chapter X

, and is worthy of close examination. It reads:

The Vertue of the _COFFEE_ Drink

First publiquely made and sold in England, by _Pasqua Rosée_.

The Grain or Berry called _Coffee_, groweth upon little Trees, only in the _Deserts of Arabia_.

It is brought from thence, and drunk generally throughout all the Grand Seigniors Dominions.

It is a simple innocent thing, composed into a Drink, by being dryed in an Oven, and ground to Powder, and boiled up with Spring water, and about half a pint of it to be drunk, fasting an hour before, and not Eating an hour after, and to be taken as hot as possibly can be endured; the which will never fetch the skin off the mouth, or raise any Blisters, by reason of that Heat.

The Turks drink at meals and other times, is usually _Water_, and their Dyet consists much of _Fruit_, the _Crudities_ whereof are very much corrected by this Drink.

The quality of this Drink is cold and Dry; and though it be a Dryer, yet It neither _heats_, nor _inflames_ more then _hot Posset_.

It so closeth the Orifice of the Stomack, and fortifies the heat within, that it's very good to help digestion, and therefore of great use to be taken about 3 or 4 a Clock afternoon, as well as in the morning.

It much quickens the _Spirits_, and makes the Heart _Lightsome_. It is good against sore Eys, and the better if you hold your Head over it, and take in the Steem that way.

It suppresseth Fumes exceedingly, and therefore good against the _Head-ach_, and will very much stop any _Defluxion of Rheums_, that distil from the _Head_ upon the _Stomack_, and so prevent and help _Consumptions_; and the _Cough of the Lungs_.

It is excellent to prevent and cure the _Dropsy_, _Gout_, and _Scurvy_.

It is known by experience to be better than any other Drying Drink for _People in years_, or _Children_ that have any _running humors_ upon them, as the _Kings Evil_,&c.

It is very good to prevent _Mis-carryings_ in _Child-bearing Women_.

It is a most excellent Remedy against the _Spleen_, _Hypocondriack Winds_, or the like.

It will prevent _Drowsiness_, and make one fit for business, if one have occasion to _Watch_; and therefore you are not to Drink of it _after Supper_, unless you intend to be watchful, for it will hinder sleep for 3 or 4 hours.

_It is observed that in Turkey, where this is generally drunk, that they are not trobled with the Stone, Gout, Dropsie, or Scurvey, and that their Skins are exceedingly cleer and white._

It is neither _Laxative_ nor _Restringent_.

Made and sold in St. _Michaels Alley_ in _Cornhill_, by Pasqua Rosée, at the Signe of his own Head.

The noteworthy thing about this advertisement is, that in comparison with the best copy of today, it has high merit. For this early advertisement seems to have embodied in it superbly well those qualifications which modern advertising experts agree are essential requirements for success--measured in terms of sales to the consumer. We shall return to it later.

The first newspaper advertisement for coffee appeared in the form of a "reader" in the issue of _The Publick Adviser_, London, for the week of Tuesday, May 19, to Tuesday, May 26, 1657. _The Publick Adviser_ was a weekly pamphlet partaking of the nature of a commercial news-letter. The advertisement was sandwiched between a reader advertising a doctor of physick and one for an "artificer," the latter being a ladies' hair-dresser. It was as follows:

In _Bartholomew_ Lane on the back side of the Old Exchange, the drink called _Coffee_, (which is a very wholesom and Physical drink, having many excellent vertues, closes the Orifice of the Stomack, fortifies the heat within, helpeth Digestion, quickneth the Spirits, maketh the heart lightsom, is good against Eye-sores, Coughs, or Colds, Rhumes, Consumptions, Head-ach, Dropsie, Gout, Scurvy, Kings Evil, and many others is to be sold both in the morning, and at three of the clock in the afternoon.)

About the time that Pascal opened the first coffee house in Paris in 1672, the Paris shop-keepers began to advertise coffee by broadsides. A good example is the following,[345] the text of which closely resembles the original by Pasqua Rosée:

_The most excellent Virtue of the Berry called_ Coffee.

_Coffee_ is a Berry which only grows in the desert of _Arabia_, from whence it is transported into all the Dominions of the Grand Seigniour, which being drunk dries up all the cold and moist humours, disperses the wind, fortifies the Liver, eases the dropsie by its purifying quality, 'tis a Sovereign medicine against the itch, and corruptions of the blood, refreshes the heart, and the vital beating thereof, it relieves those that have pains in their Stomach, and cannot eat; It is good also against the indispositions of the brain, cold, moist, and heavy, the steam which rises out of it is good against the _Rheums_ of the eyes, and drumming in the ears: 'Tis excellent also against the shortness of the breath, against _Rheums_ which trouble the Liver, and the pains of the Spleen; It is an extraordinary ease against the Worms: After having eat or drunk too much: Nothing is better for those that eat much Fruit.

The daily use hereof in a little while will manifest the aforesaid effect to those, that being indisposed shall use it from time to time.

The following are typical London trade advertisements of 1662 and 1663. The first is from the _Kingdom's Intelligencer_ of June 5, 1662, and reads as follows:

At the Exchange Ally from Cornhill into Lumber Street neer the Conduit, at the Musick-Room belonging to the Palsgrave's Hall, is sold by retayle the right coffee powder; likewise that termed the Turkey Berry, well cleansed at 30d. per pound ... the East India berry (so called) of the best sorts at 20d. per pound, of which at present in divers places there is very bad, which the ignorant for cheapness do buy, and is the chief cause of the now bad coffee drunk in many plaies (sic).

The _Intelligencer_ for December 21, 1663, contained the following advertisement:

There is a Parcel of Coffee-Berry to be put to publique sale upon Wednesday, the 23, instant, at 6 a clock in the evening at the Globe Coffee-house at the end of St. Bartholomew Lane, over against the North Gate of the Royall Exchange.... And if any desire to be further informed they may repair to Mr. Brigg, Publique Notary at the said Globe Coffee-house.

Dufour's treatise on _The Manner of Making Coffee, Tea and Chocolate_, published in Lyons, 1684, was generally regarded as propaganda for the beverage; and, indeed, it proved an excellent advertisement, being quickly translated into English and several other languages.

In 1691 we find advertised in the _Livre Commode_ of Paris a portable coffee-making outfit to fit the pocket.

The first coffee periodical, _The New and Curious Coffee House_, was issued at Leipzig by Theophilo Georgi in 1707, being a kind of house organ for what was, perhaps, the first kaffee-klatsch; the publisher-proprietor, however, admitted that the idea of making his coffee salon a resort for the literati was obtained from Italy.

[Illustration: FIRST NEWSPAPER ADVERTISEMENT SOLELY FOR COFFEE IN THE UNITED STATES

_New York Daily Advertiser_, February 9, 1790]

In