Starbucks
IN
CNN RESTAURANT
1 OTHER ADVERTISMENTS
This is the book written by Schultz (Starbucks CEO) in 2008 and
actually it is a way or strategy to spread the starbucks to the world. I think
the most important product is not Starbucks coffee, but relaxed.
2 CONTRAST ADS
The most important thing of Starbucks is the logo, Terry Heckler
found the picture from the book and they want to express the goal and
determination. The first reason to use this logo is that they want the
starbucks can be as charming and attractive as the mermaid. The second reason
is that they want the mermaid can take the coffee to be all around the world
and accepted by everyone.
http://www.youtube.com/watch?v=xOFSHj2Zb-w
Taiwan Starbucks ad
http://v.youku.com/v_show/id_XMjU1NjQ3NTQ4.html U.S version
ETHOS:
Except our homes and workplaces, the starbucks is a third place to
let the people be relaxed, they can enjoy themselves and have fun in the
starbucks. They also want to chat or talk with their friends in it, actually
the starbucks bring them the comfortable feeling just like at home.
PATHOS:
Starbucks in Eastern countries, China and
Taiwan is one kind of hypocritical coffee. If a Chinese person's salary is RMB3,000,
if one cup a day, he will pay 1% of his salary per month , if he is an American,
and his salary is USD3,000 a month, then he will pay 1% of his salary too. But the
exchange rate is different. So for most of them, the coffee is not that cheap. People
like to drink that not only because of its quality, but also the special
satisfaction from it.
LOGOS:
COLOR:
Green is the strongest color in human vision, the human eyes get
most calm reaction from green light, and the cool feeling, calm comfort, and enable
the person's heartbeat be eased.
