The public began taking smoking-related health concerns seriously after receiving much media attention and the publishing of countless scientific studies. To manipulate the public away from their concerns tobacco companies started describing the attributes of their products as "natural" (McDaniel 7). This was meant to make buyers believe cigarettes were not as harmful as they were seeing in the media. Along with making buyers doubt the health concerns of smoking, this marketing technique was also used to make the public believe certain brands of cigarettes were healthier than others because a "natural" cigarette appeared less harmful.

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