Friday’s ad is for Carling’s Red Cap Ale, from 1952. “Be Light-Hearted! Stay Light-Hearted! Step up to Carling’s!” The illustration shows a couple entwined with beer mugs, but apparently disagreeing on why they like the beer. One says “Light as the smoothest drink!” The other one believes its “Hearty as only an ale can be!” My vote is for hearty.

Tuesday’s ad is another one for Molson Export Ale, also from the 1950s. I love the smirk on the face of the man, reclining on the chaise lounge, or whatever it is, reading the newspaper and holding a full mug of beer. That’s a smile of anticipation, the promise waiting in a drink of beer.

Monday’s ad is for Molson Export Ale, from 1950s. The man in the illustration does look happy. After all, he’s got a “”deep armchair” and the promise of “quiet relaxation.” All he needs is a beer to make his time off perfect … unless of course he’s got a wife and kids that won’t be thrilled about him spending the evening quietly sipping beer in his comfy chair.

Saturday’s ad is for Carling’s Black Label and Red Cap Ale, from the 1950s. I guess they were trying to make it look sophisticated with the castle mansion, Rolls Royce and man in a tuxedo. The tickets next to the bottle read “The International Look.” These were apparently their “modern new labels,” and boy howdy does that make the difference in how a beer tastes. This is one approach that the big breweries take that I’ve never quite understood. I understand that packaging is, and should, be updated from time to time, sometimes in small increments and occasionally a complete overhaul. But it’s not really newsworthy, it’s not what consumers care about. I’m arguably more interested in beer labels and packaging than the average beer drinkers, and I find these ads absurd, so how insignificant must they seem to regular folks? Why would they assume it matters that the label has changed? If people notice and sales go up on their own then the new packaging is a success. Telling them they should notice and care that the same beer inside the bottle now has a spiffy new label is, in my opinion, a pretty tough, and pointless, sell.

But if they’re going for sophistication, take a closer look in the bottom right-hand corner. What the hell is that character? A weird barrel-shaped man with a flat head wearing all-white, except for a black top hat and a striped shirt. That doesn’t look particularly sophisticated to me.

Friday’s ad is for Carling’s Red Cap Ale, from 1955. Kinda of goofy Canadian ad, all in red. A guy who looks a bit like Bing Crosby sitting in front of a television set, looking back to us with the headline. “Hi there! Get yourself a Beer * and sit down.” I guess there’s not going after the active lifestyle demographic. I also love the tagline at the bottom. “It’s a pure case of pleasure.”