Asian-americans: Television advertising and the 'Model Minority' stereotype.

Asian-Americans are a growth market. Their affluence, high education, and work ethic position them as a model minority. However complimentary that term may seem, it nonetheless represents a stereotype whose prevalence must be documented to examine the intersection of minority status and gender in mass media portrayals. The authors report a content analysis of more than 1300 prime time television advertisement conducted to assess the frequency and nature of Asian-American representation. They found that Asian male and female models are overrepresented in terms of proportion of the population (3.6%), appearing in 8.4% of the commercials. However, Asian models are more likely than members of other minority groups to appear in background roles, and Asian women are rarely depicted in major roles. Further, the findings indicate that portrayals of Asian-Americans put so much emphasis on the work ethic that other aspects of life seldom appear. For example, Asian models are overrepresented in business settings and relationships and underrepresented in home settings and family or social relationships. The findings suggest opportunities for advertisers who depict Asian-Americans in nonstereotypical ways.

Main Author: Taylor, Charles.
Other Authors: Stern, Barbara.
Language: English
Published: 1997
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dc_source_str_mv Journal of Advertising 26(2), 1997, 47-61.
author Taylor, Charles.
author_facet_str_mv Taylor, Charles.
Stern, Barbara.
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Stern, Barbara.
author_s Taylor, Charles.
spellingShingle Taylor, Charles.
Asian-americans: Television advertising and the 'Model Minority' stereotype.
author-letter Taylor, Charles.
author_sort_str Taylor, Charles.
author2 Stern, Barbara.
author2Str Stern, Barbara.
dc_title_str Asian-americans: Television advertising and the 'Model Minority' stereotype.
title Asian-americans: Television advertising and the 'Model Minority' stereotype.
title_short Asian-americans: Television advertising and the 'Model Minority' stereotype.
title_full Asian-americans: Television advertising and the 'Model Minority' stereotype.
title_fullStr Asian-americans: Television advertising and the 'Model Minority' stereotype.
title_full_unstemmed Asian-americans: Television advertising and the 'Model Minority' stereotype.
collection_title_sort_str asian-americans: television advertising and the 'model minority' stereotype.
title_sort asian-americans: television advertising and the 'model minority' stereotype.
description Asian-Americans are a growth market. Their affluence, high education, and work ethic position them as a model minority. However complimentary that term may seem, it nonetheless represents a stereotype whose prevalence must be documented to examine the intersection of minority status and gender in mass media portrayals. The authors report a content analysis of more than 1300 prime time television advertisement conducted to assess the frequency and nature of Asian-American representation. They found that Asian male and female models are overrepresented in terms of proportion of the population (3.6%), appearing in 8.4% of the commercials. However, Asian models are more likely than members of other minority groups to appear in background roles, and Asian women are rarely depicted in major roles. Further, the findings indicate that portrayals of Asian-Americans put so much emphasis on the work ethic that other aspects of life seldom appear. For example, Asian models are overrepresented in business settings and relationships and underrepresented in home settings and family or social relationships. The findings suggest opportunities for advertisers who depict Asian-Americans in nonstereotypical ways.
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dc.title Asian-americans: Television advertising and the 'Model Minority' stereotype.
dc.creator Taylor, Charles.
Stern, Barbara.
dc.description Asian-Americans are a growth market. Their affluence, high education, and work ethic position them as a model minority. However complimentary that term may seem, it nonetheless represents a stereotype whose prevalence must be documented to examine the intersection of minority status and gender in mass media portrayals. The authors report a content analysis of more than 1300 prime time television advertisement conducted to assess the frequency and nature of Asian-American representation. They found that Asian male and female models are overrepresented in terms of proportion of the population (3.6%), appearing in 8.4% of the commercials. However, Asian models are more likely than members of other minority groups to appear in background roles, and Asian women are rarely depicted in major roles. Further, the findings indicate that portrayals of Asian-Americans put so much emphasis on the work ethic that other aspects of life seldom appear. For example, Asian models are overrepresented in business settings and relationships and underrepresented in home settings and family or social relationships. The findings suggest opportunities for advertisers who depict Asian-Americans in nonstereotypical ways.
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