I completely agree with everything ya say, El Macho, except that I really don't believe this mass influx of Asians in TV advertising is seriously aimed at the Asian-American market. The numbers are just too small to justify placing so many spots on national network TV. 3.5% of the US population is only in the ballpark of 10 million people. Then, when you consider the proportion of those watching a particular channel at a particular time...in a lot of cases you would be lucky to reach 20 Asian people. You'd never see a decent ROI out of the money it takes to buy national TV time. I'm sure the sponsors certainly don't mind
Asian-Americans seeing the ad spots, but I'm pretty confident they're not deliberate targets. You may see Asians targeted on a local level, in a few select cities like San Francisco, New York, Houston. I'm sure some US-based ads get slid into Chinese-language TV services like JadeWorld. But national, mass-market TV? It just doesn't make sense.
I'm also pretty sure the ads are not being made with the Mainland Chinese market in mind. For one thing, US ads featuring Asians are just way too common now, and include a lot of products that could never be sold in China, such as US domestic mobile-phone carriers and insurance companies. Also, precious few ads can translate well from the USA to places like China. The cultures are way too different, and Chinese buying behavior is often really, really different from in the West. And, for Chinese markets, imports may get more caché from using Caucasian model mans with nice blue beeg American eye. Not even global companies like Coca-Cola or Proctor & Gamble tend to use the same ad, with language translation, in many different countries.
I'm not at all surprised to see lots of Asians in Australian ads; Australia is expected to be majority Asian fairly soon. Could see it in Canada too...I suspect the proportion of Asians there is a lot higher than in the USA. But the USA? 3 1/2%
Mimi made tremendous sense, as always, but strongly disagree with this:
Marketers will never be arbiters of great social change. Nope.
Oooh, I strongly disagree. I think Marketers have wrought tremendous social change.
It's just that it hasn't exactly always been positive