The Scots are Hot!!! Scots stereotypes in Advertising

INDEPTH: SCOTS IN ADVERTISINGIn advertising, the Scots are hotBy Dan Brown, CBC News Online | July 15, 2004It's hard not to notice how many television commercials have Scottish characters in them these days. From the guy who gets perturbed at bar patrons who don't treat Keith's beer with respect to the impossibly small spokesman for Kellogg's to the tight-fisted uncle in the Money Mart spots, the Scots are currently the most overrepresented minority in TV advertising.

Don't mistreat this beer or a surly Scot will yell at you (Photo Robin Rowland)

It's hard not to notice these characters for one simple reason: they yell a lot. In fact, they behave exactly as non-Scottish people expect the Scottish to behave: they're quick to anger and slow to spend money. They're stereotypes, in other words.

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