DENVER, PA.- No matter what the product or service may be, it pays to advertise. Merchants and manufacturers of the modern era know the value of signage and messaging, although the concept itself began with the Ancient Egyptians, who painted primitive “ads” on papyrus. While there are no prehistoric examples in Morphy’s December 12 Advertising & General Store Auction, collectors are sure to respond enthusiastically to the eye-catching 800-lot selection chosen for the sale.

In addition to 230 signs, there are tins and containers; store displays, soda fountain and barbershop items; as well as approximately 280 lots pertaining to Coca-Cola, Pepsi-Cola and other soda pop brands. Additional specialty categories include candy, alcohol, tobacco, ice cream, coffee, and automotive advertising.

Many beautiful ceramic syrup dispensers will be on hand to sweeten the sale. Among them are a Drink Wineberry 5-Cent model and “Drink Delicious Cheriola” dispenser, each with lavish graphics and rich colors, and individually estimated at $8,000-$15,000. Also noteworthy are a Montelaise Vigorola, $5,000-$15,000; and a “Drink Modox” dispenser with a compelling image of an Indian chief in a full feather bonnet, $5,000-$10,000.

Among the earliest motoring-related pieces in the sale is a fantastic Firestone Motorcycle Tires poster with a vibrant image of a rider taking his circa-1915 bike out for a spin by the shore. The artistry and lithographic quality are exquisite. “We’ve never handled an example of this poster before. It’s possible that this is the first time it has ever come up for sale,” said Dan Morphy, president of Morphy Auctions. Estimate: $8,000-$12,000

A dated 1910 De Laval Cream Separators sign depicting a pretty milkmaid with a cow is entered with a $1,000-$2,000 estimate, while another advertising gem – a salesman’s sample barber chair is one of the top-estimated lots of the sale at $10,000-$20,000. Made for the Koken Barber Supply Company of St. Louis, the 16-inch model is a faithful working replica of an actual turn-of-the-century barber’s chair. “It’s what a salesman for the Koken company would have taken along on his rounds to show to barbers,” said Morphy. “Salesman’s samples were made for all sorts of products that were too large to carry around on sales calls. Today, they’re rare and highly collectible.”

Some of the finest of all 19th- and 20th-century advertising was produced by Coca-Cola. Their brand was promoted on hundreds of types of products, one of the most popular being their annual calendars. Several are offered in Morphy’s upcoming auction, including a 1918 edition with an idyllic image of two young women enjoying a day at the beach, each wearing a hat and enjoying a refreshing glass of Coke. The calendar, which is matted and framed under glass, appears to have its complete pad of tear-off pages, starting with January. The auction estimate is $2,500-$4,500. Another Coca-Cola highlight is a very scarce Coca-Cola change-receiver made in 1900 and featuring model Hilda Clark, who appeared in many of the company’s ads. Estimate: $2,500-$4,500

Veterinary medicine is a specialty subcategory that has many followers within the antique advertising world. The must-have anchor item for such a collection is a good-looking antique cabinet for the storage of original tins, pots, tools and other supplies. Clean and bright, a Dr. Daniels’ Veterinary Medicines cabinet advertising “Home Treatment For Horses And Cattle” and “Dr. Daniels’ Famous Dog Remedies” has an embossed, framed tin sign with an image of the good doctor and an array of products. It is expected to make $2,000-$4,000 on December 12th. Additionally, there are two Humphrey’s Veterinary Specifics cabinets with equine images ($1,500-$3,000 and $2,500-$4,500, respectively), a Pratt’s Veterinary Remedies cabinet with arched pediment, $1,200-$2,400; and a Dr. Lesure’s Famous Remedies cabinet with an imposing image of a horse, $3,000-$6,000.

Condition is always an important consideration to buyers of antique advertising. With that in mind, it would be hard for any collector to find fault with a double-sided Lawrence (Tiger Brand) Paint porcelain sign. Executed in brilliant yellow, cobalt blue, red and white, its bold central image is a highly detailed head-and-shoulders view of an open-mouthed tiger. Glossy and bright, this sign earns every bit of its “near mint” assessment. It is estimated at $2,500-$5,000.

A beer can with gilt-edged cachet is one of the top lots of the sale. The life-size 12-fluid-ounce can advertising San Miguel Beer is made of 24K pure gold. A one-of-a-kind production, it was presented by the San Miguel Brewing Co., in Hong Kong as an award. The can is hallmarked .9999 (24K) under its base and has a gross weight of 239.8dwt. Rarity aside, it warrants its $20,000-$30,000 estimate on gold content alone.

The auction also features 68 lots of sports-themed bobble-head nodders depicting athletes, mostly baseball players with a lesser number of football players. The lineup includes an example of one of the most sought-after nodders, a 7-inch figure depicting Baseball Hall of Famer Roberto Clemente (1934-1972), who was an outfielder for the Pittsburgh Pirates and a beloved humanitarian. Its pre-sale estimate is $600-$900.