The Emotional Analysis Of The Starbucks Bench Ad

Mmmm, it is so hot and steamy. Its sweetened aroma fills my nostrils. Every time it enters my mouth, I have a burning desire for more. It stimulates me, forcing me to work harder. I grow more addicted with each swallow. It comforts me from the cold. The feeling it gives me is inspiring! Oh yes, there is nothing like a fresh cup of coffee. Starbucks does not portray it quite that sensual in the Starbucks Bench Ad (Fig 1) (Mohawk), but with help from a few of Aristotle’s rhetorical appeals, they come close. The Starbucks “Bench” ad utilizes an eye-catching story introduction to emotionally appeal to its intellectual audience, a desire to write their story highlighting the many benefits of being a coffee drinker.

The Starbucks Bench advertisement

One simple way the ad emotionally appeals to readers is through its color selection. The ad begins with a dark background which sparks the imaginative creation of a cozy atmosphere. Additionally, the dark background keeps the reader focused on the coffee related items in the foreground. The ad displays a couple of large sized, severely crinkled-up wrappers that once contained one of Starbucks delicious bakery treats. The crinkled-up wrappers are brown in color which serve to make the audience feel warm and invited. The Starbucks Bench ad uses a mixture of brown, black, and contrasting white to create the “coffee-like” atmosphere that is warm and welcoming for readers. Many studies have shown that choosing the right color scheme is vitally important for advertising, “Researchers found that up to 90% of snap judgements made about products can be based on color alone, depending on the product” (Ciotti 2). Color selection has an extraordinary influence on the persuasive power of advertising. The Bench ad also employs other technics that add to the aesthetically pleasing visuals. The physiological need for food and drink can affect us emotionally. The food stain on the bakery wrapper reminds the reader of what it used to contain and appeals to the physiological need for food. The presence of the coffee cup appeals to the physiological and emotional need for drink and energy. An ad with something as simple as a few crinkled bakery wrappers, when combined with the right placement, lighting, words and color scheme, can prove to be a truly emotional experience for a