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...dlebags, secured with two big chrome buckles. Barely visible underneath the saddlebags is another whitewall tire that is sitting on a brown forest floor. Standing behind the motorcycle is a tree of enormous size, a sequoia with a trunk at least two times the width of the bike. The texture of this tree is rough and has ridges that look like an aerial view of a mountain range. Light is shining on this tree from the right side of the ad, casting shadows into long deep crevices in its bark. The only other things visible past the motorcycle and the Redwood tree are the other giant members of this forest family. With rays of light shining through in places to reveal their massive sizes, the trees cast shadows that darken the earth around them. Their sheer size dominates the motorcycle as if it were a child's toy. The photograph is topped with the headline, "THOSE WHO HAVE NO HISTORY ARE CONDEMNED TO REPEAT OURS," that covers both pages in very bold block type. The text of the ad is along the left and right margins of the photograph, and consists of approximately 130 words. Very small print disclaimers about motorcycle safety, and helmet usage are at the bottom of the photograph. The bar and shield logo of Harley Davidson is positioned in the bottom right corner, the words "The Legend Rolls On" right above it. Evaluation: American made, the redwood forest in our northwestern states, and the Harley-Davidson Motor Company. This advertisement is linking two known American images together to visualize for the consumer the history of their product. I will address my evaluation under the three types of persuasion, Ethos, Logos and Pathos. ETHOS: The advertisers establish their credibility and integrity in a few ways. Those who have no history are not named, rather implying that it is those who are trying to copy their look. A Company definitely sees what works and what don't work over a period of 96 years, by stating that their "design philosophy is deeply rooted in their heritage of being the only unbroken line of motorcycles since 1903" confirms this to readers. The words "authentic Harley-Davidson is what your looking at," implies that you may have seen what you thought was a Harley in the past, but this is the real thing, not a clone or copy. By the placement of this ad in the center of a magazine whose major advertisers are those trying to compete in Harley-Davidson's market, they are reinforcing that they are not afraid to go head to head against competitors. PATHOS: Harley-Davidson appeals to the reader's needs, values and attitudes by using the beautiful photograph and emotional language. Rays of warm sunlight penetrate through the thick forest canopy giving the reader feelings of peace and solitude. The distinction of colors between nature and the motorcycle is the definitive line in relation to their long individual histories. That competitors are condemned to repeat Harley-Davidson's history is an illogical statement, knowing that "those who fail to study history, are condemned to repeat it" is the actual stateme...