World's Best Cup of Joe
Victoria Kratz
English 102 Section 003
Professor Chatterjee
Advertisement Analysis
May 22, 2013
World’s Best Cup of Joe
Many Americans start their day off with a morning cup of coffee. Some brew a pot at home but many add a few extra minutes to their morning commute to stop for a cup of their favorite flavor. With dozens of different coffee shops, how is one supposed to choose? The battle has been going on for over a decade between the two main contenders, Dunkin Donuts and Starbucks. Starbucks sells an upper class lifestyle to their coffee drinkers, while Dunkin Donuts sells a cup of joe for the average Joe. Each goes about advertising in a different manner. Through the use of print advertising, Starbucks shows its superiority to Dunkin Donuts by using powerful text, creating an aesthetic scene, and evoking specific emotions and thoughts. The text in each advertisement says something about the product and company. The Starbucks’ ad reads, “The best coffee for the best YOU. Taste of Inspiration.” The words are so simple yet have a powerful meaning. Starbucks makes the consumer feel good about buying their product because if you are the best, you deserve the best. After all, they are selling an upper class lifestyle. The best part of the ad is that the emphasis isn’t even on the coffee; it is on “you” as it is displayed in big, bold green lettering. By making “you” feel like the best, one is more inclined to spend money on products that make them feel like the best. The statement, “Taste of Inspiration”, adds another layer of sophistication to this ad. Those words are written in script unlike the other words, to add elegance to it. It’s as if with a single sip of Starbucks you will feel enlightened. Starbucks markets itself as not just a coffee shop but also a lifestyle, unlike Dunkin Donuts. Dunkin Donuts’ advertisement is all about the coffee. Dunkin Donuts’ ad reads, “There’s Coffee. Then There’s America’s Favorite Coffee.” DD gets to the
English 102 Section 003
Professor Chatterjee
Advertisement Analysis
May 22, 2013
World’s Best Cup of Joe
Many Americans start their day off with a morning cup of coffee. Some brew a pot at home but many add a few extra minutes to their morning commute to stop for a cup of their favorite flavor. With dozens of different coffee shops, how is one supposed to choose? The battle has been going on for over a decade between the two main contenders, Dunkin Donuts and Starbucks. Starbucks sells an upper class lifestyle to their coffee drinkers, while Dunkin Donuts sells a cup of joe for the average Joe. Each goes about advertising in a different manner. Through the use of print advertising, Starbucks shows its superiority to Dunkin Donuts by using powerful text, creating an aesthetic scene, and evoking specific emotions and thoughts. The text in each advertisement says something about the product and company. The Starbucks’ ad reads, “The best coffee for the best YOU. Taste of Inspiration.” The words are so simple yet have a powerful meaning. Starbucks makes the consumer feel good about buying their product because if you are the best, you deserve the best. After all, they are selling an upper class lifestyle. The best part of the ad is that the emphasis isn’t even on the coffee; it is on “you” as it is displayed in big, bold green lettering. By making “you” feel like the best, one is more inclined to spend money on products that make them feel like the best. The statement, “Taste of Inspiration”, adds another layer of sophistication to this ad. Those words are written in script unlike the other words, to add elegance to it. It’s as if with a single sip of Starbucks you will feel enlightened. Starbucks markets itself as not just a coffee shop but also a lifestyle, unlike Dunkin Donuts. Dunkin Donuts’ advertisement is all about the coffee. Dunkin Donuts’ ad reads, “There’s Coffee. Then There’s America’s Favorite Coffee.” DD gets to the
Cited: Dunkin’ Donuts Advertisement: http://sphotos-b.ak.fbcdn.net/hphotos-ak-ash3/p480x480/45219_549838568371876_2080563752_n.jpg Starbucks: http://1adt.com/from-the-net/starbucks-print-ads/