When a carburated engine (as opposed to one with fuel injection) ‘breathes in’ a cylinder full of air, that air picks up some gasoline with it, so that there’s a nice mix in the cylinder to burn. The job of the carburetor is to mix the air and gasoline, so the engine gets the right amount of each.
When you first start an engine, it needs a little more gas. Closing the choke literally ‘chokes off’ the air supply so that the engine is getting a proportionally higher amount of gasoline.
[This is a great illustration of how it works, and is well worth watching](https://www.youtube.com/watch?v=toVfvRhWbj8)
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