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November 07, 2007


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Yeah, there is a third interpretation of the to-be verb in "you are", the "I think, therefore I am" meaning. This is the one I assumed was intended. Not that that makes it a better slogan.

Boy, I could spend all day on the various Fiat sites learning all kinds of worthless info! For example, at least as far as I could tell, the utterly silly slogan appears only on the Spanish-language site. The "You" branding paradigm ("You, a writer," "You, yourself") appears, in English, on the English, French, and Italian sites (I didn't check the Japanese one, sorry), but on the German one it's all "Du," which I suppose strikes the desired carefree and familiar tone for this goofy little car but scares me as I will still not tutoyer, tutear or dutzen without proper invitation. I guess English is still mostly cool for advertising to Europeans. But truly my favorite nugget from this perusal is the news that the Fiat 500 won the "EuroCarBoy Award" for 2007. Doesn't "EuroCarBoy" sound like a euphemism for gigolo?

Jessica: I want a EuroCarBoy of my own! But in fact the award is called EuroCarBody.

I found "You are. We car" on the business-services page of the English-language site: http://tinyurl.com/yukeh7

I do rather like "Dante, the cute Community mascot." So literary, the Italians!

And speaking of national stereotypes, here's another time-waster: Discover your inner European! Take the quiz here: http://www.blogthings.com/whosyourinnereuropeanquiz/

Thanks for the corrections, Nancy. A girl can dream, can't she? In any event, thanks for helping me waste time.

Here I am again, hanging out with the smart people and chiming in!

There is a print PSA campaign running now (the one I saw had Jimmy Smits)
Send me a man
who cares!

Add a period after man?

There also was a PSA "back in the day" that was similar (maybe a ripoff?)

Send me a man
who reads!

Suggestion by woman reader: period after man / replace ! with ?

You are. We car.
You bad. We sad.

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