Summertime Fun with Pink Energy
Starbucks[a] is one of the most popular coffee companies in the US and it's very much in the business of creating different drinks to draw in more customers. Advertising is an important part of their business because it's not just about informing people about the product, it's about creating an image and getting others to want to try it. It creates a vibrant and exciting image that grabs the viewer's attention and makes them want to join the action. Through emotional appeals, bright visual imagery, energetic music, and a summer lifestyle theme, Starbucks attempts to persuade consumers to purchase its drink. Rhetorical analysis examines how creators use different techniques to influence an audience and achieve a specific purpose. Starbucks advertisement demonstrates how these techniques can make a product appealing by connecting it to emotions and experiences rather than focusing only on its features
One of the ways Starbucks gets its audience is through an emotional appeal. The scenes in the ad are all about creating a sense of happiness and excitement. They show young people having a good time, spending time together and getting involved in the summer. It's a very effective way of getting the message across as it's the emotions that will ultimately increase the sales. They’re showing the drink as being linked to laughter, to being with friends and to having a good time. That's what will ultimately persuade people to buy it. The drink becomes more than a drink in the minds of the viewer. It becomes a feeling.
Another tactic Starbucks employs is very strong visual imagery. The ad is all pink and has lots of pictures of the drink to make it pop. The use of pink is repeated throughout to ensure the product is recognisable and to create a fun, youthful feel. The visuals are designed to grab the viewer's attention and make the drink look good. The use of such bright colours is obviously a very effective way of making the ad stand out in a sea of other ads. Pink can be associated with sweetness, fun and excitement so the viewer is likely to expect a sweet and enjoyable drink. According to Texas A&M University Writing Center (n.d.-c), analyzing visual communication involves examining how elements such as style, content, and organization contribute to a message.
Starbucks also uses fast cutting and high energy music to keep you watching. It's a series of different scenes and summer moments rather than a single story. The pace is very fast and that is what makes it so exciting to watch. It may be particularly effective with a younger audience as it's very much in the style of the short videos they see all the time on social media. The speed of the ad is very persuasive in that it gives you a sense of movement and it's very much about the energy of the product. The music is there to get you in a good mood and the ad as a whole is very lively. Rather than giving you time to think about the product it's all about the movement and the energy and that's what makes it appealing . It's a drink that you'd buy to go with an active social life and perfect summer
Finally it's got summer and friendship in there. The ad positions the drink as something you'd have in a fun summer scenario. It's all about getting the viewer to imagine themselves in that situation with their friends. That's a very effective piece of persuasion as we all want products that in some way connect us to others or that enable us to be part of a certain lifestyle. By placing the drink in a social context the brand is suggesting it's the drink to have at the hangout and the various experiences . It's a very effective way of selling the product as it makes you think of the drink as being part of a fun summer lifestyle. You're not just buying a drink, you're buying into the idea of having a great summer. It's a very effective way of making the product more memorable and of getting the consumer to associate it with friendship, belonging and all the good things about a summer.
One fallacy used in Starbucks’ Pink Energy advertisement is the appeal to emotion fallacy. This occurs when an advertisement uses emotions rather than facts or evidence to persuade the audience to buy a product. (Texas A&M University Writing Center, n.d.-a). Starbucks uses images of young people laughing, spending time with friends, and enjoying summer to create feelings of happiness, excitement, and belonging. The bright pink colors, upbeat music, and fast-paced editing also make the drink appear fun and appealing. These techniques encourage viewers to associate the Pink Energy drink with having a great summer and making happy memories with friends. However, the advertisement does not provide evidence that buying the drink will actually make someone happier or improve their social life. Instead, it persuades consumers by connecting the product to positive emotions and an exciting lifestyle. This fallacy is effective because it encourages people to buy the drink based on how it makes them feel rather than its actual qualities.
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