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It’s a car! It’s a woman! Wait, what?
Questions to Consider:
- What is the product that is being advertised?
- What does this say about men?
- What does this say about women?
What We Think:
It has been more that 20 years since Fiat has sold vehicles in the United States, and for their return, they’ve decided to show a woman as a car… or car as a woman? Or…? Either way, it’s just weird. This commercial shows a feisty Italian model seducing a man by pulling on his tie and teasing him until he finally opens his eyes and sees that the woman he was fantasizing about is in fact the new Fiat 500 Abarth car. First, we will state that comparing a woman to an object (car) does not make us want to buy your car, Fiat. They are basically saying that there is nothing wrong with objectifying women because there is no difference between objectifying a woman and objectifying a car. — Nickole Mariona and Jennifer Berger
Where we saw it: CBS during Super Bowl XLVI: February 5, 2012