Towards the end of the commercial, the scorpions intentions are revealed. Instead of stinging the young lady, he opts to clip her top off, a much more exciting result. He message of the ads was to make viewers think, How can you make the FIAT Abarth more exciting? ...The answer, make it topless. The ads follows the the scorpion's clip with the new, topless, FIAT Abarth speeding by.
FIAT uses a very effective advertising technique in this ad...Sex. The use of sex appeal works on the emotional side of advertising. A sexy model or spokesperson is used to excite potential consumers. FIAT's goal is to position their Abarth as sexy. The sleek design and speed of the car support their positioning, making the Abarth one of the sexiest things to come out of Italy since Maddalena Corvaglia .
While some might argue the star of the ad is the scorpion, my attention was focused on the black bikini clad young lady... sorry guys
I agree with you Tyler, the use of sex appeal does work. Especially when creating an advertisement for a car, the sex appeal works best. Cars are typically advertised to male users and this has proven to be an effective way to catch their attention. This would not be as effective if it were pitched to women; they would not be attracted with the use of sex appeals. Men are known for being attentive to situations in which they face danger or a little bit of adventure and this is the idea that is being conveyed with this advertisement and having a super model endorse it is the final touch.
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