Assignment Question

Watch commercials (Starbucks: It Starts with You.), and select a commercial telling a story. In BB Discussion, create a new thread (Title: the commercial name). In your posting, write about the story briefly and how well the story was presented in BB based on Aaron Shepard article.

Answer

Introduction

Commercials are a powerful medium for conveying messages and stories to the audience. In this essay, we will analyze the Starbucks commercial titled “It Starts with You.” This commercial was chosen for its storytelling approach, aiming to evaluate how effectively it presents its narrative, drawing upon the insights from Aaron Shepard’s article.

The Storyline

The Starbucks “It Starts with You” commercial tells the story of a young woman who visits her favorite Starbucks store daily, where she observes small acts of kindness and generosity among the baristas and customers. Inspired by these acts, she begins to perform her own random acts of kindness, such as buying coffee for strangers and leaving encouraging notes for others. The commercial captures her journey of transformation from a passive observer to an active participant in creating a positive and caring community.

Effectiveness of Storytelling

According to Shepard (2018), effective storytelling in commercials involves several key elements, including a compelling narrative, relatable characters, and emotional engagement. The Starbucks commercial excels in these aspects. The narrative is straightforward, depicting a relatable scenario of a coffee shop and its customers. The central character’s transformation is inspiring and serves as a relatable journey for viewers.

Moreover, the emotional engagement is high in this commercial. As Shepard suggests, emotional resonance is vital for viewers to connect with the story emotionally. The acts of kindness depicted in the commercial evoke positive emotions, fostering a sense of empathy and community spirit.

Conclusion

In conclusion, Starbucks’ “It Starts with You” commercial effectively utilizes storytelling techniques as outlined by Aaron Shepard to engage viewers and convey its message. The commercial’s narrative is compelling, the characters are relatable, and it successfully elicits emotional engagement. Through this commercial, Starbucks not only promotes its brand but also inspires viewers to participate in acts of kindness, creating a more compassionate society.

Reference

Shepard, A. (2018). The Art of Digital Storytelling: Creating Visual Narratives. Peachpit Press.

FAQs on Analyzing Starbucks’ “It Starts with You” Commercial

1. What is the Starbucks commercial “It Starts with You” about?

• The commercial tells the story of a young woman who observes acts of kindness in a Starbucks store and is inspired to engage in her own acts of kindness.

2. Who is Aaron Shepard, and what are his insights on storytelling?

• Aaron Shepard is an author known for his work on storytelling, particularly in the digital realm. His insights emphasize elements like a compelling narrative, relatable characters, and emotional engagement.

3. How does Starbucks effectively present its narrative in the commercial?

• Starbucks effectively presents its narrative by using relatable characters and a straightforward storyline set in a familiar coffee shop environment.

4. What emotional response does the Starbucks commercial aim to evoke?

• The commercial aims to evoke positive emotions, fostering empathy and a sense of community among viewers.

5. What is the significance of analyzing this commercial from a storytelling perspective?

• Analyzing this commercial provides insights into how storytelling principles can be used effectively in marketing and advertising to engage and inspire audiences.