Exercise C
This advertisement is designed by an American food processing company called Heinz. Through the use of semiotics in their graphic, this advertisement draws on our perception of reality to create meaning. A clear signifier used in this advertisement would be the sliced-up tomato pieces that form the shape of a glass bottle. Based on the context that Heinz is a ketchup company, the tomato pieces signify the freshness of the ketchup made by Heinz. This can be observed from the graphic’s close resemblance to the fruit , bright, plump and juicy, implying that the ketchup – which is made up of this fruit – would have the same characteristics as well. The fact that they used a real tomato to form the shape of the ketchup bottle implies the authenticity of the ketchup ingredient, suggesting that Heinz uses mostly fresh ingredients in their ketchup. It could also imply that the ketchup tastes just like fresh tomatoes, highlighting the sense of authenticity in its taste. The int...