Interactive image

Purpose/Subject

An Ad to convince viewers to buy Heinz Ketchup

This is an ad for Heinz Ketchup, which aims to distinguish itself from others as the best ketchup option. The imagery used is meant to convince viewers that Heinz Ketchup uses high-quality tomatoes that are grown and directly used for its ketchup, making it appear as though it is a natural option.

Producers

The Heinz brand

For many people, the thought of Ketchup goes right along with Heinz because of how well they have built up their brand. Most restaurants that have Ketchup on their tables have the instantly recognizable Heinz bottles. Because it is so popular and well known, this ad might be trying to convince those who have more concerns about the ingredients in their Ketchup or at least just continuing to build up the brand as one of high quality.

Audience

The ad is targeting consemers who use ketchup

While the ad ultimately targets anyone who consumes ketchup, it specifically appeals to those who want to feel assured that Heinz is the best option for quality. The imagery of the ketchup bottle being made of real tomatoes particularly appeals to those who have an appreciation for natural ingredients.

Appeals

Logos, Ethos, Pathos

The primary appeal is ethos, attempting to convince the audience of the Heinz brand's quality, establishing their credibility by claiming, "no one grows ketchup like Heinz."

Visual Rhetoric

A simple yet compelling design

This ad uses a relatively simple design to bring the focus on the use of real tomatoes as the ketchup bottle. The primary color is the distinct Heinz red that immediately reminds viewers of tomatoes and ketchup. The simple phrase at the bottom is notable because of the white letters but also is stated matter-of-factly, letting the imagery of the ad speak for itself. The simplicity of the design plays into their idea that the ketchup uses simple ingredients, even if this is not necessarily the case.