Semiotic Analysis - OUCA104

Communication of Advertising, writes "Semiotics highlights the way that we ourselves take part in the creation of meaning in messages, suggesting that we are not mere bystanders in the advertising process, but participants in creating a code that unites the designer and reader" (Leiss, Kline, Jhally, Botterill 164)

• The main colour in this advertisement is red, which is the typical colour of Heinz. Even when people see this colour, they would associate with Heinz sauce.
• The sliced tomatoes that make up the bottle shape, show healthy connotations of the product, that it is made of healthy fruit rather than sugar and preservatives. It transforms a sugary condiment into a wholesome, raw ingredient, playing on the healthy connotations and giving a nutritional aspect to the product
• Even though it is not clear, the audience can clearly identify with the shape of the bottle and therefore the brand. 
• The slices of the tomato are a vivid red, presenting a ripe and healthy product. This may be a reaction to the government's attempts to decrease preservatives, fat and sugar in our food.
• The image is positioned in the centre of the advert and so it draws your attention directly to the middle, making the image the forefront gives a visual aid as you do not have to read the end line to recognise what the product is.
• The endline, "No one grows Ketchup like Heinz.", reiterates the image and concept of growing the product, not that it has been produced in a factory, but give an organic feel to the product. It shows that there is no competition and that this is a special product that cannot be replicated.