“No one grows Ketchup like Heinz”, is an example of either/or. The statement simply puts that you can either but their brand of ketchup or purchase another brand that does not use fresh ingredients. This again, will persuade a consumer to believe that they must buy Heinz Ketchup because no other producer will give them the same satisfaction of containing real ingredients. Ketchup is not grown, but in fact, made in a factory. The advertisement transforms the condiment into a wholesome, raw ingredient. By doing this, advertisers attempt to add a healthy connotation to ketchup. The vagueness and the use of either/or in this advertisement, allows it to sell the product effectively.