grocer's shop 429

Famous package coffees 430

First coffee advertisement in U.S. 433

Coffee advertisement of 1790 434

First colored handbill for package coffee 435

Reverse side of colored handbill 435

St. Louis handbill of 1854 436

Advertising-card copy, 1873 437

Handbill copy of the seventies 437

Box-end sticker, 1833 438

Chase & Sanborn advertisement, 1888 438

A Goldberg cartoon, 1910 439

Copy used by Chase & Sanborn, 1900 439

An effective cut-out 442

How coffee is advertised to the trade 443

Joint Coffee Trade Publicity Committee 447

Magazine and newspaper copy, 1919 449

Copy that stressed helpfulness of coffee, 1919-20 450

Joint Committee's house organ 451

Introductory medical-journal copy 451

Telling the doctors the truth, 1920 452

Joint Committee's attractive booklets 453

More medical journal copy, 1920 454

Magazine and newspaper copy, 1921 455

Educating the doctor, 1922 456

Magazine and newspaper copy, 1922 457

Specimen of early Yuban copy 459

Historical association in advertising 459

Package coffee advertising in 1922 460

The social distinction argument 461

Drawing upon history for atmosphere 461

An impressive electric sign, Chicago 462

How coffee is advertised outdoors 463

Attractive car cards, spring of 1922 464

Effective iced-coffee copy 465

European advertising novelty, New York 465

Coenties Slip, in days of sailing vessels 466

First