In the vintage ad below, Sanka sells coffee by joking about how Mexicans (I think) lack good ol’ American capitalist values (text below):

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Text:

“How a kind word ruin by beezness”

1. Everyone takes the siesta in the heat of the day, except I, poor Juan.  While all are asleep, the shops are closed.  Except my shop, where I sell pottery to the American tourists for ten times what it costs in America.

2. An American senorita comes one afternoon to buy the pottery.  “How is it that you do not take the siesta?” she asked, speaking that strange language which I have heard called Highschool Spanish.  “Ah, senorita,” I sighed, “I cannot sleep!”

3.  “Is it the coffee!” I explained.  “I love the coffee. I cannot resist it.  But when I drink it with the lunch, then all afternoon I am wide awake!”  She nodded.  “It is good business to be open when other shops are closed!”

4. “I would give all the beezness for a good siesta!” I cried.  “Then you should drink Sanka Coffee,” she said.  “It’s 97% caffein-free [sic], and can’t keep you awake!”  “It is an American trick!”  I scoffed.  “How can it be good coffee?”

5. “It’s wonderful!  A blend of fine Central and South American coffees!” she replied.  “And the Council on Foods of the American Medical Association says: ‘Sanka Coffee is free from caffein [sic] effect, and can be used when other coffee has been forbidden!’ ”

6.  So in gratitude I charge her only five times what the pottery is worth.  Later, I try Sanka Coffee.  Delicious.  And I sleep each day during the afternoon.  My pottery beezness, he is ruin but ah, amigo… how I enjoy the siesta!

See also our post on the Frito Bandito and a vintage Tequila ad.

Found at Vintage Ads.

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Lisa Wade is a professor of sociology at Occidental College. You can follow her on Twitter and Facebook.

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