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Print-Ad-Evaluation Studocu
Purposive Communication (PURCOMM 4261)
Holy Angel University
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PRINT AD EVALUATION:
“It’s not just Coffee, It’s Starbucks”
March 2022
EVALUATION OF A PRINT ADVERTISEMENT
The visual imagery as one of the main techniques used in this print advertisement is very visible. It's pretty straightforward, yet it's highly appealing to the general audience. Furthermore, the logo, logotype, and signature, as well as the catchphrase, are easily readable. Emphasizing this phrase, "If your coffee isn't perfect, we'll make it over. If it's still not perfect, you must not be in a Starbucks" using a big font made the advertisement speak for itself. The terms "coffee," "perfect," and "Starbucks" are also bolded and in a larger font in these two sentences. This not only focuses the viewer's attention on these words, but it also encourages them to identify them with one another unconsciously. As a result, the viewer begins to believe that Starbucks coffee is perfect. This ad was written on what appears to be a piece of canvas to maintain its elegance and class. A cup of Starbucks coffee may also be seen at the bottom of the canvas paper. Because it depicts Starbucks' arrogance, this ad attracts a lot of attention. "It's not just coffee; it's Starbucks,” says the text that runs along the bottom of the commercial. It serves as strong support for the notion that Starbucks provides a coffee-drinking experience that no other coffee shop can match. The color schemes chosen also help the audience imagine themselves in a Starbucks while staring at the print advertisement. With its farm-like motif paired with a café- themed design, the brand's iconic brown and green palette screams the brand itself and takes us into the process of producing the coffee. Everything about the visuals is excellent in general; I wouldn't want to add anything more because it's just right and perfect for the brand. It isn't trendy, but it is classic, and class never goes out of style.
References Used:
Chan, K. (2009). Kimberly Chan | Writing | Starbucks Marketing Analysis. KChan.
kimberlychan/writing/writing_starbucks.php
Media Watch. (2021, May 14). Tools and Techniques Used in the Language of
Advertisements: The Linguistic Perspective - Media Watch Journal. Media
Watch Journal - Journalism & Mass Communication Journal.
mediawatchjournal/tools-and-techniques-used-in-the-language-
of-advertisements-the-linguistic-perspective/
Print-Ad-Evaluation Studocu
Course: Purposive Communication (PURCOMM 4261)
University: Holy Angel University
