The “Fiat 500L” commercial: A journey into Italian style
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Orlando Paris
Abstract
This essay will analyze a single script, the television commercial that advertises the Fiat 500L in the United States, released in 2013. This commercial has stimulated wide debate both in Italy and the United States. It was generally well received by the press, even if it did attract some criticism on the part of those who simply read it as the latest version of a series of stereotypes of Italian mores. Without neglecting the functional dynamic of advertising (narratological structure and underlying rhetorical devices), this analysis will focus in particular on the decisive role played by Italianness and the Italian language.
References
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- Frontmatter
- Spontaneous emergence of language-like and music-like vocalizations from an artificial protolanguage
- A sociological analysis of moves in the formation of Iranian epitaphs
- Sign systems: The dawn of earliest mankind
- L’ambigüité structurale et l’acquisition des compétences linguistiques en français en passant par la langue maternelle
- The corporeal meaning of language: A semiotic approach to musical glossolalia
- Bringing back the image into its frame: Barthes’ soldier and the contextual frame of human perception and interpretation of signs
- Context-based analysis of an advertising poster
- Semiotic approaches to “traditional music”, musical/poetic structures, and ethnographic research
- The theory of synesthesia according to the Pythagorean tradition and Nabokov’s revisiting of Pythagorean synesthesia
- “Do you understand these charges?”: How procedural communication in youth criminal justice court violates the rights of young offenders in Canada
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- Diagrams and mental figuration: A semio-cognitive analysis
- Perelman’s phenomenology of rhetoric: Foucault contests Chomsky’s complaint about media communicology in the age of Trump polemic
- Semiotic and discursive consequences of the cybertextual condition: The case of tragedy
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