“With Starbucks coffee starting off your day, it can’t possibly be a bad one.” This is what this starbucks advertisement is trying to get across to its viewers. It displays acts of anger and impatience, but once the consumers get their “fix” of their starbucks coffee, everything is fine once again. The ad shows a paperboy doing his route around the community, and the angry “un-caffeinated” neighbor throwing the paper back at him, knocking the paperboy off his bike. It then continues with a woman yelling at her dog, who is innocently lying there, doing nothing, telling it to “simmer down”. Next, it shows a driver honking his horn, impatiently waiting for an elderly woman to cross the street. The last scene displays a woman ringing a bell outside of starbucks, and an anxious starbucks customer, angrily throwing her bell into the street. In the end, the message is that “starbucks starts its day when you are ready.” They’re saying that by having starbucks in your system, you won’t be short-tempered or impatient, but relieved and stress-free. It also mentions that you can simply buy starbucks beans, and get your morning “off to a good start” in the convenience of your own home.
It shows that no matter what your background is, all you need is starbucks coffee, and everything will be fine. The cultural myth this advertisement is presenting is that no matter what race, gender, or kind of car you drive is, that as long as you buy starbucks, you’re uniting with one another, and making your day a good one. Starbucks wants us to think that if we dare to not have their coffee at some point in our day that we will be unhappy, uptight, and unpleasant to be around. By saying, “I had my starbucks coffee this morning”, they want us to almost psych ourselves into believing that it affects our behavior or personality, or even the way our day will go. Lets be honest, starbucks corporations don’t care if we have a good day or a bad day, as long as we purchase their coffee over any other coffee chain. The real message here: Drink Starbucks coffee, or face the consequences of being unhappy without it.
http://www.youtube.com/watch?v=kbmoLQrqPvo
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This ad shows an example of a lazy-day feeling with the characters meandering from one scene to another, the actors yelling, screaming or intentionally upsetting the other, innocent characters who are nothing more than observers to the rage of the decaffeinated workers. Towards the end it picks up more volume with the musical effects, the singer being accompanied by strings to make it feel like the morning is now "complete" with the addition of the Starbucks coffee.
ReplyDeletethe ad wants you to surrender to the fact that you need their coffe. targetin the uper class midle aged buisness people while leaving out younger and old people and the not so successfull.
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