What do you think Philip Morris's purpose was in publishing such a report? Was it ethical? 2) How might audience have played a factor in how the report was received? Who do you think Philip Morris intended to communicate with? How did secondary and tertiary audiences impact how the report was received? 3) Consider the authorship of the report—it was written by a consulting firm on behalf of Philip Morris. How does the credibility of the report change depending on who you understand the author to be? 4) Do you believe Philip Morris's statement that they had no intention of entering the "debate on tobacco and health?" Why or why not?