Media: The Starbucks Frappuccino
The video that I selected to conduct my analysis is the The Starbucks Video featuring Michael Buble. The primary purpose of the commercial is to entice viewers and to persuade consumers to purchase Starbucks coffee. More specifically, the advertisement promotes the infamous cold coffee item known as, the frappuccino. Not only is the construction of the video aesthetically appealing, the video developers have also included the famous Canadian celebrity, Micheal Buble, singing Frank Sinantra's famous song, "Come Fly With Me" within the Starbucks commercial to better attract a diverse group of consumers. In my opinion, the video communicates many different messages. There are visual messages that are directly embedded into the advertisement and this part alone communicates a very specific message to its intended audience. (Pettersson, 2009). For example, one noticeable component that contributes to one of the many symbolic meanings in the video is that all of the coffee drinkers are wearing classes. Here, the implication is: if you drink Starbucks coffee, you will become more sophisticated, and scholarly. In that sense, the intended audience could be: students, educators, entrepreneurs, or any other career related or driven individuals. Another noticeable feature within the video is the setting. The setting is aesthetically appealing to the viewer's eye. The utilization of modern furniture and decor adds to the video visually and also suggests that more prominent people drink frappuccinos. In my view, I would also add that this component symbolizes that if you consume or purchase Starbucks coffee then you are making an a lifetime investment. Whether this may be true or not, based on what the consumer sees or visualizes, coffee isn't just coffee; it is something that is at the heart of your home. Would you agree?
The individuals in the video are portrayed in a business like manner. Each individual's style of dress is business/casual, which signifies that those who drink coffee are mostly career minded folks. Based on my observation, the portrayal of the individuals who have been selected to participate in the video shows that people who drink coffee are those who work and are those who have careers, which points to the larger idea of social stratification. The middle and upper class are strongly represented in the advertisement while the voices of the lower class are not represented in the video at all. The lower class population of consumers have been entirely singled out, which is problematic. Here, in my opinion the assumption is that: those who are members of the lower class probably lack the ability or resources to purchase the drink.
From the perspective of the video producer, there are three main critical aspects that contribute to the design of the video. The aspects are: pacing, the use of a notorious celebrity, and the slogan, "it's you time." Firstly, the rate of activity within the video is quickly paced. This fast movement helps to accelerate and highlight the importance of the product. Also, the quick movement of the individuals within the video demonstrates the spirit of the product. In my opinion, the use of Micheal Buble in the advertisement fosters a positive feeling towards the drink. He is a well known spokesperson and/or celebrity, therefore, consumers who adore him will most likely support or endorse the purchase of the product. This is clearly a very persuasive technique that embodies the idea of utilizing celebrities as experts. On the other hand, the slogan itself (It's you time) is a persuasive technique that indicates that by drinking the frappuccino will help you to feel better about yourself and allow you to dream. In other words, the product is the medium in that suggests the development of one's self. All in all, the construction of the video is purposefully designed to attract consumers and to persuade them to either purchase the product or to continue purchasing the product.
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