Super Bowl Commercials: Signifiers and Signifieds

Have you ever wondered why in Hollywood movies, all the villains are played by Brits?  Jaguar knows and they have a car for you if you agree its #GoodToBeBad.

Sign 1: 

Signifier:  High technology "situation room" in classical high ceiling mansion room.

Signified:  Wealth, Power, Technology, Wisdom

 Sign 2:

Signifier:  Personal Lear Jet

Signified:  Wealth, Power, Prestige, Freedom, Opulence

Sign 3:

Signifier:  Attractive Personal Secretary

Signified:  Opulence, Excess, Pampered, Empowered.

Sign 4: 

Signifier:  Jaguar F Type

Signified:  Beauty, Wealth, Prestige, Uniqeness

Sign 5:

Signifier:  Private Helicopter "with Tea"

Signified:  Cultured, Pampered, Wise, Powerful

Sign 6:

Signifier:  Sipping Tea in moving private Helicopter

Signified:  Precision, Engineering, Responsive, Impossible

Sign 7:

Signifier:  Helicopter chases Jaguar

Signified:  Adventure, Speed, Precision, Freedom

Sign 8:

Signifier:  Hand Tailored Suits

Signified:  Comfort, Proper fit, Long Lasting, Opulent

Sign 9: 

Signifier:  Conducting car/helicopter chase in comfort

Signified:  Control, Precision, Self-determination, Calcuating

Sign 10:  

Signifier:  Tuxedo Tie

Signified:  High Society, Opulence, Exclusivity, Elite

Sign 11:  

Signifier:  London double-decker bus

Signified:  Standard, Ordinary, typical, common

Sign 12:

Signifier:  Jaguar evades Helicopter via ordinary bus

Signified:  Evasive, nimble, shrewd. decisive

Sign 13: 

Signifier:  Inner London "Picadilly"

Signified:  High Society, Special, Selected, Exclusive

Sign 14: 

Signifier:   Classic British County Estate

Signified:  "Old Money", Wise, Wealthy, Respected

Sign 15:  

Signifier:  Persons reminiscent of James Bond "baddies"

Signified:  Excess, Dangerous, Genius, Manic

Sign 16:  

Signifier:  Ben Kingsley

Signified:  Classical, Respected, Feared, Admired

Sign 17:

Signifier:  Union of three baddies

Signified:  "Great minds think alike", Intelligent, Networked, Dangerous

Sign 18: 

Signifier:  Final showcase of all the transport methods and the opulent mansion

Signified:  Monstrous wealth, organization, planning, strategy

Sign 19:

Signifier:  Statement by Kingsley "Its good to be bad"

Signified:  Pleasure in excess, greed, swagger, lionize

Sign 20: 

Signifier:  Jaguar's famous front grill

Signified:  Ancient, trustworthy, steadfast, permanent, strong