Preview

Rhetorical Analysis of Constance Ruzich's Article

Good Essays
Open Document
Open Document
934 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Rhetorical Analysis of Constance Ruzich's Article
Paul Lucas
Professor Paisley Mann
English 110B
19 October 2012
A Rhetorical Analysis of “For the Love of Joe: The Language of Starbucks”
In the journal article “For the Love of Joe: The Language of Starbucks” (2008), Constance M. Ruzich analyzes the success and rise to popularity of The Starbucks Coffee Company around the globe. The article is written and structured for the general public to read and understand. It is meant to be an informative article and as such, Ruzich makes use of a lot of data and includes citations from a variety of other academic sources. She also uses different ways to measure the popularity of Starbucks, not just the financial aspect, but also in terms of its economic status in a global coffee market, just to give us different points of view in relation to her thesis. Her choice in the title is also very appropriate for the topic, which will be discussed later on in this paper.
Ruzich begins her article by giving the readers a brief background on coffee. She is informing us, the readers, on how coffee came about and touches on the “The history of coffee production, consumption and advertising...” (428). Through this, those who are unfamiliar with the origins of coffee will also be captured, as they will get a sense of understanding about where her arguments will lead to later on in the article. It also gives the readers a chance to compare on how coffee was perceived by global consumers, before and after Starbucks was established. She explains, “The nineteenth century saw the rise of coffee as an international commodity and the accompanying development of coffee-based economies in South America and other developing nations...” (430).
Upon capturing the audience, she starts to state a lot of facts and she extensively uses quotations from other studies throughout the entire article. The facts become the structure of the article; they lead the readers to have a certain understanding of previous views and studies of the situation. The



Cited: Ruzich, Constance M. "The Journal of Popular Culture." Journal of Popular Culture. 41.3 (2008): 428–442. Print.

You May Also Find These Documents Helpful

  • Better Essays

    Term Assignment GEOG 2200

    • 2237 Words
    • 6 Pages

    Coffee has played a major role in the lives of many people around the world, especially myself, as I am an extreme advocate for coffee consumption. It is an essential part of my day. Coffee has many wonderful components; its communicative, a family tradition, very relaxing, and it brings people together. However, before completing this report, I had not truly understood the hard work of coffee farmers, as well as the global connections around the world which coffee is produced.…

    • 2237 Words
    • 6 Pages
    Better Essays
  • Better Essays

    ECON 101 - Essay 1

    • 881 Words
    • 3 Pages

    Coffee has historically been one of the most favorite beverages available. Almost every country in the world consumes coffee in some shape, way or form. Interest in this drink has increased even more over the last century. According to Talbot (2004), from 1970 to 2000 coffee was “the second most valuable commodity exported by developing countries" (p. 50). Since then, there have been some changes in the supply and demand of this product. This essay will analyze the steady growth in demand for specialty coffee, the change in supply available, and present a case as to why the Starbucks Corporation is successful.…

    • 881 Words
    • 3 Pages
    Better Essays
  • Best Essays

    Cited: Storey, John (2009b) Cultural Theory and Popular Culture: A Reader, 4th edn, Harlow: Pearson…

    • 2577 Words
    • 11 Pages
    Best Essays
  • Powerful Essays

    Coffee Commodity Chain

    • 10338 Words
    • 42 Pages

    All rights reserved. No part of this paper may be reproduced in any form, or stored in a retrieval system, without…

    • 10338 Words
    • 42 Pages
    Powerful Essays
  • Powerful Essays

    Storey, John. Cultural Theory and Popular Culture : An Introduction. New York: University of Georgia P, 2006.…

    • 2178 Words
    • 9 Pages
    Powerful Essays
  • Powerful Essays

    Lornell, Kip and Moreland, Kim. "Book notes: Popular culture." American Studies International 31(2) (1993): 115 - 116.…

    • 1305 Words
    • 4 Pages
    Powerful Essays
  • Better Essays

    Inferno Essay

    • 1739 Words
    • 7 Pages

    Cited: St. James Encyclopedia of Popular Culture[->0]. Eds. Sara Pendergast and Tom Pendergast. Vol. 3. p538-539. (955 words) From Gale Virtual Reference Library.…

    • 1739 Words
    • 7 Pages
    Better Essays
  • Powerful Essays

    Coffee culture is the “art of enjoying coffee in a relaxing atmosphere” (Elton, par.1). Coffee had been Americans favourite beverage since yearly years. Coffee might not be so popular without Starbucks chains which represents the American coffee culture (Elton, par.1). However, Alfred Peet introduced first gourmet coffee in America before Starbucks was established (“Starbucks”). Alfred Peet was born and grew up in Holland, where his father had a coffee business (“International Directory”). After the Second World War, Peet moved to Indonesia where he worked and learned the tea trade (“International Directory”). When he came to America, he understood how poor was the coffee quality in America even though it was a rich country (“Alfred Peet”). Peet had a brilliant idea to start new gourmet coffee business and opened his first store in North Berkeley, California; therefore, he began to blend his own dark roast beans. Peet’s Coffee & Tea spread quickly among people and become popular as its fresh and high quality products (“Alfred Peet”). Peet more emphasized “quality over quantity and the roasting of fine beans” rather than opening new stores (“International Directory”). Alfred Peet was an adorable entrepreneur as his developing the coffee culture and implementing creative ideas to market his products; additionally, maintaining strong relationships with his customers, partners and employers helped the company to grow and expand; furthermore, his dedication to serve the freshest and highest quality coffees made the company more admirable (Boone and Kurtz 608).…

    • 1410 Words
    • 6 Pages
    Powerful Essays
  • Better Essays

    Starbuck's and IMC

    • 1772 Words
    • 51 Pages

    Starbucks' key of success is the ability to change the perception consumers had about drinking coffee. With more than 6, 500 outlets across the world and the intention of increasing in the near future, the company has transformed coffee into a lifestyle accessory with as much elegance as the latest fashion. However, their way to success was not so easy and if we go back in 1971, we will find that coffee didn't look like it was a great business. There were no signs of getting better, either. Coffee consumption in the United States had peaked in the 1960s, but by 1971 it was on the decline. Most Americans drank something called "coffee" that came ground up very finely in vacuum-sealed tins. Nevertheless, there was a tiny Seattle based chain with an innovative idea of how to do business, and in a few years the small chain changed the vision about the process of drinking coffee not only in United States but worldwide. Starbucks has evolved into a great success due to their implementation of Integrated Marketing Communications.…

    • 1772 Words
    • 51 Pages
    Better Essays
  • Good Essays

    The success of Starbucks in the early 1990’s can be attributed to Howard Schultz’s vision of the Starbucks brand. Schultz inspired of a company which would make the customer the centre of its success and would change the coffee drinking experience in the U.S. Starbucks was successful because it placed value to the customers first in its value proposition. As to Customer’s expectation in terms of Starbucks’ Beverage, we could refer to Starbucks’s Mission Statement under customer segment;…

    • 542 Words
    • 3 Pages
    Good Essays
  • Powerful Essays

    Starbucks Globalization

    • 2431 Words
    • 10 Pages

    It is almost impossible to imagine the modern world without Starbucks. Today it is the world's largest chain of coffee shops, which is known and loved for comfort, high-quality coffee and its special atmosphere that prevails in all the stores all over the world. Now it's hard to believe, but before Starbucks America practically didn’t know what real coffee was - it was just the domain of a few gourmands. But in business, as in history, there was a person who played an active role: the man, who fell in love with good coffee and made love it the whole America, and then the world.…

    • 2431 Words
    • 10 Pages
    Powerful Essays
  • Good Essays

    The case discusses multiple international markets that Starbucks had entered. Japan, France, Italy, Austria, and the Middle East were mentioned. Starting with the Japanese market, the elements that faced Starbucks there were uncontrollable. The first element was the fierce competition in the Japanese market that already existed, and the fact that Japan’s economy had suffered a blow which resulted in an economic depression.…

    • 1037 Words
    • 5 Pages
    Good Essays
  • Best Essays

    Starbucks Czech Republic

    • 3293 Words
    • 14 Pages

    Pekáriková, Katarína. "Adaptace Marketingové Strategie Společnosti Starbucks Na českém Trhu." Uloz.to! - Stahování Z Rapidshare, Stahuj, Sdílej, Obrázky, Online Video, Na Mobil. Web. 30 June 2010. <http://uloz.to/1067256/Adaptace marketingové strategie společnosti Starbucks na českém trhu.doc>.…

    • 3293 Words
    • 14 Pages
    Best Essays
  • Good Essays

    Nachbar, J.G., Lause, K., & Nachbar, J. (1992, October 1). Popular culture: an introductory text. Ohio: Bowling Green University Popular Press. [Excerpt…

    • 2047 Words
    • 9 Pages
    Good Essays
  • Powerful Essays

    Expansion

    • 7944 Words
    • 32 Pages

    In this thesis, the luxury coffee company Starbucks has been well described, although many aspects of the company have been left out of consideration in order to keep it relevant and clear. However, while Starbucks has not entered the Netherlands yet, there is much more for the Dutch to learn about the company. Many Dutch people are interested in the cause of the company’s absence in their country. Especially the fact that the Netherlands is a country with a tremendous coffee culture and the earlier opening of a Starbucks coffee roasting plant in Amsterdam has brought more question marks to it. There seems to be enough foothold for the company at first sight, given the fact that Starbucks already has many supporters in the Netherlands, proven by, for example, the online petition set up by a Starbucks fan to bring Starbucks to the Netherlands, which thousands of people signed. Obviously, there is a demand for Starbucks in the Netherlands, which is to be expected from a rich, internationally focused and highly developed country like the Netherlands. Now the question rises: why has Starbucks not yet entered the Dutch market? All this has been an inspiration for this thesis and eventually brought forward the following research question: ”Is the Dutch coffee market ready for Starbucks stores and with which instruments can Starbucks grow in the Dutch market?” In order to answer this question, the company is shortly introduced and analysed with the help of the SWOT-theory. The strengths (like its world famous brand and its effective marketing strategy) against the weaknesses (like its “McDonald’s”-image and its relatively high prices) give insight in the internal environment of Starbucks. Looking at the…

    • 7944 Words
    • 32 Pages
    Powerful Essays