Theme:
Riding an American made motorcycle is the ultimate sense of freedom and independence.
Thesis:
The word freedom is defined as, “The state of being free or at liberty
rather than in confinement or under physical restraint”. In three ads made both
by Harley Davidson and Indian Motorcycle Co., the idea of freedom in America is
used to convey the idea that there is no better sense of freedom then riding an
American made motorcycle which is how they persuade you to buy their products.
Conclusion:
In conclusion, American motorcycle companies target your sense of freedom
and independence when trying to sell you their products. It’s almost as if they
all use an either/or strategy to draw you in and say, “Either you can be a free
American and ride an American motorcycle, or you can live a dull, tasteless
life driving a cage like everyone else, and wonder what it’s like to be on the
outside”. Both companies objectify those who live within the rules of the
world and persuade you to be independent. Each of the 3 ads serves to make you
“different” from everyone else.
This 2012 Harley Davidson ad represents the freedom and rebelliousness
that (supposedly) only Harley Riders experience when they purchase a motorcycle
hence the phrase "The meek inherit nothing". They are saying that the
ones who sit back and blend in with life will not get anything out of it. They
are saying that in order to have a good life, you must break away from the
routine and stand out in a crowd.
This particular ad is for the 2012 Harley Davidson Night rod. A custom
blacked out or "murdered out" cousin of the Harley V-rod. The company
was targeting a younger audience when they made this ad. They feature a younger
looking rider in an urban environment as you can see from distant building in
the background and just from looking at the motorcycle you question yourself,
"Is that a Harley?” It is much different from the stereotypical Harley
Davidson motorcycles such as a Road King or an Electra Glide so you almost
don't believe it is made by that company. The motorcycle itself features a very
modern and street-like look. Like a street bike more than a cruiser. In the
bottom right of the picture you see the Harley Davidson logo and the words
"No cages" below it. They use the word "cage" instead of
car to represent how free you are when you ride a motorcycle. You are not
cooped up in an enclosed vehicle with seat belts and pedals and everything, you
are as close to freedom as possible when you ride a Harley Davidson motorcycle
but not just because it’s open, Harley Davidson is also 1 of only 2 American
Motorcycle companies, so they associate the freedom of riding their bike with
the freedom of your country. When you ride a Harley Davidson you represent the
home of the free.
Freedom of
choice
Freedom in
America
Freest of
the free
Harley- rebellious
reputation, clubs, freedom with the sense of rebellion, black sheep
Indian-
free, choice, difference, and wolf is the top of the food chain
This picture was an ad for the comeback of the Indian Motorcycle Co. in
2013. Indian Motorcycle Co. was America’s first motorcycle company. The ad
features two pictures side by side. One is in black and white and the other is
in color. The black and white picture features a group of people riding in
formation on black motorcycles down a road with the words “black sheep” written
across the front. It is not said anywhere in the ad, but this picture is meant
to represent the Harley Davidson Motorcycle Company in the way the picture is
built. The colored picture features a close up of one man on a motorcycle
looking to his right with the sun coming up over his shoulder and only half of
the front end of the motorcycle is shown. The word “Wolf” is written across
this picture and beneath that is the IMCo. logo and a few words that say
“Choice is coming to American motorcycles.”
As you can see, both sides of the
ad represent freedom and independence. They are both American made, they both
use motorcycles to symbolize freedom, and they both give you a “stand out in
the crowd” feeling. But the labels they use over each side of the picture are
meant to make you think about what is being said. Let’s start with the left
side.
The term “black sheep” is used to
describe an outcast, one who does not naturally fit in or want to fit in
with others. This term is used to describe the riders on the left of the
picture but is not meant to be an insult to HD. Harley Davidson is all about
standing out and being free which is why it works. But when you look at the
other side of the picture and see one person and one bike with the word “wolf”
over it, you see that the Indian Motorcycle Co. wanted to display their company
as being at the top of the food chain in terms of who is the freest. They want
you to feel like you have more free will than their competitor because now you
have choice on top of freedom.
“May wind be
the only product in your hair.”
This
Harley Davidson ad targets the way the country is changing and going “soft”.
Another black and white picture is shown from HD, this time featuring a close
up of an older gentleman’s beard. They target the beard and lower part of the
face to show you the character of the man. At first glance of the entire ad,
your eyes are directed toward the left-center of the picture. You can see that
this is an older person by the color of the beard, but you also see a few
strands of long hair coming out from behind the beard. You see their mouth is
shut, and no eyes are shown, but you know this picture is telling a story of
some kind. Almost as if the man is speaking to you through the picture. Then
you read the small words to the left of the person, “May wind be the only
product in your hair.” It is then that you realize this man is an example of
freedom and independence, and the picture tells a small story.
The viewer is then persuaded to feel obligated to stand out in a crowd
much like the first HD ad by not conforming to modern day customs like using
hair products. They want you to take a stand for yourself and live freely, away
from the grasp of the mainstream crowd and choose the path you want to follow.
This form of freedom and independence from the rest is what Harley Davidson’s
reputation stands for and by purchasing one of their motorcycles, you are then
on your way to being one of the minorities or “black sheep”.
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