Semiotic analyses of advertisements reveal cultural norms and values associated with a particular society or group of people. In fact, in order for people to decode signs they must do it within their own sign system (dependent on language, historical context, and culture). Social Communication of Advertising, writes, “Semiotics highlights the way that we ourselves take part in the creation of meaning in messages, suggesting that we are not mere bystanders in the advertising process, but participants in creating a code that unites the designer and reader”. Advertisers depend on these signs in order to communicate a point quickly and effectively to consumers.
One of the unique advertisements that we’re going to identify is this one. The Heinz Ketchup is one of a really different ketchup advertisement that the other. This advertisement uses many kinds of semiotic elements. Starting from the background, it is using a fresh red background which is identical to the fresh ripe tomato color. The designer wants to show that this advertisement is as fresh as the fresh ripe tomato picks up from the farm! In the term of semiotics, we can say this is the implementation of metonymy theory.
The next one is the shape of the ketchup bottle. It is using a regular shape of ketchup, but with the tomatoes! As we can see, the slices tomatoes are placed in one place and then arrange into a bottle looking. It is very catching idea which leads the audience into believing the ketchup is as fresh as the fresh ripe tomatoes! Since it is made from tomatoes, the designer wants to implement this as simple as it can, a ketchup made from tomatoes, and so the bottle. This makes people easier to understand that this one is fresh ketchup ever!
The last one is the typography “No one grows ketchup like Heinz.” It is indicating that Heinz is the best tomatoes farmer! It makes the audience feel that Hein is the best ketchup farmer. No one can grow the best tomatoes as he did. The designer wants to give the feel of suggestion to the audience. When audience taste the ketchup and it is very tasty, then the typography will leads the audience to believing Heinz is the best tomatoes farmer. Therefore, when they remember ketchup, they will remember Heinz! Heinz will be the ketchup mascot! This one can be said the implementation of syntagmatic and metaphor semiotic elements.
At the conclusion, this advertisement is simple advertisement, but with lots semiotic elements! Semiotics in the advertisement is not always confusing, however, if we are able to put semiotics in simple and fun way, it will make the audience loves our advertisement.
Putu Deny Pratama Saputra 