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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...
| Autor principal: | |
|---|---|
| Formato: | Electrónico eBook |
| Idioma: | Inglés |
| Publicado: |
London :
Duke University Press,
2015.
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| Colección: | Book collections on Project MUSE.
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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 London : |b Duke University Press, |c 2015. | |
| 264 | 3 | |a Baltimore, Md. : |b Project MUSE, |c 2020 | |
| 264 | 4 | |c ©2015. | |
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| 505 | 0 | |a The pitch -- Account planning -- Creative -- Account services -- Production and media -- Audience testing. | |
| 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. | ||
| 546 | |a English. | ||
| 588 | |a Description based on print version record. | ||
| 650 | 7 | |a Stereotypes (Social psychology) in advertising. |2 fast |0 (OCoLC)fst01431522 | |
| 650 | 7 | |a Minorities in advertising. |2 fast |0 (OCoLC)fst01023261 | |
| 650 | 7 | |a Asian Americans |x Race identity. |2 fast |0 (OCoLC)fst00818660 | |
| 650 | 7 | |a Asian American consumers. |2 fast |0 (OCoLC)fst00818580 | |
| 650 | 7 | |a Advertising |x Social aspects. |2 fast |0 (OCoLC)fst00797762 | |
| 650 | 7 | |a Advertising agencies. |2 fast |0 (OCoLC)fst00797812 | |
| 650 | 7 | |a SOCIAL SCIENCE / Anthropology / Cultural |2 bisacsh | |
| 650 | 7 | |a BUSINESS & ECONOMICS |x Advertising & Promotion. |2 bisacsh | |
| 650 | 6 | |a Minorites dans la publicite |z États-Unis. | |
| 650 | 6 | |a Agences de publicite |z États-Unis. | |
| 650 | 6 | |a Stereotypes dans la publicite |z États-Unis. | |
| 650 | 6 | |a Americains d'origine asiatique |x Identite ethnique |z États-Unis. | |
| 650 | 6 | |a Consommateurs americains d'origine asiatique |z États-Unis. | |
| 650 | 6 | |a Publicite |x Aspect social |z États-Unis. | |
| 650 | 0 | |a Minorities in advertising |z United States. | |
| 650 | 0 | |a Advertising agencies |z United States. | |
| 650 | 0 | |a Stereotypes (Social psychology) in advertising |z United States. | |
| 650 | 0 | |a Asian Americans |x Race identity |z United States. | |
| 650 | 0 | |a Asian American consumers |z United States. | |
| 650 | 0 | |a Advertising |x Social aspects |z United States. | |
| 651 | 7 | |a United States. |2 fast |0 (OCoLC)fst01204155 | |
| 655 | 7 | |a Electronic books. |2 local | |
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| 856 | 4 | 0 | |z Texto completo |u https://projectmuse.uam.elogim.com/book/68880/ |
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