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.

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 familiarity.

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?

Winner never quits & quitter never wins. Not applicable to smokers and dopers

The response has been great, even from smokers.