Untitled (window display for vodka) c. 1950

This untitled photograph of a window display was taken by Robert Burian. The image captures a commercial space advertising Smirnoff vodka alongside Blatz Milwaukee Beer. Though seemingly straightforward, this work invites us to consider the cultural narratives woven into the marketing of alcohol. In the mid-20th century, alcohol advertisements often played a role in constructing and reinforcing gender roles. Liquor brands were subtly—and sometimes not so subtly—marketed towards men, associating drinking with masculinity and social status. What does it mean to see these established brands, now, through the lens of history and our contemporary understanding of advertising and identity? The composition, with its layers of glass and reflection, creates a sense of looking both into and beyond the display. It reminds us that advertising is not just about selling a product; it’s about selling a lifestyle, an aspiration, or even an identity. This photograph challenges us to think critically about the images and messages we consume daily and the emotional connections we form with brands.