horribly deconstructing Starbucks coffee

There are no people depicted in this ad. The camera angle was close up and below the subject. The lighting appears to be natural because the picture was taken outside. The coffee cup is made to be the subject therefore it is highlighted. There is a shadow from the building in the background being cast on the table that the coffee cup is sitting on. There are few colors used; black, white, and green. These are not bright colors, but very subtle. The background blends together but the green straw and logo contrast that. The text in this ad is very bold, my guess to what font is being used would be Arial, The text is quite big, taking up 1/3 of the ad, and there is 3 key words that are bigger than the rest; coffee, perfect, and Starbucks. Also, the text is in all capitals. The color of the text is white and this is the only color used. The text ACTUALLY says that Starbucks makes their coffee perfect.

The product being sold in this ad is Starbucks coffee. I find the product appealing because I enjoy Starbucks coffee. The targeted audience for this product is everyone. But to be more specific; coffee drinkers. If you don't drink coffee this ad will probably not have an affect on you. It's not necessarily persuading you to start drinking coffee, but more or less guaranteeing that their brand is the best coffee brand. This ad is intended to make you want a cup of coffee, if you consider that a feeling. Otherwise, this ad kind of fails in that department of personal attachment.

This ad is very general, so if you we're to say that it makes assumptions of gender, race, or class, you would be reading way too into it. But because this is an assignment for school, that's what I am about to do. Since there is no actual person in this ad it would be impossible to determine any assumption this ad is making about gender or race. If you were to categorize this into a class of people, you could say wealthy, city people, as the background is obviously some sort of skyscraper in a city. These assumptions are totally far-fetched and make no sense, but some might get that impression.

Some possible short-term consequences of this ad is if someone sees this bold statement, then isn't satisfied with their coffee, they could see the Starbucks brand as being overconfident. Some possible long-term consequences of this as is it kind of challenges other coffee brands by suggesting "you're not in a Starbucks." This could be interpreted as a "dig" at other coffee brands, then Starbucks could be seen as a disrespectful brand. This is very unlikely though, as they don't actually call out any coffee brands. I wouldn't say this message is unrealistic because Starbucks is known for having very good, strong coffee. This ad is them just being confident and bold about that, but people will have high expectations for perfect. (as they label it) Socially responsible branding means maintaining a balance of a good reputation for your brand and also constantly promote without creating controversy or backlash of any sort. I think Starbucks does a good job at both of those things.

Is it possible to balance consumerism and citizenship? 100% The citizenship aspect of the balance is buying things you only need, not want, supporting only companies that are fair trade, help the environment, and are respectful. The consumerism part is purchasing in order to help the economy. So how do you do both? Or should you do both? I think it's important to be a good citizen and do your best to buy locally and if you aren't at least educate yourself on what you are buying. CHANGE is a big word, and while yes, citizenship should be primary, we can't force ourselves to not purchase whatever coffee we want. The point is, it doesn't come down to where you buy your coffee, or food, or clothes, or furniture; it comes down to your intentions on the economy, society, and the environment. Buying Starbucks coffee doesn't make you a good person, buying McDonald's coffee doesn't make you a bad person. Littering your cup does.

I've gone way too in depth with this I am not even making sense anymore. It's just an ad, and contrary to what it may say - it is just coffee. I don't care if that makes me naive or irresponsible, but it just seems ridiculous to compare it to changing the world.