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When smokers viewed the smoking scenes, there was greater activity in part of the brain called the intraparietal sulcus and other structures that play a role in perceiving and coordinating physical movements

"I can't think of anything else that has come close," says Theodore Holford, a professor at the Yale University School of Public Health

At the same time as they were concealing the ill-effects of smoking, tobacco companies were pushing an image of smoking as 'cool', through iconic adverts such as the Marlboro Man and the Virginia Slims female empowerment campaigns

It was a new brand, and the core target audience was the youth