14 July 2012 @ 04:20 pm
1652 coffee advertisement-- yep, 1652!  

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 than hot Posset.

It forcloseth the Orifice of the Stomack, and fortifies the heat with- [missing text] its very good to help digestion, and therefore of great use to be [missing text] bout 3 or 4 a Clock afternoon, as well as in the morning.

[missing text] quickens the Spirits, and makes the Heart Lightsome. 

[missing text]is good against sore Eys, and the better if you hold your Head o'er it, and take in the Steem that way.

It supresseth Fumes exceedingly, and therefore good against the Head-ach, and will very much stop any Defluxion of Rheumas, that distil from the Head upon the Stomach, 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 then 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 Busines, 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 troubled with the Stone, Gout, Dropsie, or Scurvy, and that their Skins are exceeding cleer and white.

It is neither Laxative nor Restringent.

Made and Sold in St. Michaels Alley in Cornhill, by Pasqua Rosee, at the Signe of his own Head.

ETA: Mods, I looked around but didn't see: Is there any sort of tag for pre-1850s ads?
( 32 comments — Leave a comment )
Janejanenx01 on July 14th, 2012 09:31 pm (UTC)
I am a frequent sufferer of Drowfinefs.

Seriously though, this is FABULOUS. Great post!

Edited at 2012-07-14 09:31 pm (UTC)
fledgistfledgist on July 15th, 2012 01:32 am (UTC)
I fecond, er, second that.
Cindycindyanne1 on July 14th, 2012 09:44 pm (UTC)
This is awesome!
Aegis J. Hyena: Trust in Coyoteaj_hyena on July 14th, 2012 09:58 pm (UTC)
Today's grammar nazis would strangle this advertiser for the spelling "errors" here... heh.
A Goat with a Warning: hwaet ye foqquemeleth on July 15th, 2012 12:13 am (UTC)
No. No they would not.
bacnfusedwiski: boozebacnfusedwiski on July 17th, 2012 04:34 pm (UTC)
Indeed. Standardized spelling is relatively recent (thank you Mr. Webster) and "grammer" has changed over the centuries. There are now more punctuation marks than in the 1600s. That on fact alone makes Shakespeare take on much different meanings.
On se niin väärin!: Bike Naked!aprilstarchild on July 16th, 2012 02:48 am (UTC)
For a long time, spelling wasn't standardized. Also, they had letters back then that we don't use anymore--those "f"s that are pronounced like "s" are actually a totally different letter.
Pseydtonne: promptpseydtonne on July 16th, 2012 04:57 pm (UTC)
It's a medial (in-between) s, something carried from Greek. When the letter S was not the final letter, it was written as that long sweep which looks like an F. You can see it in the Declaration of Independence.

This went away as printing became more standardized, for the very reasons we're discussing now: it was hard to parse in contrast to an F. It also saved typographers from making another character for a typeface, and saved hot lead.

The only modern remnant of this is in German: the es-set (ß, alt-0223 in Windows). It looks like the Greek beta, but it's actually the medial s swirled into a final s. Thus "strasse" (street) becomes "straße" but it's not pronounced "STRAH-buh".
bradygirl_12: steve (slight smile)bradygirl_12 on July 14th, 2012 10:33 pm (UTC)
Fantastic! :)
D'Alaire M.: diverteddalaire on July 14th, 2012 11:23 pm (UTC)
So very, very awesome --and always a thrill to see the old print! Combine it with Coffee? Wins my day. :^)
Singe Addams: Iced Teasingeaddams on July 14th, 2012 11:23 pm (UTC)
With all the Wonders laid out before us (prevents miscarriage?!) I was surprised to see a conscientious warning against drinking it before bed. Blessings on you AND your head, Mr. Rosee!

I still prefer tea.
lied_ohne_worte: Dr. Who: 11th Doctor listeninglied_ohne_worte on July 15th, 2012 12:54 am (UTC)
Awesome. It actually made me want to make myself some coffee, too.
(Deleted comment)
Bill: reds under the bedbitterlawngnome on July 15th, 2012 02:07 am (UTC)

according to the OED, circa 1600 "hypocondriac" used to mean approximately what we mean by depression
(Deleted comment)
fledgistfledgist on July 15th, 2012 01:32 am (UTC)
It's not entirely accurate. The statement that "It is neither Laxative nor Restringent" is incorrect. Coffee has a mildly aperient effect.

I'm Jane in the rain: topo gigiobooksandcheeses on July 15th, 2012 03:06 am (UTC)
Considering that the ad claims coffee will cure scrofula and prevent miscarriage, I'd say it's mostly inaccurate!
fledgistfledgist on July 15th, 2012 03:27 pm (UTC)
Well, as we all know only the royal touch will cure scrofula.
Good grief, it's a running gag: tealady_ganesh on July 15th, 2012 02:22 am (UTC)
OMG, this is so cool!
Miss Tia's Journal: LJ SUCKS VIVA LA DWmisstiajournal on July 15th, 2012 02:31 am (UTC)
tags rectified! fantastic ad!!!
herbadness: pic#115896943herbadness on July 15th, 2012 03:36 am (UTC)
This is outstanding!!!! Best ad I have ever seen here. And there have been hundreds of fabulous ones on this site!
Joejoebehrsandiego on July 15th, 2012 05:31 am (UTC)
Love it.
Sarah: GenuineGenericLJIcontresjolie9 on July 15th, 2012 05:34 am (UTC)
Wow, perhaps we could have weeks for ads from the 17th and 18th centuries :-D
BlueBear: Coffeebluebear2 on July 15th, 2012 05:50 am (UTC)
What a great idea.
pikkewyntjie: penguinpikkewyntjie on July 16th, 2012 02:36 pm (UTC)
I liked that idea, too, until I realized how many ads from that time were for slaves. Then I found the idea really depressing.
fledgistfledgist on July 15th, 2012 03:30 pm (UTC)
Seventeenth century advertising was amazing. One historian, C.R. Boxer, described the promotion of tea by the Dutch East India Company in terms that suggested he was completely gobsmacked by it. The VOC hired physicians to promote tea as the wonder drug of the age. One chap prescribed it in doses of 20 to 200 cups a day. That would be a cure for stringency, if that were your problem. Also the origin of the term 'tepee'.
epistasthai: pic#104451968epistasthai on July 15th, 2012 08:26 pm (UTC)
I was drinking my first espresso of the day when I saw your post. I'm so glad I've the coffee drinking habit - it makes my heart lightsome. (plus I've always disliked hot possets 'cuz of the inflame effect.)
pikkewyntjie: penguinpikkewyntjie on July 15th, 2012 09:02 pm (UTC)
Didn't Jim Gaffigan do a whole routine on hot possets? I think he mentioned the inflame effect. Oh, wait.
epistasthai: pic#104451968epistasthai on July 15th, 2012 10:06 pm (UTC)
Oh hey, now I know what the 1652 equavalent of a hot pocket is. Pocket/Posset - I avoid 'em on principle.
quasievil_bunny: Topo Gigioquasievil_bunny on July 15th, 2012 08:41 pm (UTC)
That is TOO cool! And I love your icon too!
I'm Jane in the rain: topo gigiobooksandcheeses on July 16th, 2012 06:11 am (UTC)
Topo Gigio is awesome, and anyone who uses Topo icons must be as well!
pikkewyntjie: penguinpikkewyntjie on July 15th, 2012 08:52 pm (UTC)
What a great find! And like so many ads of today, it's full of crap. I have no idea what restringent means (I am guessing from the context, constipation-causing?) but is sure as heck has a laxative effect! It also does not suppress fumes. I used to have a coworker with severe IBS who drank coffee a lot and, believe me, it did nothing to suppress his "fumes"! In fact, I think it made them worse.

The "only in the Deserts of Arabia" part is interesting. This ad may not pre-Columbian, but it's pre-Colombian--at least as far as coffee plantations were concerned. The ancestors of Juan Valdez may not even have been enslaved yet.
( 32 comments — Leave a comment )