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As Alan Blum, editor of the New York State Journal of Medicine , explained in his 1983 assessment of cigarette advertisements that had appeared in the journal from 1927 to 1953, Philip Morrisarmed with papers written by researchers that the company had sponsoredattempted to use clinical proof to establish the superiority of their brand.11 Specifically, Columbia University pharmacologist Michael Mulinos and physiologist Frederick Flinn produced findings (on the basis of the injection of diethylene-glycol into the eyes of rabbits) that became the centerpiece of the Philip Morris claim that diethylene-glycol was less irritating, although other researchers not sponsored by Philip Morris disputed these findings.12 This highly successful campaign made Philip Morris into a major brand for the first time.13 As a 1943 advertisement in the Saturday Evening Post proclaimed, Philip Morris provided [f]ull reports in medical journals by men, high in their professionregularly offered to physicians on request.14 These advertisements used physicians and science to make their particular brand appeal to the broader public while at the same time they curried favor with physicians
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