Pictured above is POM’s advertisement for their antioxidant beverage. It can be analyzed using levels of 1.)Denotation 2.) Connotation 3.)Myth/ideology
Denotation: A lone full bottle of POM’s juice is shown in the left third of the image. Wrapped around the bottle is a twine rope which is tied into a noose. At the end of the noose is a frayed and torn rope which ends not too far from noose’s knot. On the left third of the image, text reads “Cheat Death.” and “The anti-oxidant power of pomegranate juice.” Each text is very plain and simply to read with clean text. Also, each statement has a period at the end of it. The overall image has a very harsh lighting with highlights on the text but lack of highlights on the actual bottle of juice.
Connotation: POM’s ad simply claims that if you do not drink POM juice, then you have a better chance of dying. The noose is broken to symbolize POM’s power to “Cheat Death” by using its antioxidants. The darkness of the lighting further pushes the scare tactics that POM is portraying by using dark and scary lighting.
Myth/ideology: The biggest myth or ideology is arguably the noose. On a denotative level, the rope on the bottle is just seen as a rope tied in several wraps and loops in a particular way that makes the loop at the end of the rope tighten when given pressure. If we stayed on this level, we may not understand the message of “Cheating Death” . However, because of the ideology that a “noose” has in society, we understand POM’s message. The noose is known throughout world history as a tool for death. It can/has been used to execute and even used for suicide. However, it is also known to lose its effectiveness if the rope is cut or broken. (as exemplified in many western movies) Therefore, we understand POM’s message of a broken noose on the bottle because of society’s implications.
Denotation: A lone full bottle of POM’s juice is shown in the left third of the image. Wrapped around the bottle is a twine rope which is tied into a noose. At the end of the noose is a frayed and torn rope which ends not too far from noose’s knot. On the left third of the image, text reads “Cheat Death.” and “The anti-oxidant power of pomegranate juice.” Each text is very plain and simply to read with clean text. Also, each statement has a period at the end of it. The overall image has a very harsh lighting with highlights on the text but lack of highlights on the actual bottle of juice.
Connotation: POM’s ad simply claims that if you do not drink POM juice, then you have a better chance of dying. The noose is broken to symbolize POM’s power to “Cheat Death” by using its antioxidants. The darkness of the lighting further pushes the scare tactics that POM is portraying by using dark and scary lighting.
Myth/ideology: The biggest myth or ideology is arguably the noose. On a denotative level, the rope on the bottle is just seen as a rope tied in several wraps and loops in a particular way that makes the loop at the end of the rope tighten when given pressure. If we stayed on this level, we may not understand the message of “Cheating Death” . However, because of the ideology that a “noose” has in society, we understand POM’s message. The noose is known throughout world history as a tool for death. It can/has been used to execute and even used for suicide. However, it is also known to lose its effectiveness if the rope is cut or broken. (as exemplified in many western movies) Therefore, we understand POM’s message of a broken noose on the bottle because of society’s implications.
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