荧幕上的咖啡文化传播--美国电影中的星巴克 Communicating Coffee Culture through the Big Screen --Starbucks in American Movies

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1、荧幕上的咖啡文化传播--电影中的星巴克CommunicatingCoffeeCulturethroughtheBigScreen--StarbucksinAmericanMoviesAcknowledgementsIwouldliketothankthefollowingpersonsfortheirhelpandsupportduringmyresearchandwritingofthethesisFirstofallIwanttothankProfessorFuMeirongmythesisadvisorShehastalkedwithmeseveralti

2、mesduringthewholethesis-writingprocessdiscussingmyresearchideasandapproachesandgivingmeadviceonhowtoconducttheresearchandpresentitonpaperSecondlyIwanttothankthefacultyoftheSchoolofEnglishandInternationalStudiesunderwhosecareIhavestudiedandlivedfouryearsduringmyuniversitylifeFinallyIw

3、ouldliketothankmyparentsfortheirconsistentsupportandhelpformystudiesEspeciallymymotherwhotookmeonatripthattriggeredmyinitialthoughtsonthisthesisAbstractCoffeeculturechangesindifferentcontextsandphasesAmericancoffeeculturerepresentednowprimarilybythepopularStarbucksphenomenonhasbeendr

4、amaticallyreshapedovertheyearsOntheonehandpopularmediamoviesinparticularhaveagreatinfluenceintransmittingculturalmessagesOntheotherproductplacementhaslongbeenoneofStarbucksmostsuccessfulbrandpromotiontoolsThusmoviesarethebestmediumtostudyInthemeantimetheaudiencesideologiesandbehavior

5、patternsareinalargepartinfluencedbythestereotypedimagesinadvertisementsThereforeitisimportantandnecessarytostudythecoffeeimagesportrayedbyStarbucksandthecoffeecultureitstrivestocreateThisthesisexaminestheimagesofStarbuckscoffeeinAmericanmoviesTheportraitofStarbuckscoffeeinpopularmovi

6、esnotonlyservesasapromotionalmeansbutalsoasawayofcommunicatingcoffeeculturethroughthebigscreenContentanalysisandsemioticapproachareemployedtoexaminethecoffeeculturecommunicatedthroughAmericanmoviesAsampleofsevenAmericanmoviesfrom1998to2008withscenesofStarbuckscoffeeisincludedinthecon

7、tentanalysiswhilesemiotictheoriesareappliedtothe1998filmYouveGotMailThecontentanalysisincludesvariationssuchasmoviesettingsandenvironmentsdemographicsofthemaincharacterstimeandlengthoftheincidentsetcThefindingsofthestudysuggestthatthroughthemoviesStarbucksattemptstoestablishtheimageo

8、fanupscaleco