| During the '80s, many men and women were | | | | models" launched anti-smoking campaigns |
| attracted by the advertising campaign | | | | to warn the public about the very |
| launched by Philip Morris. Filmed in | | | | harmful effects of smoking. |
| the beautiful outdoors, the television | | | | Smoking is more than just a habit, it is |
| advertisements showed the hardy cowboy | | | | very similar to drug abuse. Research |
| lighting a cigarrette, relaxing in front | | | | upon research has substantiated claims |
| of a camp fire after a hard day's work. | | | | about the highly addictive content |
| The chilly, mountain night scene blended | | | | called nicotine. At least one milligram |
| well with the lights and shadows created | | | | of nicotine is found in an average |
| by the camp fire. Any thought of cold | | | | cigarrette and acts as a stimulant. The |
| temperature was extinguished by the | | | | nicotine in the cigarrette causes |
| warmth of the fire, and the lit | | | | glucose to be released from the liver |
| cigarrette. Other versions of the | | | | and the production of epinephrine --- |
| commercial showed cowboys on horseback | | | | both of which result to stimulation. It |
| traversing wild, white rivers and | | | | also activates the so-called reward |
| galloping across grazing lands of the | | | | pathways in the brain which are |
| West. The images are made more powerful | | | | responsible for the production of |
| by the music composed by Elmer Bernstein | | | | feelings of euphoria. |
| which was originally used for the '60s | | | | The average smoker will easily say that |
| Western film entitled Magnificent Seven. | | | | cigarrette smoking helps reduce stress |
| The score was used extensively in | | | | and anxiety. Others smoke right after |
| Marlboro commercials prior to the | | | | eating a large meal or during stressful |
| implementation of the cigarrette | | | | situations. Others see the cigarrette |
| advertisement ban. At the center of | | | | as an importance prop or ingredient to |
| this commercial was the quintessential | | | | their overall lifestyle. This reasoning |
| Marlboro Man --- rugged, tough, manly, | | | | should not come as a surprise especially |
| and a smoker. The commercial ends with | | | | if it comes from smokers who were born |
| an appealing invitation to, "Come to | | | | during the '30s to the '50s. Television |
| where the flavor is..." | | | | programs were usually interspersed with |
| Wayne McLaren and David McLean both | | | | cigarrette commercial during those eras. |
| played the iconic Marlboro Man in those | | | | In fact, during the '60s, it was very |
| series of commercials. Both men died of | | | | common to see t.v. and screen heroes |
| lung cancer and other medical | | | | smoking in reel and real life. |
| complications related to smoking. | | | | Those who became addicted to |
| McLaren posed for some promotional | | | | cigarrettes, whether they knew it or |
| posters of Marlboro in 1976 He was a | | | | not, were really on a path to |
| professional rodeo rider and appeared in | | | | self-destruction. To this day, many are |
| some television series during the '70s. | | | | still hooked on tobacco despite the |
| He smoked a one pack and half every | | | | cigarrette commercial ban and the |
| single day. By age 49, he was already | | | | aggressive anti-smoking campaign by |
| diagnosed with lung cancer. He | | | | government health agencies. Indeed, |
| underwent chemotherapy that led to the | | | | smoking cigarrettes is not an adventure |
| removal of one of his lungs. However, | | | | as once portrayed in commercials. |
| when he began the treatments, the cancer | | | | Tobacco addiction is, in truth, a habit |
| cells had already spread to his brain | | | | that quite literally leads to the grave. |
| and eventually killed him. David McLean | | | | Fortunately, for those who want to kick |
| started smoking at the tender age of 12 | | | | the deadly habit, "cold turkey" methods |
| and continued his habit until he was | | | | and anti-smoking medications are now |
| diagnosed with emphysema in 1985. By | | | | available to help them stop puffing |
| 1993, doctors had to remove a cancerous | | | | their lives away. |
| tumor from his lung. Two years later, | | | | RESOURCE BOX: Choose Variety of High |
| he died due to the spread of cancer | | | | Quality Medicines at Online Medicines |
| cells to his brain and spine. Before | | | | Enjoyed Reading this article? |
| they died, both former "cigarrette | | | | |