Mapping Design Values Across Time for a Single Product Category (Two Wheelers) Using Harley Davidson Advertisements

Abstract

In the field of mobility, Harley Davidson is an iconic brand that has a loyal fan following. Hence, it is beneficial to observe the design values that the company has been propagating over time. To do this, the authors conducted a manual text analysis of 150 American Harley Davidson advertisements, which were evenly distributed across five decades beginning from 1920. The result of this analysis showed that irrespective of social, cultural, political, economic, or technological changes, ten design values were repeatedly observed in the advertisements, namely aspirations, style, performance, convenience, affordability, comfort, durability, safety, conservation, and security. In addition to this, the authors also documented the changing propensities of the design values across time and the ways in which they were achieved.