Starbucks Advertising Analysis

As stated by Judith Williamson, “Ads sell us, ourselves, not just goods” (Williamson, 2002). Advertising is about much more than simply selling products. Advertisements are all about creating meaning around products and craftily weaving them into the fabric society. Advertisements have evolved from merely showcasing goods to now acting as symbolic representations of our culture and the society we live in. Through symbolic text and visual art, Starbucks ‘To Each Their Own Latte’ ad campaign sells us a culture, a way of live instead of just a simple cup of coffee.

In order to sell a product, a company must transform a product and turn its use value into an exchange value. The company needs to make their product seem more valuable than it is actually

By associating their drinks with high quality standards and personal rewards, each individual is able to see Starbucks fitting into their lives in one way or another. They are also creating a culture around Starbucks. Through each of these advertisements they are showcasing the latte order of a different individual. This communicates to the customer that so many other people are already committed to Starbucks. It is showing the customer, “here is a look into the life of Starbucks user.” Erin is a go-getter who deserves a personal reward—Starbucks is her choice of indulgence. Mike is a hard worker who deserves quality goods—Starbucks is his choice for quality. By showcasing the lives and personality of so many different Starbucks users (real or otherwise), the consumer begins to image an entire society and culture forming around the brand. All of these customers portrayed in the advertisements are also larger associations to the brand and its persona, in general. The people you imagine using Starbucks products begin to reflect what the customer believes is indicative of the Starbuck’s brand, as a whole. This beings to tempt consumers. They may think, “Look at all these people using Starbucks, I want to be like them”, or perhaps “I am like these other people that use Starbucks, maybe I should be using it