In the vintage advertisements for Budweiser beer there are many signs and signifiers which indicate an array of meanings.
In this particular ad the hammer is a sign which signifies masculinity, implying that the man in the ad is a working class American, also signifying what type of demographic this ad is aimed towards.
The glass in the ad is also a sign which signifies elegance even in an average middle class family. Portraying the message that everyone deserves a great beer like Budweiser, and it's a type of luxury. The glass can also be seen as a signifying the woman trying to do something special for her husband because he deserves it for working so hard.
The woman is another sign that signifies the duties and expectations of a wife or a woman's position within the family during this time period. She looks very happy in her servant-like role; happy to be able to give her husband what he wants.
The phrase “where there’s life…there’s Bud” is a sign that signifies that this beer is a treat for everyone; the average hardworking man.
Even the red background color of the ad is a sign. It signifies not only the color of the company’s logo, but also has a sense of patriotism which signifies the average, hard working American's who purchase and enjoy this particular product.
Finally, the text towards the bottom right corner of the ad which says “THE KING’S CREDENTIALS! The King of Beers prints its ingredients right on the label. Know of any other beer that does?” is a sign too. It signifies that this beer is superior to all others, as well as portraying the man in the ad as the king of his home and family.
