Asian American Commercial Watch: Familiar Pairing Of White Men And Asian American Women

Last week, the Washington Post wrote an article about the obvious, but I’m glad that they did, since the is the first time I recall the “mainstream” press as called attention to this issue that anyone who watches television with a critical eye has observed:

“Asian Americans have gained a presence in commercials in recent years, with companies such as McDonald’s, Verizon, AT&T, Wal-Mart and others featuring them as individual characters and in a variety of settings. But when it comes to depicting couples, the portrayal goes mostly in one direction: White guy and Asian American woman. The combination may be the most common depiction of mixed-race couples in popular culture; African Americans are rarely glimpsed with white mates in TV shows or commercials, for example. It may even be more common than an Asian American man paired with an Asian American woman. And it’s a sore point among some Asian Americans. A coalition of Asian American activists, known as the Asian Pacific American Media Coalition, has “regularly” raised objections to the image in meetings with studio and network representatives, says Bill Imada, chairman of IW Group, a Los Angeles-based ad agency. “It seems to be okay if the man is white and the woman is Asian. The community thinks it typecasts Asian women as exotic or as playthings.””

When I read this, I was like, “Yes, I’ve been blogging about these issues over the past five years.” And have (or someone else at 8Asians) covered or observed in almost every instance the issues the article covers, including:

and there are countless other examples I have blogged about that the reporter didn’t reference (since indeed this pairing is so common it is almost expected):

Even Target, which I have diligently documented as a model advertiser highlighting Asian Americans in their ads such as:

But for the only mixed couple commercial that I’ve seen Target broadcasted with an Asian American again is with an Asian American woman and white husband – (at least from what I have been able to see):

Coincidentally, I happen to meet Bill Imada over the weekend at the NAAAP-SF conference and we discussed the issue briefly. Now in reality, Asian American women do marry outside of their race at about twice the rate of Asian American men (about 30% versus 15% I believe is the figure), but in television, it looks like almost 100% of Asian American women do. Let’s try to more realistically portray the diversity of Asian American, as well as all relationships, out their in our television commercials (as well as shows and movies while we’re at it). That is why I thought the McDonald’s and Ally Bank commercials were such a breakthrough and a breath of fresh air.



Thanks for rating this! Now tell the world how you feel - .
How does this post make you feel?
  • Excited
  • Fascinated
  • Amused
  • Disgusted
  • Sad
  • Angry

About John

I'm a Taiwanese-American and was born & raised in Western Massachusetts, went to college in upstate New York, worked in Connecticut, went to grad school in North Carolina and then moved out to the Bay Area in 1999 and have been living here ever since - love the weather and almost everything about the area (except the high cost of housing...)
This entry was posted in Discrimination, Entertainment, Observations, TV. Bookmark the permalink.