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By measuring the comparative strengths of these reflections, the composition of a cloud of vapour can be worked out.
"E-cigarettes are being marketed just like cigarettes were in the past," says Gilmore, pointing to a TV advertisement for Vype, the e-cigarette brand owned by BAT, which featured an attractive young couple running through a cityscape before leaping into a cloud of vapour promising of "pure satisfaction for smokers".
The gestures are spare and impactful: a sudden rush of feet, an ecstatic spiral of gold glitter in the air, lengths of wet foliage birthed from the sleeves of Bluebeard's suit by his greedy, impulsive wife, a steady trickle of tears, a volcanic cloud of vapour, a bright flower of blood on a white shirt, a slow dance of body doubles, man and wife.
Every breath produced a cloud of vapour and the sense of entering an icy realm was overwhelming.
"Salam Aleykum," he said, his breath a cloud of vapour in the cold winter air.
In one massive synchronised movement, the throng drew on their e-cigarettes and released a gigantic, breathy cloud of vapour into the already stifling atmosphere.
Similar(51)
Dr Graham Turnbull, of the research team, said: "Floating above a landmine in Iraq or Afghanistan, there's a very weak, dilute cloud of vapours of explosive molecules that the bomb is made from.
"Floating above a landmine in Iraq or Afghanistan, there's a very weak, dilute cloud of vapours of explosive molecules that the bomb is made from," said the Dr Turnbull.
The dense clouds of vapour that emerge from the orifices of users is a kind of peacocking.
It was an impressive sight, I suppose, if you enjoy seeing large clouds of vapour, but it did get me thinking about how safe this stuff is.
As a smoke machine produces small clouds of vapour, six girls in black knickers and crop tops paraded around, with one teetering down the runway in a huge pair of stilts.
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Justyna Jupowicz-Kozak
CEO of Professional Science Editing for Scientists @ prosciediting.com