Alcoholism is a serious disease, and Rzecspospolita seeks to point out the horror hidden behind the drink in this ad through use of familiarity, illusions, contrast, and parallelism between the text and the image. The foundation utilizes familiarity to drive home the point that Alcoholism can affect anyone, even you, Average Joe. The person portrayed in the text looks like your average 35 year old man, who after a long day at the office (as his button up suggests), headed home or to the bar for a relaxing drink. This recognizable scene is supposed to make the reader think, "Hey, I do that." The foundation then uses an illusion to show the true horror inside a bottle of Vodka. With a clear liquid, you would normally be able to see the man's smiling face through the glass, but instead you see the same man's face screaming, as if being tortured or trapped inside the glass. The contrast the illusion sets up between the fun, light, happy man's atmosphere and the scary setting inside the bottle makes the reader think, "maybe this drink isn't all fun and games." Lastly, the parallelism between the words and illusion goes a long way in driving home the point that the reader may need help with their addiction. The text says, "Don't try to check [for disease] yourself," because you cannot see the monster trapped inside the glass like everyone else can. Had the man pulled the bottle away from his face, he wouldn't have seen anything wrong, unlike everyone else, who can see the screaming man. This makes the audience realize that they cannot see the disease, but other people might. The ad aims to help potential alcoholics not only realize they should reach out for help but almost scare them into doing it through familiarity, illusions, contrast, and parallelism.
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