Although the two advertisements use a similar strategy of inferring the notion that their product is made from natural source with no artificial flavor, the effectiveness of it differs.
Heinz Ketchup uses less images to describe what message it tries to deliver, but it stays simple with its design and goes straight to the point. By using cut tomatoes to form the product itself, the consumers are forced to believe that the ketchup is made from a fresh tomato with minimal artificial flavor. Such clear image does not require any further description to send its point across. The composition of the tomato slices also helps the product to be read as a natural food product. The words also do a great job of supporting the image and goal of this advertisement although it does not have any direct description saying that the ketchup is made out of natural source. The simplicity and quality of the image strengthened the message it tried to get across.
Fanta advertisement, however, is not as effective as the Heinz Ketchup advertisement at sending its point across. First of all, the composition of the images distracts the reader from focusing at the product itself. It does have a lot of oranges floating around, but it does not quite help indicate that the product is made from natural orange. For me, it just indicates the idea that the flavor of it is orange and without the text “no artificial flavor,” it would have been hard for me to imagine that the drink was made from natural orange. The overuse of images worked against sending the point across. Also the graphic quality of the images lacks realistic feel to it, which lessens the effectiveness of the advertisement.
