Modern Age Scotch Ads

Some of my longer readers may recall that I did an earlier post on old school scotch ads.  Perhaps not too surprising, scotch was marketed almost exclusively to the male audience back then.  That, I would argue, still stands true today.  To be fair, I personally do not know of too many females liking scotch.

What had changed, though, was that men of means or wealth are often the ones depicted in the ads.  This created a elitist, almost snobbish, view on the drink.  As the years gone by, this aspect has certainly withered down a little, with the ads perhaps trying to target a wider audience.  The challenge they face here is how to escape that snobbish/elitist stigma that was attached to scotch in the past, yet not bringing down too far that it cheapens the drink.

Modern age scotch ads generally have a, well, modern feel to it.  More specifically, it usually involves a dark background, with the object of interest in bold gold colors.  Design is kept simple, minimalistic, with few distractions.  People are seldom depicit in the ads.  Instead, they are replaced with "actions".  Actions such as pouring the drink, clinking glasses, and stuff of that nature. 

Anyway, here are some of the ads that I gathered.  Feel free to compare the difference between the two generations of scotch ads: