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Reactance often motivates rebellion, in behavior or belief, which demonstrates that the control was ineffective, restoring the feeling of freedom

The advert is represented in a dystopian Blade Runner -like sci-fi world from a distant future where humans have biologically evolved to withstand the toxic effects of tobacco, thus, the narrator formally introducing to the audience the world's first "Natural Born Smoker" - a rather mutated human possessing radical anatomical features like an enlarged nose, self-cleaning lungs, extra eyelids, shrunken ears, and highly developed and elongated fingers, all while possessing an incredible pallid face

Philip Morris Asia then sued the Australian government again in that same year, arguing that Australia's ban on trademarks breached foreign investment provisions