A SHORT HISTORY OF COFFEE ADVERTISING Page 5

Even his typography, unstudied from the standpoint of modern "display," is attractive, appropriate, and exceedingly pleasant to the eye. And since at that time there was no cereal substitute or other bugaboos to contend against, and to hinder him from doing the simple, obvious thing in advertising, he did that very thing—and did it exceedingly well.

Historical Association in Advertising

PACKAGE-COFFEE ADVERTISING IN 1922
Specimens of newspaper copy used by some of the most enterprising package-coffee advertisers, East and West

In fact, in the historic advertisement, Pasqua Rosée set an example and established a copy standard which had a very beneficial effect on all the coffee advertising of that early date. This will be evident from a glance at the accompanying exhibits of other early advertisements. It was not until the days of so-called "modern" advertising that coffee publicity reached low-water mark in efficiency and value. In these dark days most coffee advertisers ignored the principles discovered and applied in other lines of grocery merchandising. Instead of telling their public how good their product was, they actually followed the opposite course, and warned the public against the dangers of coffee drinking! Instead of saying to the public, "Coffee has many virtues, and our brand is one of the best examples," their text said in effect, "Coffee 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.

Emphasizing the Social-Distinction Argument

Drawing Upon History for Social-Intercourse Atmosphere