Coffee

Starbucks has solidly formed a position in the coffee market and has now branched out to

promoting other items and this print ad for a frozen fruit drink is an example. The advertisement

is aesthetically pleasing with the fruit drinks set amongst a meadow scene. The use of a meadow scene with fruit drinks connotes that the product is made of natural ingredients which is a popular theme in current society with the “Green” trend. Starbucks is selling a good conscious and “coolness” playing with the “Green” trend through their fruit drinks. Also, the script at the bottom of the advertisement reads “We Proudly Brew Starbucks Coffee” which confirms that Starbucks has created brand loyalty and using that loyalty to create a demand for a new product.

A global fast food vendor, McDonald’s, has launched McCafe. McCafe is meant to fulfill a demand for affordable fine tasting coffee that is available quickly. The script on the advertisement reads “at your new coffee house” using metacommunication to speak to a consumer who does not find utility in purchasing higher priced “ready- made” coffee, but would find utility in “ready-made” coffee at a lower price. The advertisement displays four decorative coffees connoting that the coffee is of quality and the coffees are even described as “dreamy” in the script to the right. The use of an accent mark on the “e” at the end of McCafe connotes also a meaning of quality. The accent mark implies that McCafe is a foreign word and uses that exotic appeal to connote quality of the coffee product. For whatever reason coffee beans from another country are associated with quality.

International Delights Creamer delves further into affordability in regards to coffee. International Delights promotes their coffee creamer in an economy where consumers are seeking bargains. The creamer advertisement intimates that with the use of the creamer coffee at home would taste flavorful and exciting. The advertisement promotes a limited edition flavor selling exclusivity. There is a chocolate ice cream Sunday, pieces of box chocolate, and shaved white chocolate surrounding a cup of coffee with creamer being poured in. The abundance of chocolate images communicates a strong flavor also creating a demand.
After looking at these coffee advertisements I am now going to go get a cup of coffee…..I must be part of a target market.