Rhetorical Analysis

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Jory White English 120 Jessica Piek September 22, 2013 “For the Love of Joe: Language of Starbucks in Popular Culture.” Constance M. Ruzich In her 2008 article “For the Love of Joe: Language of Starbucks in Popular Culture.” Constance Ruzich main claim is that Starbucks uses appealing language to not only amplify our craving for caffeine, but Starbucks also uses it to cover up their advertising and how they manipulate people into buying their delicious coffee (Ruzich 428). Constance M. Ruzich is a Professor of English Studies at Robert Morris University. She holds a PhD in Writing from the University of Pennsylvania, and a Masters in English from the University of Pittsburgh. Her research examines the ways in which language practices inform action and shape identity (Robert Morris University 1995). When someone says they are going to get a drink from Starbucks, without thinking, you automatically are filled with images of a high-end coffee shop and can maybe even smell the brewed coffee. Without even realizing it, every aspect of Starbucks has been carefully chosen to persuade customers to enter the store, and to buy their coffee (Ruzich 433). In this rhetorical analysis/commentary of Starbucks I will be going in depth on the authors article about Starbucks. Not only does Starbucks persuade a person to buy their coffee, but also the warm, cozy atmosphere makes a person feel at home so it gets them to stay in the coffee shop even longer. Purpose: Ruzich’s purpose in this article is to inform the reader of the reason why Starbucks has become such a sensation. It’s because Starbucks isn’t just some coffee joint, they join the language of love with coffee. Three main types of love that Ruzich brings up are self-love, romantic-love, and philanthropic love (McDonald, 2011). The author then begins to question Starbucks authenticity by asking “Is

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