Advertising is important to cigarette makers who strive to recruit new smokers (usually in their teens), maintain current smokers, and persuade smokers to switch to their brands. Scientific evidence shows that tobacco company advertising and promotion influences young people to start using tobacco. Tobacco ads make smoking appear to be appealing to young people which can increase adolescents’ desire to smoke. Young smokers are more likely to smoke the most heavily advertised brands. Cigarette makers also study the attitudes of women, girls, and minorities to better target their products and their advertising. Internal tobacco documents show the tobacco industry’s deliberate strategies to target various groups.