Category Archives: Analysis

FIAT: an Italian family?

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FIAT is trying hard in the US market.
What can distinguish the automotive brand from Turin from the others? How do they want to be recognised by american customers?

Probably it is not through technology nor design nor quality (there is still the funny joke about the acronym FIAT, which should mean Fix It Again Tony). They are looking for a stronger characterisation, based on more solid beliefs, and few things are more solid for a motor brand than its origins.

Let’s see one of the latest ads by FIAT for the american market:

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Disney Paperman: communication between connections and creativity

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It’s time to take a break. Stay seated, relax and spend few minutes to see the last short movie by Disney. It’s worth your time, that’s sure.

Paperman by Walt Disney (2009).

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Lomography: the work of (photogaphic) art in the age of mechanical reproduction

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lomography

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In the 1936, the critic and philosopher Walter Benjamin wrote the essay “The work of art in the age of mechanical reproduction” about the consequences on our culture and perception caused by new media and technologies of his times.

How can an essay wrote almost 80 years ago help us understanding a contemporary and successful brand as Lomography?

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Durex: sex, smiles and water balloons

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durexIs it possible to speak about safe sex without making reference to this well-beloved act?

Is it better to use a fear arousing appeal or irony and double entendres to promote the prevention of AIDS and other diseases connected with sex?

How is it possible to conciliate a brand commercial communication with social campaigns?

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