American Coffee Culture Coffee Civilization has different meanings in different backing periods.

Coffee civilization has different meanings under different backing periods. American coffee culture has been transformed by Starbucks culture. Because the film has a great influence on the spread of civilization, and placing advertisements in the film is one of Starbucks 'most successful spreading skills, the film serves as the best preface to the coffee civilization represented by Starbucks. At the same time, because the audience's taste state and behavior style are greatly affected by the stereotyped image in the promotion, Starbucks 'avatar in the film has a non-negligible persuasion to the shaping of coffee civilization, and the significance of this study lies in this.

This paper develops a pattern appreciation and semiotic analysis of Starbucks coffee image in American movies to explain the coffee civilization spread by Starbucks in American movies. In this study, seven films from 1998 to 2008 were analyzed and a series of variables were observed quantitatively and qualitatively. Among them, the film scene, atmosphere, film character's age, identity, economic situation, film segment's date, frequency, etc. And further use of logography to develop a synthesis of the 1998 film "electronic love letter."

The conclusions of this study are as follows: Firstly, Starbucks coffee has a high exposure frequency in American movies and has a insignificant position among similar coffee products. Second, Starbucks 'brand image has rotated the image of the American cafe that Europe used to have. In the past, exquisite and unique, unique style, full of differences in class ideological civilization of the small town cafe head has now become a representative of the charming metropolis white-collar civilization Starbucks chain. Third, the Starbucks coffee in the movie epitomizes the class-building lifestyle attitude and passivity of America. In the end, Starbucks creates a different "Starbucks experience", both in the movie and in theory: warm environment, variety of coffee choices, relaxed air. Employers are not only tasting coffee, but also obtaining their own space and belonging in a complicated and changeable society, and finding the meaning of their own life and livelihood.

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In any case, Starbucks 'image in American movies advocates coffee civilization that represents the production class civilization in most American cities. Through the configuration of movie plots, scenes, characters, etc., Starbucks upgraded its own avatar, built coffee avatars in the movie, and spread coffee culture through the big screen.