Down with Awful Copywriting – Example 4

Local car importers/distributors strike again.
Or rather, strike out again.

Yet another Israeli advertising agency has blundered.

The ad in question this time is for Fiat 500. Cute little car; there's one parked on our street. Looks perfect as a runabout for errands in and around the city and parking in tight places. No, I do not think it would be the first choice of some Italian contessa or principessa.

The ad in question bears the title: BEAUTIFUL. ITALIAN.
Beneath which is a photo of a bejeweled, prettyish woman, supposedly Italian looking, supposedly with a seductive expression and finger-to-lip sexiness.

At the bottom right is the toy itself, which looks – due to the angle and proportions of the illustration – as if it would barely accommodate two of Snow White's dwarfs. (They were chubby, you will recall; at least in the Disney version, which is what most of us recall.)

Bottom left is the horrendous copy, translated literally from trite, ill-conceived Hebrew copy. I'll spare you the pain and just give you the questionable beginning and the flawed end:

"The Italian beauty will attract you. It's hypnotizing. It's overpowering.
[7 more lines of bla bla, yadda yadda] … which combines beauty with character. With the company of a gorgeous Italian..." [Hint hint, nudge nudge, say no more!]

Did they by any chance mean "in the company of a gorgeous Italian"? Who knows.

Just compare that fatuous babble with the less pretentious, spot-on description of the car on the official Fiat site in Hebrew; briefly, it says "it warms the cockles of your heart and brings a smile to your face."


Post a Comment