Bridging the Divide

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A new multicultural model, with advertising as ambassador

The ad industry desperately needs a new model to reach out to multicultural audiences and make up for years of inappropriate messaging. As one Asian American youth told me in a series of focus groups: “If I see one more ad that links Asians to a martial arts theme, I’m going to scream!”

All too often, the creators of multicultural communications are unaware of fundamental differences between how minority and majority audiences are oriented to advertising.

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