ABSTRACT
This chapter returns very specifically to the notion that atmospheres are characterized by the way in which they recognize and articulate the differences between two states. The smokefree atmosphere is replete with oppositionary pairings that are held in particular relation to one another—indeed, they are held firmly apart. The chapter demonstrates that the main forces in this atmosphere—the tobacco industry and the anti-smoking lobby are not, in fact, as firmly 'apart' from one another as appearances suggest. It is concerned with looking closely at how the binary oppositions around time and space that form the foundations of the smokefree atmosphere are never purely established divisions. Big Tobacco predictably went into battle with the state to retain its last advertising space, the packet. With bipartisan support, the state moved to prohibit tobacco companies from trademarking its packaging.
