FIAT USA Commercial

This Fiat 500 Abarth commercial was shown during the 2012 Super Bowl, which conforms to the heterosexual men’s sexual desires.  A tall, slender, foreign woman is objectified in this commercial.  The young woman catches a man’s attention as she bends over on the street and her dress rises exposing her long legs.  She proceeds to slap the man and then lure him with her seductiveness, which indicates a sort of masochism on her part.  Much as Jean Killbourne describes in her movie, Killing Us Softly 4, women in this commercial are treated as sexual objects.  The young woman has the ideal shape and uses her attractiveness to lure the guy.  Once she has the guy’s attention she disappears and a car appears in her place.  She turns into a foreign car that the man almost kisses.  Although I doubt the intended audience of this commercial are young girls, it contributes a great deal to teenage girls’ perception of themselves.  We see this commercial take place in a normally populated city street, which further enforces girls’ aspirations to appear flawless and perfect whenever leaving home.  The man in the commercial is fully clothed in business attire while the woman is wearing a very low cut dress and tall heals to make her even taller than she already is.  Her makeup is perfect and her hair is neatly done.  She is wearing the colors of the car that appears in her place afterwards, which helps make the connection between her and her objectification as a car.  The placement of this commercial in during the super bowl was ingenious due to the many people who watch these commercials.

Sources: Jean Killbourne, Killing Us Softly 4


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