As we know, one of the basic principles of tobacco promotion is to address the subconscious fears of the target audience: smokers, and potential “starters”, as tobacco companies so cynically refer to our children. Some of these fears are rather banal—for example, that our breath, hair and clothes will smell bad if we smoke—and can be addressed by the association of cigarettes with concepts diametrically opposite on any scale of values, such as fresh mountain air and fragrant, beautiful models. Other fears, of course, are about the much more serious health problems caused by smoking, hence the value to tobacco manufacturers of associating smoking with sports and other tough, physical activities at which only fit and healthy people can excel.

But how else can we be reassured about well founded fear? Most non-smokers are fearful about the risks of smoking, and timid about …