The prevalence and portrayal of Asian Americans in advertising: a comparative content analysis over three decades

Abstract

Few studies have examined the prevalence and portrayal of Asian Americans in advertising; and those that have done so are outdated. To address this gap in the literature, the present study first examines the prevalence and portrayal of Asian Americans in advertising produced by the top 25 advertisers in the United States from 2010 to 2019; and then compares these findings to previous studies examining the portrayal of Asian Americans in advertising from the past three decades. Factors analyzed from a longitudinal perspective include (1) frequency of representation, (2) ad setting, (3) product category, and (4) role prominence. To build on these findings, the present study also analyzed how Asian Americans were portrayed in terms of their integration with actors and models of other races. Insights from this study contribute to knowledge about the prevalence and portrayal of Asian Americans in modern advertising as compared to the previous three decades and pose important questions about the potential societal impact of such portrayals. Findings also offer useful practical implications for advertisers seeking to leverage the buying power of the important and growing Asian American audience and suggest important areas of future research for cultural scholars, diversity advocates, and policymakers.