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

Format:

Book

Author/Creator:

Shankar, Shalini, 1972-

Language:

English

Subjects (All):

Advertising--Social aspects--United States.

Advertising.

Asian American consumers--United States.

Asian American consumers.

Asian Americans--Race identity--United States.

Asian Americans.

Stereotypes (Social psychology) in advertising--United States.

Stereotypes (Social psychology) in advertising.

Advertising agencies--United States.

Advertising agencies.

Minorities in advertising--United States.

Minorities in advertising.

Physical Description:

1 online resource

Place of Publication:

Durham ; London : Duke University Press, 2015.

Language Note:

English

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.

Contents:

The pitch

Account planning

Creative

Account services

Production and media

Audience testing.

Notes:

Description based upon print version of record.

Includes bibliographical references and index.

Description based on print version record.

ISBN:

9780822358770

0822358778

OCLC:

1139367466