... there is a picture of a can of 'Heinz Big soup'. The pot is positioned on a warm beige background and there is no text. What is denoted in the image is a pot with a broken handle and a can of soup, however there are underlying conations as to what the suggested meaning of this image is. What is signified in the image is that the soup is so substantial, so filling and 'Big' that even a well made pot is not up to the job of holding its weight for cooking, it is in fact more than just an entire meal in a can. The relationship between the signifier and the signified is the difference between what is seen and what the advert desires the viewer to see, that is to say this image is not just a broken pot and a can of soup. This advert relies ...

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