In-Lecture Exercise C

 In this in-lecture exercise, we were tasked to review a print ad, which is as follows:

Screenshot of the print advertisement taken from the lecture slides 

In this advertisement, a bottle of Heinz tomato ketchup is illustrated to the audience by using tomato slices stacked upon each other to make out the shape of a Heinz bottle. In its most simplistic form, the sign seeks to simply represent a Heinz tomato ketchup bottle. However, upon analysing the signifier and the meaning signified, we can better understand what the ad is trying to elucidate.

Breaking down the visuals as a signifier

The signifier is the freshly sliced tomatoes and the signified meaning could be the notions of freshness and naturalness. This is because we often associate fruits with being organic, natural and fresh -- it is something that is good for our health. Here, the idea of using tomatoes to form the shape of a ketchup bottle offers a rich visual meaning. It conveys the message that Heinz uses only fresh tomatoes and that no other additives, colouring or artificial flavours are added to their products. Hence, it markets the idea of Heinz being healthy and au naturale. 

Breaking down the text as a signifier

On another level, the idea of freshness is also conveyed through what the word "grows" in the print ad. Typically, nobody would grow ketchup but the word is intentionally used here to add additional layers of meaning. It is used to imply that Heinz grows its own tomatoes and signifies that they only use only fresh tomatoes in their ketchup. The text is used to further shape the consumer's perception that Heinz is indeed fresh and organic. 

Hence, these signs are combined to influence consumers to believe that Heinz tomato ketchup is fresh and natural -- almost to the point where the tomatoes are newly harvested to create a bottle of ketchup (such as the print ad suggests).