The only way that the humanistic firms can compete with the fatalistic, is through promoting themselves and their product as an ethically right choice in context to animal treatment, human rights and organically farming. These humanistic values are some, the most of us finds appealing, but not the most of us are willing to pay the extra amount of money to support the businesses who stands for these values. USA have for the last 50 years influenced the whole world with their “success persuading mentality’, which also fosters the idea of the “Economic man”.
The “Economic man” is a social scientific term, for how the stereotypical liberalism man, prefers to administrate his private and business economy, which are by selling for the highest price and buying for the lowest. This factor has an impact, on how we decide to do grocery shopping Jeannine Winterers argues the issue of small contra big businesses, in her essay “once upon a shop”, 2010. She owns a small vegetable shop in Springfield with her friend Harvey Cabana’s. Jeannine Winterers is a believer of living and eating organically.
Throughout the article, he tries to convince the reader about organic food, is the ethically right choice in context to corporate stores and fabricated foods. Her main claim, in order to persuade the reader is: The big, capitalistic manufacturers only cares about earning money, and not improving the quality of the product. Another argument is that the government only helps out the bigger companies, and the regular citizens and shops get lost in the process. Jeannine Winterers uses different techniques in order to persuade the reader about her opinion.
I hind that the title “Once upon a time”, is chosen to make the reader think about why the shop was only once upon a time and not now? It manipulates the reader to think that the shop is closed, because of big manufactures. At the first page, Winterers describes the environment as it was in the past. She describes it as she opened her first shop in Capitalist in 1805 and she makes it sound very nice, cozy, and traditional. By using that exact title and describing the scenery of the old days, it makes the reader feel more empathy for the est. of her Story and want to help the shop be restored.
She also uses imaginary language, which affects her language in an amusing and interesting way, for example: “The marked has moved out to Nine Elms now, and the pyramids of oranges, gassed lemons, King Kong sized bananas, forests of parsley, potato towers and crates of peas, red tomatoes, pink grapefruit… 1” She also engages the reader by asking questions, which make the reader ponder about the issue. For example when she say, “What can we do? 2” Jeannine Winters main standpoint is that people should stop supporting gig businesses by not purchasing their product, and instead support the organic food industry.
Throughout the story, she take a great use of pathos in her rhetoric, in order to persuade the reader about her opinion. Fortunately, for Jeannine Winters beliefs, it is not everywhere that the big businesses rule the marked. Struck is one of the worlds most famous coffee chains, and have over 12. 000 stores around the world, and a capitalization of 27 billion dollars. 3 Despite this heavily success the coffee chain hasn’t occupied he Italian marked. The Italian government prohibits the coffee chain to be a part of the Italian cafe culture.
This is because the Italians fear that Cutbacks will have a negative influence, on the famous Italian cafe culture. If Cutbacks manage to get through the political obstacle that prevents them from taking over the Italian marked, it is not without any risk. The coffee experience for Italians IS much more personal and intimate than what any Cutbacks store would be able to offer. Cutbacks could try to enter the Italian market by sing a clever marketing strategy; this means that they will need to customize their business.