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A common theory held that cancer resulted from chronic irritation to the affected tissue, and many wondered whether cigarette smoke irritated lung tissue in this manner.5 Well aware of these concernsand their impact on cigarette salesthe tobacco companies devised advertising and marketing strategies to (1) reassure the public of the competitive health advantages of their brands, (2) recruit physicians as crucial allies in the ongoing process of marketing tobacco, and (3) maintain the salience of individual clinical judgments about the health effects of smoking in the face of categorical scientific findings

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