The man in this advertisement does not appear to be aware that he is the object in the photo. Because he is not making eye contact, he has not engaged in a connection of any kind. Since the man’s eyes are looking down on the bottle and the water pouring from it, the spectator’s attention is drawn there too. The man does appear to be smiling, indicating that he is enjoying pouring the water. In addition, we only see the upper half of his body, so an illusion is created because it looks like he is part of the ice structure he is building, like a metaphor for him becoming one with the water. So while he is not the direct object, he is used to help that object (the water) convey the message the advertiser is trying to get across.
Kool advertisements have always been known for making their audience feel a certain way. In this advertisement, we see two people, but only the face of one of them. We can only see the hand and arm of the man holding the pack of the cigarettes. The woman appears to be looking up to see the man in the reflection, and looking up is often an indicator that the person being looked up to is in power. By giving the man holding the cigarettes the power, the advertiser conveys the message that their cigarettes will make the viewer powerful too.
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