For my example of a visual argument
I selected an advertisement by Starbucks.
I must confess that I, myself, am turning into a Starbucks addict, which
is perhaps what prompted me to select this particular visual in the first
place, because it definitely appealed to me.
Undoubtedly, Starbucks is one of the fastest growing chains in the
world. This ad provides an excellent
representative of a visual argument that is effective due to the presence of
both ethos and pathos.
The eye is initially drawn to the
green Starbucks logo on each of the numerous cups in the ad. The use of the colors serves to effectively
contrast the green of the familiar logo against the white of the cups and also
offset the cups against the white background, which is a slightly different
shade. The use of shadowing also helps
to make the cups stand out. The powerful
presence of the Starbucks logo contributes ethos to the company's ad, ensuring
that the audience knows who/what the ad is for.
Most people will recognize the logo on the cups as the Starbucks logo
and will thus know that the ad is for Starbucks coffee.
Pathos is another element that significantly
contributes to the effectiveness of the ad.
Though all of the cups in the ad are white with the green Starbucks
logo, each cup is also unique. For
example, three of the cups have ties, each in a different color. One cup has a red lipstick mark on it. Another cup has a hat and glasses on it and
yet another cup has a camera on it, as if wearing the camera around its
neck. In this way, each of the cups
appears to be "dressed" differently, as though each cup is a person. For example, the cups wearing ties would
represent businessmen. This visual tool
serves to suggest that although each cup or "person" is a customer of
Starbucks, Starbucks views each and every one as unique. This concept is further displayed through the
varying shapes and sizes of the cups, some small, some tall, some thin, and
some wide. Some of the cups also appear
to be arranged as though they are families with two big cups for parents and
the smallest cups for little children. A
soccer ball in the right corner suggests the latter idea. In this way, Starbucks is demonstrating how
their company appeals to a very widespread audience, from professors (glasses)
to businessmen, to young women (red lipstick), to soccer moms. The umbrella and the camera further emphasize
the diversity that accompanies Starbucks.
People not only enjoy Starbucks in the office, but out in the world
traveling through different careers, such as photography. The strong pathos created is characterized by
the visual appeal to the individualism that exists within a common group.
Overall, I think that this ad by
Starbucks is quite effective in attracting consumers to their specific product
through the ethos created by the brand name, and also through the pathological
appeal to individualism in society through the visual uniqueness of each cup in
the ad. The use of color, shadowing, and
arrangement contributes to the powerful statement of the ad as a whole.
I have included examples of other advertisements I found for
Starbucks that I believe also portray the appeal to individualism. In
searching for ads online, I had an important reflection. I realized
that one hardly sees advertisements for Starbucks outside of their
store. I have not seen them on billboards or on TV but rarely. Then,
it hit me. Starbucks advertises through their customers. Whenever I
walk across campus holding my Starbucks cup I am literally a walking
advertisement. It is truly an ingenious idea and one that is quite
effective. After all, is it not seeing someone else with a Starbucks in
hand that often makes me want to go get one as well? Starbucks doesn't
need to advertise as much as other companies because their customers
promote their product enough that it isn't necessary for them to spend
the money. In this regard, when Starbucks is promoting YOU, they are
essentially promoting themselves.
No comments:
Post a Comment