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MEMORANDUM Novemne T0: Mr. Richard Smith FROM: A. B. Hudson SUBJECT:- Expert Terminology for Impact and Strength Dr. Spears informed me, after reading the memo to you dated-October 26, that I should have included a more detailed description of ' impact' and 'strength'. In order to do this, and make it understandable, a base of communication must first be established. Therefore, listed- belaw are our definitions of-the various typcs of impact and strength-characteristics of- a cigarette. Taste Impact - Degree-of immediate and residual percep- tion of the -taste characteristics in the oral and nasal areas. Chest and Throat Impact - Degree of immediate perception on a partict:lar- part of the oral-or respiratory system. A high degree will cause a choking sensation comparable to-in- haling strong cigar smoke. Physiological- Strength - The -degree of physiological effect caused by the alkaloids-(nicotine, etc.) in the smoke. Excessive strength will cause a smoker to experience a dizzy or "heady" effect. Pepperiness - A warm, spicy_sen5ation-perceived al-most totally in the mouth. Irritation - Essentially self-explanatory, comparable to a roughness-or scratchiness perceived in_the mouth, nose or throat. Overall Strength - Amplitude of perception of either smoke and/or flavor components in the oral and bronchial areas. Overall strength-is a combination- of throat, chest, taste and physiological impact. p l.+ N O ~ c.D - 6J GA

Mr. Richard Smith --2- - November 2, 1973 It should be po-inted out that none of these characteristics are considered to be objectionable if they are present in the smoke at an acceptable level. However, for a-cigarette to be acceptable the irritation level could not be as high as, for_ ir.star_ce, the pepperiness-level. Because pepperiness is gen- erally considered to be an acceptable taste characteristic whereas ir_itation is generally considered to be an unaccept- able- characteristic. It-should also be remembered that a cigarette can be- strong and smooth, or one_can-be mild and-irritating. In other words, strength is not necessarily directly proportional to the irritation level or the various types of=impact. it -is also possible to have a cigarette with high throat impact and low chest impact,_but generally there will be some overall correlation between strength and the various types of impact. If this is somewhat confusing, hopefully the following descriptionsof the impact_characteristics of various production cigarettes will provide a clarification: - KENT - Slightly irritating to nose and throat, peppery and spicy sensation in the mouth, moderate or temperate throat impact, gentle or mild chest impact, slight hay-like char-acter. Taste - sweet, spicy,- peppery, with flavor-tobacco balance. TRUE BLUE - Slightly more irritating to nose and throat, and slightly more peppery than Kent, moderate throat impact and very mild-che-st impact. Taste - warm sweet, extremely spicy (balsamic), peppery, flavor notes mask tobacco taste. NEWPORT - Very slight sharp menthol irritation in nose-and throat, moderately high throat and chest impact. Taste - moderate menthol impact, moderately high tobacco taste with underlying sweet flavor notes. OLD GOLD FILTER - Moderately high level of irri_tation-and pepperine-ss, moderately high throat and chest impact. Taste-- tobacco taste with Turkish undertones, woody, slight hay-like residual_character. WINSTON - Irritation and impact levels are comparable to OGF, however, the peppery character is greater. Taste - tobacco, slightly sweet, woody, citrus with Turkish undertones and sweet lingering residual taste.

If Mr. Richard Sm.ith - -2- November 2, 1973 :-IARLBORO - IMLoderate throat impact, high chest impact, moderate level of irritation, pepperiness less- - than Winston -or - OOr. Taste - high tobacco and Turkish character with moderate s-weer-woody note, also moderate residual taste. Sample 9075 =:•Ioderately high throat and moderate to high chest impact, iow level of irritation and pepperiness. Taste - high tobacco with moderately high Turkish- character, low to moderate sweet,-sour, citrus, - - woody notes and moderate residual taste. KOOL - High throat and chest impact, very harsh and irritating, high physiological impact. Taste - deep; burley tobacco-note,- sweet, balanced-tobacco-menthol character. Sample 9036- - High throat-and chest impact, high level of harshness and irritation, high physiological impact. Taste - deep, burley tobacco note,-sweet, menthol with good balance. Sam_ple 9080 - Essentially the same as 9036 with possibly a slightly higher physiological impact. A. B. Hudson ABH:gm x.c._Dr. A. W. Spears Mr. C. L. Tucker Mr. R. Ave - Mr. J. H. Smith Ms. Mary Ann Riffon