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Author: Shalini Shankar
Publisher: Duke University Press
ISBN: 0822375613
Category : Social Science
Languages : en
Pages : 199
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Book Description
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.
Author: Shalini Shankar
Publisher: Duke University Press
ISBN: 0822375613
Category : Social Science
Languages : en
Pages : 199
Get Book Here
Book Description
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.
Author: Shalini Shankar
Publisher: Duke University Press Books
ISBN: 9780822358640
Category : Social Science
Languages : en
Pages : 0
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Book Description
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.
Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617554
Category : Business & Economics
Languages : en
Pages : 483
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Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Jerome D. Williams
Publisher: Psychology Press
ISBN: 1135617562
Category : Business & Economics
Languages : en
Pages : 472
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Book Description
This volume grew out of the annual Advertising and Consumer Psychology conference sponsored by the Society for Consumer Psychology. Representing a collection of research from academics in the fields of social psychology, advertising, and marketing, the chapters all focus on discussing existing and needed research to face the challenges of diversity in the next millennium. The contributors are researchers who have pushed the envelope in understanding diversity in advertising, rather than merely relying on theoretical frameworks developed decades ago when the demographics of the population were much different. This volume provides a vast array of information for academics and practitioners seeking to better understand how individual characteristics impact on the sending, receiving, and processing of communication efforts. It highlights past and current knowledge on diversity in advertising, important questions that have not been addressed satisfactorily in this area, and how current theories can be used to construct better communication plans and message content. The various chapters draw upon existing literature from the fields of psychology, marketing, and related disciplines to amplify understanding and insight into developing effective advertising approaches to reach diverse audiences. This book will contribute to the understanding of the diversity of people, the changing landscape of the U.S., and the need for a more inclusive society.
Author: Danielle Sarver Coombs
Publisher: Bloomsbury Publishing USA
ISBN:
Category : Business & Economics
Languages : en
Pages : 322
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Book Description
This book provides an accessible resource for understanding the world behind the advertising jingles and Super Bowl commercials and digital algorithms. Advertising has become a ubiquitous force in American life, penetrating almost every aspect of our daily routines. Additionally, as technology has evolved throughout American history, so too has advertising proliferated as media has become increasingly sophisticated and ever-present, whether it takes the form of algorithms governing your social media feed, television commercials, paid influencers, or stadiums branded with the names of corporate sponsors/owners. This authoritative one-stop resource provides a rich overview of the evolution and present state of advertising in all its forms, as well as the multitude of connected issues-data collection, privacy, consumerism, technology, and others-regarding advertising and its role as both a shaper and reflector of American culture. It surveys various advertising media, discusses the social and cultural contexts in which it is consumed, and highlights key moments in the history of advertising in the United States. In addition, the book is supplemented with carefully curated primary sources, personal essays, a glossary of advertising terms, and other resources to provide readers with a full picture of advertising as both an industry and a shaper of American culture.
Author: Christoph Beat Graber
Publisher: Edward Elgar Publishing
ISBN: 1849806357
Category : Computers
Languages : en
Pages : 301
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Book Description
'This collection of legal, philosophical, economic, and cultural perspectives ultimately makes a strong case for the potential value of game environments for addressing diversity issues, but also raises important concerns regarding implementation of corporate and government policies in this sector highly recommended for anyone exploring this emerging field.' Benjamin T. Duranske, Pillsbury Winthrop Shaw Pittman LLP, US 'Videogaming is serious business. But the legal and theoretical implications of online and virtual environments are little understood. Professor Graber and Ms. Burri-Nenova have done a masterful job of bringing together several insightful articles that inform us about the business, legal and sociological implications of digital gaming. Innovative, fast-paced, and engaging as games themselves, these scholarly works provide invaluable insight for academics, policy makers and perhaps even participants themselves about the reality behind virtual worlds.' Shubha Ghosh, University of Wisconsin Law School, US 'This is an excellent and path-breaking collection of sharp and carefully researched essays. It provides wonderful insights on numerous important aspects of the complex relationship between play, cultural diversity, communications policy, and the governance of virtual societies. The phenomenal growth of these new digital realms has raised important questions across the academic disciplines, making this book's interdisciplinary focus extremely helpful to potential regulators and university scholars alike.' Greg Lastowka, Rutgers School of law, Camden, US This innovative book provides transdisciplinary analyses of the nature and dynamics of digital game environments whilst tackling the existing fragmentation of academic research. Digital game environments are of increasing economic, social and cultural value. As their influence on diverse facets of life grows, states have felt compelled to intervene and secure some public interests. Yet, the contours of a comprehensive governance model are far from recognisable and governments are grappling with the complexity and fluidity of online games and virtual worlds as private spaces and as experimentation fields for creativity and innovation. This book contributes to a more comprehensive and fine-grained understanding of digital game environments, which is a precondition for addressing any of the pressing governance questions posed. Particular attention is given to the concept and policy objective of cultural diversity, which also offers a unique entry point into the discussion of the appropriate legal regulation of digital games. Governance of Digital Game Environments and Cultural Diversity will be of interest to researchers of media law, internet law and governance, cultural studies, anthropology and sociology. As the book addresses a highly topical theme, it will attract the attention of policymakers at national, regional and international levels and will also serve as a great resource tool for scholars in new media and in particular digital games and virtual worlds.
Author: Kim Golombisky
Publisher: Lexington Books
ISBN: 1498528279
Category : Language Arts & Disciplines
Languages : en
Pages : 409
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Book Description
Women and advertising are both globally ubiquitous. Yet advertising remains one of the most unabashedly misogynist, heterosexist, and racist industries. This edited volume of original unpublished chapters is the first ever to offer explicitly feminist views on advertising. Feminists, Feminisms, and Advertising provides feminist analyses of the historical relationships between the advertising industry and the women’s movement in the United States. Contributors consider the ways that advertisers encode race, ethnicity, gender, and heteronormativity into advertising practices and messages exported around the world. They further explore the ways that intersectional audiences such as women of color, Latinas, and lesbian and gay audiences decode, reinterpret, resist, and subvert advertising. With this book, the editors and contributors address the present lack of feminist scholarship, research, knowledge, or curriculum in advertising, and begin a more honest dialogue about diversity and intersectional gender in the advertising academy as well as the advertising industry.
Author: Alcántara-Pilar, Juan Miguel
Publisher: IGI Global
ISBN: 1466682639
Category : Business & Economics
Languages : en
Pages : 430
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Book Description
The key to any marketing strategy is finding a way to reach and appeal to the consumer. In the case of a diverse consumer pool, marketers must strive to direct their promotional efforts to appeal to a global customer base. Analyzing the Cultural Diversity of Consumers in the Global Marketplace explores the strategies associated with promoting products and services to a culturally-diverse target market. Providing innovative solutions for global brands, this publication is ideally designed for use by marketing professionals, executives, students, as well as researchers.
Author: G. Moss
Publisher: Springer
ISBN: 0230273882
Category : Business & Economics
Languages : en
Pages : 273
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Book Description
The benefits of Diversity are frequently mentioned but rarely spellt out. This edited book highlights specific ways in which organisations can profit from Diversity, and a discussion of some of the obstacles that can stand in the way of doing this.
Author: Monica Shelley
Publisher: Routledge
ISBN: 113480427X
Category : Education
Languages : en
Pages : 241
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Book Description
A collection of essays exploring language, the mass media, education and everyday culture in Europe. Designed to enable readers to place themselves within the context of everyday Europe.
