While they may appear innocent or simply entertaining at a first glance, advertisements serve an ideological function. Ideology, by its nature, requires an individual’s participation, and thus advertisements can only operate under the active participation and interpretation by viewers (Goldman, 1992). By drawing on the existing values and beliefs present in society, ads invite viewers to exist within the meaning systems they create. They represent an attractive and ideal mythological world, and encourage viewers to buy into this utopia. In this paper, I analyze a Starbucks ad as an illustration of this process. I argue that by employing various signs and exploiting the power they hold in society, this ad for Starbucks works to maintain ideological
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Unlike the one above it, the statement does not use the word ‘you’ to appeal directly to the viewer, but rather addresses them in a more implicit manner. Starbucks is perceived as both an artsy, trendy, and youthful scene, as well having a more professional, corporate image. Reading ‘taste of inspiration’, the statement acts as a sign operating within this established meaning system associated with Starbucks. It also operates under the assumption that the viewer is seeking to become a part of one of these groups. According to Goldman (1992), “modern advertising teaches us to consume, not the product, but its sign” (p. 19). No longer does one’s lifestyle affect the products they buy; rather, an individual’s identity is derived from the commodities they purchase, and their associated sign values (Goldman, 1992, p. 18). Therefore, the statement in the Starbucks advertisement reinforces ideological notions of individualism by encouraging viewers to engage in the consumption of Starbucks coffee as a commodity-sign in order to delineate their identity in …show more content…
The first set of text is written in bold, white, block letter font and matches the colour of the cup to the direct left. This colour coordination works to create a direct association between the Starbucks cup (the signifier) and the mental concept of Starbucks as the ‘best’ (the signified). The word ‘you’ is written with all caps, bold lettering. This contributes to the ads effectiveness in addressing the viewer individually. The word is also green, as opposed to white, and as the green colour is the same as the logo on the cup, this element essentially intrinsically connects the viewer’s identity to the Starbucks brand. The second set of text is written in much more unique, script style font. This gives the text the appearance of almost being handwritten, and this stylized font serves as a signifier for the mental concept of the personalized, authentic experience associated with Starbucks (SKG, 2012). Beyond the text, the blurred effects in the background and the warm, beige colours and tones are reminiscent of candle or fire light. This acts as a signifier also, leading the viewer to the mental image of a warm and cozy
Unlike the one above it, the statement does not use the word ‘you’ to appeal directly to the viewer, but rather addresses them in a more implicit manner. Starbucks is perceived as both an artsy, trendy, and youthful scene, as well having a more professional, corporate image. Reading ‘taste of inspiration’, the statement acts as a sign operating within this established meaning system associated with Starbucks. It also operates under the assumption that the viewer is seeking to become a part of one of these groups. According to Goldman (1992), “modern advertising teaches us to consume, not the product, but its sign” (p. 19). No longer does one’s lifestyle affect the products they buy; rather, an individual’s identity is derived from the commodities they purchase, and their associated sign values (Goldman, 1992, p. 18). Therefore, the statement in the Starbucks advertisement reinforces ideological notions of individualism by encouraging viewers to engage in the consumption of Starbucks coffee as a commodity-sign in order to delineate their identity in …show more content…
The first set of text is written in bold, white, block letter font and matches the colour of the cup to the direct left. This colour coordination works to create a direct association between the Starbucks cup (the signifier) and the mental concept of Starbucks as the ‘best’ (the signified). The word ‘you’ is written with all caps, bold lettering. This contributes to the ads effectiveness in addressing the viewer individually. The word is also green, as opposed to white, and as the green colour is the same as the logo on the cup, this element essentially intrinsically connects the viewer’s identity to the Starbucks brand. The second set of text is written in much more unique, script style font. This gives the text the appearance of almost being handwritten, and this stylized font serves as a signifier for the mental concept of the personalized, authentic experience associated with Starbucks (SKG, 2012). Beyond the text, the blurred effects in the background and the warm, beige colours and tones are reminiscent of candle or fire light. This acts as a signifier also, leading the viewer to the mental image of a warm and cozy