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New non-menthol cigarette ads appeal to youth Participants reported that several ads would likely appeal to younger people, new smokers, or experimental smokers who might be open to trying new brands, noting the attention-grabbing contrast between dark backgrounds and bright colors

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Smoking may kill, and is not good for the health, but there is no way that this fact gives anybody, neither our mentors nor governmental gurus, the right to underestimate our intelligence and to treat us as though we were soft in the head." Media experts say that the "ends justify the means" approach doesn't work "They have crossed the line here in terms of decency, especially for cancer victims" "This is typical of the government - they know nothing about communication" "For some smokers, it has an effect, and for others, it simply makes them think" Response to the campaign runs from one extreme to another: health experts say it is the best way to address the problem, while experts in mass media say that the "ends justify the means" approach to getting the just-under-a-third of the population who smokes to stop just doesn't work

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