Coffee Culture

Coffee culture is neither an antiquated nor a modern convention. Coffee has historical ties to the Mediterranean since the late fifteenth-century and continues to be a staple of modern socialization. In the fifteen- and sixteen-hundreds, coffee shops were opened in Mecca, Damascus, and Constantinople, among others, as a gathering place for intellectuals to share ideas. Fast forward four hundred years to the 1960s. Drinking coffee together provided the occasion for a man and a woman, such as a husband and wife, to have a discussion. Because this has not changed much even compared to today, the setting of two people drinking coffee establishes a highly comfortable situation for those viewing the ad. Though the occasion of drinking coffee has not changed, the culture of the coffee drinkers is much different. Look, for example, at the 1960s advertisement. A woman makes her husband his coffee in the morning. Unfortunately, he is not satisfied, he tells her so, and leaves for work so that he can bring home the bacon. Alternatively, in the 1990s commercial, the husband, to surprise his wife, wakes up early and makes her breakfast in bed. They then proceed to relax together enjoying the coffee and each other's company. Sharing a cup of coffee with someone is a great way to begin a conversation. As these ads show, the coffee hasn't changed, but fortunately the conversation has.

-Corey