The Signs and Symbols of Heinz (Exercise C)

Signifier

We can see that the top of the ketchup bottle is a tomato, and the entire bottle is sliced up and has texture similar to that of a tomato.

We also note that the message on the ad says “No one grows Ketchup like Heinz”, in a similar fashion to how we would describe fresh produce, with the emphasis on the word “grow”.

Signified

Considering the intention of the sender (Heinz):

Indicative: Influencing thought

The sliced tomato and the message all serve to place emphasis on how natural the Heinz tomato sauce is. They imply that the sauce is made of the freshest tomatoes and not much processing has been done or not much of other ingredients were added to it — it is almost all just the natural goodness of tomato.

The ad also hints to viewers that Heinz is the best at keeping their sauce very natural, with the phrasing of “no one does it like Heinz”.

Imperative: Influencing will

The ad is trying to influence viewers to be willing to buy from Heinz, to choose Heinz over other similar brands in the market.

Suggestive: Influencing feelings

The ad subtly urges viewers to pick options that are all natural and those that are healthier for them, by implying its importance.