d been done
to make the product alluring--why so little had been done to give
atmosphere to the product. So many interesting things may be said about
the history of coffee; the spread of the industry through various
countries; how Brazil came to be the coffee-producing country of the
world; how coffee is cultivated, harvested, and shipped; how it is
stored, roasted, handled, delivered--in short, the entire process by
which coffee reaches the breakfast table from the plantations of the
tropics. Yuban made effective use of this material.

Simply to tell these things in an interesting, natural, convincing way
makes coffee appear as a healthful, delicious drink; whereas the
negative, defensive sort of advertising, that plays into the hands of
the substitutes, puts coffee in the wrong light.

[Illustration: HOW THREE WELL KNOWN BRANDS OF COFFEE HAVE BEEN
ADVERTISED OUTDOORS]

[Illustration: ATTENTION-ATTRACTING CAR CARDS, SPRING OF 1922]

[Illustration: EFFECTIVE ICED-COFFEE COPY--ADAPTABLE FOR ANY BRAND]

When one reads Yuban advertisements, they are seen to be an entirely
acceptable and appropriate presentation of coffee merit and thoroughly
in accord with the principles of good advertising, as exemplified in all
other lines of trade. The wonder grows why so many coffee advertisers
have been content to remain in the defensive, controversial position
into which the alarmist coffee-substitute advertising has jockeyed them.

The Yuban advertisements are not without their faults; errors of
historical facts can be found in them; definitions are sometimes mixed;
some of the drawings might be better; but, in the main, the copy is
convincing and praiseworthy.

In Yuban advertisements the things that have been so long left undone
have now been done in a masterful way. If we refer to the accompanying
illustrations, we can see how effectively the public is being led to
realize and believe in:

1. The intrinsic desirability of coffee--the actual pleasure to be
derived from the act of partaking of it.

2. That it is delightful medium for social intercourse--part of the
essential equipment for an intimate chat or more general assemblage of
friends.

3. That its proper service is a badge of social distinction--the mark of
a successful hostess.

These three thoughts, dominant in Yuban advertising, should be woven
into the fabric of all coffee advertising. For with these three
thoughts, Arbuckle Brothers have blazed the trail