The Portrayal of Asian Americans in Mainstream Magazine Ads: An Update

Abstract

Mass-circulation magazines were analyzed for the frequency and nature of advertising portrayals of Asian Americans, along several dimensions related to the “model minority” stereotype. Findings were compared with those for African Americans and Hispanics. Despite some improvement in the frequency and scope of representation, the presence of Asian Americans is still limited to narrowly defined stereotypical roles. Logistic regression analyses provided further support for the findings. Drawing on both cultivation and expectancy-violation theory frameworks, the authors suggest that, to the extent that the stereotype is reflected and reinforced through advertising, biased and undue expectations may be formed, resulting in negative consequences for the group members.