Coffee

Coffee from where to where

motomur Coffee

 

 

 

Starbucks ad https://www.youtube.com/watch?v=CBm7Ata6Q_Q

 

On this blog, I am going to write about coffee. The reason why I chose to write about coffee is that it contains caffeine, which is a drug closely related to our lives. Many people are not aware or don’t consider it as a drug, however, according to TeensHealth, it says that“Caffeine is defined as a drug because it stimulates the central nervous system, causing increased alertness. Caffeine gives most people a temporary energy boost and elevates mood(2014).” The reason why I chose this advertisement from Starbucks is that it showed how closely caffeine(coffee) is connected to our lives, as well as making them look safe, good and gave me this desire of having a cup of coffee. I honestly thought it was a good advertisement.The advertisement that I chose shows how the coffee in Starbucks is made and delivered. People who are interested in how the coffee at Starbucks is made might see this advertisement at first. It makes us feel comfortable drinking coffee because it shows the background. They aren’t using any models but instead, they are using papers to depict people, and that makes a good taste.

 

~History~

1971
Starbucks opens first store in Seattle’s Pike Place Market.

1982
Howard Schultz joins Starbucks as director of retail operations and marketing. Starbucks begins providing coffee to fine restaurants and espresso bars.

1987
Il Giornale acquires Starbucks assets with the backing of local investors and changes its name to Starbucks Corporation. Opens in Chicago and Vancouver, Canada.
Total stores*: 17

1989
Total stores: 55

1994
Opens first drive-thru location.
Total stores: 425

1997
Establishes the Starbucks Foundation.
Opens stores in the Philippines.
Total stores: 1,412

2010
Expands digital offerings for customers with free unlimited Wi-Fi, Starbucks Digital Network.

Total stores: 16,858

2015

Opens stores in Panama
Total stores: 22,519 (as of June 28, 2015)

(Starbucks company timeline)

 

~Missions~

 

One person, one cup and one neighbor at a time.

Creating a culture of warmth and belonging, where everyone is welcome.

Acting with courage, challenging the status quo and finding new ways to grow our company and each other.

Being present, connecting with transparency, dignity, and respect.

Delivering our very best in all we do, holding ourselves accountable for results.

(Starbucks company profile,2017)

 

 

~How caffeine affect our body~

 

Healthline (the effects of caffeine on your body,2017) lists several effects that caffeine causes.

 

Central nervous system

“Caffeine acts as a central nervous system stimulant. When it reaches your brain, the most noticeable effect is alertness. You’ll feel more awake and less tired, so it’s a common ingredient in medications to treat or manage drowsiness, headaches, and migraines. Studies have also found that people who drink coffee regularly have a lower risk of developing Alzheimer’s and dementia, and cut suicide risk by 45 percent. These benefits are limited to people who drink high-octane coffee, not decaf. Some people consider coffee to be a health drink, but like most foods, overindulging can cause side effects. For example, too much caffeine can give you headaches. This is primarily linked to caffeine withdrawal. The blood vessels in your brain become used to caffeine’s effects so if you suddenly stop consuming caffeine, it can cause a headache(August 2017).”

 

Other symptom

-anxiety

-irritability

-drowsiness

 

Digestive and excretory systems

“Caffeine increases the amount of acid in your stomach and may cause heartburn or upset stomach. Extra caffeine doesn’t get stored in your body either. It’s processed in the liver and exits through your urine. This is why you might have an increase in urination shortly after having caffeine(2017).”

 

Circulatory and respiratory system

“Caffeine can make your blood pressure go up for a short time. This effect is thought to be attributed to either an increase in adrenaline or a temporary block on the hormones that naturally widen your arteries. In most people, there is no long-term effect on blood pressure, but if you have irregular heart rhythms, caffeine may make your heart work harder. If you have high blood pressure (hypertension) or heart-related problems, ask your doctor if caffeine is safe for you to consume.

 

Skeletal and muscular system

“Caffeine in large amounts may interfere with absorption and metabolism of calcium. This can contribute to bone thinning (osteoporosis).If you consume too much, caffeine may cause also your muscles to twitch.

 

Reproductive system

“Caffeine travels within the bloodstream and crosses the placenta. Since it’s a stimulant, it can cause your baby’s heart rate and metabolism to increase. Too much caffeine can also cause slowed fetal growth and increased risk of miscarriage. In most cases, a little caffeine is safe during pregnancy.

 

 

 

The amounts

Caffeineinformer says that“More than 4 cups of coffee linked to early death. A Mayo Clinic partnered study found that men who drank more than four 8 Fl.oz. cups of coffee had a 21% increase in all-cause mortality. However, those that reported that they consumed excessive amounts of caffeine were also likely to smoke and have poor fitness.”

 

 

We can see that there are many good effects as well as bad effects to our body. I’ve also heard that caffeine can suppress our appetite. But this might cause some health problems as well so people need to be careful.

 

 

 

http://www.studentshow.com/gallery/3963019/Starbucks-Window-Advertisment

Here is another advertisement from Starbucks. This shows how big the name value is in Starbucks and I think that this advertisement is aimed toward repeaters. This is like another strategy how Starbucks promotes their own coffee using their own name and attracting customers with familiarity.

 

~Conclusion~

 

A lot of people drinks coffee every day and it is kind of like a custom drinking a cup of coffee in the morning.  I personally like drinking coffee and it always helps me when I need to wake up late. I didn’t consider caffeine as a drug before but now I do and I learned that moderation is the key to keep being healthy.  I will recommend everyone to drink coffee. Of course, there are some effects from caffeine but I personally like the smell and the taste of coffee. It makes me relax and concentrate on my work. People who drink two to three cups of coffee on a daily base has a low risk of heart disease, having a stroke, or committing suicide (Fine News!). There is a lot of studying out there so I am not sure what to believe, but I hope I could make the right choice and live healthier.

 

References:

Teens Health (2014): http://kidshealth.org/en/teens/caffeine.html

Starbucks Company Timeline (2017): https://www.starbucks.com/about-us/company-information/starbucks-company-timeline

Starbucks Company Profile (2017):https://www.starbucks.com/about-us/company-information/mission-statement

Healthline, The effects of caffeine on your body (2017):https://www.healthline.com/health/caffeine-effects-on-body

caffeine informer:https://www.caffeineinformer.com/harmful-effects-of-caffeine

Starbucks window advertisement: http://www.studentshow.com/gallery/3963019/Starbucks-Window-Advertisment

 

 

 

 

 

 

 

 

 

 

 

 

 

 

Starbucks and their advertisments

nguye74 Coffee

Starbucks and their advertisements

 

  1. Why did I choose this ad and Starbucks?

For this topic, I’m going to pick an ad from Starbucks to debunk it. I picked coffee for this topic because coffee is really common for college students, and I want to know more about coffee as I drink lots of coffee every day. Here is a picture of the ad that I picked.

I chose this specific ad because the words of it is very intriguing, the ad itself claims that Starbucks makes the best coffee, very arrogant yet it grabbed my attention. The reason why I picked this ad from Starbucks because Starbucks is one of the biggest coffee chain in the world to get there they had very good marketing tactics and advertisements. As a result, I want to see use of their ads to see how they manipulate their consumers into buying their coffee. Founded in 1971 by Zev Siegl, Gordon Bowker and Jerry Baldwin Starbucks has their shops in over 70 countries. Starbucks revenue hit ~21 billion (2016) and the company is offering over 300,000 jobs across all its stores.

 

 

  1. Starbucks’ history 

Let’s go a little deeper in Starbucks’ history. The first ever Starbucks was opened on, March 31st 1971. Baldwin, Siegl and Bowker were taught how to roast coffee beans by Alfred Peet and decided they wanted to sell high quality coffee. The logo of Starbucks originally was made as a siren inspired by Greek Mythology. The first logo of Starbucks was completely topless and had a double tail. The 2nd logo of Starbucks was a big change to the company, they changed the primary color of the logo from brown to green and dark brown in the middle of the circle. In 2011, the company made a small change to the logo which switched it to an all green logo and enlarged the siren logo. The name “Starbucks” comes from the chief mate in the book Moby-Dick. On 1989, there were 46 Starbucks stores in the Midwest and the Northwest and Starbucks was roasting over 2,000,000,000 lbs. annually. In 2008, Starbucks expanded their shops to countries such as: Argentina, Brazil, Bulgaria, Czech Republic and Portugal. By 2017, Starbucks has over 21,000 stores worldwide.

 

  1. Who is this ad for?

I found this ad after 30 minutes of searching the World Wide Web, although they were many other choices but I wanted to pick this ad because it belongs to Starbucks. For this specific ad, in my opinion its intended audience is wide. Starbucks doesn’t really seem to aim to an age group or a group of people, they just want to aim it to coffee drinkers. “If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect make sure you are in a Starbucks”. The reason why I said this message isn’t intended for a specific age group is because the purpose of the message is very straight forward: we’ll make sure your coffee is good and if your coffee is not good then you aren’t in one of our stores. If it was for college students, I assume they would say something about exams and tests to attract college students to buy coffee during midterms or finals week. Being a college student, I’ve seen a few ads for coffee during finals week where we can bring a plastic cup for a 2$ off coffee at Starbucks to attract us to go there and fuel up for our exams. If the ad was intended for couples, it would send a message for an individual to be a better person. For example, when I was searching for this ad, I’ve seen a coffee ad that had a couple kissing and in their hands they are holding coffee cups from Nescafe (implying that your relationship will be strengthened when you drink Nescafe).

 

  1. The products of Starbucks  

Starbucks offers a lot of products on their menu, in this post I will go over a few of them that I think was interesting and mind-opening. The first one is the Skinny Cinnamon Dolce Latte. As listed on the website, the ingredients are: Non-fat milk, brewed espresso, sugar-free Cinnamon Dolce Syrup, Water, Natural and Artificial Flavors, Cellulose Gum, Citric Acid, Sucralose, Sodium Benzoate and caramel color. Although it has nothing to with the ingredients, I’m not too happy with the name of this products that is promoting that skinny is better and that people need the “skinny” drink. Leave that aside, the sucralose in this latte has been getting a few researches that stated that it’s not safe to intake this ingredient. For instance, an experiment conducted by the CSPI that tested sucralose on rodents found out that rodents that had been consuming sucralose increased their risk to leukemia. Another ingredient in this product that is controversial is the artificial sweeteners. To be more specific, a review by “International Journal of Pediatric Obesity” stated that artificially-sweetened consumption is linked with weight gain in children. The second product I want to walk about is the white chocolate mocha. As listed on Starbucks’ website the ingredients are comprised of: Milk, White chocolate, Mocha Sauce, Natural Flavor, Salt, Potassium Sorbate Mono-glycerides, Brewed Espresso, Whipped Cream, Mono and Diglycerides, Carrageenan, Vanilla Syrup and Natural Flavor. First, mono-glycerides contains trans-fat and the consumption of trans-fat is strongly linked to type 2 diabetes and heart disease. The Center of disease Control and Prevention has in fact linked it to over 20,000 cases of heart attack annually and stated that trans-fat doesn’t have any health benefits to its users. Moreover, the whipped cream on top of this product also carrageenan in it (carrageenan has been known for causing digestion problems)

 

  1. What techniques did they use for this ad

The main techniques they used for this ad is attention grabber (with their words) and visual imagery. Although it’s made pretty simple, as we always said simplicity is the key to success “If your coffee isn’t perfect, we’ll make it over. If it’s still not perfect, you must not be in a Starbucks”. This ad was written on what looks like a piece of canvas so it kept its classiness. At the bottom of the canvas paper we also see a cup of Starbuck coffee. This ad is such an attention grabber because it shows Starbucks’ arrogance. As they did this ads they were basically saying that they were the best coffee chain out there and there is no way that there coffee would taste bad. At the end of the canvas you also see another attention grabber “It’s not just coffee, it’s Starbucks” which I’m pretty sure is main message they are trying to convey here (the main campaign). The point here is to signify “Starbucks” making it more than just a cup of coffee you drink every morning to keep you awake and working, more like a sentimental product.

 

  1. My opinion on Starbucks’ products

Overall, to be completely honest I do enjoy Starbucks’ products despite the ingredients they use in our drinks that might affect our health. I have a firm believe that if you don’t over use something then it can’t be affecting your life in a negative way. I’m sure all of us have at least had one of the products from Starbucks since we are pretty close to Seattle and that was where the whole company chain started. Starbucks is one of Seattle most famous company and we should respect them and their products. However I would not recommend any good friends or family members of mine to overuse coffee from Starbucks. According to mayoclinic.org, 400 mg of caffeine (which is the main ingredient in coffee) per day is safe for most healthy adults. Moreover, I also believe that we all have different side effects when we take coffee. I’ve had some, not too many friends/ family members that don’t really enjoy coffee because they feel aren’t capable of coping with coffee side effects such as nausea, upsetting stomach, migraine, faster heartbeat, etc. Also, I would not recommend coffee for any users under 18 years old. The reason for this is because adolescence and childhood times are used for bone strengthening. Too much caffeine for people under the age of 18 can interfere with calcium absorption and affects growth. Obviously, if high schoolers drink a few cups of coffee whenever they have a test or exams it’s totally acceptable, just don’t form a habit of doing so every day. As a college student, I consume around 300-400mg of caffeine every day and I feel like it’s a part of my life now. I take early morning classes and I have a part time job, as a result without coffee it would be really hard for me to stay focus and work efficiently. All in all, coffee (from Starbucks or not), is an acceptable form of stimulant that should be used in a smart manner that would help us perform better in our everyday’ lives

Citations:

  1. Babe, Food. “Starbucks Finally Publishes Drink Ingredient List… Here Are The Worst Ones!”Food Babe, 13 Sept. 2016, foodbabe.com/2016/09/13/starbucks-finally-publishes-drink-ingredient-list/.
  2. Mayo Clinic Staff. “Caffeine: How Much Is Too Much?” Mayo Clinic, Mayo Foundation for Medical Education and Research, 8 Mar. 2017, www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/in-depth/caffeine/art-20045678.
  3. “Ask the Experts: When Can Kids Start Drinking Coffee?” Healthline, Healthline Media, 11 June 2015, www.healthline.com/health/childrens-health/experts-when-can-kids-drink-coffee.
  4. “Starbucks Company Statistics.” Statistic Brain, 1 Apr. 2017, www.statisticbrain.com/starbucks-company-statistics/.
  5. Chan, Amanda L. “How Safe Is Splenda? CSPI Urges Caution for Artificial Sweetener.” The Huffington Post, TheHuffingtonPost.com, 12 June 2013, www.huffingtonpost.com/2013/06/12/splenda-health-risks-cspi-leukemia-artificial-sweeteners_n_3431024.html.
  6. “Starbucks.” Wikipedia, Wikimedia Foundation, 23 Oct. 2017, en.wikipedia.org/wiki/Starbucks.

Coffee, The Solution

marroqk Coffee , , ,

I choose coffee as my drug topic because before we talk about coffee as a drug I did not considerate it a drug. I come from a strict family, where drugs are not allowed, not matter if it is a licit or illicit drug. The only time my parents drink alcohol are on holidays, but the funny thing is that they both need to drink a cup of coffee to start their morning. I do not think they realize that coffee is also a drug, and the same thing happened to me. I did not see anything bad on drinking coffee every morning, as my parents. However, now I know what caffeine really means, as we talk in class, coffee is a simulant that increase the functioning of the nervous system. I also know that companies spend billions of dollars to get more people as much they can. An example, is how “digital [advertising] made up 36.7% of total media ad spending in 2016 and will account for around half by 2021. Mobile will be the main driver of this growth, comprising 70.3% of digital spend in 2017” (eMarkete, 2017). Being expose to all these advertising is making hard to not consume drugs.

Another reason I decided to write this blog about coffee is because I want other people to know that coffee advertising are no reflecting what coffee really is, and then they can take their decision about drink or not coffee. I am not saying coffee should not be allow because it’s bad, but people have the right to see the coffee as a drug and not just as a solution to everyday  problem. To write this blog I decided to use a video ad from Lavazza called “Lavazza ‘Ode To Coffee’ commercial 2017,” by Lavazza https://www.youtube.com/watch?v=dBwMof3k14U

I choose this video ad because it was made this year (2017) that means it recent, it was post on Apr 5, 2017. Another reason is because this a good example on how coffee companies sell their drugs without telling to their customers that coffee is a drug, but a solution to any problem, or situation.

More 120 Years of History

  • Everything started when Luigi Lavazza opened Lavazza’s first grocery shop in via San Tommaso, in Turin, in 1895. He discovered the different origins and characteristics of the coffee plant, and studied the art of blending to meet the tastes of customers, creating the blends.
  • It was just after World War I and Turin was bustling: the Lingotto plant entered into production for Fiat, and the Lavazza grocery shop became a small business.
    • In this same period (1927) Lavazza started to use Pergamin: a pack with two layers of paper that maintains the fragrance of coffee.
  • The first Lavazza logo was created in 1946 by the Aerostudio Borghi in Milan. The central letter “A”, larger than the other letters, still identifies us today.
  • The coffee we buy today is still in vacuum packs. The first time it was packed this way was in 1950.
  • This made long-term conservation, and hence much wider distribution, possible.
  • In 1959, we launched Lavazza’s first decaffeinated coffee: DEC.
  • The largest roasting plant in Europe, in Settimo Torinese was built in 1965.
  • The world’s largest coffee school existing today was created during the 1979’s, under the name Luigi Lavazza Center for Studies and Research into Coffee.
  • In 1989, the Vending sector was formed with the Lavazza Espresso Point system: an espresso machine that uses single-serve pre-packed coffee capsules.
  • In 1982, Lavazza Coffees Ltd. was set up in London in 1990 to spread Italian coffee in the UK.
  • In 1993, art, photography and design were included in advertising.
  • 2004 saw the opening of the Giuseppe and Pericle Lavazza Foundation, a non-profit organization that seeks to improve people’s living conditions in coffee-growing countries.
    • The main project is called: “Tierra.” In this project we have permanently improved, in eight countries, the living conditions of more than 3,000 caficultores, boosting economic growth, improving their lifestyle and introducing new, more ecological and profitable agricultural techniques.
  • 2012- The Sustainability Report, illustrated the results of the commitment in the sustainability field.
    • we have launched a programmer aimed at assessing the environmental performances of various key products
  • In 2004, the Lavazza calendar took coffee into space, with the photographs of Thierry Le Gouès, inspired by Barbarella and the pop and science fiction imagery of the Sixties and Seventies.The same year, Lavazza took Italian espresso onto the International Space Station, in collaboration with Argotec and the Italian Space Agency (ASI).
  • The Lavazza coffee we drink today is the result of his idea: combining coffees from different parts of the world (Asia, Africa, Brazil, Sud-America, etc.). These coffees are harvested, processed, mixed and roasted to create many different and balanced blends, and satisfy the taste of every one of us.
  • Lavazza celebrated 120 years of history in 2015, where Lavazza was presenting the first Lavazza compostable
  • capsule for preparing a perfect Italian espresso, respectful of the environment.
  • In 2017- Lavazza is celebrating 122 years of being not just in the Italy marker but around the world.

Is Children a target of Lavazza Coffee? 

The audience of Lavazza is everyone who needs a solution to any problem in their lives, which mean everyone. The song of this ad is basically about when is a good idea to have a cup of coffee, for example when you need an advice, before texting you ex, when you need to convince police officers, impress a some you like, etc. but the example that most caught my attention is when I the minute 0:58 appears a cartoon astronaut. In this cartoon they represent their achievement to take “Italian espresso onto the International Space Station, in collaboration with Argotec and the Italian Space Agency” (ASI). This make me wonder why decided to add a cartoon in this ad, is it because children like cartoons? Or is it because they want people to think that this commercial is innocent. I feel that this a technique that reflex innocence, because most of cartoons are for children, and if this ad has a cartoon it means it nothing is wrong about it? Because of this cartoon I will say that the intended audience is not just everyone who needs a solution to their problems but also children.

Is Caffeine Addictive?

The active ingredient in coffee is caffeine, which means coffee is a stimulant and a psychoactive drug. That means, caffeine “acts primarily upon the central nervous system where it alters brain function, resulting in temporary changes in perception, mood, consciousness and behavior” (ScienceDaily). That is one reason people experiment paranoid, anger, high energy, and other synthons after drinking a cup of coffee or any other stimulant.

One of the physiological effect in our bodies after drinking caffeine is that if “you stop taking caffeine abruptly, you may have symptoms for a day or more, especially if you consume two or more cups of coffee a day” (WebMD Medical, 2017). You can experiment many symptoms of withdrawal from caffeine, some of them are headache, fatigue, anxiety, irritability, depressed mood, difficulty concentrating and other symptoms. However, caffeine does not cause serious withdrawal or harmful drug-seeking behaviors as street drugs or alcohol.

Based on Patrick Di Justo, claims in the article “Here’s everything that’s hiding in your cup of coffee” that “caffeine’s primary mechanism in the brain is blocking the effects of an inhibitory neurotransmitter called Adenosine (Patrick Di Justo, 2015). That means that when stimulants like coffee block neuroreceptotors for the sleep chemical adenosine you are awake.

On the other hand, Caffeine “doesn’t threaten your physical, social, or economic health the way addictive drugs do,” (myth and fact) for example, alcohol. For this reason, most experts don’t consider caffeine dependence a serious addiction. But this does not mean that you do not spend a lot of money drinking coffee every day. “Americans on average, each American drinks 3.1 cups of coffee a day, adding up to $40 billion spent annually on coffee in the U.S. alone” (Katy Osborn, 2015).

Some Advertising Strategies 

  • The main technique that I see in this video ad is that they are not targeting only one kind of person but suggesting that a cup a coffee is the solution to everything, at any time, that way they are targeting a bigger group of people as possible.
  • Another strategy is that they used a soft and relax tone in their music. Which I think is contradictory to what caffeine really does on the body. But this music make the audience think that no matter how bad their day is going, coffee will fix everything.
  • The video has humor, which I think is a good strategy because people are more likely to watch the whole video if they are have fun with it.
  • As English is my second language I always like to have subtitles on everything I watch. I think their strategy on having subtitles of the song is because they are considering not just one language/culture but because Lavazza coffee is all around the world they want to make sure that their ads are understanding.

This video ad does not explain the ingredients or what the side effects of caffeine are. They just focus on how coffee is “great.’

In conclusion

Even though I know caffeine affects can be dangerous, as coffee drinker I think is hard to decide whether or not I will recommend to my friend or family members think coffee. I think my answer will be that they can decided after I explained the cons and pros of caffeine as a stimulant. After, I will recommend then to drink coffee in small amounts, because based on my research caffeine is not addictive and even though it “does not cause the severity of withdrawal or harmful drug-seeking behaviors as street drugs or alcohol,” (Patrick Di Justo, 2015) it can cause symptoms of withdrawal as headaches, fatigue, anxiety, etc. when you stop drinking coffee.

However, coffee a good way to increase is energy. Based on the article “Caffeine Myths and Facts” by WebMD a good method to drink this stimulant is to drink it before 2:00 pm, because “caffeine has a relatively short half-life,” which means “after eight to 10 hours, 75% of the caffeine is gone” (WebMD Medical, 2017) from the body. Another point to keep in mind is that if you are trying to save some money, drink coffee everyday might not be a good idea.

References:

Di, P. (2015, MAR 18). Here’s everything that’s hiding in your cup of coffee. Retrieved from the website Business Insiders http://www.businessinsider.com/chemicals-in-coffee-2015-3

ScienceDaily. Psychoactive drug. Retrieved from the website ScienceDaily https://www.sciencedaily.com/terms/psychoactive_drug.htm

WebMD Medical. (2017, April 30). Caffeine Myths and Facts. Retrieved from the website WebMD

https://www.webmd.com/diet/caffeine-myths-and-facts#1

Osborn, K. (2015, September 29). Here’s where your coffee habit costs the most. Retrieved from the website Money http://time.com/money/4053704/coffee-costs/

eMarkete.(2017, March 15). US ad spending: The eMarketer forecast for 2017. Retrieved from the website eMarkete https://www.emarketer.com/Report/US-Ad-Spending-eMarketer-Forecast-2017/2001998

Lavazza. Timeline. Retrieved from the website http://www.lavazza.com/en/lavazza-world/company/history/

 

By Karina Marroquin, October 25, 2017.

Coffee Comes in Many Varieties

scottb22 Coffee

Picture Advertisement:

Coffee is part of so many people’s lives nowadays and many people start their day with a cup of coffee. Coffee is what can make a difference in a lot of people’s moods. This Ad seems to hit the spot for a lot of people’s lives. Coffee can make a person’s day a lot better. I know people who are grumpy if they don’t get coffee in the morning or they are just not the same person without there cup of coffee. Coffee does really make a difference in many people’s lives and that’s why I choose this drug. Not only did I choose it because it makes a difference in people’s lives, but it impacts my mom also, if she doesn’t get her coffee in the morning she get bad migraines and I wanted to learn more about coffee and its effects on people.

Video of a Starbucks commercial: (https://www.youtube.com/watch?v=If9llcO8sE0)

This video advertisement shows that Starbucks got flavors. This is the Frappuccino happy hour commercial and it shows how we are all different and that we all have flavor but so does Starbucks. This advertisement wants to draw the viewer in with the variety of delicious flavors that look amazing. I choose this video because it really draws me making me want to go and get one and I feel like that’s how advertisement should make people feel and go do.

The Starbucks Mission Statement:

“Our mission: to inspire and nurture the human spirit – one person, one cup and one neighborhood at a time.”
“From the beginning, Starbucks set out to be a different kind of company. One that not only celebrated coffee and the rich tradition, but that also brought a feeling of connection.”

The History of Starbucks:

The first Starbucks opened in 1971. The company was a single store in Seattle’s historic Pike Place Market. In 1982, Howard Schultz joins Starbucks as director of retail operations and marketing. When he visited Italy in 1983 where he was impressed by the espresso bars in Milan and thought of the potential he could bring back and add to the coffeehouse in Seattle. So, in 1984 he convinced the founders of Starbucks to test the coffeehouse concept where it became a success and served the first Starbucks Caffè Latte.
By 1987 there had been a total of 17 stores and each year stores continue to open and by 1994 Starbucks opens there first drive thru with a total of 425 stores. The following year Starbucks starts to serve Frappuccino’s. By 1999 there was 2498 stores open and stores start opening by the thousand each year on. By 2015 there was 22,519 total stores opened all over the word.

Some Awards and Recognition:

One of the “Most Admired Companies in America”
Fortune – 2003–2015
One of the “World’s Most Ethical Companies”
Ethisphere – 2007-2015

Starbucks Advertisement:

This Advertisement from Starbucks does aim to a certain audience which are couples and people who are wanting to go out on a date. Coffee dates seem to be very popular nowadays. But coffee is for anyone who need a boost of energy, need something hot or cold, sweet or black. They have so many flavors in coffee that it’s hard not to like something from Starbucks. Anyone who is old enough to drink coffee is the intended audience that Starbucks tries to catch the eyes of.
This Ad in particular would only be around during the Valentines season. Along with their Valentines drink.

Facts about Coffee:

Coffee comes from a bean, so it contains phytonutrients and polyphenols, chemical compounds found in plants that are believed to have antioxidant benefits, but caffeine is the nutrient that people are most aware of in coffee.
The active ingredient in coffee is caffeine, which is a stimulant and the most commonly consumed psychoactive substance in the world. “64% of Americans drink at least one cup a day—a statistic that’s barely budged since the ’90s.” Which was stated in the Times.
Up to 400 milligrams of caffeine a day appears to be safe for most healthy adults. That’s about four cups of brewed coffee. But for adolescents they should limit their consumption of caffeine.
A small home-brewed cup of coffee could contain 50 mg, while a big 16oz Starbucks Grande can contain over 300mg.
• “Drinking coffee is associated with a drastically reduced risk of type II diabetes. People who drink several cups per day are the least likely to become diabetic.”
• “Coffee is associated with a much lower risk of dementia and the neurodegenerative disorders Alzheimer’s and Parkinson’s.”
• “Coffee appears to be protective against certain liver disorders, lowering the risk of liver cancer by 40% and cirrhosis by as much as 80%.”

There are side effects from drink too much coffee which are:

• Migraine headache
• Insomnia
• Nervousness
• Irritability
• Restlessness
• Frequent urination or inability to control urination
• Upset Stomach
• Fast heartbeat
• Muscle tremors
• Tremors
• Dizziness
• Anxiety

How it works:

“The caffeine enters your bloodstream and quickly finds its way to your brain, where it works as a stimulant and boosts alertness and energy.”
Controlled trials show that caffeine improves both mood and brain function. Caffeine raises metabolism and increases the oxidation of fatty acids. Caffeine’s primary mechanism in the brain is blocking the effects of an inhibitory neurotransmitter called Adenosine. Drinking large amounts of coffee can cause a spike in blood pressure and heart rate. There isn’t a clear explanation as to why caffeine causes this increase in blood pressure, but it’s likely due to increased adrenaline and other hormonal responses brought on by the stimulant.

Advertising techniques used:

There are a ton of coffee advertisement out there in this world. The videos/ commercials tend to grab the audience’s eyes. Also, there are promotions, billboard, posters in the windows, signs and even clothing that advertise coffee.

 

 

 

Finally…

Coffee is wonderful, it has great taste, wakes me up, makes me more alert and awake. Coffee always warms me up when I get it hot or cools me down when I get it iced. It’s not just something I get because it wakes me up, but I also get it because of the taste and the varieties of flavors that I can choose from when ordering from Starbucks is always great. I may not get coffee everyday like many other people do but I do get coffee a couple times a week.
Coffee also really helps with constipation which everyone gets once in a while so that’s also another reason to drink coffee. I would definitely recommend coffee to anyone of my friends and family members and really anyone who isn’t a child, because it’s probably the least harmful ‘drug’ out there. As long as you don’t drink more than 400mgs of caffeine a day you should be fine. But some people maybe more sensitive to caffeine than others so just watch out for the side effects and limit your intake of coffee per day. There is a coffee out there for almost everyone since there is so many ways you can get your coffee made for you it’s incredible.

References:

Company Information. (n.d.). Retrieved October 25, 2017, from https://www.starbucks.com/about-us/company-information
Gunnars, K. (2013, February 25). The Science Behind Coffee and Why it’s Actually Good for Your Health. Retrieved October 25, 2017, from https://lifehacker.com/5986506/the-science-behind-coffee-and-why-its-actually-good-for-your-health
Caffeine: How much is too much? (2017, March 08). Retrieved October 25, 2017, from https://www.mayoclinic.org/healthy-lifestyle/nutrition-and-healthy-eating/in-depth/caffeine/art-20045678
Is Coffee Good For You? Is Coffee Bad For You? (n.d.). Retrieved October 25, 2017, from http://time.com/4768860/is-coffee-good-for-you/.
Gunnars, K. (2015, January 04). Coffee and Caffeine — How Much Should You Drink? Retrieved October 25, 2017, from https://www.healthline.com/nutrition/how-much-coffee-should-you-drink#section1
Marturana, A. (2016, September 19). What Drinking Coffee Actually Does To Your Body. Retrieved October 25, 2017, from https://www.self.com/story/what-drinking-coffee-actually-does-to-your-body

The Daily Brew

hagerm4 Coffee, Uncategorized

In this day and age people are living very busy lives. Trying to juggle family, friends, careers, school, a social life and time for yourself can be draining. To cope with this exhaustion society has come up with number of substances that have not only become popular throughout the years, but have also become slightly addicting. For example, tea, energy drinks, soda, chocolate, supplements, and last but not least, coffee are all different forms of the same thing: caffeine. According to The HealthLine “caffeine is a natural stimulant and is the most commonly consumed psychoactive substance in the world and the majority of caffeine is consumed through coffee” (Kris Gunnars June 15, 2015). I decided to blog about coffee because it is what I look forward to every morning, it brings me a rush of happiness that gets me excited for the rest of the day. If I don’t have coffee in the morning it’s almost like something is off about the day and everything just feels a little awkward. This advertisement with Al Pacino introducing Vittoria Coffee relates to not only how I feel about this cozy beverage, but also how many others feel. 

 

https://www.youtube.com/watchv=_ZILy1qRZTU

 

Vittoria Coffee has been a third-generational family ran business since 1958. Originally developed in Australia, but slowly making their way to the United States of America, two Italian brothers wanted to bring a taste of their Italian heritage to their new home in Australia. They started out in 1947 by introducing mineral water, parmesan cheese and pasta, but were still missing the unforgettable taste of an Italian Espresso. They put their dreams into plans in 1958 when they began locally roasting their own Arabica beans and supplying their finest batches to different cafes around Sydney. Orazio and Carmelo Vittoria’s Italian coffee flourished in Australia, “it has grown to become a household name and continues to set the standard for Australias iconic cafe culture and obsession with coffee” (Cantarella Bros December 25, 2016). Vittoria Coffee has a mission that is centered around customer satisfaction and product quality. The brothers are proud of the long standing relationships they have formed with their customers through the business. Together, they encourage each others businesses to flourish and are supportive in any way possible. Vittoria strives to provide an enjoyable experience for its people so that the business continues to provide an increasing profit. The company also values staying connected to its true Italian roots, while at the same time producing innovative drinks, food and products to entice people and keep the revenue flowing. This is a legitimate advertisement and is well qualified to be viewed by the public eye.

This advertisement’s main actor may be one of the greatest in all of American history.  Al Pacino is a well renounced performer and from what I have read the media portrays him to be a quiet, powerful and intimidating man. In the Vittoria ad he comes off confident, but not cocky and is extremely intentional about his career. Its an inspirational video to watch because he is so dedicated to his job and is always striving to put his best work forward. However, he goes on by saying that it wouldn’t be possible if he wasn’t able to have Vittoria coffee every day, “coffee goes with his line of work. Without coffee he’s going to feel like somethings missing in the day. He’s going to feel awkward. He’s not going to feel the same” (Al Pacino). In this commercial Al is speaking to anyone who remotely likes coffee and is explaining to them how coffee has changed his life. It is aiming to motivate people to love Vittoria coffee as much as Al Pacino does, most people will probably go out a try it because if Al Pacino loves it that much it must be amazing! The environment that the ad takes place in is also very appealing. It takes you somewhere authentic and peaceful, surrounded by kind, motivated people with a sense of life that is euphoric. This advertisement makes me want to try Vittoria coffee because of how Al Pacino speaks of it and the elements in which it is presented.

 

Coffee comes from all over the world “it’s a natural crop that originated from Ethiopia, but is presently farmed in many other countries like Brazil, Vietnam, Colombia and Indonesia” (Justin Walton September 14, 2015). The number one ingredient found in coffee that makes it so easy to obsess over is caffeine which is absorbed into the bloodstream and travels straight to the brain. Caffeine is the worlds most commonly consumed psychoactive drug that is also unregulated and uncontrolled in most parts of the world. Scientifically, it is a form of trimethylxanthine, in other words it’s a strong stimulant that effects the central nervous system. “The regular use of caffeine does cause a mild physical dependence. But caffeine doesn’t threaten your physical, social or economic health the way addictive drugs do” (WebMD May 2, 2017). Coffee is the type of drug that you are going to enjoy for your own pleasure because you like the taste. It’s not the kind of thing that you become heavily addicted to and need everyday in order to reach that high. “People drink coffee for a number of reasons… it’s relaxing, induces focus, provides an energy boost, tastes good and is fun to go get with friends” (Franke Foodservice Solutions June 15, 2016). Drinking coffee also has many health benefits, coffee can…

  1. boost energy levels & make you smarter – “caffeine blocks an inhibitory neurotransmitter in the brain, which leads to a stimulant effect. This improves energy levels, mood and various aspects of brain function” (Kris Gunnars June 15, 2017).
  2. fat burning – increases metabolism by 3% to 11%
  3. improve physical performance – increases adrenaline level and allows fatty tissues to release acids
  4. protection from chronic diseases – lower risk of type 2 diabetes, Parkinson, Alzheimers and dementia by 30% to 60%
  5. loaded with antioxidants – “the number one source of protective and beneficial antioxidants in the American diet” (Fox News November 28, 2012)
  6. treats ADHA – has adverse effect on people with ADHD and instead of excitement it is  calming

Controversially, there are negative effects that coffee can have on a persons body and mind. For example, drinking coffee right before bed can cause insomnia or restlessness, this is because the drug is working its way to your brain and caffeine stimulating your central nervous system. In addition, drinking coffee during pregnancy is scientifically proven to be unhealthy for the baby because caffeine passes through the placenta to the baby and the fetus does not have a strong enough metabolism to control the stimulant.  The Vittoria advertisement was founded on the idea that coffee will be that one thing to power you through the day and will be the motivation to excel in your career. There was nothing said about the disadvantages of drinking coffee everyday, probably because the goal of the ad was to create a higher demand for the beverage.

This advertisement has techniques that captivate the viewer and encourage them to purchase Vittoria coffee. The main actor is Al Pacino, who is a world famous celebrity. Using him and his career as a focal point of the ad inspires people to strive to work hard at their own life goals. Throughout the commercial Al reiterates how Vittoria coffee is apart of his life and without it he wouldn’t be able to be as successful as he has become. In the commercial he explains how “most of his scripts have coffee stains on them and that’s how you know it’s an Al Pacino script” (Al Pacino). It continually entices the viewer by setting the ad in a place that people could see themselves visiting to unwind and have a relaxing time. A place that is filled with farmers markets, cobblestone roads and local cafes overflowing with the smell of freshly brewed coffee.

All in all, I love coffee. The benefits heavily out way the disadvantages in a number of ways. Coffee boosts energy levels, improves physical performance, is loaded with anit-oxidents and helps treat various long-lasting diseases. The down side about caffeine is that if too much is taken when a mother is pregnant than it could negatively effect the babies metabolism. It can also keep you up during the night if consumed to late in the day. If a family member or close friend were contemplating drinking coffee I wouldn’t force them to do anything they didn’t feel comfortable doing, but I wouldn’t discourage them from trying coffee. I look forward to coffee every morning and if my friend wanted to try it out I’d be more than happy to make him or her a cup too! I feel that I’ve done a fair amount of research on the effects of caffeine on a person, especially when it comes in the form of coffee. There are countless articles to read about the subject, but the overall research supports that although coffee contains caffeine, which is the most commonly used psychoactive drug in the world, it is perfectly okay to have one to two cups a day.

References:

Gunnars, Kris. “13 Health Benefits of Coffee, Based on Science.” Healthline, Healthline Media, 15 June 2017, www.healthline.com/nutrition/top-13-evidence-based-health-benefits-of-coffee#section1.

“Vittoria Coffee Australia | Collaborations.” Vittoria Coffee USA, us.vittoriacoffee.com/collaborations.

Walton, Justin. “The 5 Countries That Produce the Most Coffee.” Investopedia, 14 Sept. 2015, www.investopedia.com/articles/investing/091415/5-countries-produce-most-coffee.asp.

“Caffeine Myths and Facts.” WebMD, WebMD, www.webmd.com/diet/caffeine-myths-and-facts#1.

Inc., Franke Foodservice Solutions. “The Top Reasons People Drink Coffee.” FRANKE, blog.frankeamericas.com/blog/the-top-reasons-people-drink-coffee.

“Coffee: A Great Source of Antioxidants and an Effective Mood Enhancer.” Fox News, FOX News Network, www.foxnews.com/health/2012/11/28/coffee-great-source-antioxidants-and-effective-mood-enhancer.html.

“12 Health Benefits and 6 Disadvantages of Coffee (Smashing It!).” Warrior Coffee, www.warriorcoffee.com/news/2/12-health-benefits-and-6-disadvantages-of-coffee-smashing-it.

Emmi Caffè Latte: So Fresh. So You.

monnetn Coffee , ,

 

Drug advertisements on Swiss television or radio, about tobacco and alcohol are prohibited (Scruzzi 2015). However those drugs can be advertised in theatres after 7 p.m., on newspapers and cultural or sportive events (Bundesamt für Gesundheit 2015). Other drugs advertisements about coffee and painkillers like ASPIRIN for headache, are shown quite frequently on TV and wherever you go.

So, the drug I chose is coffee, specifically Emmi’s product line Emmi Caffè Latte. Here you can find the link to my advertisement: https://www.youtube.com/watch?v=VifHlt90N34. 

I picked coffee as my drug, because I drink it almost every morning. At home, I bought Emmi Caffè Latte a lot, because it was practical to carry, to drink it on my way to school, to buy and drink it when I was on a coffee break with friends or whenever I felt exhausted and felt like I needed some kind of power.

 

Emmi’s history and mission (Emmi Deutschland, Über Uns):

  • Emmi Caffè Latte is a brand of Emmi AG, created in 2004.
  • Emmi AG is one of the largest diary producer in Europe, the largest Swiss milk processor and a worldwide renowned specialist for Swiss cheese.
  • Emmi has it’s headquarters in Lucerne, Switzerland (established in 1907), but it also has several subsidiary companies in other countries: Germany, Belgium, Netherlands, Austria and UK. In these markets, outside of Switzerland, Emmi concentrates on brand concepts and specialties that work best in the specific country and society.
  • 1947, they first sold cheese and yoghurt under the brand name Emmi. In 1998 the first subsidiary company was established in Germany.
  • As consummation of coffee and drinks with caffeine started to become a trend in 2004, Emmi hopped on the coffee train and created their new trend product Emmi Caffè Latte.
  • Starting 2010 the Emmi started to be recognized more and more. A new positioning of Emmi Germany and an image design (a typical Swiss wrapping, with a red and with Swiss flag and three mountain peeks on blue background) helped people to recognize the brand faster. A Germany wide TV campaign of Emmi Caffè Latte was the ultimate step to be fully recognized and established in the market.
  • In February 2011, Emmi became partner of the FIS Alpine Ski World Championships in Garmisch-Partenkirchen. Starting 2011, Emmi’s product line Emmi Caffè latte, became official partner of ProSieben’s (German TV Channel) success format Germany’s Next Topmodel. In  013 EMMI launched the limited edition Emmi Caffè Latte Caramel New York Edition with a TV spot on every relevant channel. In 2014 Emmi expanded the range of Emmi Caffè Latte of the trend product Emmi Chai Latte, with Vanilla and classic flavor.
  • As of today Emmi Germany is still an official partner with Germany’s Next Topmodel and still successful with all their new product lines, but mostly Emmi Caffè Latte.

 

“What started out as just an idea back in 2004 is now a global success story. In 2012 we sold more than 100 million cups [of Emmi Caffè Latte] and it’s you we have to thank for this.” (Emmi Deutschland, Über Uns)

 

From Ski Champions to Germany’s Next Topmodel:

As previously described, Emmi and Emmi Caffè Latte have main sponsors like FIS Ski Alpine World Cup and TV Show: “Germany’s Next Topmodel”. Both of those have a very large audience.

Picture

FIS Ski World Cup attracts sportive people and people interested in Winter Sports or just fans of particular skiers.

For example some the Swiss Skiers (e.g. Wendy Holdener) have Emmi as a tricot sponsor during the Ski World

Championship. I think the message they want to bring across is: drink coffee and be energized and become Slalom Vice World Champion and Combined Alpine World Champion (Season 2016-17: Wendy Holdener).

  • Happy feelings
  • Shows the winner of the FIS Slalom World Championship: suggests that when drinking coffee everything is possible. Energetic. Sportive.
  • Tricot #1. Stands for best, first, winner.

Video advertisement (https://www.youtube.com/watch?v=VifHlt90N34.)

The TV advertisement shown during Germany’s Next Topmodel shows a woman standing in front of a man, with a coffee in hand and then she starts dancing. They mostly want to grab the attention of younger people, but also people in their 40ties. I think it really is intended for a wide span of people. I guess they want to grab the attention of people who want to have fun und a happy, energized live. At least this is how the TV ad comes across.

  • Happy feelings.
  • Dancing as an indicator for energy.
  • “So fresh. So you.” Slogan.
  • Beautiful woman and handsome guy in the clip.
  • Sensual presentation of fresh roasted coffee beans dripping in creamy milk.

 

The whole video or the picture doesn’t say a word about the specific ingredients or the amount of caffeine used. It is only labeled on the product itself. The video however shows, as described above, a short cut of freshly roasted coffee melding with milk. Dangers, potential (although limited) dependence, or addiction aren’t addressed. In fact the only thing they do say is their slogan “Emmi Caffè Latte. So Fresh. So You.”

 

Is Coffee addictive or dangerous?

Hanson, Venturelli, Fleckenstein (2015), state that caffeine is the most frequently and perhaps the most popular used drug in the world. Beverages and food contain caffeine and are consumed almost every day. The average intake of caffeine is approximately 289mg (= 2-3 cups of Coffee) for U.S. citizens. Caffeine have a similar chemical structure to xanthines.

 

Physiological effects of the xanthines according to Hanson, Venturelli, Fleckenstein (2015):

Xanthines influence several body functions, but the effects are viewed as short-term. Only when used in high doses or by severely ill people, the drugs can be dangerous.

According to Hanson, Venturelli, Fleckenstein (2015), 100-200mg of caffeine enhances alertness, causes arousal and diminishes fatigue. It is also commonly used to block drowsiness and heighten mental activities (e.g. Cup of Coffee in the morning to “wake up”). Caffeine stimulates formations of thoughts, but doesn’t improve our learning ability. An other effect of caffeine is that it diminishes boredom. As a result students listening to boring lectures or a dull professor, often drink caffeinated beverages.

After doses over 300mg, the effects of caffeine are reversed: insomnia, increased tension, anxiety, flushed face, nervousness, rambling thoughts and muscle twitches are the result.

Doses over 500mg “can be dysphoric (unpleasant) and can cause panic sensations, chills, nausea, and clumsiness” (Hanson, Venturelli, Fleckenstein (2015), p. 339).

How the heart and blood vessels respond to xanthines depends on the dose and previous experience.

Low doses (100-200mg) can increase, decrease or do nothing to the heart rate.

Higher doses (>500mg) increase the heart rate. Caffeine also causes minor vasodilation in most of the body, except the brain, where it causes vasoconstrictions. For most consumers the effect caffeine has on the cardiovascular system are minor, but for people with underlining heart disease it can be dangerous. Xanthines causes air passages to open and facilitate breathing.

Based on available information, there is no strong evidence that moderate caffeine intake leads to disease. In fact some even say that moderate caffeine consumption reduces the risk of degenerative diseases of the brain (e.g. Parkinson’s, Alzheimer). However, people with existing, severe medical problems may be at greater risk.

 

Following Hanson, Venturelli, Fleckenstein, caffeine causes limited dependence, the abuse potential is much lower and dependence doesn’t really interfere with daily routines.

However it can produce addiction in some people. When withdrawing they get headaches and 10% become depressed, anxious or fatigued without their 1-3 cups of coffee. Some even experience elements of withdrawal before they had their first cup in the morning.

 

In the end…

Coffee is a commonly used drug. Today, drinking coffee has become somewhat a ritualistic devotion for many: Drinking coffee first thing in the morning, or the coffee break.

Coffee – when drunk in moderation – doesn’t have any severe effects on the brain or body. Only people with underlining heart diseased or existing medical problems (e.g. psychiatric disorder), should be aware what they are at greater risk than others. But realistically coffee still has way less elements causing serious heath problems than alcohol or smoking.

One cup of Emmi Caffè Latte Macchiato has only 80mg caffeine (Emmi Deutschland, Produkte), so it is still under the threshold where alertness etc. effects are caused!

So I recommend drinking coffee, if you want. Be it in the morning as a part of your daily ritual or during the boring lecture you’re just enduring. Sure, there is a chance of addiction or dependence. But in most cases the dependence doesn’t influence our daily routines. Honestly, if we can’t drink coffee because there is a possibility of addiction or dependence, we as well can’t drink lemonade or eat chocolat, gums, fruits, meat,…. because in the end everything becomes addictive at some point.

 

References:

Hanson, G., Venturelli, P. J., & Fleckenstein, A. E. (2015). Drugs and society. Burlington, MA: Jones & Bartlett Learning.

Scruzzi, D. (2015, April 06). Alkohol, Tabak, Kredite: Werbung mit immer mehr Verbotsschildern | NZZ. Retrieved October 17, 2017, from https://www.nzz.ch/schweiz/werbung-mit-immer-mehr-verbotsschildern-1.18516991

Bundesamt für Gesundheit (2015, May). Basisinformationen zur Tabakwerbung. Retrieved October 12, 2017 from: https://www.bag.admin.ch/dam/bag/de/dokumente/npp/tabak/basisinformation-tabakwerbung.pdf.download.pdf/2015_Basisinformation_Tabakwerbung_DE.pdf.

Emmi Deutschland. Über uns. Retrieved October 12, 2017 from: https://de.emmi.com/de/ueber-emmi/.

Emmi Deutschland. Produkte. Retrieved October 13, 2017 from: https://www.emmi-caffelatte.com/de/macchiato

 

 

-Noémie Monnet