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Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers by Shalini Shankar (Paperback, 2015)

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Advertising Diversity By Shalini Shankar (Paperback, 2015) Book

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Product Information

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.

Product Identifiers

Publisher
Duke University Press
ISBN-13
9780822358770
eBay Product ID (ePID)
209305815

Product Key Features

Author
Shalini Shankar
Publication Name
Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers
Format
Paperback
Language
English
Subject
Zoology, History
Publication Year
2015
Type
Textbook
Number of Pages
328 Pages

Dimensions

Item Height
229mm
Item Width
152mm
Item Weight
449g

Additional Product Features

Title_Author
Shalini Shankar
Country/Region of Manufacture
United States

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Picture 1 of 9

Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers by Shalini Shankar (Paperback, 2015)

About this product

Product Information

Product Identifiers

Product Key Features

Dimensions

Additional Product Features

Best Selling in Adult Learning & University

Maps of Meaning: The Architecture of Belief by Jordan B. Peterson (1999, Paperback)

Eduqas GCSE (9-1) Religious Studies Route B: Catholic Christianity and Judaism by Deirdre Cleary, Andrew Barron, Joy White, Patrick Harrison (Paperback, 2017)

Silent Spring by Rachel Carson (Paperback, 2000)

Time Management by Peter Quarry (Paperback, 1986)

The Ethnic Cleansing of Palestine by Ilan Pappe (Paperback, 2007)

Save on Adult Learning & University

The Australian Native Bee Hive Book: Keeping Stingless Sugarbag OATH Tim Heard

Weed Forager's Handbook: A Guide to Edible and Medicinal Weeds in Australia by A

Netter Atlas of Human Anatomy: Classic Regional Approach

George Hrabovsky Leonard Susskind Classical Mechanics (Paperback)

Havard's Nursing Guide to Drugs

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