The Portrayal of Asian Americans in Advertisements from 2011 to 2020

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Date
2021
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University of Alabama Libraries
Abstract

When it comes to research on racial stereotyping in advertising, Asian Americans are often overlooked. Past studies found that stereotypes associated with this minority group were present throughout advertisements, creating a potentially harmful portrayal of Asian Americans along the way. This study explored whether Asian-American stereotypes are still prevalent in recent advertisements from 2011-2020, and if so, to what extent any portrayals have changed over the course of the past 10 years. This examination of the top 20 U.S. brands in terms of advertising budgets analyzed these advertisements through a content analysis, using several categories: Frequency, Setting, Product Category, and Prominence. The results found that advertisements still depicted Asian Americans by using many of the long-held stereotypes, but steps toward progression are being made. The study found Asian Americans were most likely to be featured in a business setting, as well as in advertisements for technology or business products, which are the stereotypes often associated with this group. Advertisements most frequently presented Asian Americans in an equal role, followed by minor and background roles, rather than a major role. The frequency of Asian Americans found in background roles has decreased notably since 2011, as have the number of advertisements where Asian Americans were not represented, indicating steps in a positive direction for advertisers.

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