I studied Harley Davidson briefly in my first year, but managed to get to know the brand relatively well. For example I know they are currently;
- Trying to capture the European market starting with Britain.
- That they are targeting younger audiences.
As we can see this is an example of the brand successfully achieving their new objectives, by means of images of school children being punished at school for misbehaviour etc. the tag line “picked by the establishment” implies that people are chosen from a young age that they will be a part of the Harley Davidson era. The imagery suggests people are chosen by God or a higher being that they will break the rules and stand for the same things the Davidson brand stand for. Here is a video of the things Harley Davidson believe they stand for.
As a whole these print ads represent everything about Harley Davidson its not hard to see. The simplistic images are powerful enough to express the brand successfully