The
formulas of convention and invention both apply to a Harley Davidson
advertisement.
The
latest 2014 Harley Davidson advertisement video featuring the Harley Davidson
street 750 and 500 motorcycles perpetuates the Harley Davidson The formula of
the advertisement video is exactly what John Cawelti expresses about formula:
“… a sophistication and narrowing of the concept of myth into the realization
that all cultural expressions develop in a mixture of the old and new…”
The
formula of the video incorporates both convention (old), and invention (new) as
it presents the newly designed street Harley Davidson motorcycle to the viewer.
The video begins with street scenes in a city. A male is gets on his motorcycle;
the next shot shows a female getting on her motorcycle. They are both dressed
in traditional black leather garb. The clothing is a conventional
representation of the Harley biker, while the incorporation of the male and
female is an invention. The old song “Come Together” by The Strypes begins
playing as the two bikers are riding down the street. As they are arriving at an
outdoor cafe, the song says “He just do what he please…” There are short
flashes of the bikers spending time with friends at a cafe. This shows an
invention of the traditional Harley rider. As the two bikers leave the cafe and
ride away on their bikes, the viewer hears “One thing I can tell you, you just
got to be free.” Incorporating these words into the video supports the
conventional myth of the Harley rider as independent and free. As the couple
stop at an intersection, the viewer hears is “Come together right now over me.”
The last words on the screen are “United by Independents,” evoking the
conventional Harley line.
The
formula of the advertisement used a conventional concept of the Harley
motorcycle and biker, but through invention, it developed a new perception of
the Harley. In fact, it worked on me; I am thinking about taking a Harley training
course for new riders.
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