ee has many deleterious properties; some, or most, of which have
been eliminated in our particular brand."

They were, for the most part, apostles of negation.

[Illustration: EMPHASIZING THE SOCIAL-DISTINCTION ARGUMENT]

[Illustration: DRAWING UPON HISTORY FOR SOCIAL-INTERCOURSE ATMOSPHERE]

Hopeful signs, however, are multiplying that this condition of things in
the coffee industry has passed, and that the practise of telling the
coffee story with certitude will soon become general.

We may well applaud the publicity work of all coffee advertisers who
follow where Pasqua Rosee led--those who tell the public how good coffee
is to drink and how much good it does you if you drink it. Considering
the advertising and typographical resources available to the modern
advertiser, it certainly should be possible for this message to be
conveyed to the public with at least some of the charm of the first
coffee message.

One of the most notable examples of how to advertise coffee well is that
set by Yuban coffee. Unquestionably, Yuban is doing in a thoroughly
up-to-date and appropriate fashion what Pasqua Rosee started out to do
in 1652.

The effect on those who give only a superficial glance at a Yuban
advertisement is to arouse a keen desire to enjoy a cup of Yuban coffee.
To induce such a state of mind is, of course, the object of all good
advertising.

[Illustration: AN ELECTRIC SIGN THAT IMPRESSED CHICAGO

There were 4,000 bulbs in this advertisement, which measured 50 x 55
feet. The rental was $3,500 a month]

Yuban advertisements have utilized two vital principles in influencing
the minds of consumers. In the first place, they have made a cup of
coffee seem to be a very delectable drink. In the second place, they
have made the serving of a cup of coffee seem to be of the greatest
social value.

One does not see in a Yuban advertisement any reference to the "removal
of caffein", or to Yuban's "freedom from defects common to other
coffees." There is no reference to the ill effects of drinking ordinary
coffee. Yuban wastes no valuable space in unselling coffee. Instead, the
whole intent, effectively carried out, is to paint an enticing picture
by descriptive phraseology, typographic "manner", and illustrative
treatment.

Until Yuban came, those of us in the coffee trade who had given the
matter thought had often wondered why, with the wealth of material
available to writers of coffee advertisements, so little ha