This paper interprets critically, the semiotic characteristics in the ‘jeep patriot sport car’. Adverts employ a tool of art called semiotics that involve the application of signs and symbols in conveying messages1. This advert has different categories of the message to the buyer2. These categories consist of both the words and images. There is a whole range of captions in the advert that portray a denoted message targeted at the buyer. In addition, Michael’s wife, surprises him, by declaring that she bought a jeep in a conversation. The captions and labels, it becomes clear to the buyer that she bought a jeep patriot sport car. The word ‘jeep’ in the advert represents a connoted meaning. The term communicates a deeper meaning to the buyer because it has a long history of use in the market3. Just by its mention in the advert, it conveys a certain message. A jeep is a car that belongs to specific classes of people in the society because of its features. The unique feature is the quarter-ton that defines a jeep. I n addition, there is a connoted message in the declaration of the wife that she bought the jeep. It confirms to the audience that she ‘could not hold back ‘. This adds sense to the persuasion at the end urging the audience not to ‘hold back’ from buying the jeep. In addition, the advert contains a symbolic message. The pictured movement of the jeep patriot car signifies its capability on the road and emphasizes on the value of the four-wheel drive system4. In addition, the woman in the advert implies that the car is suitable for the feminine gender. She is a symbol for the suitability of the car to women. This is a crucial aspect of the advert because different cars suit male and female. There is an evident gender preference of some car models and any advert should highlight this fact. Moreover, the advert has literal message that the audience can conceive easily. A real couple indulging in a usual conversation gets the buyer’s attention. The two are getting ready to leave the house. The wife brings up the idea that she bought a jeep. This fact mesmerizes the husband, as it is evident from his facial reactions. The advert then features a real image of the ‘jeep patriot sport car’. From this real image, the features of the car become evident to the audience. The car looks compact but being a jeep, has an economical engine. The couple rides in the car portraying its suitability as a family car. The car has unique features for families that prefer to own a car with multiple capabilities. This jeep has sufficient room to accommodate both the heads and legs. This offers sufficient space for rear passengers. In addition, the car has a high capacity boot that provides a family sufficient space to carry luggage. The family setting highlighted in the advert persuades families to consider the jeep patriot as a favorable choice. Through a combination of the different messages, the advert provides the audience with details about the car. In addition, there is a denoted message that informs the audience of the price of the jeep. With a glance, potential buyers gain awareness of the product price. The advert utilizes different efficient aspects of visual art to communicate to the audience5. The advert targets families and emphasizes on the suitability of the car to women as well. The concept of commodity fetishism comes out clearly in the advert. This ideology, developed by Marx, highlights the effects of capitalismon consumer
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Name Institution Course Instructor Date Analytical Essay of the ‘Jeep Patriot Sport Car’ Advert Different advertisements convey different messages to the audience. Each advert is the result of creativity and the use of different aspects of art to communicate with potential buyers…
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