Abstract

This essay will analyze a single script, the television commercial that advertises the Fiat 500L in the United States, released in 2013. This commercial has stimulated wide debate both in Italy and the United States. It was generally well received by the press, even if it did attract some criticism on the part of those who simply read it as the latest version of a series of stereotypes of Italian mores. Without neglecting the functional dynamic of advertising, this analysis will focus in particular on the decisive role played by Italianness and the Italian language.