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The rest of the organization men

would have to manage as best they

could. And if the history of pharmaceutical

consumption is any indication,

many buckled under such pressures. In

1955 a drug company named Carter-

Wallace released the anti-anxiety drug

Miltown, reframing anxiety as the natural

product of a society that was both

dog-eat-dog and relentlessly social.

Miltown was marketed to men and immediately

became the fastest-selling

pharmaceutical in American history, according

to the social historian Andrea

Tone. By 1956 one of every twenty

Americans had tried it; by 1960 a third

of all prescriptions from U.S. doctors

were for Miltown or a similar drug

called Equanil. “ANXIETY AND TENSION ARE

THE COMMONPLACE OF THE AGE,” read the

Equanil ad. The 1960s tranquilizer Serentil

followed with an ad campaign

95/929

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