HEINZ TOMATO KETCHUP

                                                     

   In the above print advertisement for Heinz ketchup the signifiers include a vivid red backdrop, a classic bottle of Heinz ketchup horizontally sliced with a tomato on top and white text reading “No one grows ketchup like Heinz.” While a apparently simple advertisement, the combination of text and picture reveals insight into the values of the targeted consumer. Ketchup is generally loaded with sugar and preservatives. The ketchup bottle, sliced like a ripe tomato, signifies freshness. Ketchup is made in a factory and by any means isn’t “grown,” however the text reads, “No one grows ketchup like Heinz”. They have also used this slogan because it is unique and you’re less likely to forget it and less likely to mix it up with another slogan. The slogan they have created is phrase that will get stuck in your head and one that you will remember when you are walking through the supermarket. They have done this to enlarge the photo to help you remember the product, the company and the logo of the both the company and product. The Advertisement “No One Grows Ketchup like Heinz” has a target audience of people aged 20 years and older.
  The Advertisements attracts the attention of the viewers because of picture and also the colors of the ketchup. Heinz uses techniques to help effectively convey the product. These techniques are; the use of its logo and their slogan. The words they used for the slogan is good choice of word because they can understand it fast. Heinz has used their logo in an unusual way by not having it in one of the corners, but instead they have placed the logo on the cut up tomatoes to symbolize that their product is made of 100% Tomatoes and nothing else.  The other technique they have used is their slogan “No One Grows Ketchup like Heinz”. The other technique that used or applies is the logical appeal because the advertisers try to convince the buyer to make the right decision.

  Not only are advertisers attaching a nutritional aspect to ketchup, they are redefining ketchup– perhaps in an attempt to promote a healthier way of life. Even an advertisement about a universally known brand has the potential to be interpreted in various ways. In the Heinz example, a consumer may see the sliced ketchup bottle as an abstract sculpture, and therefore associate Heinz ketchup with innovation and art. Or maybe people will think that Heinz is a ketchup company and a tomato farm. The interpretation is contingent upon the values and norms of a particular segment of society but by tapping into the vein of popular culture, marketers have the opportunity to appeal to consumers using a kind of short-hand that benefits their bottom line.