Semiotics Interpretation for Hummer Ad

In class, we were asked to choose an advertisement to perform a semiotic analysis on. For my and Hans Merten's advertisement, we decided to use a simple Hummer H3 advertisement. The five different significations that I came up with are:

• The camera angle of the Hummer in this advertisement is a signifier. The effect caused by the angle signifies that the vehicle is large and capable of being used in rugged terrain.

• Another signifier is the orange background around the hummer and the tear. This color of orange reminds me of a rocky or even desert-like terrain and seems to signify adventure and the fact that the Hummer H3 can handle any kind of outing.

• The text that says "brace yourself for the next big thing" is also a signifier. In this case, the text seems to signify that the new Hummer H3 is going to be popular. However, it also could signify that the Hummer itself is large, even though the Hummer H3 is smaller than other Hummers. In this case, the signified is more of a joke.

• The Hummer's pristine condition even after having ripped through the background could also be considered a signifier. It signifies that this vehicle is solid enough to resist damage from obstacles. Pristine condition on an automobile also typically signifies that the vehicle is new (or newer).

• In addition, the centered composition of the advertisement is also a signifier. The composition signifies that the Hummer in the advertisement is the center of attention. In this case, the signified could also be that the vehicle is popular because no other vehicles are like it.