Ex. C

The signifier here is the ketchup bottle made of tomato slices and the signified here is the message that the tomato ketchup from Heinz is made up of 100% real tomatoes with no artificial flavours. This advertisement is trying to say that every drop of the ketchup in the bottle is made from real tomatoes as seen from the bottle of Ketchup represented with tomato slices all the way from top to bottom. Slice the Ketchup bottle open from any part and you will still find real tomatoes in there. This also implies that their tomato ketchup taste just like real tomatoes.

The line “No one grows Ketchup like Heinz.” implies that Heinz is the only one with Ketchup that are made of 100% real tomatoes without any artificial flavours. Also, the word “grows” is used. One cannot grow Ketchup, one can only grow tomatoes and the metaphor used here further emphasises the naturalness of their Ketchup. It is as though they really “grow” their Ketchup.