Starbucks Rhetorical Analysis

Starbucks, a large corporation that sells trendy coffee, has a well-known tradition of creating holiday cups to go along with their seasonal drinks. There is also a tradition of criticizing the cups. In 2015, the year of controversy over the Starbucks holiday cups, Christians had the perception that Judah-Christian values were being attacked under the Obama Administration. Author Emma Green, wrote “The Inanity of the Starbucks Christmas Cup ‘Controversy’,” published in 2015 in The Atlantic, she argues that in order for a business such as Starbucks to appeal to all of their consumers they need to express neutral seasonal greeting, to appeal to a broad and diverse consumer base throughout the world, a lot of which is not Christian or religious. Emma Green establishes her argument by using quotes from very influential people and a great number of facts from reputable sources. Green’s argument is able to appeal to her readers with her use of sarcasm, ethos, and logos.

To what mode of persuasion does this author appeal -- logos, ethos, or pathos? Logos and ethos because it discusses the benefits and purpose of coffee while connecting to the potential buyers because it's good for workers, pregnant women and specific ethic.

The original Starbucks was founded in 1971, in Seattle’s historic Pike Place Market, by three owners Jerry Baldwin, Zev Siegl and Gordon Bowker; who later hired Howard Schultz to be their director of sales in 1982 (Sun). During one of Schultz’s trip to Italy, he saw the essence of how cozy little coffee shops on neighboring street corners played a vital role in the social life of most Italians. It was the main point for the neighborhood, where friends met, mingled

Starbucks first opened in 1971 in Seattle’s Pike Place Market. They came up with the name inspired by Moby Dick and the high seas that coffee trade was done over. In 1982 Howard Schultz was introduced to the company, and quickly joined the team. Schultz then traveled to Italy and was instantly inspired by the Italian cafes he visited. He wanted to incorporate the Italian coffee bars into the American markets by adding food to the menus, and providing a romantic setting for friends to meet at. Eventually his ideas took form and the brand Starbucks became what it is today. They tested this idea by selling espresso at their locations and the business took off. At the end of 2014 Starbucks had 21,366 stores worldwide and they continue to be a major name in the coffee and food industry. Although different competitors have risen in the market, Starbucks still remains strong with a competitive advantage to most.

In 1981, Starbucks hired Howard Schultz as the Director of Retail Operations. He tried to convince the owners to sell coffee verse beans and machines. Unfortunately, he did not convince them and he branched off and opened his own café. Howard opened his chain of coffee shops in 1986 and later bought the name Starbucks from Baldwin.

Howard Schultz joined Starbucks as a director of retailing operations and marketing in 1982, which was the starting

Starbucks was established in 1971 in Seattle and was importing world’s finest coffee to Seattle’s consumers. In 1982 Howard Schultz bought the company and brought the culture of espresso bars in Seattle. The demand of consumers for high quality of coffee allowed Starbucks to expand to the rest of the U.S and North America and then internationally. (Starbucks, 2014)

Starbucks first opened in 1971 at a store in Seattle’s historic Pike Place Market. From one small store to over 19,000 coffee house, Starbucks offers the world’s best fresh-roasted whole bean coffee back then.

Nowadays everybody knows the emblematic green twin-tailed siren design that is Starbucks' logo, but back in 1971, Starbucks was a single and relatively unknown store, specialised in the roasting and selling of whole bean and ground coffee, tea and spices, in Seattle's Pike Place Market.

In 1971, three young entrepreneurs began the Starbucks Corporation in Seattle Washington. Their key goal was to sell whole coffee beans. Soon after, Starbucks began experiencing huge growth, opening five stores all of which had roasting facilities, sold coffee beans and room for local restaurants. In 1987, Howard Schultz bought Starbucks from its original owners for $4 million after expanding Starbucks by opening three coffee bars. These coffee bars were based on an idea that was originally proposed to the owner

As someone who was born and raised in Seattle, I am very proud to say I am from the “home” of Starbucks coffee. The company of Starbucks, started in Pike Place Seattle in 1971, has become a globally known company. It is known for putting customers first, taking critique and fixing the issue, and treating its employees very well. I have worked for Starbucks in past years and I have found all of these to be true.

Starbucks had is beginning in Seattle, Washington in 1971 by Jerry Baldwin, Gordon Bower and Zev Siegl. These three friends just had a love for dark roast, European styled coffee. They sat out to make sure that they offered better tasting coffee than Folgers and Maxwell House. These owners had a vision that show customers about fine coffees and wines. They made sure they had the best of the best coffee beans only importing from Sumatra, Kenya, Ethiopia and Costa Rica. The owners even made sure that they used the correct coffee pots and equipment that wouldn’t alter the flavor of the coffee. Howard Schultz joined in the company in 1982. He was just a customer at first but something far greater in the company and decided that he had to act on it. When Schultz originally requested to join the company he was rejected. After more than a year of wanting to join Schultz came on board as the marketing director for Starbucks. After going on a trip to Milan, Italy Schultz vision for the Starbucks company had become clear. He wanted to give the people something more than just fine tasting coffee. Schultz loved the idea of coffee bars baristas and customers interacting together. The connection to the people who love coffee did not have to take place only in their homes, where they ground and brew whole-bean coffee. He wanted to turn the Starbucks name into an official coffee bar. His bosses were not too fond of this idea. It just would be too much of a risk for them. They were too

The second integral element is the targeted culture, the knowledge of which is supposed to be used in order to persuade the found cross-border customers for a purchase. The entering business should be aware of the dominating cultural differences, preferences, tendencies and lifestyles, general beliefs and values. “When designing global marketing strategies, companies must understand how culture affects consumer relations in each of its international markets” (Khalifa, M., 2012). In order to be accepted by the consumers, the company has

In 1981, Howard Schultz, the chairman, president and chief executive officer of Starbucks, walked into a Starbucks store for the first time. Highly impressed of the great coffee and the company’s concept, he joined Starbucks a year later. In 1983 he traveled to Italy, where he became fascinated with the coffee culture in

The Starbucks founded in 1971 and opened the first store in Seattle’s Pike Place Market, WA, United States by Jerry Baldwin, Zev Siegl and Gordon Bowker. First Starbucks sold only coffee beans and coffee machines. The coffee drinks were sold after 10 years when Howard Schultz was hired as a Director of Retail Operations. And the next year, the founders sold Starbucks to Schultz, after that the company growing fast and large volume by made international franchise to Tokyo, which is a first international Starbucks’ store, and acquires many local coffee stores, such as Peet’s and Seattle’s Best Coffee. The Starbucks started to sell their stock to the public and their employees in the 1990s (Coffee. Org).