Ad Agencies and the Creation of Asian American Consumers
ISBN10: 0822358646 ISBN13: 9780822358640 Publisher: Duke Univ Pr Published: Apr 27 2015 Pages: 314 Weight: 1.24lbs. Height: 9.00" Width: 6.00" Depth: 0.75" Language: English
Anthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as "model consumers," thereby legitimizing their presence in American popular culture.