In-Lecture Exercise C

Signifier

• Red background
• Sliced tomatoes forming a classic Heinz Ketchup bottle
• Slogan – No one grows Ketchup like Heinz

Signified

Heinz’ Ketchup is made using real, fresh tomatoes that are freshly grown with no synthetic flavouring and preservatives.

Analysis

The use of fresh tomatoes to form the shape of a Heinz Ketchup bottle signifies freshness and implies that Heinz uses fresh tomatoes instead of artificial flavouring and additives to make their ketchup.

Lastly, the caption states “No one grows Ketchup like Heinz” and while it ketchup is not by means “grown” but made in a factory, the creator of the advertisement is trying to redefine the ingredients of ketchup and to convey that Heinz Ketchup are as fresh as tomatoes grown in farms. As compared to factory made sauce, the advertiser is trying to promote a ‘healthy’ image to the audience.