For this assignment I looked specifically at Starbucks commercials and YouTube videos. I noticed that there is consistent branding throughout all of there advertisements in color scheme as well as similar background textures. The main video I'm going to focus on for it's use of motion graphics, however, is their 2010 advertisement about fair trade coffee.
The use of stick figure-like coffee cup images allows for a simple easy to view graphic that you follow throughout the video. These Starbucks cups are used to show relationships between topics as well as representing individuals and the numbers of people that this issue affects. There are lines in the beginning of the video linking two cups together with the text "have you heard?" meant to represent old fashioned tin cans and string used by children to play telephone. Lines are also present in the way the text is positioned. Stacking of the cups to not only represent individuals but also to serve as lines to lead your eye from one frame to the next help the viewer remain engaged and follow the relationship between issues. The selection of the upbeat, whistling music also serves to create a positive mood while addressing somewhat serious political issues. The background textures and images change during the video, but help to convey their message. For instance, when Starbucks talking about making choices and choosing to purchase fair trade coffee, the background looks almost like math symbols, which for me brought to mind weighing the pros and cons of a situation and calculating the right choice.
For a look at more Starbucks advertisement videos see links below.
Cafe Estima Blend
Are You In?
Vote
Green Coffee Extract
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