Narrative:

I was towing a banner over [the stadium]. I was training a new banner tow pilot in the process. We were at 1000 MSL with a heavy banner in tow. The cessna 172 was towing at about 25 inches mp. I then look down and see the cabin filling with white smoke. I immediately declare an emergency on tower frequency. I then turn to the football practice field as an emergency landing field. Then I turned off the master switch and that caused the smoke to stop. Then I decided to go to the airport to land. Upon landing I secured the airplane and looked for a sign of fire but could not locate the source.

Google
 

Original NASA ASRS Text

Title: C172 pilot towing a banner reports white smoke in the cockpit at 1000 feet. The master switch is turned off and the smoke dissipates. An emergency is declared in the process and the flight returns to the departure airport.

Narrative: I was towing a banner over [the stadium]. I was training a new banner tow pilot in the process. We were at 1000 MSL with a heavy banner in tow. The Cessna 172 was towing at about 25 inches MP. I then look down and see the cabin filling with white smoke. I immediately declare an emergency on Tower frequency. I then turn to the football practice field as an emergency landing field. Then I turned off the master switch and that caused the smoke to stop. Then I decided to go to the airport to land. Upon landing I secured the airplane and looked for a sign of fire but could not locate the source.

Data retrieved from NASA's ASRS site as of April 2012 and automatically converted to unabbreviated mixed upper/lowercase text. This report is for informational purposes with no guarantee of accuracy. See NASA's ASRS site for official report.