The tobacco industry has never lacked for ingenuity in sustaining cigarettes’ appeal in the face of growing awareness of their lethal effect. After all, Marlboro Man was created to give filtered cigarettes a more rugged image, when cancer scares drove men to switch to a product then seen as feminine. But now all such branding is under threat, after Australia’s high court dismissed an industry challenge to a law on standardised packaging.
随着人们日益认识到烟草的致命危害，烟草行业在保持卷烟的吸引力方面从不缺少独创性。当癌症的恐惧驱使烟民接受当时被视为女性化的产品时，烟草公司打造出了“万宝路人”(Marlboro Man)，赋予过滤嘴卷烟更为粗犷的形象。不过，在澳大利亚高等法院驳回烟草行业对一项标准化包装法规的反对意见后，现在所有此类品牌推广都受到了威胁。
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