Dissected is a Greenpeace project examining the marketing that quietly encourages us to eat meat. I ran the semiotic analysis for its Denmark arm, mapping the industry across registers: packaging typography and colour, sponsored family fairs and sports clubs, the language the industry uses for itself, the jingles that outlast the ads they came from. I read each as a distinct mode of persuasion, then read them together. The deeper claim that emerged is that none of it is really about meat. These touchpoints assemble a picture of “normal,” what a good meal looks like, what a Sunday with family should feel like, and travel quietly up the hierarchy of meaning until they help define the categories we use to judge ourselves and each other. The product on the shelf is actually the smallest thing being sold.