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Coffee drinking is a favorite past time in America. Coffee drinkers are of all ages – from young to old. From the initial days, when coffee was made and consumed at home to today when brands like Starbucks have made it a trend, Americans’ love for coffee has only increased. Starbucks has been successful since they launched their stores in America.
The idea behind Starbucks was to serve premium, freshly roasted coffee to customers. Starbucks also made coffee drinking a habit, targeting people who go to work and pick up a coffee. It became a place where people could sit, stay and enjoy their coffee, like they wanted it. The print advertisement in question (Appendix A), is one typical way in which Starbucks launches its new flavors and types of coffee.
It is meant to attract regular users and new consumers, and forces people to try these new flavors. The message will force anyone to give it a try. The message also shows the fact about American consumerism. Consumers in America are always changing and want more and more new things plus variety – whether it is clothes, soaps, shampoo, beauty products phones or coffees.
The love for more choices is clearly shown in the message of the advertisement. The advertisement is very attractive since it shows the new flavors that are being served and the fact that American consumers had asked for them. This also shows that the company has listened to many consumers’ feedback and launched the new flavors. The headline “You Wait, you Hope, you Look for them”; clearly conveys the desire in the new coffee flavors. It is meant to induce and attract American consumers to try the new coffee.
The waves of cream over which the products are kept and the foam topping also shows that the new flavors are rich in cream. It shows the products’ quality and the fact that it is made fresh with lots of cream on top.
The creamy top and attractive picture also means that the new products may be little more expensive. It seeks to satisfy the desire of the American coffee drinkers for new taste and flavors in their coffee. The advertisement clearly shows the American consumerist culture and reflects it well.
The photography in the advertisement is product focused – the products are the heroes in the visual. The sizes of the cups are big, showing the desire of the American consumers for big cups of coffee. The setting of the cups in the advertisement is very clean. The three cups are clearly in focus and the picture also clearly shows the details of the toppings of the new flavors. This is meant to attract the consumers to try the new flavors.
The visuals of the ad are very tempting and make one desire it. The red color used is very attractive and is used because it is lively looking and fresh. The red color also makes the advertisement more visible compared to other colors in the color spectrum.
It is a color that can be used to attract people in a print advertisement, billboard, train or bus stations and even on buses. It also means that the coffee is served fresh.
The design of the ad also has some creamy waves –which is attractive and conveys the creamy toppings and refreshing feeling that one will get, after a cup of Starbucks. The names of the new flavors are written clearly in big letters, so it is easy to read in a print advertisement and cannot be missed. The color of the lettering used is red in color, so it is more attractive to the eyes. The close-up shots of the cups are meant to clearly show the details of the products. In each cup, we can clearly see the creamy topping and the bits of chocolate and caramel.
The most important thing is that there is no human shown in the ad, drinking coffee. It means that Starbucks only focuses on the quality of the coffee, the flavors and the coffee drinking experience. It strongly connects the advertisement to the coffee drinking habits of American consumers.
While the photograph shows the attractive products, the headline appeals to the consumers. It is not written in third person but in first person. The headline thus seeks to build an emotional bond with consumers by talking to them on a one-to-one basis.
It also aims to say that the company is delivering the new products as the consumers had asked for it. It implies that Starbucks is a company that not only listens to customers but also acts to fulfill their desires.
The design of the cups is also very attractive. It shows a red color associated with Santa Claus and Christmas and also shows snowflakes falling. The design is meant to remind people of Christmas, holiday season, family and relationships, freshness (snow) and so on.
Overall, an attempt is made to increase the desire level of the audience, so they are forced to try the new flavors. In terms of audience targeting, the advertisement is clearly talking to upper class people who love the way their coffee is made. These consumers are always looking for new coffee experiences and flavors.
Starbucks is trying to sell the overall richness of the coffee drinking experience with the new flavors and the attractive advertisement.
Appendix A
