Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers
The MMR Library staff has compiled a list of recommended resources that every multicultural marketer and diversity executive should consider for their office bookshelf.
In this section, you will find a list of suggested books, white papers, reports, studies and downloads about multicultural marketing and diversity. These resources are available either for sale within this section, via links to individual websites, at Amazon.com and, in some cases, as a free download.
For additional background reading (at no cost,) make sure to visit other sections of this website such as Articles on multicultural marketing and diversity or within special sections on ethnic markets.
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Northwestern University anthropology professor Shalini Shankar is the author of "Advertising Diversity: Ad Agencies and the Creation of Asian American Consumers" (Duke University Press). The book is based on ethnographic research she conducted in more than ten Asian American Ad agencies as well as six general market ad agencies between 2008 and 2012. It explores the rise and development of Asian American advertising and how this niche segment is represented in ads for broadcast media and public relations. Providing an ethnographic look at the day-to-day work of Asian American advertising as well as the place of this niche in the shifting landscape of an ad world grappling with multiculturalism, it explores how advertising has framed Asian Americans as "model consumers" in ways that legitimate their presence in American popular culture.