Consumer Behavior - Archetypes

Marketing 407
9/20/16

In this ad, Harley Davidson utilizes The Outlaw archetype successfully. The motorcycle company has created this (and many of their other) advertisements directly in line with pushing revolution and freedom.

The outlaw is the opposite of the archetype The Hero. It is also known as The Rebel. They want revolution, to break the rules and fight authority. Harley Davidson motorcycles have often been associated with motorcycle gangs and open road freedom. It portrays a certain amount of power and strength, as the outlaw archetype fears being powerless. This advertisement is using a stereotypical biker, covered in piercing and tattoos to portray the outlaw image. They also include the phrase “World tattoo rankings. 1. Mom. 2.” followed by a Harley Davidson tattoo on the biker.

Outlaw brands sometimes reinforce questionable moral values and rely on marketing that emphasizes risk taking. Harley Davidson, in this advertisement, has branded their model as a rebel and an outside with his tattoos and piercings. People that identify with the outlaw archetype tend to purchase products that are unconventional and go against the status quo. They like content that impresses and shocks, rather than a blatant selling method. In this advisement, Harley Davidson avoids these messages, going for associating their brand with the archetype. They don’t outright try to sell a motorcycle.

As an overall company, Harley Davidson has long been a representation of freedom from the inflexible constraints of the current society. As a rider, in a video advertisement, once said “A lot is expected from you, to be certain things for a lot of people all day long. And if you don’t watch out, you might not know who you really are. You don’t have to worry about any of that when you’re on a Harley. You are with yourself and your companion.” One of their messages includes the line “Try living OFF the straight and narrow.” This further advances their brand association with personal freedom and rebellion.