{"product_id":"advertising-diversity-9780822358770","title":"Advertising Diversity","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003eAnthropologist Shalini Shankar explores how racial and ethnic differences are created and commodified through advertisements and marketing. Focusing on Asian American ad firms, she describes the day-to-day process of creating ads and argues that advertising has framed Asian Americans as \"model consumers,\" thereby legitimizing their presence in American popular culture.\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTrade Review\u003c\/b\u003e\u003cbr\u003e\"The combination of Shankar’s critical lens and outsider perspective commingle to produce an originative piece of work. \u003ci\u003eAdvertising Diversity\u003c\/i\u003e offers even the most seasoned consumption and marketing scholars a compelling (but all too rare) look inside the world of Asian-American advertising, where culture and consumption converge to create 'model consumers.'” -- Kevin D. Thomas * Consumption Markets \u0026amp; Culture *\u003cbr\u003e\"In the cultural hermeneutic tradition of great storytelling, Shalini Shankar has produced an empirically rich and theoretically sound ethnography. In it she tells a brilliant analytic story about race, Asian America, and the assumed 'post-racial' world of advertising.... \u003ci\u003eAdvertising Diversity\u003c\/i\u003e is an ideal book for upper-level undergraduate and graduate classes in anthropology, Asian American studies, ethnic studies, and business.\" -- Stanley Thangaraj * Journal of Anthropological Research *\u003cbr\u003e\"Shankar has accomplished plenty with this work and can be justly applauded for bringing to bear the detailed processes by which Asian American—images, sounds, languages, bodies, and lives—inhabit our mediascape. \u003ci\u003eAdvertising Diversity \u003c\/i\u003evividly demonstrates the role of ad agencies in constructing a place for Asian Americans to take at the colorful table of multicultural consumerism.\"  -- Christine R. Yano * Business History Review *\u003cbr\u003e\"This book will be of great interest to anthropologists as well as scholars and students from a wide variety of fields that engage with popular culture as well as the study of ethnicity and race, and it could be successfully used in a number of advanced undergraduate courses on related topics. Overall, Shankar does a masterful job at demonstrating the nuances of media production in a multicultural society and her latest contribution to the field should be widely read.\" -- Susan Dewey * Journal of Linguistic Anthropology *\u003cbr\u003e\"\u003ci\u003eAdvertising Diversity\u003c\/i\u003e is a valuable addition to this area of study.... [T]he book makes a powerful case for the way in which corporate uses of apparently progressive ideas like 'diversity' and 'multiculturalism' are in fact deeply retrogressive, normalizing various types and groups of people into a convenient, colourblind and postracial monoculture.\" -- Nicky Falkof * Ethnic and Racial Studies *\u003cbr\u003e\"[T]his book is a valuable and innovative contribution to the burgeoning field of media ethnography and particularly useful to those interested in conducting fieldwork in media industries. It is here, in the backrooms and boardrooms of corporate America, where Shankar’s work shines as she illuminates the internal dynamics of racial naturalization and its circulation.... This is an important and innovative book for scholars interested in Asian American studies, communication, media studies, media industries, cultural studies, and visual culture.\" -- Vincent N. Pham * Anthropological Quarterly *\u003cbr\u003e\"Shalini Shankar’s new book \u003ci\u003eAdvertising Diversity ... \u003c\/i\u003emakes an ... important contribution by improving our understanding of the subtle techniques through which difference is depoliticized and reproduced through racial and ethnic representation.\" -- Cindy Isenhour * American Anthropologist *\u003cbr\u003e\"Offers some fascinating insights into advertising industry practices and relationships.\" -- Stephanie O'Donohoe * Journal of the Royal Anthropological Institute *\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003ePreface ix\u003cbr\u003e Introduction. The Pitch 1\u003cbr\u003e 1. Account Planning 37\u003cbr\u003e 2. Creative 89\u003cbr\u003e 3. Account Services 147\u003cbr\u003e 4. Production and Media 191\u003cbr\u003e Conclusion. Audience Testing 250\u003cbr\u003e Acknowledgments 269\u003cbr\u003e Appendix 1. Transcription Key 271\u003cbr\u003e Appendix 2. Asian American Populations in the United States 272\u003cbr\u003e Notes 275\u003cbr\u003e Glossary 287\u003cbr\u003e References 289\u003cbr\u003e Index 307","brand":"Duke University Press","offers":[{"title":"Default Title","offer_id":49406086938967,"sku":"9780822358770","price":25.19,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9780822358770.jpg?v=1730494480","url":"https:\/\/bookcurl.com\/products\/advertising-diversity-9780822358770","provider":"Book Curl","version":"1.0","type":"link"}