Smoke?; Smooth, mild and mellow

Smooth my lended filter ended kind to your throat good to your mucus membranes so nice to the nasal passages. This is a kind of poetry. It's often accompanied by pictures of modern Romeos and Juliets walking hand-in-hand in autumn woods smoking or standing near a waterfall or pictures of heme in smoking of various He-Man jobs. It's rich in implications and unpleasant associations flavored body rich taste Golden League. The poetic is the most frequently encountered the most widely distributed and the most richly endowed of all the approaches to the question of smoking. The most important of the other approaches to smoking is through the information

supplied by science. Smoke is a suspension in the gas of solid particles and that science blended. That is advertising. Tobacco smoke is a highly complex mixture of alkaloids aldehyde ketones acids alcohol phenols. I don't carbons various other organic compounds and many different inorganic compounds. Science again. Now advertising gentle to your nasal passages. Put them together science and cigarette advertising tobacco smoke contains smooth carbon monoxide a poison gas. Hydrogen sulfide a poison gas. Mello. Cyanide. Also called prussic acid a systemic poison.

Nicotine. Another systemic poison. Arsenic. And irritant poison. Smooth mellow good to your mucus membranes at least nine carcinogens counts or inducing substances and several carcinogens substances which team with others to induce cancer. So nice to the nasal passages. So nice to the throat. Smoke question mark a series of programs presenting information on Smoking and Health. These programs are produced by radio station WAGA of the University of Wisconsin under a grant from the National Association of educational broadcasters. No program number two smoove mild and mellow. Cigarette advertising mild mellow

smooth science at least nine carcinogens for most people these are the two most significant approaches to the question of smoking. Each serves a different purpose. Science is a disciplined search for the truth its purpose in investigating smoking is to find the truth about smoking. Cigarette advertising is a specialized form of communication. Its purpose is to persuade people who to smoke cigarettes. Science begins with a question in a general way this question How does cigarette smoke affect the human body. Cigarette advertising begins with a conclusion. More people should smoke more cigarettes during most of your life from the time you are old enough to follow the words in a simple commercial you've been exposed to cigarette advertising daily perhaps for years and the ads began to take effect at a very early age. Many youngsters for example have several of these in their

heads. I still majestic. You know majestic. You smoke I smoke we all smoke we cast. People like smoke. All smoke majestically. No. We're just. Oh I sure sure. A thoughtful high school student might say sure but as you get older you learn to shut your mind off to those things you don't even hear him. And as you mature you get so you can see right through him. I mean when they run a series of ads showing a cowboy in the steel worker in the sailor and the rugged engineer all smoking their cigarette you can see that they're trying to get you to believe that you're a big strong type if you smoke their brand. The same thing with the young couple holding hands and the young couple by the waterfall. You get the implication. You can see right through it. There's another way to phrase the purpose of cigarette advertising.

It is the purpose of cigarette advertising to create a state of mind which will lead to the purchase of cigarettes. The creation of a state of mind need not be by open persuasion or by reasoned argument. Attitudes inclinations predispositions can be established below the level of conscious thought. Below reason and the process can begin early. I just and this child may never smoke majestic but she's absorbing another message. Cigarettes smooth and good cigarettes are my good. Day by day year by year advertising campaigns come and go. Brands change but this message runs constantly through cigarette advertising cigarettes and good. When a dog smells food and eats his mouth waters Dr.

Pavlov rang a bell each time he fed laboratory dogs. After a while the dogs began to salivate without food. When the bell rang down in the lower levels of their brains a connection had been made between barrels and food. They very thoughtlessly continued to salivate when the bell rang. When there was no food at all their odd reaction to Bells was called a conditioned response. Cigarettes smooth and good. Now people aren't dogs. Cigarettes aren't food and cigarette ads are not bells. But it's just possible that people exposed to this cigarettes smooth and good exposed to it thousands of times from childhood on begin to react to the idea of cigarettes says Dr. Pavlov's dogs reacted to Bell's doctor Pavlov's dogs learned to react to bells as though bells did nothing in the world but

announced dog food. My own mellow has this child maybe learning to react to cigarettes as though they're nothing in the world but taste flavor and immediate satisfaction. Dr. Pavlov's dogs could have been trained to sit around thinking about food with their mouths watering when they fire bells rang. Instead of going out the door it's possible that the child is being conditioned to go out for a pack of cigarettes instead of sitting around thinking. When the alarm bells are ringing about smoking and the alarm bells are ringing. My mellow smooth and good. This is the continuous line in a cigarette ad approach to smoking. It focuses attention on just one element in a very complicated business of smoking taste flavor and immediate sensation. This is an infant tile approach to any problem. A primary

characteristic of infantilism is devotion to the infant's brand of taste flavor and immediate sensation without regard to consequence. Very few cigarette ads refer to consequence down through history. Immediate sensation has been a Tory sickly poor guide to final consequence for people out of diapers. People who reject unpleasant facts about consequences for immediate pleasure but themselves in the position of the hearty mushroom eater who though warned of left this world while still smacking his lips over the smooth and mellow flavor of toadstools want to watch I do three four Tell me some more. Five six what I want. CAN YOU DOn't EAT. Why should I wait. I can't say yet again. I mean say I bet I bought alkaloids aldehyde ketones acids. It's nice I

like it. It's got a real impact. But what does that mean. The subject of smoking is not for infants and not for children. When it's approached through the results of scientific investigation there is very little drama in it to stir the mind and stimulate the memory. Cigarette smoke does contain powerful poisons like nicotine and cyanide and arsenic but their effects are not acute and no smokers die as dramatically on the spot. As a result of smoking. Furthermore modern science tends to deal in probabilities and not in final absolute answers. It often sounds it tentative. An important part of the discipline itself is that answers are hedged about with conditions however and buts all those in this cases in these circumstances and so forth ask where the cigarette smoke tastes good. You get a ready answer.

Yes and they also taste mild smooth. And so for a great many heavy smokers may be ready to testify that the first cigarette in the morning tastes more like a red hot sawblade in the wind pipe. But it's the business of advertising to supply ready answers of a more positive nature. I ask this. Will smoking cigarettes make me die early. And science replies. We cannot say how it will affect you was an individual. However we can say that of course I'm excluding the time of the study its character in the procedures followed the sample chosen and several hundred other qualifications. We can say that in a study of 187 thousand men the death rate for cigarette smokers was 68 percent higher than the death rate for nonsmokers. Yeah well I was. All. The death rate for cigarette smokers who smoked one

half pack or less a day. I was only 34 percent higher than the death rate for nonsmokers. The death rate for cigarette smokers who smoked two or more packs a day was one hundred and twenty three percent higher than that for nonsmokers. This is the form in which scientific information arrives it isn't for infants or children but after all everyone agrees that kids shouldn't smoke. The scientific information is fairly complicated and it's qualified with a good many ifs ands and buts. But it is very impressive and it's easily understood by anyone old enough to smoke. If the response to the question of smoking with his brain instead of his glands and taste buds after the fashion of Dr Pavlov's dogs and that brings us to the question for the day. You have been trained when the flag is raised to stand and lift your hepped it's

an automatic reaction when the question of smoking is raised. Do you think of the words mild mellow smooth and good. It's Yeah but what about those alkaloids down the high ketones and acids. We'll get to that next week. Smoke is produced by a radio station WAGA of the University of Wisconsin under a grant from the National Association of educational broadcasters script by Milburn and Elizabeth Carlson. Music by Dun vaguely. Production by Carl Schmidt. This is the NABJ Radio Network.