Prior studies of portrayals of Asian Americans in advertising have found limited representation and portrayals that are skewed toward technology-based products, business and science magazines, and business settings and relationships. This article examines current Asian American portrayals. Findings indicate that, despite improved representation, stereotyped portrayals persist. The “model minority” stereotype, which suggests that Asian Americans are hardworking, technologically savvy, business oriented, successful, and well assimilated, is clearly reflected in advertising portrayals. Portrayals of Asian Americans in family and social contexts are seldom seen. Moreover, even magazines with high Asian American readership reflect the same stereotypes.

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Purpose -This cross-national study seeks to examine the service quality dimensions and advertising appeals conveyed in services advertisements in the USA and Korea. Design/methodology/approach -Using Hofstede's cultural dimensions as a basis for distinguishing cultures, this study explores the role of culture in services advertising strategy. Content analysis was used to examine services advertising in the USA and Korea. Findings -The results of a content analysis of over 400 magazine advertisements suggest that advertisers may be able to standardize services advertising in magazines by type of advertising appeal and on specific service quality dimensions. Research limitations/implications -As the service sector continues to grow, future research is needed to compare services advertising for different types of services and in other media. Experimental studies that explicitly examine what types of cues are effective with Korean consumers are needed. Practical implications -Implications for advertisers attempting to reach Korean consumers suggest that, in magazine advertising, rational appeals tend to be considerably more common than emotional appeals. Cues related to reliability and assurance also are used very frequently, suggesting that they may be well received by Korean consumers and thus that they should be used by many services advertisers. However, advertisers must consider the significance of what an Asian factor means for advertising strategy. Originality/value -This study contributes to the literature and provides insights to services providers and advertisers by comparing which advertising appeals and dimensions of service quality are conveyed in services advertising in Korea and the USA and by comparing the advertising strategies with cultural dimensions.

Mass media is one means by which consumers learn how to behave as consumers. Consumers’ beliefs about minorities as consumers are also influenced by mass media, and the impact is likely highest among young children. A content analysis of 813 commercials in children's television programming reveals that while Caucasians continue to be the predominant models in terms of numbers and in the types of roles they play, the numerical representation of minorities, especially Blacks, has improved. However, the study found that minorities are more likely than Caucasians to have minor roles and to be portrayed in certain product categories, settings, and relationships. Societal impacts and implications for minority consumers are discussed.

A content analysis of U.S. magazine advertisements aimed at general audiences examines the frequency and nature of advertising portrayals of Latino Americans. To assess the nature of portrayals, Latino representation by product category is analyzed, as are the types of relationships and settings in which Latino American models are shown. Results suggest that Latinos are highly under-represented in magazine advertising. Implications of the low incidence of portrayals of Latinos are discussed.