The fact that he is carrying all of her shopping bags suggests that she has authority over him.

This also links in to the image of the ball and chain which signifies how he is being weighed down by his female friend. Another way of interpreting this could be that she has him on a leash. The slogan looks like it has been cut out and pieced together which implies that the Southern comfort can make you feel put together. Moreover the cut-out lines of the ball and chain and around the Southern Comfort bottle suggests that he needs to cut out the way his lady friend is treating him and replace it with a manly bottle of the alcoholic drink. The fact that the bottle is lying sideways on the side of the advert attracts the audience as it makes them question the position of the bottle which in turn makes them look at it in more detail. Additionally it also demonstrates that the bottle is lying down in a relaxed state. Some people may interpret this as the alcohol will make you feel relaxed and relieve your stress. The brightness of the mans shirt and the bags he is carrying stands in contrast to the black of the womans dress and thus it attracts our eye towards him. The paradigmatic relation between the man and woman, aided by our own codes of what the duties of both the male and female are in a relationship, leads us to assume that the bags do not belong to the man but rather he is carrying them for the woman next to him.

Semiotics

The long shot allows the audience to have a clearer view of the context that the characters are in. This allows them to see the surrounding. Furthermore the way she is holding on to his arm highlights how she is leading him however another depiction could be that she is holding onto him because she is afraid to lose him as it has been portrayed that he treats her very well. The caption of the image demonstrates how no matter how your life changes, this drink will always be loyal to you. It could also imply that choosing his drink is one choice the man has control of. The slogan has a personal pronoun your so therefore the audience will be able to directly relate to it. The homonym spirit has double connotations as it could mean a spirit drink or the emotion of feeling spirit which could signify that this alcoholic drink will give him the courage to stand up to his female friend.
Interestingly, the woman for whom the man is carrying the bags for is wearing a black dress which could represent two things, it could be used to signify the fact that the woman is upper class or it could be seen as signifying that she is the death of the mans freedom.