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    Message: "We Car."

    From Ask Figaro:

    Dear Figaro,
    Fiat recently introduced a retro Fiat-500, a tiny automobile.  The slogan is:  “You are, we car.: Please, Figaro, analyse and evaluate this slogan for me. Figarist forever, I wait for your expert opinion.
    Arie Vrolijk

    Dear Arie,

    “You are, we car” employs an anthimeria, the verbing figure, which turns nouns into verbs, adjectives into nouns, and the like. Fiat is into carring, apparently. It’s also into identity strategies, using a campaign that emphasizes the “500,000 car combinations” the model offers, allowing you to find the car that’s just for you. The car company hopes your unconscious will do this fallacious little syllogism:

    You are the essence of you.
    Fiat is the essence of car. Ergo,
    Fiat is the essence of you.

    Figaro would not want to meet the focus groups who approved this message.

    Snappy Answer: “We don’t car for you.”

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    Reader Comments (8)

    Har-rible. Wonder if they were paid $10 mil for that dandy little slogan the same way that truly forward-thinking marketing firm was paid for dreaming up the PricewaterhouseCoopers' "Monday" brainchild? Probably the same company.
    December 12, 2007 | Unregistered CommenterMartha
    Not since Utah paid millions of dollars for the two word slogan "life elevated" have I been so disgusted.
    December 12, 2007 | Unregistered CommenterWillfully Ignorant
    While it is an anthimeria, it's also an unintentional pun (wee car).
    December 12, 2007 | Unregistered CommenterRoger Hebert
    So you don't thinking they're a very carring company?
    December 12, 2007 | Unregistered CommenterMarie
    Hi Figaro,

    another snappy answer is:

    'Be carful when you drive a Fiat.'


    December 13, 2007 | Unregistered CommenterStefan
    Figarists seem to comprise quite a few autodidacts.

    December 13, 2007 | Unregistered CommenterFigaro
    Gruesome, I'm gruesomed.
    January 7, 2008 | Unregistered CommenterAlex
    In the mean time, there is a lot of talk about the slogan and about the manufacture (Fiat). They have reached their goal :)
    January 21, 2008 | Unregistered CommenterSimon Stegel

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