In-Lecture Exercise E

What seems to be off?

Although the title is rather legible and the lending between the words in below the title is of rather comfortable spacing, the choice of typeface, in the body where the type is of a smaller font, makes the type illegible as it is difficult to distinguish letters from letters and is very unreadable.

Improvements

I will keep the choice of typeface for the title since it has larger font. However, for the body type, I will instead use a simpler, "less fancy" Serif or Sans Serif typeface for better legibility and I will also increase the lending between the words so that the type is more readable for readers.

In-Lecture Exercise C

Signifiers

• Red background
• Sliced tomatoes forming a classic Heinz Ketchup bottle
• Caption - No one grows Ketchup like Heinz

Signified

Heinz' Ketchup is made using real, fresh tomatoes that are freshly grown with no synthetic flavouring and preservatives.

Analysis

The red background used in the ad acts as a symbol of ketchup itself. The use of fresh tomatoes to form the shape of a Heinz Ketchup bottle signifies freshness and implies that Heinz uses fresh tomatoes instead of artificial flavouring and additives to make their ketchup. Lastly, the caption states "No one grows Ketchup like Heinz" and while it ketchup is not by means "grown" but made in a factory, the creator of the advertisement is trying to redefine the ingredients of ketchup and to convey that Heinz Ketchup are as fresh as tomatoes grown in farms. The signifiers in this advertisement attempts to assign a "healthy" connotation to the traditionally sugar and additives laden condiment.