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
Rosee, 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