Kylie Young
Prof. A. Stracuzzi
ENGL 1007 Pop Culture – 40
15 February 2015
Heinz Ketchup, 2009 Semiotics includes the way in which we perceive and create meaning in messages we are exposed to. Advertisers often depend on semiotics to convey a message through an advertisement, quickly and effectively; usually in a clever manner.
A great example of semiotics used through advertising is the Heinz Ketchup advertisement. This ad shows what appears to be a classic glass Heinz ketchup bottle, sliced horizontally, with a tomato on top of the bottle. The bottle is centered onto a red background, with white lettering at the bottom of the page, which reads “No one grows ketchup like Heinz”. What seems like a rather simple advertisement, gives the consumer almost subliminal-type messages. Most people know that ketchup is full of sugar, and other unnatural ingredients. However, this ad pictures the ketchup bottle to be sliced like a tomato; which shows health and freshness to the consumer. Ketchup is by no means “grown”, it is manufactured in a factory. The advertiser’s behind this particular ad are basically attempting to redefine ketchup, by making the bottle appear like a fresh and wholesome vegetable. In doing that, it is almost “tricking” the consumer into thinking Heinz ketchup is healthier or has more nutritional value and benefits than the leading ketchup brands. The ad almost makes Heinz seem like it is also a tomato farm, growing their tomatoes and then using them to create fresh and healthy ketchup. Whether the brand actually did change the ingredients of the ketchup, is unknown. But the advertisement will sure catch the eye of those looking to eat healthier, or those wanting to feed their children healthier food. We all know kid’s love ketchup. However, this ad may not speak to those who do not care what they are putting into their bodies, or about nutritional content and value.
The way they turned the ketchup bottle into a sliced tomato is very clever, and artsy. Yet, it does not take away from what the ad is trying to sell, which is the ketchup bottle itself. Because ketchup is a staple in most North American households, the ketchup bottle pictured is still easily identifiable. The design within the ad, makes the ketchup bottle look almost like a statue. This gives Heinz a unique look, and also makes the company as a whole seem fresh, new, artistic and modern. The simple ad is still effective and attractive to the eye. Although there is not a whole lot going on in the ad, they keep it interesting by using a vivid red backdrop, different than the red of the actual ketchup bottle. They keep the slogan easy to read, and simple. This could be the company trying to resemble to “simple” ingredients that go into their ketchup.
From a consumer’s perspective, this ad uses semiotics very effectively. The advertiser gets their point across to the consumer in a simple and clean matter. One picture, one phrase. The picture basically speaks for itself. One thing they could have done differently, is making the bottle look more rounded, resembling a more ripe and juicy tomato. Whether Heinz ketchup is actually as healthy as this ad leads on, well; we will have to read the label to find out.