‘Say Hires!’, Hires Root Beer advertisement Marianne von Werefkin (1860-1938)

The composition presents a young boy in a moment of exuberant joy, set against a stark black background that isolates and emphasizes his figure. He is depicted with rosy cheeks, wide-eyed expression, and a broad smile revealing prominent teeth – features intended to convey innocence and uninhibited pleasure. The child’s posture is dynamic; one arm raised in a gesture of enthusiastic endorsement, the other holding aloft a large mug overflowing with frothy liquid.
The mug itself contains a miniature depiction of a similar boy, seemingly enjoying the same beverage, creating a visual echo that reinforces the products appeal to all ages and generations. The child’s attire – a blue jacket adorned with pink detailing – suggests a degree of prosperity and careful presentation, aligning him with an aspirational ideal for the viewer.
The painting employs a realistic style, reminiscent of portraiture, lending a sense of authenticity and immediacy to the scene. The lighting is carefully managed to highlight the boy’s face and the foam on the mug, drawing the eye to these key elements.
Subtextually, the image leverages the cultural association of childhood with purity, happiness, and uncomplicated enjoyment. By associating the product with this idealized state, it aims to evoke positive emotions in the viewer and subtly suggest that consuming it will similarly enhance their experience. The child’s gesture of pointing directly at the viewer creates a sense of direct address, inviting participation and complicity in his apparent delight. The overall effect is one of persuasive charm, designed to elicit desire through the projection of uncomplicated pleasure and wholesome appeal.