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Asian Americans in Magazine Advertising: Portrayals of the "Model Minority"

Villanova University, College of Commerce and Finance, Department of Marketing, 800 Lancaster Avenue, Villanova, PA 19085-1678,raymond.taylor{at}villanova.edu

Stacy Landreth

University of North Texas, College of Business Administration, Department of Marketing and Logistics, P.O. Box 311396, Denton, TX 76203, LandretS{at}unt.edu

Hae-Kyong Bang

Villanova University, College of Commerce and Finance, Department of Marketing, 800 Lancaster Avenue, Villanova, PA 19085-1678, Hae-Kyong.Bang{at}villanova.edu

Prior studies of portrayals of Asian Americans in advertising have found limited representation and portrayals that are skewed toward technology-based products, business and science magazines, and business settings and relationships. This article examines current Asian American portrayals. Findings indicate that, despite improved representation, stereotyped portrayals persist. The "model minority" stereotype, which suggests that Asian Americans are hardworking, technologically savvy, business oriented, successful, and well assimilated, is clearly reflected in advertising portrayals. Portrayals of Asian Americans in family and social contexts are seldom seen. Moreover, even magazines with high Asian American readership reflect the same stereotypes.

Key Words: Asian Americans • advertising portrayals • expectancy theory • marketing to minorities • model minority

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