Title Advertising diversity : ad agencies and the creation of Asian American consumers / Shalini Shankar

Published Durham ; London : Duke University Press, 2015 ©2015

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Description 1 online resource (xii, 314 pages) : illustrations Contents The pitch -- Account planning -- Creative -- Account services -- Production and media -- Audience testing Summary In Advertising Diversity Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements, marketing, and public relations. Drawing from periods of fieldwork she conducted over four years at Asian American ad agencies in New York, San Francisco, and Los Angeles, Shankar illustrates the day-to-day process of creating and producing broadcast and internet advertisements. She examines the adaptation of general market brand identities for Asian American audiences, the ways ad executives make Asian cultural and linguistic concepts accessible to their clients, and the differences between casting Asian Americans in ads for general and multicultural markets. Shankar argues that as a form of racialized communication, advertising shapes the political and social status of Asian Americans, transforming them from "model minorities" to "model consumers." Asian Americans became visible in the twenty-first century United States through a process Shankar calls "racial naturalization." Once seen as foreign, their framing as model consumers has legitimized their presence in the American popular culture landscape. By making the category of Asian American suitable for consumption, ad agencies shape and refine the population they aim to represent Bibliography Includes bibliographical references and index Notes Master and use copy. Digital master created according to Benchmark for Faithful Digital Reproductions of Monographs and Serials, Version 1. Digital Library Federation, December 2002. http://purl.oclc.org/DLF/benchrepro0212 MiAaHDL English Print version record digitized 2011 HathiTrust Digital Library committed to preserve pda MiAaHDL Subject Advertising -- Social aspects -- United States Asian American consumers -- United States Asian Americans -- Race identity -- United States Stereotypes (Social psychology) in advertising -- United States Advertising agencies -- United States. Minorities in advertising -- United States Asian Americans -- United States -- Ethnic identity BUSINESS & ECONOMICS -- Advertising & Promotion. SOCIAL SCIENCE / Anthropology / Cultural Advertising agencies Advertising -- Social aspects Asian American consumers Asian Americans -- Race identity Minorities in advertising Stereotypes (Social psychology) in advertising United States Form Electronic book ISBN 9780822375616 0822375613

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