1. INTRODUCTION

Heinz has been very successful with their ketchup.  Today they are one of the top sellers of the product.  The thing that makes them succeed is the quality of the product.  They are not just saying it is good, in order to attract customers.  The product supports the company’s claim.  “Heinz makes everything taste better”.  Here you will see why the company is so successful.

1. CONTEXT AND DESCRIPTION OF ADVERTISEMENT

Use this section of the outline to brainstorm the details that will need to be included in your essay to describe the ad to your readers and provide the context. Remember that your readers will not be seeing the actual ad alongside your essay so your words will serve as the visual description. You do not need to write in complete paragraphs in this section, but you should identify key descriptions or characteristics to include in complete sentences. Use the bullet points below to help guide your points.

• This ad was run in the 1960s using the mascot, “Aristocratic Tomato Man”. The company started in 1862 as Heinz & Noble.
• The ad was run in multiple print articles. Farm publications being among the list. These ads targeted families mainly.
• Henry John Heinz, the founder of the company, kept a lot of values taught by his parents. He did not use the get rich quick scheme.  He believed in respect and concern towards everyone, rich or poor.  It is these things that helped make this company what it is today.
• On the top of the page, it reads, “Harvest time is valuable time on”. Below those words, it reads Heinz RED MAGIC.  To the left of the Heinz Red Magic, there is a picture of Aristocrat Tomato Man colored in red.  He is wearing a black top hat.  His right hand is showing with a white glove on.  His hand is holding a wand that reaches up to the top of the neck label.  The ketchup bottle is at a 45-degree angle, with the top facing to the right.

The background says, “The world’s largest selling ketchup”.  The bottle separates the words selling and ketchup.  There is a line of the different varieties that Heinz sells.

The lower right side says “Look for Heinz Ketchup Chili Sauce Hot Ketchup –specially featured at your food store”.  Across the bottom, it reads, “Heinz makes everything taste better”.  They underlined the word, everything.  Between the word everything and taste, there is another smaller version of the bottle at the same angle.  In the very bottom right corner is the number 57 in red with a bucket shape around it.

• ANALYSIS OF RHETORICAL APPEALS

Use this section of the outline to identify the types of rhetorical appeals that are present in your chosen ad. Under each type of appeal, explain the way(s) the company has used the different types of appeals. Remember, all three types of appeals may not be present; some appeals may be represented in more than one area while others may not be represented at all. Use complete sentences in your responses.

• Reasoning (Logos)

The ad states that the product is the world’s largest selling ketchup.

• Character (Ethos)

The ad does not really appeal towards the credibility.  I believe this is because the product speaks for itself.

• Emotion (Pathos)

The picture shows the glass bottle and its famous design.  The words under it read “Heinz makes everything taste better”.  Making people believe in the flavoring of the product.

1. CONCLUSION

Why is this company so successful?  They hold their practice up to the family values.  They appeal to various audiences with the advertising.  The product is made with quality ingredients.  The ad is aimed at families with spending time in mind.  These values, ideals, and qualities are the reason this company has been around for so long.