Five major studies from the Journal of the American Medical Association, the British Medical Journal, and Cancer Research were published in 1950 connecting the smoking of cigarettes to lung cancer (Marshall 255). These studies put an end to physicians in cigarette advertisements as they could no longer be connected to something extremely unhealthy. Tobacco companies had to find another marketing technique to manipulate the public as they could no longer use physicians. This would come to be difficult as the public perception of smoking was changing yet again due to more and more studies being published relating the smoking of cigarettes to adverse health effects.