Advertising is often a direct reflection of cultural and societal values. In recent years, empirical studies have shown the emergence of several “global brands” that cross borders and attempt to appeal to a mass market of consumers. However, a debate exists as to how much ethnocentrism occurs in the way advertising is created and distributed to target audiences. In this assignment, I will critique an ad from outside my home country. The purpose is to review the ad and see what research and information I can come up with to better understand the cultural context under which it was created.
This
well-crafted TV advert for Fiat first aired in Italy in January 2012. With the
intention of spreading messages of national pride and integrity, it draws
striking similarities to the 2011 Jeep Grand Cherokee Manifesto Commercial
aired in the United States. Both car manufacturers seek to leverage their
unique competitive advantage as one of their nations pioneering automobile
companies to attract attention, inject interest, facilitate desire and
eventually persuade a course of action. The Fiat commercial appears to be
directed at promoting the new Panda hatchback model but actually assumes a much
greater objective – Reminding Italians about everything the company stands for,
its nationalistic values, culture and ethics in a desperate effort to start
anew. It fosters a bigger picture perspective as it highlights everything that
defines the nation such as craftsmanship, design, structural inventions and a
glorious history of prolonged excellence in automobile manufacturing. Based on
Fiats then worrisome position in the global market, the ad was seen as a source
of redemption for the automaker in a time of anxiety and growing concern for a
nation bewildered with an array of economic crisis and growing uncertainties.
As mentioned
earlier, the commercial targeted several aspects of Italian lifestyle with the
mention of design and aesthetic value being the most prominent. It also aimed
at selling the concept of ‘hope and faith’ in an effort to encourage Italians
that their days of prosperity and wealth can be restored if they just begin to
trust the values that built the nation in the first place. Considering Italy’s
Roman Catholic ancestry and religious standing, these phenomena seemed to align
well with Fiat’s goal of refurbishing its image and leading people to believe
that through the company, the nation is on the verge of a new beginning. In
addition to this, artistry, creativity, passion and the desire to produce are
other critical Italian characteristics that were very relevant in the context
of this ad. Displaying the current state of affairs in the initial part soon
followed by the notion of an ideal Italy, this ad inspires positive change
through dire action.
The laws,
rules, and regulations governing the use of advertising in Italy are as liberal
as those in the United States without any major distinctions, censory
restrictions or prohibitions. A good method of understanding the differences
between advertisements aired in various countries is by undertaking a
comparative study. Identifying and analyzing two very similar TV ads produced
by two very different companies, operating within the same industry and seeking
to communicate a similar message was intriguing. While the predicament of both
these automotive giants were relatively similar at the respective times during
which these ads were broadcasted, the key factors that were touched upon to
stimulate almost identical viewer response were quite different. The Jeep
commercial targeted core American values and beliefs such as pride in American
manufacturing and engineering, telling the world that American manufacturing is
getting back on track, and that Chrysler is working hard to build the best new
products for the market. On the other hand, Fiat looked to drive home elements
of day to day Italian life such as the importance of creativity and design,
beauty, aesthetics and perfection while consequently reiterating their legacy
as one of the oldest and largest automobile manufacturer in Italy. Both
commercials were characterized by these similar values that were thought to
have built the nation as well as the company and inevitably reinforce this
popular connection. The timing and character of these campaigns were spot on as
they aired during a tumultuous period of great difficulty for both companies.
Both automakers decided to go back to their roots and market a campaign that
would encourage consumers to make purchase decisions based on their
‘responsibility’ towards their country and to entice their patriotic pride of
driving a vehicle that strongly represents their nation. In hindsight, the Fiat
ad might have well been exactly how the Jeep ad was, if it were tailored to be
created and broadcast in the United States.
