Research Blog: Commercial Conventions

Our group decided to do a Starbucks advertisement. In their commercials, we usually see people waking up, on the go, and on their way to work or school. 

The costumes seen are usually casual clothes/business casual clothes, such as blouses, t-shirts, jeans, skirts, trousers, and coats. Props included are Starbucks coffee, food, or overall products made by them. Most of the time, they advertise their coffee on the go products as well as coffee sold in their own cafes. Their appearance is professional yet casual as they are just going to a workplace or class, or on the go early in the morning. The score of the commercials is usually jazz music for ones where they are slower-paced, or ones where a person is working, or upbeat for when they are on the go, and they just took a sip of their coffees. Starbucks products are always shone towards the camera, like their logos or bags of products, to let the audience, know that it is a Starbucks commercial, without explicitly stating it. The symbol is recognizable all over the globe, so it is an effective marketing technique. The commercial implies ethos, as it is showing working people as if they are trying to appeal to much of the audience. The convention and codes are the people enjoying their coffee, or food from Starbucks and that regardless of the situation, Starbucks is always there for them.