SMOKE advertisement by the State Monopolies to increase tobacco sales: "SMOKING ... For the modern woman cigarette is an achievement of its emancipation. Try it yourself!"; a young woman smokes relaxed sitting alone at a table in a cafe; in front of his drink. Another young man; from the less satisfied; remains standing beside it without cigarette or coffee. AAMS goes to the conquest of the large reservoir of potential consumers. They are the first post-war years; still do not circulate news about the damage caused by smoking to health; a few decades later; the cost to public health have led to anti-smoking advertising campaigns and a ban on smoking in public places. Italy; 1951