NM3217 In-Lecture Exercise C


Signifier – A stack freshly sliced tomatoes put together to show the Heinz tomato ketchup bottle

The signified – The tomato is used to emphasise the freshness and healthiness of the ketchup, and that the ketchup was just produced with fresh tomatoes. You get the full flavour of the tomatoes in Heinz ketchup. Moreover, the words "No one grows Ketchup like Heinz" below indicates that the taste from other ketchup brands might not be that real, and this Heinz ketchup is better than other brands as it is made of real tomatoes. Also, the green stalk on top also emphasises the freshness of the product, as green is connected to nature, hence pushing the notion that Heinz only uses natural ingredients rather than artificial chemicals in making the ketchup.

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