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Advertising diversity : ad agencies and the creation of Asian American consumers /
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 A...
| Clasificación: | Libro Electrónico |
|---|---|
| Autor principal: | |
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
Durham ; London :
Duke University Press,
2015.
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| Temas: | |
| Acceso en línea: | Texto completo |
MARC
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| 100 | 1 | |a Shankar, Shalini, |d 1972- |e author. | |
| 245 | 1 | 0 | |a Advertising diversity : |b ad agencies and the creation of Asian American consumers / |c Shalini Shankar. |
| 264 | 1 | |a Durham ; |a London : |b Duke University Press, |c 2015. | |
| 264 | 4 | |c ©2015 | |
| 300 | |a 1 online resource (xii, 314 pages) : |b illustrations | ||
| 336 | |a text |b txt |2 rdacontent | ||
| 337 | |a computer |b c |2 rdamedia | ||
| 338 | |a online resource |b cr |2 rdacarrier | ||
| 504 | |a Includes bibliographical references and index. | ||
| 505 | 0 | |a The pitch -- Account planning -- Creative -- Account services -- Production and media -- Audience testing. | |
| 588 | 0 | |a Print version record. | |
| 520 | |a 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. | ||
| 506 | |3 Use copy |f Restrictions unspecified |2 star |5 MiAaHDL | ||
| 533 | |a Electronic reproduction. |b [Place of publication not identified] : |c HathiTrust Digital Library, |d 2011. |5 MiAaHDL | ||
| 538 | |a 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. |u http://purl.oclc.org/DLF/benchrepro0212 |5 MiAaHDL | ||
| 583 | 1 | |a digitized |c 2011 |h HathiTrust Digital Library |l committed to preserve |2 pda |5 MiAaHDL | |
| 546 | |a English. | ||
| 590 | |a JSTOR |b Books at JSTOR All Purchased | ||
| 590 | |a JSTOR |b Books at JSTOR Demand Driven Acquisitions (DDA) | ||
| 650 | 0 | |a Advertising |x Social aspects |z United States. | |
| 650 | 0 | |a Asian American consumers |z United States. | |
| 650 | 0 | |a Asian Americans |x Race identity |z United States. | |
| 650 | 0 | |a Stereotypes (Social psychology) in advertising |z United States. | |
| 650 | 0 | |a Advertising agencies |z United States. | |
| 650 | 0 | |a Minorities in advertising |z United States. | |
| 650 | 0 | |a Asian Americans |z United States |x Ethnic identity. | |
| 650 | 6 | |a Publicité |x Aspect social |z États-Unis. | |
| 650 | 6 | |a Consommateurs américains d'origine asiatique |z États-Unis. | |
| 650 | 6 | |a Américains d'origine asiatique |x Identité ethnique |z États-Unis. | |
| 650 | 6 | |a Stéréotypes dans la publicité |z États-Unis. | |
| 650 | 6 | |a Agences de publicité |z États-Unis. | |
| 650 | 6 | |a Minorités dans la publicité |z États-Unis. | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 7 | |a SOCIAL SCIENCE / Anthropology / Cultural |2 bisacsh | |
| 650 | 7 | |a Advertising agencies |2 fast | |
| 650 | 7 | |a Advertising |x Social aspects |2 fast | |
| 650 | 7 | |a Asian American consumers |2 fast | |
| 650 | 7 | |a Asian Americans |x Race identity |2 fast | |
| 650 | 7 | |a Minorities in advertising |2 fast | |
| 650 | 7 | |a Stereotypes (Social psychology) in advertising |2 fast | |
| 651 | 7 | |a United States |2 fast | |
| 776 | 0 | 8 | |i Print version: |a Shankar, Shalini, 1972- |t Advertising diversity. |d Durham ; London : Duke University Press, 2015 |z 9780822358640 |w (DLC) 2014040371 |w (OCoLC)889642390 |
| 856 | 4 | 0 | |u https://jstor.uam.elogim.com/stable/10.2307/j.ctv11smx2m |z Texto completo |
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