarettes you smoke daily, your personality, and your support system