A Close Textual Analysis of a Starbucks Ad

CTA Step-by-Step

Significance

Is this text persuasive/effective?

Analysis & Interpretation

It is interesting to closely examine an ad from a company as powerful and successful as Starbucks. The minimal use of their logo and name was clearly intentional, and proves the company really doesn't have to do much to market their products.

• The ad uses both the excitement of fall (through color and images) and the use of the word "pick of the season" to imply this product is only available for a limited time
• this presents a much more urgent and persuasive argument
• Multiple uses of pumpkins, visually and textually, works to convince viewer to buy the latte

Happy and smiling people imply how you can feel like if you buy the latte, too.

Use of pumpkins helps subtly persuade viewer into wanting a pumpkin latte.

very subtle use of Starbucks logo-

such a well-known company that they don't need to make their name and logo profound

Description

use of "fall" as a synonym- as the season and as a metaphor to welcome back the season of pumpkin spice lattes

The Basics

"pick" can imply both picking pumpkins at the patch in picture above and picking up the "pick of the season" at your local Starbucks- the pumpkin spice latte

limited text keeps photo as focal point of ad

Starbucks logo is very small in bottom corner with no actual "Starbucks" written out in large letters

the models are at a pumpkin patch, bundled up for fall with their Starbucks coffee

• notice the fall colors (red, orange, brown)
• the models are smiling and laughing
• Starbucks logo is small and almost hard to notice

• A Starbucks advertisement released in the fall to promote a limited time latte- the Pumpkin Spice Latte
• It uses fall colors and themes to imply the season for drinking this latte has arrived.

orange leaves extend the fall theme throughout the entire ad

This ad is re-releasing Starbucks popular Pumpkin Spice latte again for the autumn season.

simple design with continuation of fall colors and shapes (orange leaves)

• Starbucks logo is small in bottom corner
• use of synonym in ad's motto ("fall")

Evaluation

Why CTA?

Overall, this ad seems to be persuasive. It uses an overarching theme of autumn throughout to convince viewers they need to go get a pumpkin spice latte, to both "ring in" the new season and to enjoy before they are unavailable.

• This ad is clearly trying to produce meaning, effect, and especially persuasion
• The photos and words interact with each each other to unfold a greater message: come buy this latte from Starbucks
• This text is a site of symbolic action- it is producing an effect on the world
• The details are important to the message and persuasion

A Close Textual Analysis of a Starbucks Ad

By Alex Macdonald