While the explosive literature on the portrayal of women in advertising has established a multitude of salient issues (e.g. sexual objectification), the skin tone of Asian models in ads and associated cultural underpinnings has not yet been examined. However, given the obsession in various Asian countries with skin whitening for women, it has the potential to be salient in Asian cultures in the United States. The current exploratory study examines the possibility of "skin tone tension" occurring in a diverse Asian sample in the United States and compares Caucasian to Asian reactions to a model's skin tone in a print ad. The results reflect cultural frameworks and provide a preliminary evidentiary starting point for further examination of this issue in various Asian cultures within the United States. Toward that end, extant theory is discussed and a new research agenda to extend such is proposed.Very few issues are as explosive as the portrayal of women in advertising (Ford and LaTour 1993;Kilbourne 2000). Underlying this is the manifestation of feminist consciousness (Ford and LaTour 1996). The growth of such thinking provides a lens for viewing advertising phenomena as a means for the dehumanization of women, reduction of a human female to a sum of body parts, setting of unrealistic beauty standards, promotion of anorexia and bulimia, and supporting of violence toward women (Ford, LaTour, and Middleton 1999).Our exploratory study of Asian skin tone in ads builds on the robust literatures focusing on female role portrayals in advertising (cf. Ford, LaTour, and Middleton 1999;Reichert et al. 2007), extensions of this to cross-cultural contexts (Ford, LaTour, and Honeycutt 1997;Ford, LaTour, and Clarke 2004), and cultural-focused works on skin tone of women, primarily in Asian cultures (cf. Ashikari 2005;Baumann 2008;Li et al. 2008). In Asian cultures, despite the diversity therein, the lightness of skin tone of women is bordering on obsession (Li et al. 2008). Given centuries of highly male-dominated (patriarchal), deep-rooted cultural values formation (Ford, LaTour, and