Fiat 500 Abarth, or On Stereotypes in Advertising

Just hearing the Fiat Superbowl commercial on the radio as I was driving home today made me think: is this straight out of the Mad Men era? Wasn’t it a trite cliché years ago to personify a desirable car in the image of a desirable woman? And all that copy about ogling, undressing, owning? Do women not buy cars, in the world as Fiat sees it? Do women not buy small cars, for heavens’ sake?

Then I watched it on YouTube and I was further dismayed. Feel free to tell me that I have no sense of humor, but it is not clever if you make white latte foam trickle down between the woman’s breasts; it is sophomoric. There must be other ways to get a young single male target segment to take an interest in a zippy car with a shift stick. I hope. I do hope.

5 thoughts on “Fiat 500 Abarth, or On Stereotypes in Advertising

  1. Mmmm… There are so many ways to get a young single male target but this is good for me… Most of people when think in Italy, think in: beautiful women, awesome cars, delicious food…. Everyone has different point of view.

  2. Obiettivamente, non è che gli uomini ci facciano una gran bella figura🙂

    Il posizionamento è un po’ ambiguo: “l’auto per i nerd” o “l’auto per le mangiatrici di uomini”.

  3. ben detto. e in italia siamo pieni di queste pubblicità. Ho avuto uno scambio piuttosto acceso con una società che offre servizi di segreteria, che pubblicizzava con una donna “seduta” sulla fotocopiatrice. Visto che sono servizi comprati generalmente da office managers (nella gran parte dei casi ancora donne), l’ho trovato un clichè inutile e offensivo.

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