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 Rosée 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 Rosée 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.
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.