AbstractOne thousand two hundred and fifty‐four adolescents in Hamilton, New Zealand, ranging in age from 10 to 16, were questioned on their awareness of, and attitudes towards, cigarette advertising, and on their image of the young smoker. Most of the respondents felt that tobacco companies advertise to encourage people to buy their brands. Smokers were less likely than non‐smokers to feel that cigarette companies advertise to encourage young people to take up smoking. They were also more likely to agree that cigarette companies are generous, public spirited people. Non‐smokers were more likely to feel that cigarette advertising was effective in encouraging young people to smoke.Winfield, the most popular brand among smokers, was also the most well known. Smokers had a more positive image than non‐smokers of the young person who