That now seminal study, in which 91 percent of the three - and six - year - olds they tested correctly paired mascot Joe Camel with his matching cigarettes, set off a cascade of antismoking legislation aimed at shielding American youth from aggressive tobacco ads.
More than 15 years ago, Martorella (1997) asked what has
now become a
seminal question in the field of social
studies and technology; that is, «Which way to the sleeping giant?»