This image encourages the viewer to feel like they can take on an entire Spanish armada like Captain Morgan could. By putting golden medallions in front of the alcohol the advertisement catches the attention of the viewer to make them see how fame and wealth is just a drink away. The blurred image of the knife suggests that a cut throat attitude is needed to be able to handle this type of alcohol, that not just any one in general can take on this "spiced rum." The label on the bottle states that it is a private stock which also implies that this type of rum is not available anywhere, it takes ages to perfect and keeping for such a long time will ensure its worth in gold. The addition of the glass of the spiced rum in the corner encourages the viewer to feel welcome in taking a swig of this specialized, preserved alcohol. I believe that this advertisement is directed more towards men because of the over all insinuation of a pirate being a inventor and distributor of this liquor. Pirates were not generally women but men, women were not encouraged to drink, pillage, plunder, or rape. The writing at the bottom suggests that its delicious reward is worth drinking no matter the consequences, even death holds no value compared to Captain Morgans Spiced Rum, and of course death. The liquor is placed next to the just poured glass to show the relation between how close you could be to riches, such as those placed in the picture, and to having the respect of your peers like the pirates enforced. Captain Morgan is often seen standing proud with on foot on a wooden barrel, wearing red and holding his infamous bottle of rum. The red strongly represents aggression and an ego, which most women do not boast about. The only crowd that would be allured to this picture would be men who are usually aggressive in nature, who also like the taste of strong rum, and those who are in search of wealth no matter what price they must pay. The way the images are situated is to first draw the viewer in to the middle seeing the gold coins, then to the pour glass, then to the bottle, then finally to the blurred dagger. It is probably blurred because they do not want to suggest using or handling blades while drinking.
