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The Portrayal of Asian Americans in Advertisements from 2011 to 2020

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dc.contributorBragg, Dianne
dc.contributorBrinson, Nancy
dc.contributor.advisorGower, Karla
dc.contributor.authorBerry, Dana
dc.contributor.otherUniversity of Alabama Tuscaloosa
dc.date.accessioned2021-11-23T14:34:06Z
dc.date.available2021-11-23T14:34:06Z
dc.date.issued2021
dc.descriptionElectronic Thesis or Dissertationen_US
dc.description.abstractWhen 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.en_US
dc.format.mediumelectronic
dc.format.mimetypeapplication/pdf
dc.identifier.otherhttp://purl.lib.ua.edu/181482
dc.identifier.otheru0015_0000001_0003921
dc.identifier.otherBerry_alatus_0004M_14507
dc.identifier.urihttp://ir.ua.edu/handle/123456789/8153
dc.languageEnglish
dc.language.isoen_US
dc.publisherUniversity of Alabama Libraries
dc.relation.hasversionborn digital
dc.relation.ispartofThe University of Alabama Electronic Theses and Dissertations
dc.relation.ispartofThe University of Alabama Libraries Digital Collections
dc.rightsAll rights reserved by the author unless otherwise indicated.en_US
dc.titleThe Portrayal of Asian Americans in Advertisements from 2011 to 2020en_US
dc.typethesis
dc.typetext
etdms.degree.departmentUniversity of Alabama. Department of Advertising and Public Relations
etdms.degree.disciplineMass communication
etdms.degree.grantorThe University of Alabama
etdms.degree.levelmaster's
etdms.degree.nameM.A.

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