ABSTRACT
Despite this lack of consensus among scholars, strong claims for powerful advertising effects are common. For example, one analysis suggested the potent effects of advertising in this manner: "Collectively, these studies provide compelling evidence that cigarette advertisements are seen by adolescents and that they respond to the advertiser's intent. Some health experts therefore, now believe that cigarette advertising is causally linked to smoking behavior" (Fischer, Schwartz, Richards, Goldstein, & Rojas, 1991, p. 3146). Another, more direct statement of causality (based on correlational data, however) asserted: ''Tobacco marketing campaigns between 1988 and 1997 are responsible for 6 million adolescents experimenting with cigarettes. Of those, 2.6 million kids took their first puffs as a result of the Joe Camel campaign; another 1.4 million tried smoking because of the Marlboro campaign" (Thorp, 1998).
