Materia: presentaciones efectivas Actividad: 3
Profesor: Matricula: 3008288
Nombre: xochitl del carmen muñoz hernandez.
Communication Process:
1. Who is the SENDER?
◦ The sender is Heinz, a globally recognized brand that specializes in
producing ketchup and other condiments.
2. Who is the potential RECEIVER (target market)?
◦ The target market includes individuals who enjoy ketchup, such as
families, food enthusiasts, and restaurant-goers. This advertisement likely
appeals to a broad demographic, particularly those who value quality,
natural ingredients, or have brand loyalty to Heinz.
3. What is the MESSAGE?
◦ The message is that Heinz ketchup is made from fresh, natural tomatoes,
implying high quality. The visual metaphor of the ketchup bottle made from
sliced tomatoes reinforces the idea that Heinz’s product is authentic and
pure.
4. Which is the CHANNEL used?
◦ The channel is a visual marketing advertisement, likely distributed through
digital platforms, magazines, billboards, or social media.
5. Which is the CODE used?
◦ The code is both visual and textual. The visual element (the sliced tomato
forming the Heinz bottle) communicates freshness, while the textual
element "No one grows Ketchup like Heinz" emphasizes brand superiority
and expertise.
Discussion of principles of graphic design:
1. Figure-ground:
◦ The red background (ground) contrasts with the bottle (figure), making the
image stand out. The tomato slices and the iconic Heinz label create a
clear figure, easily distinguishable from the background.
2. Balance:
◦ The image is symmetrically balanced. The tomato slices are evenly
stacked, forming a vertical line that leads the eye through the entire
image. The text at the bottom also provides balance to the visual.
3. Contrast:
◦ There is a strong contrast between the deep red background and the
white/green elements of the Heinz label, making both the product and
branding pop. The bright color of the tomatoes also contrasts with the text,
emphasizing freshness.
4. Cropping:
◦ The bottle shape formed by tomato slices is cropped perfectly to suggest
that the ketchup is "made from" real tomatoes. The cropping highlights
only what is necessary for the viewer to understand the metaphor.
5. Hierarchy:
◦ The most important element, the Heinz bottle, is placed centrally and
occupies most of the space. The secondary element, the slogan, is placed
beneath it, guiding the viewer’s eyes from the visual to the message.
6. Scale:
◦ The bottle made of tomato slices is scaled to look large and prominent,
commanding attention. The logo and text are smaller but still readable and
strategically placed.
7. Proportion:
◦ The proportion of the tomato slices forming the bottle is realistic and
proportional to an actual bottle of ketchup. This gives the image a sense of
authenticity and credibility.
8. Pattern:
◦ The repetition of tomato slices creates a pattern that mimics the bottle
shape. This visual repetition reinforces the idea that Heinz ketchup is
made from tomatoes.
General Opinion:
This advertisement is highly effective because it combines a clever visual metaphor with
a clear message about the quality of the product. The use of fresh tomatoes to create
the iconic Heinz bottle shape is memorable and visually appealing. The design
elements work together harmoniously to draw attention, convey the brand’s message,
and make the product feel premium and authentic.
