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Gabriela Lucatero
Professor Connelly
English 2
10 October 2016
Advertising Essay
Starbucks has been around since 1971 when the first store opened in Seattles Pike Place
Market. The founders of Starbucks are Gordon Bowker, Jerry Baldwin and Zev Siegl, which in
1982 Howard Schultz joins Starbucks as a director of retail operations and marketing. In fact, as
of 2015 there is a total of 22,519 store worldwide. In the 1990s Starbucks grew more by opening
drive through locations and expanding new choices of beverages. During the past few years
Starbucks has created billions of advertising to their campaign. Without knowing who or what
they are targeting, which it can lead to fails dilemma.
The add that I found is If your coffee isnt perfect, well make it over. If its still not
perfect make sure youre in a Starbucks ( ). This advertising is trying to persuade people into
thinking that the only good coffee there is, is in Starbucks. Which is not true because statistics
analysis that proves Starbucks wrong. Eighty percent of people prefer cheaper coffee brands
which still taste the same or even better. A study compare the Dunkin Brand to Starbucks finding
that dunkin brand better Starbucks taste

1.

Short summary-The advertisement is a picture of a Starbucks cup sitting on a table on the

right side of the frame. On the left side of the picture has the words if your coffee isn't

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perfect well make it over if it's still not perfect make sure you're in a Starbucks. in bold
littering of various sizes.
2. Peers argument-falls dilemma because in her paragraph she she actually writes falls
dilemma she also backs up her argument with proof This advertising is trying to persuade
people into thinking that the only good coffee there is, is in Starbucks. Which is not true
because statistics analysis that proves Starbucks wrong. Eighty percent of people prefer
cheaper coffee brands which still taste the same or even better. A study compare the Dunkin
Brand to Starbucks finding that
3. Peer analysis- she mentions that the advertisement has The add that I found is If your
coffee isnt perfect, well make it over. If its still not perfect make sure youre in a
Starbucks ( ). This advertising is trying to persuade people into thinking that the only good
coffee there is, is in Starbucks.
4. sources -This paragraph does not mention two scholarly sources that are required on the
prompt.
5. Type of argument-She is analyzing logical fallacies because she mentions falls dilemma.
6. She does not have a work cited.
Thank your letting me read your paragraph
Sincerely Bobby Fernandes

Revision Plan
In my revision plan my peer pointed out many issues in my shitty first draft. He knew
what my argument was and what fallacy I was incorporating in my paper. He also mentions that

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my advertising is trying to persuade people into thinking that the only good coffee there is, is in
Starbucks. Also, at that time I did not have any scholarly sources because I have not yet
incorporated in my paper. My peer noticed that I am working with rhetorical appeal. My peer
also pointed out that I am missing work cited page that is also required on the prompt.
With the information that my peer gave I will take into consideration that I need al least
two scholarly sources and a work cited. I will keep on work to make my paper a rhetorical appeal
which is what it need to be.

Gabriela Lucatero
Professor Connelly
English 2
17 October 2016

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Rhetorical Appeal Starbucks Advertising
Starbucks has been around since 1971, the first store opened in Seattles Pike Place
Market. The founders of Starbucks are Gordon Bowker, Jerry Baldwin and Zev Siegl, which in
1982 Howard Schultz joined Starbucks as a director of retail operations and marketing. In fact,
as of 2015 there is a total of 22,519 store worldwide. In the 1990s Starbucks grew more by
opening drive through locations and expanding new choices of beverages. In the advertising
image it shows emotions, and special interest. During the past few years Starbucks has created
billions of advertising to their campaign. Without knowing who or what they are targeting, which
can lead to a dilemma.
How big is the global coffee industry and how far does its influence extend? Coffee is
second only to oil as the most valuable trading commodity in the world. Various estimates as to
how many people depend on the growing of coffee for their livelihood range from 20 to 125
million. Current global sales of coffee are estimated at approximately $55 billion a year, while
only 13% of that (or approximately $7 billion) is retained by exporting nations (Rusich).
According to Constance Rusich states, Despite the attention that Starbucks has drawn, it has
not yet reached the status of a major player in world markets, and in the United States, Dunkin
Donuts still sells more coffee than any specialty coffee retailer (431). Which proves that
Starbucks it not the only best coffee in the nation, it has strong competition like Dunkin Donuts.
The add that I found is If your coffee isnt perfect, well make it over. If its still not perfect
make sure youre in a Starbucks (Starbucks One Page Ad). This advertising is trying to
persuade people into thinking that the only good coffee there is, is in Starbucks. Which is not
true because there is statistics analysis that proves otherwise. Eighty percent of people prefer
cheaper coffee brands which still taste the same or even better. A study compare the Dunkin

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Brand to Starbucks finding that While neither establishment serves up the wonderment that is
homemade smores hot chocolate, Dunkins yummy, warm-you-right-up cocoa is much better
than Starbucks bitter, borderline-unpleasant recipe (Lovejo 3). Which a majority of people
said that Starbucks is not the only good coffee there is. In fact, there is Dunkin's Donuts,
McDonald's, and Panera which are as good as Starbucks.
In the advertising image it shows emotions, and special interest because it is trying to
persuade the reader that the best coffee is Starbucks coffee. In the advertising it states that Its
not just coffee. Its Starbucks (Starbucks One Page Ad). Basically, it is stating that Starbucks has
the best and must quality of coffee and, in fact, it is the best one nation wide. Which according
to Logic and contemporary Rhetoric Twelfth Edition this is a form of ad hominem argument
which is a fallacy applying to one's prejudices, emotions, or special interests rather than to one's
intellect or reason.(84). Not all people think the same way which is why not all people believe
that Starbucks has the best coffee, everyone has different taste.
Over all, my advertising image has false dilemma because it is trying to advertise and
persuade people of things that their coffee is the best one in the world. But, studies have shown
that Starbucks is not the top best coffee which proves that my advertisement is false. Also it does
not have enough academic and scholarly words into show the other true side. By Starbucks
creating their advertising with emotions and false arguments they are persuading people that
there coffee is more good in taste.

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Works Cited
Kahane, Howard, and Nancy Cavender. Logic and Contemporary Rhetoric: The Use of Reason
in Everyday Life. Belmont, CA: Wadsworth, 2002. Print.
Lovejo, Britt N. "Tarnishing The Dilution By Tarnishment Cause Of Action: Starbucks
Corp. V. Wolfe's Borough Coffee, Inc. And V Secret Catalogue, Inc. V. Moseley,
Compared." Berkeley Technology Law Journal 26.1 (2011): 623-653.Academic Search
Premier. Web. 17 Oct. 2016.

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RUZICH, CONSTANCE M. "For The Love Of Joe: The Language Of Starbucks." Journal Of
Popular Culture 41.3 (2008): 428-442. Academic Search Premier. Web. 17 Oct. 2016.
Starbucks One Page Ad. Starbucks, n.d. Web. 10 Oct. 2016.
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