ADVERTISING: Fat Fight

The cigarette industry has long fought the battle of the public's health from "Not a cough in a carload," to "Significantly less tars and nicotine than any other filter brand." Last week nervous food men wondered if their time had come. A battle of the ads had started over unsaturated v. saturated fats* and their connection, if any, with the amount of cholesterol in the human bloodstream and the prevalence of heart attacks. Though nutritionists and the American Heart Association itself (see MEDICINE) consider a cause-and-effect relationship between fats and heart disease...

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