From 1994 to 1997, researchers at Stanford University School of Medicine, Palo Alto, Calif., examined the proliferation of smoking advertisements and promotion to help understand how tobacco promotions and advertisements influenced adolescents' perceptions of smoking and smoking behavior.
The project was part of the Robert Wood Johnson Foundation's (RWJF) national program Tobacco Policy Research and Evaluation Program.
This project consisted of two studies of students in two San Jose, Calif., school districts. The first examined the nature and extent of smoking-related cues to which adolescents are exposed in the community via advertising and promotional materials. The second study assessed how mass media content symbolically reinforces and amplifies social pressures promoting adolescent tobacco use.