Purché se ne parli. Tranquillanti e pubblicità in Italia negli anni cinquanta

During the 1950s, the fields of medicine and pharmacology experienced a significant transformation due to the emergence of novel psychotropic compounds, particularly tranquilizers. While the impact of advertising on their spread has been extensively examined in the United States, less attention has been paid to this element in Italy. This study investigates how meprobamate, the first tranquilizer, was promoted in its early years on the Italian market, using not only commercials but also tranquilizer-related articles published in general-interest publications and medical journals. This viewpoint throws light on the interaction between tranquilizers and Italian society at the time, as well as the early stages of psychopharmacology, which were characterized by innovative therapeutic approaches and increased regulation of clinical trials.