Media can be a powerful force in shaping perceptions about products and our own consumption habits. During the early to mid 20th Century, cigarette advertising was pervasive and the use of it was high. In the 1970s, a wave of anti-smoking advertising was released which ultimately changed the public’s perception and use of tobacco. The media encouraged people to smoke and when scientists proved that smoking was harmful the media in turn encouraged people to stop. In viewing these three clips from Cancer: The Emperor of All Maladies, students will understand how media can influence the habits and attitudes of an audience.