Monitor gas roaster, cooler, and stoner 420 Royal gas coffee roaster for retailers 420 Burns half-bag roaster, cooler, and stoner 421 Lambert Jr. roasting outfit for retailers 421 Faulder and Simplex gas roasters 422 Coffee roasters used in Paris shops 423 Small German roasters 424 Popular French retail roaster 424 Uno cabinet gas roaster and cooler 424 Educational window exhibit 425 Better-class American grocery, interior 426 Prize-winning window display 427 Americanized English 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