Untitled (advertising display of Smirnoff Vodka) c. 1950

This photographic display for Smirnoff Vodka showcases potent symbols of power and prestige. The crown, prominently featured, immediately evokes royalty, authority, and a sense of timelessness, echoing the brand's claim, ‘Since 1818.’ This symbol—the crown—has traversed history, from ancient empires to medieval monarchies, signifying divine right and supreme rule. We might think of the crowns adorning Byzantine emperors in mosaics or the elaborate headgear of Renaissance monarchs, each a potent emblem of their power. Here, it appears on bottles of vodka, a spirit that once was a drink for peasants. The crown has evolved to suggest luxury, exclusivity, and a connection to a rich heritage, psychologically tapping into our collective desire for status. In this image, a commercial symbol has been infused with a deeply resonant, historical symbol, suggesting a sophisticated narrative of desire and aspiration that transcends the immediate context of the advertisement. This emblem promises that this is more than just a drink; it is a symbol of a lifestyle.