Scholarly research shows that Asian American consumers accept the \u201cmodel minority\u201d advertising stereotype about themselves. In a study conducted last year, Yoo, the University of Texas researcher, showed panels of Asian Americans two sets of mock ads for mobile phones, the first featuring Caucasian models and the second with Asian models. Then, she repeated the experiment with ads for a \u201cnon-tech\u201d product, cologne, alternating ads with Caucasian and Asian models.<\/p>\n
Result: Asian American consumers were more favorably disposed toward the tech products when they were endorsed by the Asian models. They also liked the non-tech products more when they were endorsed by Caucasian models.<\/p>\n
Yoo theorizes that this is a reflection of the \u201cmatch up\u201d theory: Asian American panelists have bought into the same cues and stereotypes as other Americans thanks to years of cultural exposure.<\/p>\n
In other words, the White standard (White supremacy) reigns. <\/p>\n
Here are links to the referenced TV commercials, which I remember watching. They made me cringe from embarrassment and self-consciousness, bordering to the point of cultural self-hate. Didn’t want to be labelled \u201cChinesey\u201d or \u201cChink\u201d, nor did I want to be associated with those ads. Life was different back in the early 70’s. I wanted to blend in with my peers, not be a standout.<\/p>\n
Jello ad and Calgon water softener ad.<\/p>\n