Ads of Whiskey

In this advertisement, there is a man wearing Scottish clothes and skirts and standing on the drainage, and there is windblown his skirt inadvertently and he did a same pose as Marilyn Monroe who did it in The Seven Year Itch (1955). At the right bottom corner, I found that this is a whiskey advertisement. So, what is the meaning of it?

In our traditional thought, only men like to drink whiskeys, because of the alcohol concentration of whiskeys may be are 2-3 times higher than other alcoholic products, so most of the whiskey advertisement's target customers are men. But why this advertisement is to use a man to do a woman's pose, and anyone knows this pose is imitation of Marilyn Monroe. According to my analysis, I have the following answers.

As I mentioned that the alcohol concentration of whiskey is much more higher than others, and would like to drink whiskeys are only men, but in this world, men can be took part in the three aptitudes of men: heterosexual, bisexual and homosexual. So, I think this advertisement is for gay men rather than to heterosexual and bisexual men, their target customers are gay men. People might think gay men are more weak or feminine; they may not receive to drink whiskeys, only drink beer, cocktail or a lower alcohol concentration of alcohol products. This advertisement is trying to tell you do not need to be a straight man to enjoy their products, even if you are a relatively weak man, you also can try their products, and which means although their product is whiskey, but their alcohol concentration is easy for everyone to accept. So you do not have to worry about their alcohol concentration. Everyone could drink the products.

I think this advertisement with a little discrimination, because there is no scientific evidence to prove homosexuals equal weak. "You know, gay, lesbian, bisexual, transgender - people are people." by (Judith Light). Homosexuals are people too, but it does not mean that they are different people, and does not mean they are weaker than heterosexuals. However, the designers who produce this advertisement are creative. It is because they use the memorable scene to attract consumer's attention and tell consumers about their product's characteristics through the photography.