Generation 'Like for a Like'

Dear Mr. Fisk and Board,

I would like to bring to your attention an exciting opportunity which I firmly believe that Starbucks should take advantage of. In my years of working for this company, I have observed significant growth, however I think here at Starbucks, we have unused capacity and haven’t reached our full potential in reaching out to our consumers and the people who should be our consumers but aren’t yet because we haven’t worked hard enough to persuade them to join us.

If you’ve kept up with the people drinking your coffee and buying your foods, you will observe that the age of Starbucks consumers is steadily decreasing, and I believe we need to adapt to suit our target audience. Coffee is for everyone, but the brilliance and variety found in our bistros appeals especially to teens and young adults, and there is one thing that connects these people and that is social networking.

I’m sure by this time you’ve heard of the ‘Ice Bucket Challenge’, ‘Rickrolling’ or GoPro’s renowned video of a skateboarding cat. These three phenomena seem strange or unorthodox, however this is the power that social media has in today’s society. With the right creativity, which I very well know our company has, we can pick up a storm on social media, thus improving our consumer base and ultimately increasing sales and success. 

Today’s world is centred around ‘likes’, ‘follows’, ‘retweets’ and ‘shares’: imaginary things that are as simple as a click of a button, but have the potential to provide unlimited amounts of data. 14-year-old Jade from Dubai loves the new ‘Pumpkin Spice Triple Mocha Extra Shot Cappumochaccino with Double Caramel Cream and Soy Milk’? Why not let her friends know by ‘tweeting’ about how it kicks off her day and ‘following’ the official Starbucks Facebook page to let us know?

Social media is like nothing we have ever seen before. Never have consumers been able to interact with us so easily, and interact with their friends to build the consumer base even further. These days, as a large corporation, if you aren’t heavily invested and involved in social media, you are missing out and will be left in the dust.

In this way, our consumers are part of our campaign. They don’t even have to enjoy Starbucks coffee, but if we can convince them to share our content – whether it is an ad, a competition, a collaboration, anything – we suddenly have an influx of people all around the world seeing our products and brand and associating them with success, creativity, humour etc. This is the kind of relationship that is vital for the success of our business, and is imperative for further development.

Put simply, the benefits of social media campaigning and interactivity outweighs all other methods of advertisement in today’s society, and investing in it today would not only improve our relations with consumers, renownedness and data collection, but also encourage further development and open new opportunities (e.g. fan ideas from competitions and consumer input), undoubtedly leading to success for years to come.

I hope you consider my preposition which seems to be a step forward for Starbucks.

Kind Regards,

Ben Thomson

Starbucks Marketing Associate

Responsibility Fragility and the Possibility of Susceptibility

When was the last time you went anywhere or did anything and didn’t see advertisements? It doesn’t matter what you do – go to the park, watch a movie, play a game, visit a website, go to a football match – you see advertisements. We are exposed to them even when we don’t know it from birth. There’s some strange belief constructed by corporations that the more you see their name or logo, the more likely you are to invest in them. And when the revenue of the U.S. advertising and related services industry in 2013 exceeded 100 billion dollars (Statista.com), you’d have to guess that advertising works.

There is, however, consistent controversy around the ethics behind some of the ads that end up everywhere, and for good reason. I’d like you to imagine something for me. Imagine you’re walking to school one day with your 6-year-old cousin, and look to your left to see a poster with a man lifting a car advertising protein powder, look to your right to see a billboard with women shopping advertising Gucci, and look forward to see televisions showing a grease-covered giant of a man fighting a shark advertising Bruce Willis cologne. You slowly turn around praying there are no outrageous displays. Of course your cousin follows suit, to see an ad for an adventure camp claiming only the manliest can handle it. Your little cousin turns to you and says “I’m going to be strong because I’m a boy!”

We may recognize advertisement exaggeration, but others may not, and the more they are exposed to it, the more something seems to be true. That’s why it’s crucial that advertisers consider who will see their ads and how it will affect them. These companies are gaining more and more power, but as the great line goes, “with great power comes great responsibility”.

Analysing Abounding Advertisements Adequately Antil Achieving An Accomplishment

Within ChildFund International’s advertisement for their Dream Bike Program, the predominant purpose is that of informing people of wealth or in first world countries of struggles faced elsewhere and persuading them to donate to the program, however a secondary intention may also be deduced, being that of highlighting gender inequality and the strive to eliminate it. Throughout the entire text, there is considerable emphasis on females and their struggles in today’s society, especially within countries such as India. From the first word of the text being “her” to the image of the girl, the author evidently targets activists for equal rights including education. This is effectively done by illustrating the subject of the text as weak, as seen when the author uses “she was a little girl” rather than “she was young” in the first line. This employment of tone is intended to evoke an image of a young girl to the reader, thus causing an association of weakness, innocence and ultimately, the desire for nurture as a result of the preconceived stereotypes instilled today. The sympathy and empathy evoked from such illustrations are reinforced by abstract language, a “journey” preponderating a “trip” or “ride”, thus amplifying the struggles faced and further encouraging donation and support.

The article also lays stress upon the idea that a successful future has direct correlation with the provision of bicycles. “Her future begins on two wheels” may suggest that unless an education is achieved, these girls have no future. Subsequently, “she’s riding – safely and quickly – toward her dream” demonstrates the ‘Simple Solution’ advertising technique, as ChildFund are implying that they are making the dreams of these many young women come true. This in itself exhibits the need for gender equality in such countries as India and all around the world, as the possession of a bike should not determine or limit one’s success or achievements.

I found this text quite difficult to analyse, mostly due to its good heartedness rather than that seen in the advertisements for most products. I did, however, enjoy the challenge and can’t wait to have an advertisement-analysing acumen. 

Firestorm - The Power To Be More (Reflection)

Today was the day that we would present our pitches for our advertisement. Throughout the entirety of the development of this task, I, along with many others, struggled to understand what we were expected to do and how to approach it, however by the end of it I think my group consisting of Lukas, Suho and myself completed the task at a decent quality.
In general, our presentation did very well. There were some things which I thought may go wrong but didn't, such as the communication and audience reaction to certain lines and visual aids. On the other hand, some aspects, such as some of the lines I had, were forgotten or dismantled. Overall, our presentation was successful and we achieved our goal of advertising the new energy drink.
Saying this, I don't believe our presentation was the best of the class. Some of the other groups did very well, namely the BP Oil group and conflict zone shelters among several others. I think these groups effectively demonstrated their approaches and other important aspects of an advertising company's duties.
In completing this task, I feel that my understanding of the uses of pathos, ethos and logos as well as the many appeals/techniques that must be considered in the process of advertising. We were able to find purposes for numerous of these techniques and even used some of them when it came to proposing our speech. We used techniques such as incorporating a celebrity (Ronaldo) as a form of exaggeration, as well as relating to our target audience which are young people who are into sport in the UAE, The most prominent technique we used was claiming that we had the solution to several problems, being academic and physical. Problem/solution techniques are effective as they use something which burdens a large group of people regularly. For us, this burden was lack of energy.
Our audience and conflict greatly impacted our presentation. Because it was based in UAE, we used a football reference (Ronaldo) considering it is the most popular sport in the country, as well as other references such as that to schooling and tests (because many people come to this country for education).
We also used physically attractive images because we figured that the company would have a high value on imagery, and tried to use some humour to appeal to the audience.

I enjoyed the creativity and individualism allowed in this task, and can't wait to do some more which provide similar learning experiences. I think that it will have a great influence when it comes to preparing and presenting my FOA.

AdverTAIsement Analysis - Tai Lopez

If you’ve been on YouTube in the last few months, you have to know it. It’s the one and only: “Here in My Garage” by Tai Lopez.

This video was designed to advertise Lopez’s website where he claims to have the secrets to being rich. At first glance, there is clear evidence of the use of pathos, ethos and logos.

Pathos – He makes referrals to previously living on a couch in a mobile home in order to attract sympathy, and possibly also connect with his audience who are assumably those who wish to make money but don’t already have enough. He gives the sense of “You can do it, but you need my help” to provoke desire for anything he sells. Lopez appeals to the audience by giving them self-belief, saying that you shouldn’t listen to others who tell you not to do something, but should listen to him because he has “KNAWLEDGE”. He tries to appeal to everyone no matter what they want or what stage they’re at, as to say that anyone can do this. He does this by telling everyone they are “destined to do” these extraordinary things as he tries to manipulate them into believing he will make this possible.

Ethos – He begins the video by showing himself in a large garage next to his Lamborghini, claiming he lives in the Hollywood Hills. As supercars and areas such as this are a sign of wealth, he is associating himself with this wealth and portraying himself as wealthy; he consistently references these possessions. Since the topic of the advertisement is becoming rich, he is building his credibility as someone who can teach you how to get rich. He also talks about his books which he assumably has read, indicating he must be knowledgeable. His neatness, including glasses, also indicate success and wealth. Tai makes claims that he was provided knowledge from multiple successful mentors, therefore making his information more credible as it comes from multiple reliable sources. His mention of get-rich-quick schemes is also designed to dismiss the idea that this is a scam.

Logos – He uses numbers such as the number of new books he has (2000) and how much money he used to have ($47), as well as referencing famous wealthy people. This reference is significant as if Warren Buffet makes a claim about wealth or knowledge, it is considered more likely to be true than someone who is unsuccessful or poor. He also gives urgency to his audience, saying it is logical to implement his product “today” for success. Since the information is free, he is portraying that it is logical to obtain it considering there is no loss, however this is intended so that the customers will eventually purchase products or information from him.

So here is a basic look at one of Tai Lopez’s ads. Look forward to more analytical work.