Asian Americans face new stereotype in ads

Aug 25, 2011

"Asian Americans face new stereotype in ads"
by Paul Farhi
The Washington Post
August 23, 2011

"When Asian Americans appear in advertising, they typically are presented as the technological experts — knowledgeable, savvy, perhaps mathematically adept or intellectually gifted. They’re most often shown in ads for business-oriented or technical products — smartphones, computers, pharmaceuticals, electronic gear of all kinds.

"The stereotypical portrayal reinforces a marketing concept known as the “match up” theory, which states that consumers respond more favorably to products advertised by an actor or spokesperson who 'fits' the product.

"These sorts of roles haven’t escaped the notice of some Asian Americans, who are of mixed minds about it." Complete article...