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Class Notes for Test on African Americans and LGBT

by: Natalie Land

Class Notes for Test on African Americans and LGBT STC 350

Marketplace > University of Miami > Journalism and Mass Communications > STC 350 > Class Notes for Test on African Americans and LGBT
Natalie Land
GPA 4.0

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About this Document

Chapter 3 Class Notes on Asians and Asian Americans
STC 350 International and Intercultural Advertising
Wanhsiu Tsai
Class Notes
class, notes, stc350, STC, Multicultural
25 ?




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This 2 page Class Notes was uploaded by Natalie Land on Sunday September 25, 2016. The Class Notes belongs to STC 350 at University of Miami taught by Wanhsiu Tsai in Fall 2016. Since its upload, it has received 10 views. For similar materials see STC 350 International and Intercultural Advertising in Journalism and Mass Communications at University of Miami.

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Date Created: 09/25/16
Chapter  3:  Asian  Americans     •   The  Chinese  represent  largest  segment  of  Asian  American  market     o   Chinese:  22.4%   o   Filipino:  19.6%   o   Japanese:  52%   o   Korean:  10.5%   o   Vietnamese:  10.9%   o   Indian:  18.5%   o   Other:  10.0   •   Asian  stereotypes:     o   Intelligent,  good,  at  science,  bad  drivers     •   Asian  American  consumers:  Asians  who  were  born  here  grew  up  here:  still  encounter   questions  like  where  are  you  from?   •   Southern  asia  very  different  from  eastern  asia   o   Southern  is  indian     §   Eastern  Asia  is  more  influence  from  China,  Buddhism,  Confucianism,  but   India:  more  hindu   -­‐   Makes  up  17.3  million  of  US  Population   o   Relatively  young     -­‐   Indian  :  fastest  growing  population  in  the  US   -­‐   Most  diverse  in  language,  culture,  heritage,  etc     o   But  also  geographical  location  is  diverse  they  are  found  all  over  like  nyc  Chicago,   dc  LA  Houston  and  san  fran     -­‐   77%  of  all  Asians  live  in  just  ten  cities     -­‐   Asians  tend  to  stick  together     o   Geographical  targeting  can  be  used:  campaigns  to  the  places  they  are  so  you   don’t  do  national  reach  stuff     o   But  then  it  causes  invisibility  of  Asian  population  in  mainstream  media     -­‐   Asian  median  income  is  of  the  highest:  they  are  relatively  wealthy,  makes  most  money   of  the  ethnic  groups     -­‐   Highest  education  level     -­‐   Asians  emphasize  educational  achievements  more  lucrative  jobs,  told  very  early  on  what   you  want  to  be  in  future.     -­‐    Core  Asian  values     o   educational  achievements,  family  and  personal  networks,  a  lot  of  pressure  from   responsibility  but  parents  do  a  lot  for  kids     o   a  lot  on  discipline  and  training  very  drilled     o   respect  for  authority     -­‐   tiger  mom:  push  kid  to  do  much  as  they  can     o   demanding  mothers     o   like  the  Gilmore  girl  miss  kim     o   children  controlled  and  to  do  everything,  be  involved  in  every  day  things     o   Asian  is  the  tiger  mom     -­‐   Stereotypes  in  Asian  Ads   o   The  way  I  love  my  kids  is  pushing  them  harder     o   Model  minority:  hard  working  Asians  and  good  at  every  subject,  try  really  hard,   creates  the  model  minority:  which  are  people  who  don’t  make  trouble  or   complain  all  of  a  sudden  become  huge  and  successful  and  achieve  more     §   If  Asians  can  make  it  everyone  can     §   Is  model  minority  a  positive  stereotype?   •   Is  a  minority  group  (whether  based  on  ethnicity,  race  or  religion)   whose  members  are  perceived  to  achieve  a  higher  degree  of   socioeconomic  success  than  the  population  average.   o   Stereotype:  creates  so  much  pressure     o   Asian  ads:  more  likely  to  see  Asian  celebrities  in  ads  ,  ordinary,  Asians  are  rarely   shown  in  ads     §   A  lot  of  educational  products  featuring  kids     §   Technology,  engineers,     §   Very  limiting  will  they  respect  my  talents?   -­‐   How  to  target?   o   First  understanding  who  you  are  talking  to?     o   To  Asian  americans:  they  are  American  and  how  they  want  to  fit  in  is  important?   o   If  Asian  than  they  think  of  acculturation  level  and  language     o   The  most  question  asked?  Where  are  you  from  no  where  are  you  really  from   §   Indian  American  wins  miss  America  miss  New  York  and  they  called  her   Arab  not  American  how  can  she  win?   o   Asian  americans  want  to  fit  in  and  be  heard  that  they  prefer  inclusive  attitudes     o    


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