Even though Hillary Clinton’s ad, titled ‘Crossroads,” was done in a simple manner, it affected me because I felt as if she is speaking directly to me. The two minute advertisement consisted of the camera focusing in on her face as she spoke to the citizens. The signifiier is Hillary’s facial expressions and words. Having the camera zoomed in on her face, the viewer has no choice but to look closely at her facial expressions and concentrate on what she is saying. She starts off by mentioning a new year and a new begining. The concept that she refers to is “change,” which is the signified. Later, she mentions that she is not running for president to put bandaids on problems, but to solve them. Again, these words represent the signifier and the signified is the message that we should understand which refers to her not ignoring our nations problems and actually working hard to make changes. Through the words and facial ecxpressions (signifier) and the message we decode (the signifier), Hillary communicates with us. We actually feel that she is in our homes and communicating directly with us because the camera shows on her and leaves out any distractions. Instead of seeing her in action, we are actually concentrating on her and what she is saying.
