Untitled (Vodka advertisement) c. 1950

This photograph presents an advertisement for Smirnoff vodka, adorned with citrus fruits. At its heart, we find potent symbols that resonate through time. The plus sign and equals sign are not merely mathematical, but also alchemical. The glass suggests ritual consumption; we see it echoed in ancient libation vessels, promising transformation and momentary transcendence. The fruits, symbols of fertility and indulgence, encircle the scene, harkening back to Dionysian feasts. The crown atop the vodka label, a symbol of power and authority, suggests the drink’s ability to elevate the consumer. These symbols tap into our collective unconscious, evoking an emotional response. This arrangement, reminiscent of a sacred offering, cleverly merges the mundane with the mythical, urging us to partake in a modern-day ritual. The image's power lies in its ability to connect the contemporary with the archetypal, revealing the timeless human desire for pleasure and status.