Advertisers and marketers at Starbucks fully understand the concept on scotosis, and better yet, they know how to get customers to partake in it. "PR and advertising offer myopic visions that magnify the positive attributes of a commodity and disconnect the consuming experience from alternative experiences." When you walk into a Starbucks or see a commercial or Starbucks, there a hundred different things that influence your perception and chances are, not a single one of those things was put there by accident.
They make the espresso machine look overly complicated and inoperable by anyone other than a trained barista. There is a cloud of noise over the counter form the baristas yelling coded drink orders at each other, there's an espresso machine that's so loud it needs a muffler, and all the conversations that other people are having around you makes this place seem unique and popular.
The busy atmosphere and complex process that goes into making your coffe both contribute to the idea that you can't get this cup of coffee anywhere else, only someone trained could make this. And even with trained people, it takes three of them in an assembly line to do it. That idea is only reinforced by the nearly endless drink menu, and a plethora different coffee beans, each with a stamp saying where it's from and how different and unique it is from all the other coffee beans there... Just like you're unique and different from all the people there.
They make the espresso machine look overly complicated and inoperable by anyone other than a trained barista. There is a cloud of noise over the counter form the baristas yelling coded drink orders at each other, there's an espresso machine that's so loud it needs a muffler, and all the conversations that other people are having around you makes this place seem unique and popular.
The busy atmosphere and complex process that goes into making your coffe both contribute to the idea that you can't get this cup of coffee anywhere else, only someone trained could make this. And even with trained people, it takes three of them in an assembly line to do it. That idea is only reinforced by the nearly endless drink menu, and a plethora different coffee beans, each with a stamp saying where it's from and how different and unique it is from all the other coffee beans there... Just like you're unique and different from all the people there.
But even with all these forces convincing you that only Starbucks can make your coffee, there is still a portion of the wall dedicated to coffee grounds that you can buy and take home with you to make coffee just like you get it at Starbucks, but in the comfort of your own home.
But wait, it's not exactly the same unless you buy the Starbucks brand espresso maker (which conveniently has about three buttons). It's just like Mathieu said, "New and contradictory needs are created all the time." Starbucks convinces us that we can't make coffee like they do. But if we really want to, we can buy their beans, their espresso maker, their milk steamer, their mugs, and anything else that will make us think the coffee we make is the same as the one we just paid $4.65 for.
But wait, it's not exactly the same unless you buy the Starbucks brand espresso maker (which conveniently has about three buttons). It's just like Mathieu said, "New and contradictory needs are created all the time." Starbucks convinces us that we can't make coffee like they do. But if we really want to, we can buy their beans, their espresso maker, their milk steamer, their mugs, and anything else that will make us think the coffee we make is the same as the one we just paid $4.65 for.
I really liked how you made the point of everything being there for a reason, not an accident. That is something I have been noticing a lot with things that I encounter everyday since we've been reading these passages. I also liked how you brought up the coffee that Starbucks now makes that you can take home; but wait, you have to buy the coffee mug, and the espresso maker, and anything else. Good points!
ReplyDeleteRoger, I like how you commented on how Starbucks has the really high tech expresso machine that looks complicated to operate. That machine doesnt take a genious to operate and is probably operated by the press of 1 or 2 buttons. They want to make you feel like their coffee is crafted by the best baristas.
ReplyDeleteI really enjoyed how you discussed how Starbucks makes the espresso machines overly complicated than anyone who doesn't work there can understand. I think this is so true, I never even realized it.
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