The ads are maybe not the best thing to discourage people (from smoking). If I have an addiction, why would I like look at something that reminds me I’m going to die?

The sight of cancer-ridden lungs and yellowing teeth may reinforce a non-smoker’s decision not to light up, but does nothing to convince those already addicted. The reason for this is a mixture of denial and...

Smokers don’t seem to notice [the warnings]. We don’t know why. Maybe it’s because they’re just used to them, or bored of them, or in denial.

The results were spectacular. The region associated with aversion was activated the moment the subjects looked at certain images.