In-lecture Exercise #3 (C)

This exercise allows us to practice the identification of the signifier and the signified. 

Here are my thoughts:

• Signifier: Heinz tomato ketchup bottle is being "sliced" like a ripe tomato fruit
• Signified: It signifies that the taste of Heinz tomato ketchup is just as fresh and delicious as the garden-fresh tomatoes. On a deeper note, it is redefining the ingredients that are used to create this bottle of ketchup. Heinz wants customers to change their impression of ketchup being artificially made with sugar and preservatives to a quality food product that is made of authentic and quality raw ingredients — freshly grown tomatoes. In a way, it is also attempting to increase the perceived nutritional value of the ketchup. This also demonstrates the commitment of Heinz in wanting to curate better and healthier food for its customers which can be appealing to the more "health-conscious" customers.