A History of Advertising from the Earliest Times.Sampson, Henry
History
A History of Advertising from the Earliest Times.
Sampson, Henry
Advertising -- History
This announcement then marks an era; it shows that “l’impertinente
nouveauté du siècle,” as the French physician, Guy Patin, called it in
his furious diatribes, has not only made its advent, but is fighting its
way forward. Patin is not without followers even in the present day,
many people who would be surprised if accused of wanting in sense
believing all “slops” to be causes of degeneracy. It must be observed
that this is not the first acquaintance of our countrymen with the
Chinese leaf--the advertisement simply shows the progress it is
making--as tea is said to have been occasionally sold in England as
early as 1635, at the exorbitant price of from £6 to £10 per pound.
Thomas Garway, a tobacconist and coffee-house keeper in Exchange Alley,
the founder of Garraway’s Coffee-house, was the first who sold and
retailed tea, recommending it, as always has been, and always will be
the case with new articles of diet, as a panacea for all disorders flesh
is heir to. The following shop-bill, being more curious than any
historical account we have of the early use of “the cup that cheers but
not inebriates,” will be found well worth reading:--
Tea in England hath been sold in the leaf for £6, and sometimes for
£10 the pound weight, and in respect of its former scarceness and
dearness it hath been only used as a regalia in high treatments and
entertainments, and presents made thereof to princes and grandees till
the year 1657. The said Garway did purchase a quantity thereof, and
first sold the said tea in leaf or drink, made according to the
directions of the most knowing merchants into those Eastern countries.
On the knowledge of the said Garway’s continued care and industry in
obtaining the best tea, and making drink thereof very many noblemen,
physicians, merchants, &c., have ever since sent to him for the said
leaf, and daily resort to his house to drink the drink thereof. He
sells tea from 16s. to 50s. a pound.
The opposition beverage, coffee--mention is made of the “cophee-house”
in the “Tcha” advertisement--had been known in this country some years
before, a Turkey merchant of London, of the name of Edwards, having
brought the first bag of coffee to London, and his Greek servant, Pasqua
Rosee, was the first to open a coffee-house in London. This was in 1652,
the time of the Protectorate, and one Jacobs, a Jew, had opened a
similar establishment in Oxford a year or two earlier. Pasqua Rosee’s
coffee-house was in St Michael’s Alley, Cornhill. One of his original
handbills is preserved in the British Museum, and is a curious record of
a remarkable social innovation. It is here reprinted:--
THE VERTUE OF THE COFFEE DRINK,
_First made and publicly sold in England by_
_PASQUA ROSEE_.
Public-domain text, read in full here on John Shaqi.
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