Signifier: In this picture there is a carrot on a cutting board that is most definitely chopped. But not only the carrot but the board beneath it has been cut in the same sized pieces. At the bottom of the ad there is a cutting knife and a brand logo and the words "sharper than you think".
The Signified meaning: This picture presents a situation we are all familiar with yet with a twist. We have all cut up vegetables using a board but never has the board beneath the food as well been victim to the cutting. This implies that there is a extreme sharpness to these knifes. We are smart enough to get the exaggeration and know that with buying this knife we won't actually be cutting the board. That would not be desirable. But we are filled with a feeling of intrigue to know just how sharp these knifes are and the service they can produce. I think the image successfully draws on our experiences and connotes a richer, deeper experience with this cutting knife.
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