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Semiotics Analysis 2

This document analyzes a Heinz ketchup advertising campaign through a semiotic lens. The campaign uses images of common foods like fries, steak, and burgers with the text "pass the Heinz" to imply these foods need to be paired with Heinz ketchup without actually showing the product. Semiotically, this allows consumers to imagine Heinz going well with the foods and makes a connection in their minds. The campaign also appeals to fans of the TV show Mad Men by reminding them of advertising in that era.

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429 views

Semiotics Analysis 2

This document analyzes a Heinz ketchup advertising campaign through a semiotic lens. The campaign uses images of common foods like fries, steak, and burgers with the text "pass the Heinz" to imply these foods need to be paired with Heinz ketchup without actually showing the product. Semiotically, this allows consumers to imagine Heinz going well with the foods and makes a connection in their minds. The campaign also appeals to fans of the TV show Mad Men by reminding them of advertising in that era.

Uploaded by

api-464492750
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
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Alexa Tufenkjian

09/20/2018
Semiotics TH
Analysis #2: Heinz
Signifer: ​Heinz
Signified: ​Heinz tastes good on everything.
Index: ​The logical connection is that the images of the food with the text “pass the heinz”
implies that the food needs to be paired with Heinz ketchup.
Denotation: ​At a denotative level, the first ad shows freshly fried french fries with the text “pass
the heinz.” The second image, shows a piece of rare steak on a fork with the text “pass the
heinz.” The third image, shows a cheeseburger with lettuce, tomato, onions, pickles, and sauce
on it with the text “pass the heinz.” Heinz ketchup is not shown in the images.
Connotation: ​At a connotative level, Heinz does not show the product so the consumer will
use their imagination to complete the thought that Heinz goes well with any food. The images of
the delicious food with the text “pass the heinz” makes a connection in the consumer’s mind that
those food items need some Heinz ketchup to pair with it.
Ideology: ​Everyone already knows who Heinz is so they do not need the product in the
campaign. The consumer is supposed to make the connection with the text “pass the heinz” that
those food items need some Heinz on them. This campaign was originally created for the TV
show Mad Men. This real life campaign is also targeting all the fans that watch the show.
Metaphor:​ Anyone who watches Mad Men understands the ad. When people see the ad it
reminds them of the TV show.
Interpellation: ​Heinz knows the consumer will understand the message without having to show
the product. Heinz knows that we will be able to fill in the blanks on what they are trying to tell
us; ketchup goes well with everything.
Jingoism: ​Heinz appeals to the sense of nationhood because the burgers, fries, and steak are
all popular American foods. Heinz is an American based brand that became global. The fact that
the campaign is based off the Mad Men TV show also appeals to a sense of nationhood. The
show’s plot was based in New York City 50 years ago in an advertising agency world.
Reception Theory: ​The reader is supposed to make the connection that Heinz ketchup goes
with the food. The Mad Men fans are supposed to connect the ad to the show.

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