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The Superiority of Starbucks Coffee Shop
Through Its Advertisements
Cloudida 2225086499
English Department
Faculty of Language and Art
State University of Jakarta
2011
Chapter 1
Introduction
1.1 Background of the study
Nowadays, coffee is not only generally loved by men anymore. Drinking coffee
and hangout at the café with some friends is a routine for people recently. It
becomes a lifestyle or trend to urban people. It does not matter like or not it is
more about to identify or claim which social class we are in. Moreover the taste of
coffee itself is varied and developed which might be the other factor of the
increasing of coffee drinker nowadays.
Talking about culture based on cultural studies point of view, this kind of trend or
lifestyle includes popular culture. “The popular use of the word culture in many
Western societies reflects the fact that these societies are stratified. Many use the
word culture to refer to elite consumption goods and activities such as fine
cuisine, art, and music. Some label this as "high" culture to distinguish it from
"low" culture, meaning non elite consumption goods and activities.”
(http://www.publicdomaincontent.com/encyclopedia/War/Culture.shtml,
[accessed at April 17, 2011: 10.12 p.m.]).
Starbucks is the most famous coffee shop. It is originated or based on Seattle,
Washington DC. Starbucks has many outlets all over the world. We can say
Starbucks is the king in coffee shop business. They give a place where people can
enjoy their free time by enjoying a cup of coffee and meeting with friends. As
cited in http://en.wikipedia.org/wiki/Starbucks [Accessed at April 17, 2011: 09.45
p.m.] “Starbucks is the largest coffeehouse company in the world,[2] with 17,009
stores in 50 countries, including over 11,000 in the United States, over 1000 in
Canada, and over 700 in the UK.” It is fascinating because Starbucks seems
brings a new culture to the society and acceptable everywhere in the world even in
some countries the culture itself is extremely new.
Although some of small coffee shops or local coffee shops in some regions are
complaining the presence of Starbucks. They think that they have lost their
customers because the expanding of Starbucks into their region. Even, now there
is a campaign against Starbucks in some countries. Still cited in
http://en.wikipedia.org/wiki/Starbucks “Starbucks has been accused by local
authorities of opening several stores in the United Kingdom in retail premises,
without the planning permission for a change of use to a restaurant” continued
with “In May 2008, a branch of Starbucks was completed on St. James's Street in
Kemptown, Brighton, England, despite having been refused permission by the
local planning authority, Brighton and Hove City Council, who claimed there
were too many coffee shops already present on the street”.
These days Starbucks becomes a fashion icon. As we see Starbucks has been seen
in many Hollywood movies which themed fashion such as The Devil Wears
Prada, The Proposal, Made of Honor, Miss Congeniality, Sex and the City, Going
on 30, etc. People are not buying a glass of Starbucks coffee just for the sake of
their need of awaking up or refreshing their body only but also claiming
themselves as an urban people or modern people. Some people say when buying a
glass of Starbucks coffee is not buying a glass of coffee only but also a style.
From these reasons, the writer is interested in analyzing it as superiority of coffee
shop by Starbucks.
The great or successful marketing of Starbucks must be related to their
advertisements which make people choose their products rather than other coffee
shops. So the writer analyzes the superiority through Starbucks’ advertisements.
Analyzing advertisement is eligible using semiotics theory by Roland Barthes.
The data from the advertisements would be sentences and some pictures which
bring several messages to the viewers. “Semiotics theory also called semiotic
studies or (in the Saussurean tradition) semiology, is the study of signs and sign
processes (semiosis), indication, designation, likeness, analogy, metaphor,
symbolism, signification, and communication. Semiotics is closely related to the
field of linguistics, which, for its part, studies the structure and meaning of
language more specifically.” (http://en.wikipedia.org/wiki/Semiotics, [accessed at
April 18, 2011: 12.45 p.m.]).
1.2 The Identification of the problem
1. What is the representation of Starbucks in its advertisements?
2. How do Starbucks coffee shop advertisements represent superiority
of its brand?
1.3 Research Question
How do Starbucks coffee shop advertisements represent superiority of its
brand?
1.4 The Limitation of the study
This research is explaining and focusing on the superiority of Starbucks
coffee shop in modern society through its advertisements.
1.5 The Purpose of the study
The aim of this study is to reveal the superiority of coffee shop which
represented in Starbucks advertisements.
1.6 The Significance of the study
The writer hopes this research would be helpful for students of English
Department to show superiority of product in advertisements. The writer
also expects the knowledge of students of English Department would be
widened about cultural studies in media text as well as to be more critical
about something which is raised in media text.
Chapter 2
Literature Review
2.1 Semiotic theory
Semiotics is the study of signs and how signs being interpreted. The
purpose is to study and interpret the message which is being conveyed in
those signs. According to Arthur Asa Berger semiotics is imperialistic
study so it can be applied in many different studies including
contemporary culture indications. The easiest definition to understand
about semiotics is ‘semiotics is concerned with everything that can be
taken as a sign’ (Eco, 1967, 7) (Chandler, 2002, pg 2). However semiotics
is not limited to analyze signs in a text. Text in semiotics is including
verbal, non verbal, or even both. It is usually used to analyze print
advertisements, logos, brand names, design, and so on. Signs can exist in
any media or medium of communication. The term ‘medium’ is
categorized in vary ways by different theorists such as speech, writing or
printing broadcasting which related to the mass media or even just
interpersonal communication media such as telephone, letter, e-mail, and
so on. Semiotician is also studying the other things in those medium which
stand for something else or not as literally meaning.
Chandler said the medium which has been constantly used by someone
who knows how to use it, it becomes ‘neutral’ and the more often the
medium is used the more ‘transparent’ or ‘invisible’ the sign to the viewer.
According to Stuart Hall the role of social positioning in the interpretation
of mass media texts by different social groups. Hall suggested three
positions for the reader of a text the one of the position he suggested is
dominant or hegemonic reading.
“dominant (or 'hegemonic') reading: this is an ideological code in which the decoder
fully shares the text's code and accepts and reproduces the preferred reading (a reading
which may not have been the result of any conscious intention on the part of the
author(s)) - in such a stance the code seems 'natural' and 'transparent'”
(Chandler 2002, 228)
It means by the using of the medium regularly the signs which have been
carried in are being accepted and normal to the viewer unconsciously.
2.1.1 Semiotic theory by Roland Barthes
According to Barthes a sign has two levels meaning, the first level is
denotation meaning and the second is the connotation meaning.
Denotation meaning means the literal meaning or the meaning which
has been known and agreed by the public. While connotation meaning
is personal meaning which different from it is seen or hidden meaning.
From this second level or the connotation meaning becomes a myth in
the third level. It becomes a myth if the people agree the connotation
meaning itself as a denotative meaning by convention.
Moreover interpreting sign by the Saussurean model, Sausssure
defined into two parts which has been adopted commonly by
semioticians in analyzing sign. First, signifier is the elements of the
sign itself which are seen or felt by our sensory. According to Saussure
signifier is the sound pattern. ‘A sound pattern is the hearer’s
psychological impression of sound, as given to him by the evidence of
his senses.’ (Saussure 1983, 66) (via Chandler 2002, 18) And the
second is the concept or the message which is being conveyed in the
advertisement itself as signified. The relation between signifier and
signified is called as ‘signification as seen in the picture below.
The Saussurean model
Sign
Signifier Signified 1st level (Denotation)
Signifier Signified 2nd level (Connotation)
Signifier Signified 3rd level (2nd Denotation) (Myth)
Orders of Signification
2.2 Superiority
Based on Oxford English Dictionary, superiority as an adjective word it
means higher in rank, status, or quality. In the other source, Macmillan
dictionary superiority refers to the position of person or thing which is
Signified
Signifier
more powerful than another. Whereas superiority as a noun word it means
the quality of being at a competitive advantage.
In this research the word superiority refers to the position of Starbuck as a
huge coffee shop company in the world which can defeat its rivals even
they have same products or even better. We can mention some of Starbuck
rivals such as McCafe and Dunkin Coffee. Those of companies are also
huge company in the world but they still are not as famous as Starbucks.
2.3 Advertisement – Advertising
At the twentieth century the contemporary advertising industry was
founded, the idea that sales of a product would increase if the product
could be related to lifestyle, trends, and values. Advertising is a marketing
practical which aimed to increase the selling of product.
“its goal of blurring the line between the product and social consciousness of it can be
seen in the fact that it is now used as a persuasion technique by anyone in society who
wants to influence people to do something-to endorse a political candidate, to support a
cause, and so on and so forth.”
(Danesi, 2004)
So, advertisement is the media to inform some information to the viewers
or even persuading people to do something or to take some actions.
Advertisements are categorized into two major first, broadcast
advertisement which is presented on television and radio. Second is
printed advertisement that usually exists in daily newspaper, magazines,
flyers, and so on. The element of the marketing communication mix that
is non personal paid for an identified sponsor, & disseminated through
mass channels of communication to promote the adoption of goods,
services, person or ideas.( Bearden, Ingram, & Laforge, 1998). As a result
we can find advertisements everywhere, in television, radio, billboards,
magazines, newspapers, etc. Nowadays advertising becomes a form of
persuasive social strategy intended to influence how people perceived the
buying and consumption of goods.
According to Danesi, advertising has three main categories:
1. Consumer advertising, which is directed towards the promotion of
some product.
2. Trade advertising, in which a sales pitch is made to dealers and
professionals through appropriate trade publications and media.
3. Political-social advertising, which is used by special-interest
groups and politicians to advertise their platforms.
Moreover in advertising language is existed to reinforce, allude, or simply
state its message. There are some strategies of advertising language based
on Danesi book such as:
1. Jingles and Slogans: These enhance memory of the product: Have
a great day, at McDonald; Join the Pepsi Generation.
2. Use of the Imperative Form: This creates the effect of advice
coming from an unseen authoritative source: Drink milk, Love Life;
Trust your sense; Healthy inside Fresh outside
3. Formulas: These create the effect of making meaningless
statements sound truthful: Triumph has a bra for the way you are;
A Volkswagen is a Volkswageri.
4. Alliteration: The repetition of sounds in a slogan or jingle increases
the likelihood that a brand name will be remembered and be
imbued with a poetic quality: The Supe$ree sensation (alliteration
of s); Guinness is good for you (alliteration of g).
5. Absence of language: Some ads strategically avoid the use of any
language whatsoever, suggesting, by implication that the product
speaks for itself.
6. Intentional omission: This capitalizes on the fact that secretive
statements like Don’t tell your friends about.. .; Do you know what
she’s wearing? Grab people’s attention.
7. Metaphor: To create powerful imagery for the product: e.g., Come
to where theJlavor is . . . Marlboro country.
8. Metonymy: Also to create powerful imagery for the product: Bring
a touch of Paris into your life.
Therefore the design of advertisement is always aesthetical, memorable,
eye catching, and sometimes erotic to get maximal attention of the
candidate buyer of the product.
2.4 Starbucks coffee shop
Starbucks is an international coffee company which is found by three of
friends in Seattle, Washington, United States on March 30, 1971. They are
Jerry Baldwin an English teacher, Zev Siegl a history teacher, and Gordon
Bowker a writer. At the first time it was considered to be named Pequod
which was inspired by Moby Dick novel but the co-founder refused to use
this name then renamed to Starbuck, the name of Pequod’s mate in Moby
Dick. They sold high quality coffee beans and equipment only. But until
the day, an entrepreneur named Howard Schultz joined to the company as
a Director of Retail Operations and Marketing. He gave an idea to the
founder that the company should sell coffee drinks and espresso after he
had been in trip in Milan. He wanted to bring the coffeehouse nuance in
Milan to United States where the people can go hangout, chatting, and
meeting with their friends outside the office or home comfortably. But the
founder did not agree because they were afraid it would distract the
company’s focus as a coffee beans and equipments retailer company.
Even in the next time they made free samples of pre-made drinks. Schultz
saw a chance to made money from this business, he started made a coffee
bar named Il Giornale in April 1986. And then Jerry Baldwin was the
owner of Starbuck at that time bought Peet’s, the place they were ordering
coffee beans for Starbucks. Until in 1987 the three of Starbucks founders
decided to sell Starbucks to Schultz. After Starbucks was took over by
Schultz he rebranded Il Giornale’s outlets became Starbucks. In that time
Starbucks was growing and expanding quickly as coffee drinks company
in United States.
Nowadays Starbucks has 17,009 stores in 50 countries and 137,000
employees along 2010 therefore it is considered as the largest coffeehouse
company in the world. Starbucks expands their outlets all over the world
rapidly since the first time it opened in Pike Place Market, Seattle. Schultz
began to expand Starbucks outside North America after succeed grown
162 outlets in United States and Canada. This time Starbucks has been
selling another product beside coffee drinks, they sell food beverages,
drink water, tea, and also their merchandise such as glass, t-shirt, cap, and
so on.
Chapter 3
Methodology
3.1 Research methodology
This research is conducted by using a descriptive analytical interpretive
method. The researcher will analyze the data by using semiotics theory by
Roland Barthes based on denotation and connotation level.
3.2 Source of the data
The data of this research is advertisements of Starbucks in official
Starbucks website and some online magazines.
3.3 Data collecting procedures
1. Finding the Starbuck advertisements
2. Selecting the advertisements which represent the superiority of
Starbucks
3. Finding the appropriate theories
4. Finding and reading some books or other texts which related to
the corpora and the theory
3.4 Data analyzing techniques
1. Identifying the elements of the advertisements
1.1 Identifying the signifier of the advertisements
1.2 Identifying the signified of the advertisements
2. Analyzing the denotative meaning of data from the
advertisements
3. Analyzing the connotative meaning of data
4. Interpreting the result of the analysis
5. Identifying the interpretations which shows superiority
References
Allen, Graham. (2003) Roland Barthes. London: Routledge.
Barthes, Roland. (1991) Mythologies (trans. Annette Lavers). New York: The
Noonday Press.
(1977). Image-Music-Text. New York: Hill and Wang
Chandler, Daniel. (2002) Semiotics: The Basics. London: Routledge.
Cobley, Paul. (2001) The Routledge Companion To Semiotics And Linguistics.
London: Routledge.
Danesi, Marcel. (2004) Messages, Signs, And Meanings: A Basic Textbook in
Semiotics and Communication Theory. Canada: Canadian Scholars’ Press Inc.
Hornby, A S. (2000) Oxford English Dictionary 6th Edition. Oxford: Oxford
University Press.
Ratna, Nyoman Kutha. (2006) Teori, Metode, dan Teknik Penelitian Sastra Dari
Strukturalisme Hingga Postrukturalisme Perspektif Wacana Naratif. Yogyakarta:
Pustaka Pelajar.
http://en.wikipedia.org/wiki/Starbucks [accessed on Friday
http://en.wikipedia.org/wiki/Advertising
http://www.starbucks.com/about-us/our-heritage