Starbucks Advert

This is an advert for a Starbucks product. Starbucks started off as a small time business with one store in Seattle which opened in 1971. However after Howard Schultz joined Starbucks in 1982 it grew both nationally and then globally. In a sense the Starbucks company itself embodies the American dream: achieving national/global success from almost out of nowhere.

This advert sees a young professional drink a can of Starbucks coffee and consequently followed by the band Survivor on his way to work singing about him to the tune of 'Eye of the Tiger'. This advert is clearly trying to appeal to young people working in the city (Yuppies) and it portrays that certain ideology. The fact that it says how he has ambitions and is working his way to the top appeals to the value of the American Dream; by the end of the advert Glen looks empowered therefore it connotes that drinking this product will allow you to fulfil your dream. The music also evokes the idea of the American Dream: the song everyone associates with Rocky and in this film Rocky's only chance to make life better for himself is by boxing and through hard work and training he manages to hold his own in the ring against Apollo Creed who was already set to win. The fact that the band then start singing to another guy implies that Starbucks will treat everybody special this shows the idea of individualism.

The advert also shows the idea of eating/drinking whilst doing and this way of life is quickly replacing eat at home. The product that it is advertising is a can of coffee; therefore not only do you not have to make your own coffee but you don't have to go to a Starbucks store either. This appeals to its target demographic of young urban professionals because they have a busy life anyway and need to have energy for work and for their outgoing lifestyle. The tagline of 'Bring on the Day' suggests this. It also appeals to them because of the idea of succeeding and working your way up in business.