Back to the Jeep on the side of the cliff, semiotic focal points include representation, connotation and ideological interpretation…
Representation: No doubt, stimuli that fall into unpredictable patterns often capture our attention. Interestingly, the only representation of the “product†in this ad is the Jeep logo in the corner, and representative of the entire company make, not specific to one model (e.g., Grand Cherokee, Wrangler, Liberty, etc.). So this is a top line brand communication. There’s also a tagline/slogan, “The One and Only,†which is a positioning line that quite directly suggests this manufacturer is peerless. Other than that, there is some additional representation in that it’s a gas pump, which is associated primarily with the operation of automobiles.
Connotation: What it connotes here is that your Jeep can achieve the near impossible, can go where other mere mortal cars would not even dream, because it is a true, rugged, outdoor vehicle, that loves to climb. Though most everyone knows it can’t really climb such a steep rock face, the hyperbole here makes the viewer stop and, Jeep hopes, smile at the thought of it. Also, that it’s a gas pump, a symbol of a routine task in the operation of a vehicle, connotes that this is just another day on the road for a Jeep.
Ideological Interpretation: The choice of a beautiful scene, appearing to be hundreds of miles from civilization communicates an ideological affinity – an appreciation for not only nature, but also the ability (time, money, or both) and desire to venture far outside the city in search of adventure. This is, in that respect, a very American ad, though I should note that it was created by BBDO Canada, so maybe I should say “North†American ad. Also, note that the gas pump is vintage, perhaps 1970’s era, not modern and new, as well as in red, white and blue. That’s wholly intentional on the part of the advertiser, and I interpret this to communicate that this American icon has been making this journey for several decades, thus underscoring its history of adventure.
With all the clutter of messages in every form of media, it’s increasingly important to have a firm functional understanding of at least the general constructs of the field of semiotics, as is demonstrated by Jeep’s clutter-cutting image of a gas pump on the side of a mountain, presumably on a quote-unquote road that Jeeps travel frequently (nudge-nudge, wink-wink, yeah right).
Posted by: Colin Mangham