Communicating Coffee Culture through the Big Screen: Starbucks in American Movies

Abstract

This paper examines Starbucks product placement in American movies. The portrait of Starbucks images in movies not only serves a promotional purpose, but also as a way of communicating coffee culture through the big screen. Content analysis and semiotic approaches are employed to examine the coffee culture that is communicated through American movies. Seven American movies from 1998 to 2008 which include Starbucks product placement are included in the content analysis while semiotic theories are applied to the 1998 movie You've Got Mail. The findings suggest that, through the movies, Starbucks attempts to establish the image of an upscale cosmopolitan coffee chain and a coffee culture that represents a vigorous American middle-class lifestyle.