And Romer joins us right now associate director of the Annenberg bowl and those are the people that found out. That -- when we say associate director of the Annenberg public policy center at the university of count Pennsylvania. Found out that smoking and shows that in the sixties like mad men etc. can actually. You really have more of an effect and guests and Dan on adults and kids because more adults watches these shows I don't know first of welcoming the morning. Track record and tell me tell me what this study is how it was based in what it found. So we went and looked at popular TV shows drama. We're running from 1955. Until you know today practically 2010. As we can get copies of and things like in the fifties dragnet and gunsmoke. Perry Mason and the fugitive in the sixties. You know -- -- recent years and. You know -- had a -- for a second began to sink in in a movie. I'd JFK the judge was actually smoking during the trial while he was on the bench do you remember that. I don't remember yeah that that shocked me because that stood out to -- I don't think that a judge would ever really do that maybe well. Well in those days it was perfectly except you know you could smoke anywhere people who smoke in movie theaters. And today he wouldn't you know even think you're doing. And and so what we just looked at how often main characters were smoking in the ocean froze them in that at the peak it was about five. Instances per hour. The -- main characters smoking. And then it started to go down and hit later in the sixties you know and pressures started building -- telling people you know this is gonna. You -- your health surgeon general's report. Came out in the mid sixties they stopped advertising on television in the seventies. So it you know became less and less popular and the and the TV shows reflected that so if you look at the amount of smoking on TV in the drama suggest. Almost parallel what was going on and in terms of did daily consumption and the and the American population. We just vote to Stanton glance I'm sure you know who he is out pure and he was talking about. Cigarettes and documented. Alert confidential documents from the thirties it. Talked about in essence of product placement in -- film and if people know what that is that's. Basically I guess where they're use an unnamed grand potter product you'll see him drink and a can of Coke. Creating Kentucky fried chicken and I guess it's legal for some companies to pay. Producers to put that in a movie. Well -- signal supposedly no longer. Allowed that was settlement. In the late. Nine I guess it was I'd like 2000 late 1990s that. Basically the cigarette companies agreed to not do that anymore nobody -- for other products that's illegal is not -- Yeah openness and things sure I -- you'll -- you know. Becoming consciously apple computers. In -- -- over the place. So when he comes to use cigarettes. I mean interrupt you but it was when they did they signed an agreement win. Late ninety's. Called the Master Settlement Agreement and that they agreed to no longer do that. And there's been further restrictions on the amount advertise and they can do on billboards and promotions and -- to sponsor sports events giveaway T shirts and stuff like. All of which where you know just being down all the time. Prior to that and and more recently. So you know they're really left to put -- -- you know advertising in stores and they still do that. Convenience stores you know legally and when they sell cigarettes you see a lot of advertising. For those. For their product but -- -- from that it's it's harder and harder -- them as they sell advertise in magazines as well. But to get their restricted their magazines supposedly. They'll teach young people. How well that's enforced is another question that. That's basically where what they're left with. Young children before and I never you know pass up an opportunity and the use a joke twice but. It's seems like in the head man and shows like that. They did they have so many people's smoking and it's almost like if they had pants in the house they'd be carried out pack of Marlboro win so bad. I'm down I mean it's crazy so did does cigarette or do the cigarette companies. When it's a period piece like -- like a case that we can you really have a lot of cigarettes on on TV with shows and current time. Do they may be used the opportunity when it's a period he certain period movie. I don't know if if there's some panic over deal between tobacco companies or. That did the producers is trying new correctly nearer the time but. Has there ever been any. Investigation resurgent now this happens door of the cigarette companies are involved. Well they're in other legally barred from doing it and so. You know if that were discovered that they were engaging in the kind of negotiations. It would be you know. -- took a big deal to them have to acknowledge that. So as far as we know they're not doing that but you know. They've done things in the past that we were not aware of either so. Was the agreement for specific brands or did everybody sign off on it which would. In essence make it for all cigarettes. If it was well it was all the major tobacco companies signed off on it. There may be some manufacturers. That did not sign on to that agreement but I think subsequent to that with the FDA taking over. Regulation of the marketing of cigarettes it's now pretty much illegal to do. And so as far as I know that not doing that but. And I think for sure now. You -- mad men you know that's a period piece and I haven't watched it recently today actually show the brand. No I don't know that's why I was asked in May be a way of circumventing the agreement if you don't. If you don't name a specific brand or don't feature one and all of a sudden you're really still push in smoking as. Collectively it would be good for the industry allowed the insulating each. Individual company from violating the agreement. Right right side I know -- bomb went when it comes to the behavior that's triggered an and that's where we get to the study I think it's pretty interesting that. Even grown up people fifty year olds that have either. Smoked for a long time and you would think it would be in control someone of their behavior and and the cues that trigger that behavior. Where people have given up smoking somehow this makes him a smoke some more. That's what -- I mean it's it's quite remarkable that we could detect that -- you know annual rates of smoking. You know the border. Smoking that was on the shows you know very popular shows. With audiences watching from the year the year if the smoking rate went up in the -- They smoked more. So yeah and don't addiction like nicotine addiction is is very powerful. As you know it's very hard to quit and so you're trying to quit and you see people smoking. It's going to you know reignite that church and that's a problem for smoke. Has there been any research done and we're running out of time you know being comeback on Dan. But out about how you go from any on went through it where you take that first puff of the cigarette and and it's a foreign substance and you -- your head off but some people like myself loaded down. And other people -- do whatever it takes a learn how to smoke and I just wonder in what. As there have been any resurgent shows there was one thing more than the other that -- people. -- to learn how to smoke. Yeah well some people you know can tolerate smoking a lot more than others and social some people it's just been awful experience but not that first time -- and yet -- first time often and it's just so -- that some people. That they just don't go on other people you know for various reasons like -- -- your prior caller you know that they they want to learn how to do it because that'll make him look cool. And they'll they'll keep trying until they feel comfortable I mean I smoked at one time. -- -- he started first time meets -- apart did you. And -- -- hey did you cost wasn't unpleasant. It was relatively output -- but you stuck with it why. Well I was with a bunch of friends. -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- -- So much pressure thank you so much -- agrees to weekend play today thanks.