http://www.youtube.com/watch?v=TRlgc6GA924
INTRODUCTION
For this post, I have decided to analyze and discuss a Starbucks commercial featuring the singer, Michael Buble. To begin with, the brand Starbucks itself contains social connotations and assumptions in our society. For example, the Starbucks experience is very different than the Dunkin Donuts experience. Starbucks is a more upscale chain with a different aesthetic piece than Dunkin Donuts. Starbucks is all about the coffee and the experience whilst Dunkin Donuts is more about the coffee and the food (as well as being much more cost efficient than Starbucks.) Starbucks' locations are usually much more inviting than Dunkin Donuts with couches and comfortable places to sit and chat. It is integral to think about the differences between these two coffee chains when discussing and analyzing a Starbucks commercial. When one views a Starbucks commercial, they are already well aware of the target audience as well as the message that is being conveyed by the video. In our society, Starbucks has a reputation for serving coffee that is more expensive than other chains and providing a more upscale, or exclusive experience than other coffee chains. Starbucks is seen as a brand that caters to "yuppies," and this knowledge is integral to any analysis of a Starbucks commercial. By definition a "yuppie" is "a young, ambitious, and well-educated city-dweller who has a professional career and an affluent lifestyle" (http://dictionary.reference.com/browse/yuppie). A yuppie is the stereotypical definition of a Starbucks customer and their targeted audience to whom they market to. Below I will be analyzing the above commercial as both a consumer and or a video producer/ or creator.
ANALYSIS
The purpose of this video is to sell pre-made Starbucks Frappacinos that can be found in your local grocery store. The message of this commercial is that if you drink a Starbucks Frappacino, your life will be perfect while you drink this coffee and you will be able to relax and have some "you time." The notion of this "you time," would be an exclusive idea in itself because time to relax is unfortunately only available to those who have the financial means to relax and to take some time to themselves. (note: I am not saying that only wealthy people have access to relaxation but the idea of relaxation can only permeate other societal classes when they can afford the expensive coffee and more importantly the time to relax, or time just for themselves--which can be difficult for anybody in any financial status.)
This commercial is selling a "perfect" version of reality in my eyes. I would love to drink coffee that would make Michael Buble appear and all of my problems disappear--however, that just isn't going to happen. The reality in this video is one of where everyone is happy and the coffee is a symbol of being able to relax and have time for yourself--an exclusive notion in itself.
AUDIENCE
The targeted audience of this commercial would be "yuppies," or more specifically women who are "yuppies." These women are very well-educated (hence the lady's glasses in the video), have money to spend, and they are stressed out. (They also might happen to have a thing for Michael Buble.) One could believe that the targeted consumer would think "Wow, that is a wonderful idea, I would love to have some 'me time' with a delicious frappacino." The information in this video is conveyed through the main woman in the commercial. The woman grabs a Starbucks drink and suddenly her day is transformed to being a little better than before. (i.e. The man selling roses is suddenly Michael Buble- what an improvement!) This commercial is told through her eyes so that one can easily obtain the main message of this video which is that this coffee drink will make your day better and allow you some time for relaxation.
REPRESENTATION
The main character in this video seems to be bookish and nerdy. She is dressed in a business casual manner with jeans. Perhaps she is either a student or works in a very informal environment. This woman looks like the epitome of the Starbucks customer. She is well-educated, well-dressed, and a bit stressed out. She is dressed in this manner so that the target audience could relate to her. Perhaps they are young working professionals who need a break during their day for some luxurious coffee. Her clothes and styling reveal the target consumer of this product. The purpose of the window-washer and the flower seller (who turn into MB (Michael Buble.) is to show how mediocre, daily experiences can change for the better because one has had a Starbucks coffee drink. I that men's voices have been left out of this commercial. MB does not really appeal to men for reason that he appeals to women (his dreamy looks and smooth voice.) I know my boyfriend is not going to drink a Starbucks frappacino because everyone will turn into MB and he will have some "him time."
DESIGN
Primarily, I would definitely see this commercial being broadcast on a cable subscription network such as Bravo, HGTV, or the Style network which cater to similar audiences. I think the medium of a TV commercial was chosen because it can reach a wider audience than some other mediums; like an advertisement in a magazine. The TV commercial gives this advertisement an additional dimension in which the desired message can be conveyed to the target audience. A TV commercial makes the most sense in the case of this advertisement because it has the music as well as the before and after effect that can be easily understood in this medium.
It looks like the set has been modeled to mimic a ritzy office space in a city. The connotation of a window washer would prove that this would be a city-scape. The luxurious details in the crown molding of the set suggest an upscale or exclusive experience that is occurring in this commercial. The couches in the lobby in this video are orange which suggest radiance and brightness which mimic the main sentiment of this video- that drinking Starbucks frappacino is a relaxing, happy, and positive experience as well as luxurious.
