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c Special Report

Evolution of Coffee Advertising

Before the 20th century, a lot of people consumed coffee that was
not healthy at all. In 1912, Mr. Edward Aborn, new president of the
National Coffee Roasters Association of America, organized a special
study on chemical composition of coffee. This helped customers to better
understand coffee from a more scientific and rational point of view. That
is how a new era of coffee industrialized development was started. In
1920, the National Coffee Roasters Association of America offered 40,000
dollars to an MIT Professor, Samuel Prescott, to set up a research fund
on coffee. The coffee industry was eager to change its image and position
in shoppers’ mind in a more scientific and authoritative way. Thus,
following the development of standardization of advertising strategy,
the concept that coffee is good for consumer’s health started to spread.

1 Form: Print advertisement

Time: Since the ancient times
Channel:Newspapers, magazines, leaflets, posters etc.
Target : Post-war generation
Effect: Eye-catching, message is simple and easy to understand
Printed ads have the longest history than other ads forms. The design of printed ads
requires a technique of expression and symbolization.

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