Summary: This commercial nicely exhibits multicultural marketing strategies, portraying a largely racially/ethnically ambiguous (i.e., "multicultural") cast in order to broaden the consumer base and make implicit claims that appeal to colorblind race logics. The commercial serves as a nice companion piece to: Minjeong, K., and Chung, A. Y. 2005. "Consuming Orientalism: Images of Asian/American women in multicultural advertising." Qualitative Sociology 28(1).
Submitted By: Valerie Chepp