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Feminist Lens In The Fiat 500 Abarth Car

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Feminist lens: In The Fiat 500 Abarth vehicle 2013 advertisement, it depicts a man walking by a woman fixing her shoe on the side of the street. The woman in the commercial, by modern day standards, is attractive as well as dressed sexually, therefore capturing the male’s gaze. When she noticed that she was being subjected by a male’s gaze, she proceeds to flirt with him for much of the commercial. However, at the end of the advertisement, the man realizes that this girl was simply a daydream, and that he had actually been checking out a car. In this commercial, the modern day standard women are viewed only as an object for a man to acquire; not as individual human beings. She is portrayed to have been a car this whole time during the commercial, …show more content…

It gets the audience’s attention right away with a view of a beautiful young woman fixing her shoe on the side of the street. The music picks up it pace when she notices the male’s gaze and rapid camera angles as well as movements for both individuals gets the audience’s attentions due to the curiosity of her next moves on him. The audience’s desire rises as the beautiful women get more closer and sexually towards the man, playing to the fantasies of the audience of many young men. When the focus of the young man is finally revealed, that this whole time he had been daydreaming about a car, the message of the commercial becomes evident: purchase the Fiat 500 Abarth and young, modern day beautiful women will find you attractive and want you. The commercial plays towards the typical stereotypes of the “ideal” woman: flowing hair, large breasts, sculpted, thin body, and perfect skin. However, the young man is simply average looking. All of this works to play into the desires of the audience even more. Young men everywhere can identify with the average-looking man, they can see themselves in him. Therefore, the message of the commercial becomes, if the average young men in the audience purchases the Fiat 500 Abarth, the young women that they fantasize about will want

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