NM3217 Week 4 Lecture Task

Heinz ketchup in lecture exercise (Week 4 lecture)

What is the sign and what is being signified?

• Signifier: physical form of ketchup bottle sliced and made to look like a sliced tomato.

• Signified: makes it look as though Heinz ketchup is grown and is therefore able to be sliced straight out of the bottle as a normal tomato would.

• Even though we know that this is not the case, Heinz ketchup is obviously made like any other ketchup.

So what Heinz is trying to say is that their ketchup is special, and fresh just like the
real thing such that you are able to slice it like a real tomato.