It is kind of interesting topic to have the culture of drinking coffee in a western country. This is the audio visual advertisement taken from You Tube. Based on http//:ccu.nescefe.htm coffee culture has been introduced to western early 1970s. People began to enjoy coffee depended on the weather which was got from the angle of coffee society. In my opinion, this period probably started the differences of drinking coffee such as using milk, sugar, cream etc. Nescafe is discussed here because it is considered as the modern package of drinking coffee culture. The advertisement of Nescafe included in this paper is made by United States.
This advertisement showed that there were some teenagers who had a party at the night before. They spent all night together until morning. When they woke up in the morning, they did not know what they had to do. One of them tried to make some cups of Nescafe to have their togetherness again. It was successful; they began to have their fun again in the morning. It seemed that Nescafe was something to start their morning.
Coffee culture
This advertisement implies the meaning of coffee in western country. Coffee becomes one of the favorite beverages over there. It happens because most of people in western think that their time is valuable, they need something instant to consume and when they get tired, they need something to enjoy their leisure time. Coffee in this case is suitable for them. It can be not only something instant and cheap but also something elegant and expensive. Most of people in western country need coffee to consume in their daily life because it is needed to make them stay up and fresh all day, and it also has good taste to drink. The role of coffee in this condition is as an instant thing. When people have got tired due to their activities, and they get a little moment of free time, they need something to release their tire. Coffee in this case can be as a friend to kill the free time. People can enjoy the coffee having high quality in taste but the price is certainly expensive. The technology of coffee making process recently is able to adjust coffee in variety conditions. Now we have many kinds of coffee to consume depends on our taste and condition.
The good side of Nescafe advertisement here is that it is offered not only instant thing but also togetherness inside. The label of “three in one” means that three important measurement taste of coffee are served in one package. But if it is not looked literally the meaning of togetherness is inside the label of three in one. The condition of the advertisement that after they all got a party, they were being tired in the morning. They were still sleepy and did not want to do anything. Nescafe in that condition is able to combine tired, lazy and sleepy to be one action that is “wake up”. Nescafe shows how the combination of three taste; white, coffee, and sugar, can create the own taste of Nescafe. It is also able to change the situation. The other interesting thing is that it is practical. We just prepare a cup hot water and get Nescafe into the cup. It is suitable for morning beverage when people need something practical.
Something inside Nescafe
Nescafe is one of the representation of practical products and most of Indonesian think that practical product is a part of modernization .When they consume modern product, it will increase their pride. Western country is a figure to know what is something modern now, but there has been usually different perception to know whether the modern thing is useful for Indonesian. Indonesian actually does not have coffee culture. Most of them do not have habit to drink coffee especially in the morning. They drink coffee usually at night when they need to wake up. They also rarely need coffee to spend their leisure. However, after the capitalist of America tries to spread Americanization, Indonesian’s thought and habit changes. Capitalist in this case means a subject doing economic system. The main purpose is to get the profit (http://en.wikipedia.org/wiki/Capitalist). Indonesian tries to adapt coffee culture so that they can be a part of modernization or actually it is called as Americanization. Americanization is an effort done by America to influence culture, technology, business practices, political techniques or language, to other countries (http://en.wikipedia.org/wiki/Americanization). What a big role of Americanization in every daily life, because they influence not only the product but also the culture and probably the ideology.
Nescafe tries to make the taste of coffee can be enjoyed by many people all the world. It creates new identity that it is a practical beverage and it leads people to get into modern culture. It also creates an ideology that drinking coffee especially practical coffee is to be modern. Nescafe convince the public assumption that coffee is dangerous for health by giving a little explanation that the ingredients of Nescafe are safe. By searching on http://www.nescafe.com/home_ new_en_com.axcms?ActiveID=1021, Nescafe tries to explain that it is not dangerous by including some information such as; soluble coffee is all natural, caffeine stimulate sense, and coffee is natural source of polyphenols. The most important thing that is able to catch public opinion that drinking Nescafe is fine. In the other hand, when I tried to look for some discussion forum related to drinking Nescafe, most people complaint of drinking Nescafe. Some of them begin to be addicted, some others can’t sleep well, have fast heart beat and indicates diabetes.
The phenomenon
It has become a phenomenon that many people now need something easy to consume. Their time is valuable so they do not need something that makes them complicated. America uses this condition to create Nescafe as something instant and suitable for becoming a part of coffee culture in western country. After it has been successful in America, it becomes American capitalist as a part of Americanization. America introduces not only the product of Nescafe itself but also the habit of American to drink coffee in a certain moment. Nescafe becomes one of capitalists. Capitalists cover many things in our daily life to make everything easy. People do not need to do complicated thing. Everything is easy because of this. The bad effect, however, is that it makes people lazy. It offers everything as if we can choose everything we want in many ways. We can’t live without every single part of the product of capitalists. We can’t get our identity if we do not use or consume it. But the real condition in fact, it limits human’s creativity. It can’t create human’s skill. It makes as if we have many kinds of choice to choose, but in fact we do not have any choice to choose, because we depend so much on the product of capitalist. It just creates what is called as an instant human. Instant human is the human created by capitalist. They can be alive if they use or consume many products of capitalist, but if they don’t, they will be useless.
By having the example of Nescafe above, it can be concluded that some people are not really critical in facing the capitalist. It can be seen from the information provided by Nescafe that the caffeine stimulate sense. People should realize that it can be something dangerous. It is not actually “stimulate” but it “forces” the sense little by little. Some others probably have known this danger, but they still let themselves get into dangerous condition. They make themselves to be spoiled in certain moment such as: the delicious taste of Nescafe, the modern identity by drinking Nescafe, stay awake by drinking Nescafe etc. It will create identity and new habit which is influenced by suggestion. For instance, I will get sleepy easily if I don’t drink Nescafe. This is what is called as an instant condition. This phenomenon just shows the little role of capitalist to have what is called as Americanization.
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