Asian Americans face new stereotype in ads
Scholarly research shows that Asian American consumers accept the “model minority” advertising stereotype about themselves. In a study conducted last year, Yoo, the University of Texas researcher, showed panels of Asian Americans two sets of mock ads for mobile phones, the first featuring Caucasian models and the second with Asian models. Then, she repeated the experiment with ads for a “non-tech” product, cologne, alternating ads with Caucasian and Asian models.
Result: Asian American consumers were more favorably disposed toward the tech products when they were endorsed by the Asian models. They also liked the non-tech products more when they were endorsed by Caucasian models.
Yoo theorizes that this is a reflection of the “match up” theory: Asian American panelists have bought into the same cues and stereotypes as other Americans thanks to years of cultural exposure.
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paach reblogged this from asiansnotstudying and added:
I kinda wish I had done this study. But I think I’d be bias just because I’d probably choose the product endorsed by the...
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reallifedocumentarian reblogged this from asiansnotstudying and added:
I don’t think I have enough words for how much I dislike this… Maybe partly because the use of cologne as the ‘non-tech’...
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In other words, the White standard (White supremacy) reigns. Here are links to the referenced TV commercials, which I...
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