['11', 'In', 'short,', 'it', 'is', 'the', 'consumer', 'who', 'shapes', 'the', 'adver-', 'tisement—not', 'the', 'other', 'way', 'around.', 'To', 'reach', 'par-', 'ticular', 'consumer', 'audiences,', 'advertisers', 'use', 'models', 'who', 'match', 'pre-existing', 'consumer', "categories.'?", 'Under', 'H.R.', '1250/1493,', 'however,', 'tailoring', 'particular', 'brands', 'to', 'such', 'distinct', 'categories', 'of', 'the', 'adult', 'smok-', 'ing', 'market', 'would', 'be', 'impossible.', 'The', 'pseudo-', 'advertising', 'permitted', 'under', 'H.R.', '1250/1493', 'would,', 'in', 'practice,', 'be', 'so', 'ineffectual', 'that', 'it', 'could', 'not', 'be', 'con-', 'sidered', 'a', 'meaningful', 'form', 'of', 'communication.', 'B.', 'H.R.', '1250/1493', 'Rests', 'on', 'Three', 'Invalid', 'Premises', 'About', 'the', 'First', 'Amendment', 'As', 'discussed', 'below,', 'H.R.', '1250/1493', 'cannot', 'satisfy', 'the', 'test', 'established', 'in', 'the', 'Central', 'Hudson', 'case', 'for', 'restrictions', 'on', 'commercial', 'speech.', 'The', 'proponents', 'of', 'H.R.', '1250/1498', 'appear', 'to', 'believe', 'that', 'this', 'test', 'would', 'be', 'applied', 'with', 'reduced', 'rigor', 'because', 'images', 'in', 'advertising', 'are', 'marginal', 'from', 'a', 'First', 'Amendment', 'standpoint,', 'alternative', 'techniques', 'of', 'communication', 'would', 'remain', 'available', 'and', 'the', 'very', 'effectiveness', 'of', 'images', 'is', 'somehow', 'a', 'justification', 'for', 'suppressing', 'them.', 'Before', 'addressing', 'the', 'Central', 'Hudson', 'test,', 'we', 'explain', 'why', 'each', 'of', 'these', 'premises', 'is', 'incorrect.', 'Patterns:', 'New', 'Constraint', 'for', 'Mass', 'Communication', 'Research,”', 'Journal', 'of', 'Broadcasting', '(Winter', '1971-1972);', 'W.', 'Smith,', '“Product', 'Differentiation', 'and', 'Market', 'Segmentation', 'as', 'Alternative', 'Marketing', 'Strategies,”', 'Journal', 'of', 'Morketing', '(July', '1956);', 'A.', 'Roberts,', '““Apply-', 'ing', 'the', 'Strategy', 'of', 'Market', 'Segmentation,”', 'Business', 'Horizons', '(Fall', '1961).', '19', 'See', 'M.', 'Schudson,', 'Advertising,', 'The', 'Uneasy', 'Persuasion', '183', '(1986)', '(“It', 'is', 'more', 'accurate', 'to', 'observe', 'that', 'cigarette', 'smoking', 'among', 'women', 'led', 'tobacco', 'companies', 'to', 'advertise', 'to', 'the', 'female', 'market', 'than', 'to', 'suggest', 'that', 'advertising', 'created', 'the', 'market', 'in', 'the', 'first', 'place.”).', 'TI0993-0189']