So many teens tell me that tobacco ads have had absolutely no influence over them. I agree that tobacco ads will not change your conscious mind — but they may be getting through to your unconscious mind more than you realize.

What is the unconscious mind? While your conscious mind is analytical, and makes (mostly!) sensible, rational decisions, it's your unconscious mind that often throws common sense out the window. It's the creative part of our minds, and it cares little for right or wrong. It just knows what feels good or bad, regardless of the consequences.

For example, an overweight person may have made a responsible and conscious decision to diet, but their unconscious mind still remembers the sweet taste of ice cream. The conscious mind's will to diet can be overcome by the power of the unconscious mind, and the memory of delicious ice cream. "Willpower" is literally the conscious will's power to repeatedly resist the strong desires of the unconscious mind.