Starbucks Commercial 2015
Source : Yo utube https://www.youtube.com/watch?v=hFCb32_k9Qk
“Meet for Love” is one of the Starbucks commercial advertisements in 2015, it is an online advertisement that using the romantic couples be the characters for the promotion of Valentine’s Day in the U.S and Canada.
The advertisement features different pairs of couple in Starbucks, they are sharing a beverage together, having a coffee together, chatting happily, hug each other, kissing, hand in hand etc. By using the characters of romantic couples, it is an analogy to express sharing love with your beloved while having beverage at Starbucks.
The persuasive strategies, pathos and ethos, are used by advertisers. For ethos, a commercial shows an image of enjoyable couples doing what they feel comfortable and showing their love to their companion in Starbucks. It is because the company wants to convince the audiences that the images from the advertisement are the reliable, honest and credible. When you meet your companion in Starbucks, you are also sharing love and doing what you feel comfortable with your beloved while having beverage at Starbucks. For pathos, an appeal to emotion, they are enjoying to have a drink with beloved in Starbucks. For example, some of them are chatting happily, taking photo with cheerful smile etc. It is a positive emotion.
Besides, there are some other strategies that have been used by the advertisers, such as transfer, plain folks and bribery. First of all, the strategy of transfer, the images of romantic couples in Starbucks can demonstrate that having a beverage in Starbucks is a kind of love. Also, the words of “Invite someone to the world’s largest Starbucksdate”, “Meet me at Starbucks” and “Share the love at Starbucks.com/Love” which make people think that having a beverage in Starbucks is a kind of sharing love with beloved for Valentine’s Day and it is a good choice. Secondly, the beverages are practical product of good value for ordinary people as Starbucks show the couples have a dating in Starbucks and enjoy to have a beverage. Besides, for bribery, a word “Enjoy a special pairings menu” is stated at the end of advertisement which means that there is something “extra”. The menus will feature a selection of coffee and treat pairings available for $5 (US), such as Caffé Verona Coffee Press for Two AND a Double Chocolate Chunk Brownie.