cigarette pack design with warning Labeling and Health Requirements A Picture of Health: How

In 2015, only 5.5 percent of high school seniors said they were smokers, down from 28.8 percent in 1976

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Following a revision of brand names which saw Golden Virginia Original become 'G V Original' and Golden Virginia Yellow become 'G V Bright Yellow', the new products followed this naming convention and were called 'G V Bright Sunrise' and 'G V Bright Midnight'

Perceived Packaging Audience Participants described the perceived audience for the packs, reinforcing notions of self-identification (or lack of it) with certain cigarette packs