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Coca wine : Angelo Mariani's miraculous elixir and the birth of modern advertising

Author: Aymon de Lestrange
Publisher: Rochester, Vermont : Park Street Press, [2018]
Edition/Format:   Print book : Biography : English : [English translation, revised and expanded edition]View all editions and formats
Summary:
"A lavishly illustrated history of coca wine and the revolutionary advertising methods that made it a world-wide success Follows 19th-century pharmacist Angelo Mariani's interest in coca from medical uses to the development and healing effects of his world-famous coca wine, Vin Mariani Explores the botany of coca, how it differs from cocaine, its traditional uses, and early scientific studies on coca from doctors,
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Genre/Form: Biographies
Biography
Named Person: Angelo Mariani
Material Type: Biography
Document Type: Book
All Authors / Contributors: Aymon de Lestrange
ISBN: 9781620557846 1620557843
OCLC Number: 1029444492
Notes: Original published in French under the title:Angelo Mariani, 1838-1914 : le vin de coca et la naissance de la publicité moderne by Éditions Intervalles.
Description: ix, 246 pages : illustrations (chiefly color) ; 26 cm
Contents: Introduction: the vogue beverage of la Belle Epoque --
1. A brief history of coca: from pre-Columbian times to Spanish chroniclers to Sigmund Freud --
2. Angelo Mariani, father of coca wine: the beginnings of Vin Mariani, which would become the most popular prescribed medicine in the world --
3. Mariani's laboratory and its coca-based products: success, innovation, and expansion --
5. The father of modern advertising: from the Albums Mariani to patronage of the arts --
6. The host of all hosts: from the restaurant Ledoyen to the villa at Valescure --
7. The time of ordeals: the imitators: from vin des Incas to Coca-Cola --
8. From prescription to prohibition: the rise of addiction, anti-cocaine laws in the United States and France, and the last years of Mariani's company --
Conclusion: coca today: towards a revival--the Bolivian case --
Notable praise for Mariani and his work --
Chronology of coca --
Notes --
Bibliography of published works by and about Angelo Mariani.
Other Titles: Angelo Mariani, 1838-1914.
Responsibility: Aymon de Lestrange.

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A lavishly illustrated history of coca wine and the revolutionary advertising methods that made it a world-wide success.  Read more...

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"A long-overdue, lavishly illustrated historical tribute to Vin Mariani, the coca-infused wine invented by Angelo Mariani in the late 19th century. It was once one of the world's best-known and Read more...

 
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