In this commercial Fiat uses snob appeal, by setting the commercial in a mansion with a huge pool and tons of wealthy people there. This gives the audience the idea that if they drive a Fiat, they are rich and popular. They commercial also uses the testimonial appeal by having Charlie Sheen in the commercial. The audience gets excited by the fact that they see this man in a mullet driving a car, and they too want to be him. But wait, there's more. A super model comes out of the car with him, giving the commercial even more spunk. What I want to know is, why would they pick Charlie Sheen over Jennifer Lopez? Charlie Sheen is one of the stupidest men I have ever seen, whereas Jennifer Lopez is not only attractive, but has also been working with Fiat for a while.
This commercial satisfies the need to affiliate, because let's face it, with a Fiat, you are getting into the mainstream, and you are going to be cooler than everyone.
Jesse, I agree with most of what you said. However, I might add in that the target audience may not only be rich people, but also "badass" people. I think they're trying to target people who think they're hardcore and psychologically daring them to purchase their automobiles.
ReplyDeleteI like this commercial. Unlike you, I do like Charlie Sheen, even after what he did last year. But I've been a fan for awhile because I loved Two and a Half Men. After that event happened, Charlie Sheen became all the hype, especially with his "winning" motto. He is even going to be on a show called Anger Management. I agree, it does use snob appeal by using the big house and a lot of rich people. Charlie Sheen being in this commercial does show testimonial. Fiat probably used Charlie Sheen because of his stunt, and they want to show that this car is not just meant for women, but men can drive it too. When you buy a Fiat you're "winning".
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