SMOKE advertisement by the State Monopolies to increase tobacco sales: "SMOKING ... Undoubtedly well as a pleasure; a pipe is a sign of virility and elegance. Try it yourself!"; two friends; an elegantly dressed and the other elegantly sporty; walking quietly in the night; sucking their respective pipe. 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