Eugene Raikhel reveals ads from 1966 where Ritalin, now prescribed largely for ADHD, was marketed as a “kind of mind antidepressant for housewives.” “I also find striking that—unlike what you find in contemporary ads for anti-depressants—the woman in this ad doesn’t look particularly happy in the ‘after’ shot. She’s just steadily peeling away, fulfilling her housewifely duties, looking almost as miserable as she does in the first image. It almost lends itself too easily to the critique made of Ritalin in connection to ADHD since the 90s: that it is used as a means of fostering self-disciplining subjects capable of fulfilling expected social roles.”
MIA relies on the support of its readers to exist. Please consider a donation to help us provide news, essays, podcasts and continuing education courses that explore alternatives to the current paradigm of psychiatric care. Your tax-deductible donation will help build a community devoted to creating such change.
RELATED ARTICLESMORE FROM AUTHOR
Typo! I think you want the date for this ad to be 1966, not 1996. The date given in the article is 1966.
Fixed — thanks Chuck, good catch.