Semiotic Poster Analysis

Schlitz Beer Advert 

I have chosen to look at a advertisement from 1952 advertising Schlitz beer
The text used is a signifier, "Don't worry darling, you didn't burn the beer!" says the husband in the poster with a smile, with the Schlitz Beer logo underneath. The 1950s was a decade well-known for sexist remarks. In fact most vintage posters use similar marketing techniques to sell their products.  

The symbols used such as the common household items, for an example, the apron and the stove help the audience distinguish the women as a homemaker (stay-at-home-wife). Yet this idea classifies women idea of inferiority, as women have to stay dependant on their husbands. One thing that interestingly stood out to me was the fact the husband wears a suit, yet the woman is dressed in an apron, I feel the different dress style is to emphasis and portray men as a whole different 'superior' class. The wife looks like a happy servant. In addition to this, the frying pan is smoking, suggesting the young wife is having trouble cooking, seeming 'hopeless'. By analysing the connotational content of these advertisements we can access ideological meaning which can help us understand how women were portrayed over in the world. And look! There are also two beers on the table, how generous she is, he should feel so privileged. 

From the expression on the wife's face she appears to be distressed and crying into a handkerchief and 'comforted' by her husband. The connotation here being that woman are fragile and weak with their emotions. Unable to face the slightest dilemma without having a breakdown.

The target audience for this poster is primarily targeted at women (especially for young wives) However, I feel that the advertisement also appeals to husbands and men as a secondary audience, as it illustrates how happy the husband in the poster is by having a Schlitz Beer for dinner, as the connotation is that Schlitz beer is so tasty that it would suffice for an entire meal replacement. 

This advert links with semiotics as this advert portrays so many connotations with women being the home-maker etc, so much so the products (in this case beer) we buy in based on the connotations. I think the main implication in this poster is that men (all men) like beer, and that all beer makes men happy.