Week 4: Abstraction

Task: Review the print ad. Write about the sign - what is the signifier and the signified. What is this ad trying to say?



Here the signifier seems to be the sliced tomatoes in the shape of a ketchup bottle. On the slices, there are also the labels one would usually see on ketchup bottles.

From this image, it signifies several things:
  • At face value, the shape of the tomato slices serves to indicate that some ketchup bottles are being sold here. 
  • The Heinz logo also indicates that it is Heinz that produces this ketchup.
  • Finally, the use of tomato slices seems to suggest that the ketchup Heinz produces is so fresh and rich that you almost feel like you're eating tomatoes. This is reinforced by the tagline at the end, with the use of the word "grow" linking back to the idea of freshness.

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