Shankar Advertising Diversity

Ad Agencies and the Creation of Asian American Consumers
1. Auflage 2015
ISBN: 978-0-8223-7561-6
Verlag: De Gruyter
Format: PDF
Kopierschutz: Adobe DRM (»Systemvoraussetzungen)

E-Book, Englisch, 328 Seiten

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.

Autoren/Hrsg.

Shankar, Shalini

Fachgebiete

• Sozialwissenschaften Ethnologie | Volkskunde Volkskunde
• Wirtschaftswissenschaften Betriebswirtschaft Bereichsspezifisches Management Werbung
• Sozialwissenschaften Soziologie | Soziale Arbeit Soziologie Allgemein
• Geisteswissenschaften Geschichtswissenschaft Geschichtliche Themen Mentalitäts- und Sozialgeschichte

Inhaltsverzeichnis

Preface ix

Introduction. The Pitch 1

1. Account Planning 37

2. Creative 89

3. Account Services 147

4. Production and Media 191

Conclusion. Audience Testing 250

Acknowledgments 269

Appendix 1. Transcription Key 271

Appendix 2. Asian American Populations in the United States 272

Notes 275

Glossary 287

References 289

Index 307

Über Autor(innen)

Shalini Shankar is Associate Professor of Anthropology and Asian American Studies at Northwestern University. She is the author of Desi Land: Teen Culture, Class, and Success in Silicon Valley, also published by Duke University Press.