Harley Davidson

Harley Davidson is much more than a motorcycle. It is a lifestyle, a sense of community. Someone who purchases a Harley is not just purchasing a bike, but a way of life. The Harley community is wide spread throughout the country. Regardless of whether two Harley riders know each other or not, they are still "family".
The Posse Ride definitely enhances the meaning of the brand. This is a place where Harley riders gather to bond over their common interests. The Posse Ride is a way for consumers to build relationships with other die hard Harley riders, while giving the brand an opportunity to promote itself. Happy customers who feel a sense of belonging are much more likely to promote the brand and continue to purchase their merchandise.
If the company became too involved, it would ruin the brand. Typically, people ride motorcycles for a sense of freedom. Some might say that people who ride bikes are "rebellious" or people who "bend the rules". Consumers want to feel as if it is their choice to be a part of the brand, not that they are being forced into something. If Harley became too commercialized, that would ruin the brand. The dynamics would completely change and Harley would loose thousands of their customers.
If the company were to become more involved, they could create more Harley Routes or gatherings for their riders. Something secretive or something created by consumers for consumers. The most important part is to make the riders feel like they are the ones in control. Something similar to the Nike Run video that was shown in class, Harley riders could map out different routes for other riders to travel as well.

The Life of Tide

Susan wakes up at 5 am. She begins her day with a cup of tea and her morning yoga routine. At 6 am, she begins preparing breakfast for her family. A delicious fruit salad made of organic fruit from the farmers market and a green smoothie. She wakes her children and husband and they eat at the table together. She dresses her two children in their Macys brand clothing and prepares their lunch. Today, lunch consists of fresh veggies, hummus, pretzel sticks, grilled chicken, and water. Her husband kisses her, then their children, and drives to work in his white Prius. Susan gathers up the children and walks them 3 blocks to their school.

When Susan gets home, she seperates her families dirty laundry by color. She grabs her Tide laundry detergent and begins to wash a load of darks. She walks over to her ipod dock and puts on Adele Pandora. She then cleans up the mess from todays breakfast and uses greenworks dish soap. Autum then gets into the shower. She uses all Aveeno products. Once she is out of the shower, she changes into her Lululemons yoga gear. She air dries her hair and uses bare mineral powder on her face. She grabs a snack of celery sticks and reads a book on her couch.

Susan walks the three blocks to pick up her children. On their way home, they stop at Trader Joes to pick up some groceries for dinner. Once home, the children begin their homework at the kitchen table. Susan begins preparing dinner of fresh spinach and salmon. Her husband arrives with a bouqet of white daises for his wife. She gets her favorite vase from Macys and places the flowers at the center of the dinner table. The children help set the table, and the family eats together.

After dinner, the family watches a few episodes of American Idol. Susan bathes her children, using the same Aveeno products, then her husband tuck the children into bed. The two of them then get into their bed to read their favorite novels. By 10, the couple turns off the lights and go to bed.

World Wildlife Fund

The World Wildlife Fund logo is something that I have seen for the past few years. I noticed the little panda with the WWF text in sticker form on peoples cars. I never knew what this logo stood for until I did some research. WWF fights to secure a future for animals and strives to keep habitats thriving. WWF campaigns are extremely simple and straight to the point. Even without text or any background information, it is clear to understand what message they are portraying. WWF advertisements do not use stereotypes or gimicky ads to make their point.
This image although simple, is extremely powerful. This ad shows a depleting forest in the form of human lungs. The text reads, "Before its too late". This advertisement does not target just one type of person. It speaks to all human beings by using something that they all have in common, a need for fresh air.

This next image is of a paper towel dispenser with a cut out shape of South America. Each time a person removes a paper towl from the dispenser, we see the green forest of South America being drained. Once again, this is something that can speak to ALL people. If this advertisement was placed in every bathroom, people would be more aware of the importance of conserving the rain forests. 

Advertisments such as these use images that they know will play with peoples emotions.

Sexism

Much like racial stereotyping, sexist stereotyping is portrayed in advertisements. A stereotype is a generalization about a group of people whereby we attribute a defined set of characteristics to this group. When people stereotype women, they are typically portrayed as either weak or sexual beings. Men on the other hand, are seen as strong, masculine, and heroic figures.

For example, this ad shows a woman with a surprised look on her face. Her fingers are placed just above a ketchup bottle. The text reads, "you mean a woman can open it...?" This ad is saying that this ketchup bottle is so easy to use, even a woman can do it. This ad is depicting women as weak beings, in need of a strong man for help. While I understand the humor behind it, I can see how some people can find this offensive.

This advertisement pretty much speaks for itself. It is clear that this playing up the idea that "sex sells". If women are not playing the victim role, they are seen as sex objects. As a woman, this would not make me want to purchase this product. However, a male audience might find the humor in this.

This ad is the most disturbing in my opinion. Although it is in another language, it appears to be a cigarette ad. Again, this is playing up the fact that "sex sells". This ad is sending a similar message as the one I posted above. The woman is beneath the man, looking up at him. His hand is on her head as if he is guiding her. Just by looking at this ad, it is clear that the man in this image is in control. The placement of the cigarette on the mans crotch region is completely inappropriate. It is my guess that this ad was not used.

Stereoytypes

Racial stereotyping has been around for ages. I do not believe stereotyping is necessarily okay, but I do believe that things have happened that make people believe that certain races fall into certain stereotypes.
Although racial stereotyping is not going anywhere any time soon, it appears that advertisements have gotten more subtle in their portrayal of it. Comparing the advertisements shown in class to the ones typically seen today, I can see a big difference in how blatantly stereotypical advertisements used to be. In times that racism was the norm, it probably would not have been unusual to see advertisements suggesting superiority of the white man vs. the black man. Today, although many advertisements may connote the same message, they are done so in a less blatantly racist way.
One of the stereotypes most people know about is that asian people can not drive. My roommates who are asian themselves often admit that most asian people are terrible drivers. Unfortunately in my own life experiences, I have to say that the bad drivers I encounter most on the road tend to be of asian decent. Now, this is not to say that ALL asian people are bad drivers. But this is a typical racial stereotype that has been made up because people choose to accept it.
This clip is a scene from the popular Television Series Family Guy. It shows their version of a "stereotypical asian driver". While this show is meant to be humorous, I can understand why people could take offense to a lot of the racial stereotyping mentioned in this series.

Semiotics

Print Advertisement Denotation:  This ad shows an image of a woman with brown hair. She has a slight smirk on her face and is running one of her hands through her hair. Her hair is extremely shiny and soft looking. There are two bottles of pantene hair products. "Erase the damage of 100 blow drys" is written between the woman and the bottles.

Print Advertisement Connotation: This advertisement gives women the impression that if they use these particular pantene products, their hair will look like hers. Not only will their hair look nice and shiny, but they will cary the same confidence that this woman does. The advertisement also states that this product will erase the damage of 100 blow drys. This leaves women with the impression that this product can heal your hair in ways that other products can not.

Outdoor Advertisement Denotation: This is a diamond shaped sign posted outdoors. The background of the sign is yellow and has an image of a deer.

Connotation: The meaning behind this sign is to be careful while driving because it is a deer crossing zone.

http://www.youtube.com/watch?v=B1Vcbm-XWtg

Television Advertisement Denotation: An animated baby and dog are sitting on a couch. They are talking about the wheat thin crackers. The dog is trying to correct the way the baby pronounces the word wheat. An outside voice asks to join in on the commercial and the baby and dog unanimously say "no".

Television Advertisement Connotation: The baby and dog are characters from a popular comedy show known as Family Guy. People who watch the show know that the baby, Stewie, pronounces words that start with "wh" wrong. Since these characters like to eat wheat things, people who watch the show should eat them too. Maybe people who eat wheat thins will develop a sense of humor similar to these characters.

Brands

Brands say a lot about who you are as a person. Are you more willing to spend that extra cash on a name brand product or are you happier saving a few bucks and buying the generic version? Would you cash out and buy an ipod or buy a cheaper version that works just as good. When I think about the purchases I make, a lot of them are name brand items. However, there are many reasons why I choose name brand products. Sometimes, it may be because I want to look good. Other times, it is because I trust the quality of one brand over another. I feel that if I have worked hard for my money, I should be able to spend it on what I want, regardless of how little or how much it costs.
I would personally much rather save up and buy the $150 steve madden boots over a pair of target brand boots. In my opinion, certain items are worth spending the extra money on. I would rather purchase a pair of high end boots that will last me several years, over a pair of boots that are more likely to wear out. When it comes to food, I will usually spend the extra money on name brands that I am familiar with. My friend decided to save some money and purchase cheese from the dollar store rather than her usual supermarket. When she took the cheese home and tried to make a grilled cheese sandwich, the cheese never melted. After hearing this story, I have no desire to purchase cheese from brands that I am not familiar with. However, there are some generic brand products that work just as well as name brand products! I actually prefer the taste of Safeway brand water over brands such as fiji or crystal geyser.
To conclude, brands allow products to have superiority over other products. People are more likely to purchase products from brands that they are familiar with, whether it be because they care about the opinions of others, or because they trust it.