1. The French, the German, the Japans people say thanks (Merci!, Danke! Arigato!) when the Italians bought respectively a French car, or a German or a Japanese one, [a figure of speech called synecdoche: The whole for its part. Who thanks is the producer of French car, or German or Japanese ones. It is the same for the Italians thanks, when French, German and Japanese persons buy an Italian car. Lets call it quits!

2. "In France 58% motorists drive French cars, in Germany 70% of them, in Japan straight 94%. By us [in Italy] less than 30% of Italians buy Italian cars."

This is an opposition mechanism: We are so because "we do xenophilous choices" then we are little patriotic ones.

2a. The idea of country for over 50 years had poor credit in Italy, because many Italian politicians have firmly wanted to nearly disregard it.

2b. The xenomania, which it may be ("buy Italian," is a slogan that in our country has never worked), could not be confused with a greater reliability in all the senses of the French, German and Japanese cars.

3. Someone wants to induce guilt senses to Italians (another opposition even an unpleasant one), so they will buy more FIAT cars.

3a. A hidden message: The FIAT identifies itself with the Italian country. [A new synecdoche: The part for the whole]. This identity for similarity, moreover not clearly specified, and then of second level, should be the persuasive mechanism for the future buying Italian FIAT cars. Probably it is very poor. There are coarse errors of psychology and sociology in these convictions.

4. A second hidden message, but easy to be perceived and already perceived. When the FIAT does so a careless advertising campaign, she is to be in highly financial difficulties.

Anyone who has "approved with enthusiasm" this advertising campaign has at least two wrong opinions:

1. The power gives automatically even the knowledge;

2. The communication is not a professional activity, but easy to do by anyone having some good will.