Digital Communication - Assignment 3

What do I want to change / What do I want my target group to do:

My target audience are women from all over the globe and I would like to achieve that the women, who are not riding/ interested in riding a motorcycle (Harley- Davidson),yet, get engaged with the brand and win them as new customers. 

Persuasion Techniques and their Theoretical Background 

- 1. Authority: "Authority refers to the perceived social position an individual or organisation has in a society, or the recognized expertise someone has in a area of academic knowledge or professional context." (Andrews, Van Leeuwen and Van Baaren, Hidden Persuasion, 2013). 

Our society looks up to celebrities such as movie stars, politicians, singers, the pope etc.and want to be just like them. Using inspiring and respected celebrities to promote a product or company will get the target audiences attention and they will feel a bit closer to their favourite "star", because they can use the same products/ like the same brands. 


-2. Promised Land:  “The Promised Land can be seen as an empowering Promise; it will give you the right tools and powers to succeed” (Andrews, Van Leeuwen, Van Baaren, Hidden Persuasion 2013).

Using this technique, a product will be made utterly desirable through exaggerated promises when using it. Even though customers are aware that the product can not exactly deliver what is promised, they still find it so appealing, that they want to buy it. It might happen that sometimes even these exorbitant promises come true and this thought is decisive.



Implementing Techniques in 'real life':

- 1. Authority: In order to reach the target audience (women from all over the globe) Harley- Davidson could set up an advertisement were some famous female Hollywood stars ride on their Harleys and talk about how riding (a Harley) is not only for boys, but for everyone who wants to feel free and independent, no matter what age, gender or nationality. These celebrities could be e.g.: Pink, Pamela Anderson, Kate Hudson, Anastasia, Tina Turner and more. All these female celebrities (and more!) ride Harleys and together could empower women to swing themselves in a saddle and join the growing female community.   

                                  
                                                                                                        











(Tina Turner - left & P!NK- right)



- 2. Promise Land: By using this technique Harley- Davidson could set up an advertisement in which the target audience is promised to escape the daily routine and to feel strong, independant and emancipated. "A Harley will give you the self- esteem you always wanted!"












Sources:
http://www.spotmotorcycles.com/celebrity-harley-women/
http://blog.enhancv.com/8-persuasion-techniques-to-change-anyones-mind/#Authority
http://www.earthfashions.com/images/1210022853435-964467793.jpeg
https://s-media-cache-ak0.pinimg.com/236x/9b/15/b0/9b15b0fa2fcae04c068ac7b5d5b1eb58.jpg
http://pics.imcdb.org/0is214/turner114.5373.jpg
https://s-media-cache-ak0.pinimg.com/736x/5d/cb/43/5dcb43d498c05205537a30a34e6cff82.jpg