The objective of this ad is to sell Splenda, a sugar substitute. The significance of the pie with monster qualities (“teeth” and “blood” made out of meringue and strawberry filling) shows how desserts can be scary. Many people try to avoid eating sugar for medical or health reasons (diabetes or diet). The Splenda company is trying to show that these kinds of desserts, provided they are sweetened with Splenda, don’t have to provoke anxiety by saying explicitly, “Don’t be scared of sweets.” From a design perspective, I really like the contrast between the dark background and white plate because it seems like this monster is coming out from the shadows.