PAPER 2

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Words: 839
Pages: 4
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Dakota Poff
ENG 102
C. Pyle
March 13th, 2014 Paper 2 Ad Analysis Imagine you’re a middle aged man, and you’ve hit the milestone referred to as a mid-life crisis. You're feeling fatigued, as if your youthfulness has been drained out of your body leaving you empty and meaningless. You’ve spent countless amounts of time and dollars on self help tapes, life coaches, and plastic surgery to try and restore what you used to be in your prime. Harley Davidson motorcycle company has accomplished a simple advertisement task. They have successfully convinced many middle aged men that the solution to their midlife crisis isn't Botox or a life coach, but that a roaring metal hog and a gorgeous biker girl will grant access to some type of Fountain of Youth. They wanted to make those who used the above treatments look like wimps or cowards, and they did it in the most subtle of ways. However, this is not a rare phenomenon. Many companies from different markets will use advertising tactics to help curb public opinion and sell their product. Harley Davidson's previous advertisement provides the consumer with a number of statistics. These statistics show how much money middle aged men spend on things such as botox, life coaches, and self help tapes. Then at the bottom of the advertisement, it clearly states "That’s one way to go, Maybe there's a better one". In the background, a woman stands in the wind with her hair flowing and a motorcycle gleams in the dimming sunlight. Harley Davidson play very well on the average mans fear of his own midlife crisis. Harley Davidson uses their provided statistics to grab the attention of these middle aged men to convince them that their best bet for regaining youthfulness is buying a motorcycle (specifically a Harley). In reality, there is now way to guarantee that one specific motorcycle could be the solution to a lifetime of problems. Aside from that, who's to say that a life coach wouldn’t help a specific person? This is all part of Harley Davidson's plan. They have associated youthfulness, happiness, and vigor with riding and purchasing a motorcycle. To avoid falling into this trap, one must always ask questions like "'Is there enough evidence to prove that this cause led to that effect? Could there have been other causes?'" (Cross 81). Just because the ad shows a mean bike and a flawless girl, doesn’t exactly mean you will achieve the same results. However, Harley Davidson has convinced other men that they actually can achieve these same results, regardless of who buys a motorcycle. Faulty cause and effect at its finest. Its not just the statistics that pull these men in, its also the scenery. Humans are visually pleasing creatures. If we can see it, we can be it so to speak. This is exactly why Harley Davidson created the image to go with the advertisement. This is an example of stroking, where an advertiser will say or show the consumer what they want to see or hear (Cross 74). With a beautiful woman standing next to a mean hog, it gives the impression that those who have purchased a Harley Davidson motorcycle are guaranteed to possess the same assets. It’s
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