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Week 4 Ex. C

Them Signs Though...


Heinz is a ketchup brand. As this is an advertisement for its' ketchup bottle product, it is likely that the intended message is to appeal for viewers to purchase the product. When looking to see what brand of ketchup to buy, the freshness and tomato flavour are likely to be high crtierias for viewers. As such, this ad probably employs a suggestive pragmatic because the ad design suggests that Heinz Ketchup bottles are packed full with tomatoes and therefore are very flavourful. Thus, motivating viewers to purchase their ketchup. 


Heinz is able to drive this message because of the signifiers in the ad - the sliced tomatoes stacked in the shape of a ketchup bottle, the green stem at the top, and its brand logo sticker. 

The first two signifiers work together to sell the product. The first signifier signifies an image of the ketchup bottle that is chocked full with tomatoes, seeing that it is literally made out of tomatoes. In fact, the use of a red background further drives the point of its rich tomato flavour because even the space around it is affected, as signified but the red colour that we associate with tomatoes. The green stem at the top helps to tie in the image that the red slices do in fact refer to tomatoes and it also shows its freshness by the fact that the leaves are still green. 

The last signifier is very well done in the sense that while continuing with the theme of sliced tomatoes, it was ensured that viewers can immediately make out the words "Heinz Tomato Ketchup". This allows viewers to draw a direct connection to the brand and the product it is trying to sell. This is an efficient method for signfying the context for the ad while staying within the theme. 

Finally, the tagline "No one grows Ketchup like Heinz". The tagline quite simply suggests that Heinz ketchup is so freshly made with almost little to no proccesses since the ketchup is harvested as it is. This tagline is able to garner the attention of its viewers to resolve the cognitive contradiction of how it is tomatoes that grow and can be harvested and not ketchup. Thus, ensuring that the message on the freshness of the Heinz ketchup brand is more likely to reach the viewers, motivating their willingnes to purchase it.
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