http://www.youtube.com/watch?v=xfWOugouCU0&feature=related
“Glen” was the second in a series of commercials for Starbuck’s Double Shot bottled beverage. The makers of this advertisement incorporate many nicely structured ideas into the minute long time frame. It begins with the “everyday guy” waking up in the morning and pulling the desired product out of the fridge. Upon drinking his beverage (which only takes 6 of the 60 seconds), a band appears in his apartment and follows him throughout the morning trip to his workplace. The song, a spoof off of “Eye of the Tiger”, is historically a pump-up used in movies, sports, etc… Having the band playing the song with altered lyrics talking about Glen’s ambition expresses what Starbuck’s wants the product’s effect to be. Drinking a Double Shot and you’ll be powered to “Bring on the Day”.
This song can be discussed alongside both Fowles’s article and William’s article. Williams could watch this commercial and saw it proves his point exactly. Starbuck’s is saying their product is a need, when it is a want. You don’t NEED the product; you need a good night of sleep and a healthy breakfast. The expression of confidence and invigoration on Glen’s face produces a consumer psychology that the drink will also make you a happier and more productive person. On the other side of the argument, Fowles could appreciate the commercials incorporation of several basic appeals, the most obvious of these being the need to achieve. Below this are the needs to dominate, the need for prominence, attention, and the need to escape. After Glen’s morning beverage, he can achieve, he can be powerful, admired, respected, and he can break free of his morning bores. Commercials like “Glen”, and its original “Hank”, are witty and creative. Now we can understand why Starbucks’s success is so profound.
Evan Diamond
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12 comments:
The starbuck's commercial is great, it provides humor and a sense of achievement to those who watch it. I agree that the power and possibilty of succeeding make this commerical even more appealing to "every day people", but the simple appeal of physiological needs, such as something to drink, also may have an effect. Many people start their day off with coffee and the advertisers may have used this knowledge to show people not only can you still have your cup of coffee, but you can actually energize yourself to achieve more. And I agree Williams would be disappointed to see this commercial because achievement has nothing to do with coffee, but Starbucks is trying to make a connection that is not really there.
-Jessica Karls
What i enjoyed most about this ad is at the end when they Survivor sang that if Glen continued to drink Starbucks double shot he "could one day become... supervisor". I agree tHis clearly illustrates the "need to achieve" appeal discussed by Jib Fowle. In actuality, continued use of this product would lead to dimished effects and eventually a dependence on caffinated beverages. And as Raymond Williams complains, this ad is confusing the consumer by selling them an idea or feeling, rather than a product. On a side note, Starbucks isn't doing to well, they plan to layoff as many as 1000 employees in the coming month and have seen more then 600 stores close in the US. But double shot expressos are great.
-Andy Soukup
As stated in the original post, i definitely agree that Williams' point of want vs. need is best expressed through this commercial. It targets just about anyone because whether you go to school or work 9 to 5, you need energy to get through your day. The Double Shot provides not only power from the beverage but also a lifestyle to better utilize the power you receive from it.
-Tamara Kozyckyj
This starbucks commercial is a great ad that hits on many of Fowles' appeals like you said. Most everyone can definately affiliate with a normal average Joe like Glen, and "The Eye of the Tiger." The use of such a powerful and popular song engages viewers in the commercial and tries to make it memorable. If Starbucks isn't doing then I think this was a great ad to try to get people to buy their taste drinks.
Emily Andrae
I agree that the need to achieve was used in the commercial, but I also think it really plays on the need for prominence. After Glen drinks his energy drink he gets his own little band that highlights even the most mundane aspects of his daily life. It song implies the importance of his everyday life and all the struggles that go with it.
This advertisement uses the song very appropriately and pumps up the person who is watching the advertisement. I agree that we do not need the product although it seems like if we have the product then we can achieve out goal like being a supervisor. According to Jib Fowles, he list eight categories for advertisement. The sixth one is the need to achieve, it is the drive that energizes people. This advertisement clearly shows this and does it in an appropriate way. I enjoy this advertisement however I feel it’s exaggerated to sell a can of coffee.
Mary Quach
I agree with many of the points you made on this commercial. The use of the song "Eye of the Tiger" immediately hooks the viewer on what its trying to sell. It definitely tries to tell the viewer what it wants or needs, one of Williams points in his article, versus what they actually need. The commericial claims that double shot expressos will liven up your day and even maybe help you get that promotion of "supervisor" you have been waiting for which highlights Fowles' idea of the need to achieve. Great commercial and humerous, but obviously a Starbucks drink will not drastically change everyones lives which compliments Williams' views on commercialism in a capitalist economy.
Kevin Nieuwenhuis
This commercial uses our want to achieve greater things to try and sell a product that probably won't do this. Drinking coffee isn't automatically going to make you a better worker. It may wake you up more due to the large amounts of caffeine but none the less you have to have the will power to do the work yourself. There's no magic drink that can do this for you.
Jeff Scheidegger
Many people drink Starbucks simply for the taste but the goal of this ad is to tug at the sleeves of those who believe they "need" coffee, lattes, cappuccinos, etc to function throughout the day. I think it's effective because it portrays the illusion that if you drink their product, you will be alert and successful throughout the day. However, Williams would probably have a problem with this ad because drinking coffee isn't the magic trick to functioning well throughout the day.
Kyle Meier
Wow, really great post! Although I think you kind of stretch the definition of "two paragraphs". This is an extremely funny commercial. Maybe this is where people get the idea that they "need" coffee. Nowadays people often don't sleep as much as they should, or if they do, they often don't sleep well. People also tend to blame their problems on other things, so this commercial gives them an excuse, however irrational, to say, "Well, I'm tired because I haven't had my coffee yet."
~Monica Schultz
This commercial is a great example of Fowles basic appeals. The song itself "eye of the tiger" would make the commercial by itself but the addition of new lyrics to go with the commercial gives a personal feel energies people when they hear it. A Need to achieve as people have Rocky flashbacks and suddenly want to accomplish everything they ever have dreamed.
Joshhua Torres
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