ople who frequent malls should be our chief goal."(1.170) Unaware of how important the under 18 market was to the industry, the government could only attempt to lengthen the distance between schools and billboards because they're ineffective attempts were ignored by the large corporations. With many billboards concentrated in small areas it put the idea in children's minds that smoking was socially acceptable and that the majority of people were smokers. In the Mangini case, the plaintiff's lawyer's goal was to show how RJR was desperate to compete with Marlboro for the 14-21 age group so they created the Joe Camel campaign. Even though they blame its success on peer pressure the companies internal documents show otherwise. (2.a) Most of the evidence was industry studies on new smokers and how to attract them. One expert testimony showed that 90 % of six-year-olds recognized the popular characters on cigarette packs like Joe camel to be as familiar as Mickey Mouse and other childhood heroes. (3) Media advertising has a very subtle yet powerful effect on people and the tobacco companies have taken full advantage of its tools.
             The tests using underage smokers reveal the industry's disrespect for the law. In an experiment called 'Project 16,' Imperial Tobacco hired smokers as young as 16 who were interviewed and observed through closed circuit cameras. This revealed popular smoking conventions and traits of young smokers that was an asset in classifying different targets into sections which are reflected through different brands. This practice was pretty common among tobacco companies and are expressed in documents such as Imperial's "Fiscal '80 media plan." (1.169) They pursued this project further with another one called plus/minus, which had success in finding that cigarettes targeted
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