I want an Abarth.

In its conflation of the car (a thing) with the ubiquitous, interchangeable, dehumanized, caricaturized, woman-as-sex object (a person, but presented as no different than a thing)?

If so, then I agree.

However, taken at face value, the ad is no less than completely abhorrent.

It was not objectifying a female. It was anthropomorphizing a car.

An anthropomorphized car would still be a car. It might have a human-like face, be given the ability to talk, have emotions, etc... but it would still *be* a car.

Was that in Playboy or something? Many of them were just plain tacky and disgusting.


I do have to take issue with the video-maker's slogan: "You can't be what you can't see." That's nonsense. Of course you can. You can be whatever you WANT to be and try hard enough to achieve. Admittedly, fewer girls will strive to buck the stereotypes if they don't see other types of role models. But it is not impossible for them to do so.

It is hyperbolic, but it alludes to a real effect.

http://www.thedailymuse.com/tech/you-cant-be-what-you-cant-see-how-to-get-more-women-in-tech/

It's more accurate, but not as lyrical.