“…Both the change of shot (from high-angle shot on the Starbucks shop in the city to the close-up shot on one cup of Starbucks coffee) as well as the music sequence leave viewers with the impression that Starbucks is a place that provides energy, hope and a sense of warmth. have mentioned this piece of fictional email (Dickinson, 2002;Denesi, 2008;Ruzich, 2008). What seems important is how Joe's email points out the choices Starbucks offers its consumers: instead of a limited basic flavour of cappuccino, mochaccino, latte, flat white, espresso, hazelnut, vanilla, caramel and cinnamon, like those offered in McCafé and Dunkin' Donuts, one could have nearly twenty choices of luxury and high quality coffee (Knikker, 2005).…”