Does FIAT cross the line?

 Fiat is an Italian automobile manufacture and a major player in the European marketplace. Last year Fiat decided to enter back into the North America market, and according to this article things didn't go as they had planned.

"We thought we were going to show up and just because of the fact people like gelato and pasta, people will buy it,” says Chief Executive Officer Sergio Marchionne.

Because of this disappointing debut,  Fiat recently decided to relaunch their marketing and advertising campaign to try and stir up some interest about their brand. Their marketing revamp was meant to try and capture the attention of the public, but in my opinion Fiat took it a little too far. Fiat's first display of their new marketing campaign was a commercial that was aired during the  Super Bowl.

I think this ad is ethically questionable because it  is too risque and sexual, I mean the name of  the ad is "Seduction." The title alone should be a read flag that this commercial is not appropriate to air all over the TV for all ages to see. The content of this commercials should be for adults only. I think Fiat should tone down the erotic body language in this ad to make is appropriate for younger viewers. In addition, I think this ad causes further controversy because it portrays women as an object. The young man in the commercial is captured by the model's sex appeal and sees her instead of the car. I think this objectifies women because it depicts a human been as a only a sexy object. Fiat is stereotyping by gender and portrays women more as objects instead of people.

A more recent example of Fiat's new marketing revamp, is a commercial that features the famous actor Charlie Sheen, who while under house arrest drives a Fiat car around inside his mansion. In my opinion, this commercial also is ethically questionable and is very controversial.

Charlie Sheen is a celebrity who has be trademarked as a "party boy." It's not secret that Sheen is a drug addict, has been convicted of battery twice, has been involved with prostitution, spent time in jail, and was fired from the show, "Two in a Half Men" becuase of his indiscretions. To say the least Charlie Sheen is a troubled person who is on a downward spiral. However, in this commercial, Sheen, even though under house arrest, is depicted as the "life of the party" and is surrounded by gorgeous women. The ad is sending a message that even though this person has committed a crime and is being punished by the law, they can still be cool. I understand that Fiat is trying to push the envelop and gain publicity, and after all who would be better to do that than Charlie Sheen? But I personally think it is outrageous to praise someone for breaking the law. What kind of message does that send to the public about their company? That they don't care about the law? I don't agree with the message that Fiat is sending out through this commercial and I think it is unethical.

Fiat is a bold and unique company that is trying to make a name for themselves. While it is well known that "sex sells", I think Fiat could benefit from toning the sexual content down in their "Seduction" commercial and not portray women as objects. I also think that Fiat should reconsider what message they are sending out to the public in the Charlie Sheen "House Arrest" commercial.