Building a Myth. Representing “Italianness” in Fiat 500 Commercials in The United States

Abstract

Under the leadership of Sergio Marchionne, the Fiat brand has embarked on an important semiotic operation, redefining its system of values and symbols and building a true myth of “Italianness”, in which the Italian language features prominently. This essay will analyse three commercials that appeared in the U.S. between 2011 and 2014 to advertise the various versions of the Fiat 500. 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.