Starbucks, A Lifestyle Essay

2755 words - 12 pages

Sta arbuck ks, a Li ifestyl le
Th he Persu uasion of f Coffee
 

 

Case ey McGrath  h  

 

Who goe es to Starbu ucks? Coffe ee lovers, right? But is it just coffe ee lovers in general, or r is a  specific portion of t the populat tion signific cantly more e attracted to the atmo osphere  Starbuck ks exudes? Is going to Starbucks a ritual‐like e compulsio on for some e people in n our  post‐mo odern era? I I wanted to know the a answers to these questions. In this report, I  analyze the brandin ng choices of the most t famous co offee shop in the world d. After rea ading  and analyzing the q quotes featu ured on the e back of St tarbuckʹs to o‐go cups (ʺThe Way I See  Itʺ quote ...view middle of the document...

 With 15, 756 stores around the world, you’re bound to be able to find one to get  your much needed coffee fix unless you’re in Antarctica. Part of the reason for this success is the  covert marketing strategies employed by Starbucks to create a specific lifestyle for their  customers.     Despite the popularity of Starbucks as a brand, you rarely see them run traditional  advertisements. They promote their products more subtly by inviting their customers to enjoy a  certain way of life and a certain set of values. In this report I would like to focus specifically on  how Starbucks promotes this lifestyle through the design of their logo, the “The Way I See It”  quotes—which are featured on the back of their cups—and how Starbucks fits in with the post‐ modernist identities of its clientele.    

1   

    Introduction 
  Starbucks uses a combination of the visual and textual to convey the lifestyle it wishes to project  onto its customers. The fact that it doesn’t use a lot of obvious advertisements, in print or on TV,  is significant because it allows Starbucks to sneak up on those of us who identify as Starbucks  people.  In our postmodern, globalized society we are increasingly loyal to brands. We use them  to composite our own identities and advertise ourselves to the world. In the same way that the  books we read, the music we listen to, and the art we love says something about who we are, so  do the brands we wear, drink, and utilize.    As a Professional Writer, I study semiotics: the way words, images, and objects are employed to  convey meaning. Text and images are complimentary, and their individual abilities to persuade  and imply meaning are strengthened with the use of both simultaneously. In professional  writing, editing, and publishing, understanding how to create visuals that compliment a piece  of writing is a fundamental and indispensable skill. People judge by appearances and visuals  can act as the tipping point when it comes to someone’s interest in a piece of writing. Using the  right visuals is the key to creating successful pieces of writing whether you are a writer, editor,  publisher, or a combination of the three. 

  Analysis and Results  
  Branding and the Starbucks Cultural Identity 
Logos act as a quick outlet to convey a lot of information about the  kind of products a certain company is trying to sell, and help  corporations create an identity for themselves. Starbucks has been very  successful, in part because of the success of its logo design. The  Starbucks logo has evolved since they were known as Starbucks  Coffee, Tea, and Spices in 1971. The evolution of their logo, however,  2   

has been proportional to the changes in the company’s identity as it has modernized and  globalized itself. The elements of the Starbucks logo that are most central to the identity it  currently projects are the Starbucks siren and the shade of green they use in their logo design, ...

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