Rhetorical Analysis of Constance Ruzichs Article - 922 Words

Paul Lucas Professor Paisley Mann English 110B 19 October 2012 A Rhetorical Analysis of â€Å"For the Love of Joe: The Language of Starbucks† In the journal article â€Å"For the Love of Joe: The Language of Starbucks† (2008), Constance M. Ruzich analyzes the success and rise to popularity of The Starbucks Coffee Company around the globe. The article is written and structured for the general public to read and understand. It is meant to be an informative article and as such, Ruzich makes use of a lot of data and includes citations from a variety of other academic sources. She also uses different ways to measure the popularity of Starbucks, not just the financial aspect, but also in terms of its economic status in a global coffee market, just to†¦show more content†¦Ã¢â‚¬Å"Joe†, according to the New Oxford American Dictionary, has two possible meanings. It can either be interpreted as coffee or the average person. Her article basically revolves around these two meanings of â€Å"Joe† and how they relate. In the article she studies how the average person or â€Å"average joe†, if you will, reacts or has reacted to Starbucks’ influence and practices of personal consumption. Therefore, this brilliant way of presentation has made it easy to remember the main topic since it can all be associated with just one word. With all these literary devices and techniques used, it is not hard to stay on the same track as Ruzich. The readers will more or less be able to reach the same conclusion and have the same idea as she has. The article has clearly shown that many people have adapted Starbucks’ use of in-store language and it makes them feel like they belong. In truth however, the use of in-store language is an advertising scheme that has the end goal of manipulating, persuading and selling its well-known products to the â€Å"average joe† consumer (440). In-store language is used to implant the idea of Starbucks into the consumer’s mind. Works Cited Ruzich, Constance M. The Journal of Popular Culture. Journal of Popular Culture. 41.3 (2008): 428–442.