AcZone Ads Feature Tired, Standard Stereotypes

Smart Asian Girl…check! Black Basketball Player…check! Hispanic slut in mini-skirt and heels…check! White/blonde cheerleader…check! I was talking to someone earlier this week about the intersection of anthropology and marketing…how to market to people of different backgrounds without perpetuating stereotypes. “How do you do that?” he asked.  While marketing should always start with your objective in…

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Breaking out of 2-Dimensional Diversity

 Here are two resources that go well beyond the two-dimensional, US construct of diversity:  Global Voices–which “aggregates, curates, and amplifies the global conversation online,” and the book “A Stranger Among Us:  Stories of Cross Cultural Collision and Connection,” edited by Stacy Bierlein (the book I picked up at a recent event at ThinkArt Salon, an…

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Good to Great and the “Eeewww” Factor in Multicultural Marketing

 In evaluating multicultural marketing, it’s good to look at who’s doing what (is the black kid the basketball player?  The older adult technologically illiterate?  The Latina dancing?), or to keep an eye on ‘agency’ (who has the power–is one group making fun of another, is the group represented the way it would represent…

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