Ketchup Ad Analysis

In this ad a bottle shape of Heinz tomato Ketchup can be seen, made up of tomato slices. The red background connects with the color of the ketchup. Also there is a slogan at the bottom of the page saying, “No one grows ketchup like Heinz”. The consumers may see the sliced ketchup bottle as an abstract sculpture, and therefore associate Heinz ketchup with innovation and art.

The principle of gestalt in this advertisement is that the whole is other than the sum of the parts. Viewers don't see slices of tomatoes stacked up but a bottle of ketchup. Also there is the principle of similarity, since the slices of tomatoes on the top of each other resemble a bottle of ketchup.

There is a central balance in the ad, with a vivid red color showing that

As for the conventional level, viewers can recognize a bottle of ketchup. The purpose is to convince the audience that Heinz Ketchup is made of a variety of natural fresh grown tomatoes. Heinz suggests with such image that homegrown tomatoes are being put into the ketchup they produce, representing the bottle as fresh tomato slices stacked on one another, an image that displays freshness and home grown quality. Indeed, the sliced tomato that formed the shape of a ketchup bottle shows a healthy feature, a product that it is made of healthy fruit rather than sugar and preservatives. It transforms a sugary condiment into a raw ingredient, playing on the healthy suggestion and giving a nutritional aspect to the product. The bright red of the slices of the tomato are telling the audience about the ripeness of the product. The caption at the bottom of the advert, No one grows Ketchup like Heinz, reiterates the image of a product that has been grown, not that has been produced in a factory, giving an organic feature to the product. It shows also that there is no competition and that this is a special product that cannot be