PROPOSAL
I intend to focus on a Grande Raspberry Nonfat White Chocolate Mocha from Starbucks. The main purpose of this text is to quench the customer's coffee desires, while also satisfying a nagging sweet tooth. Overall, the drink's goal is to please and taste good to the customer. However, a person may order this drink for other reasons. I do not know anyone that doesn't acknowledge that Starbucks' drinks are overpriced. Simply walking around holding a Starbucks cup portrays an image of slight status. Most Starbucks drinkers are daily coffee drinkers. Therefore, one would imply that the individual can afford to spend money on an overpriced cup of coffee and enjoy it, or at least pretend to, every single day. This particular customer's order is ironic in the health conscious world. The individual ordered a nonfat drink, meaning the drink will be made with skim milk instead of whole milk. However, the calories that are left out with the milk are made up in the several syrups used for the mocha and the raspberry flavoring.
The Starbucks Corporation has been very clever in its design. The design of each cup is simple and clean looking, which is a modern look. The whole idea of Starbucks, a coffee company that appeals to the new, young, and chic, is genius. It brings an urban style and feel into the corporate world, allowing professionals to add something "different" to their world. However, in reality they are just like every other professional that is looking to bring a unique and different flair into their lives. Starbucks has realized that people are willing to pay more for that image.
Starbucks has created their products to appeal to absolutely everyone, from the "boring" corporate professionals, to the soccer moms looking for a relaxing moment, to the artistic young and hip crowd, and even to children. The many flavors and drink options ensure that something will appeal to everyone. There are often stuffed animals and seasonal toys placed at the ordering counter just at eye height for a young child. I have to admit that I am fully addicted to Starbucks. I believe that we have a love/hate relationship, in that I hate that I absolutely love Starbucks. The design ideas and creations are working because people keep going back to Starbucks for that overpriced cup of coffee.
THESIS
This paper will argue that Starbucks has evolved from a simple coffee shop to having a monopoly over the coffee shop and cafe scene, in that carrying around an overpriced cup of Starbucks coffee also carries along an image and an idea about the individual customer.
2 comments:
I liked how she was able to hone in on the absolute meaning of the drink. I personally drink nonfat drinks from starbucks and get slight pleasure out of having a long complicated order in which people think i might be more knowledgable about my coffee than others.
Stephanie, this is a good start. You have chosen a good staple of contemporary American culture and given due attention to the interpretation of this “text”. Make sure you also give due attention to the description of its design too. How many calories does a Skim Grande Raspberry Nonfat White Chocolate Mocha lose to its regular counterpart? How many calories would downsizing to tall would provide? How does it compare to a regular coffee? (you can get this info on-line). Also, since you emphasize that it is a visible sign of certain consumer, how is it visibly different from a regular coffee drink you can get in a student canteen? What about the quality of the plastic cup and lid? Is there any practical advantage besides the image? What role does advertisement of Starbucks coffee play? What about the way it is made almost in front of the customer?
Post a Comment