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The impact of the stagnant state of south Asian representation in American advertising

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The impact of the stagnant state of south Asian representation in American advertising

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Content THE IMPACT OF THE STAGNANT STATE OF SOUTH ASIAN REPRESENTATION IN
AMERICAN ADVERTISING
By
Amrita Varshini Sundaresan
A Thesis Presented to the
FACULTY OF THE ANNENBERG SCHOOL FOR COMMUNICATION AND
JOURNALISM
UNIVERSITY OF SOUTHERN CALIFORNIA
In Partial Fulfillment of the
Requirements of the Degree
MASTER OF ARTS
(PUBLIC RELATIONS AND ADVERTISING)
MAY 2025
Copyright 2025 Amrita Varshini Sundaresan

ii
TABLE OF CONTENTS
LIST OF FIGURES ....................................................................................................................... iv
CHAPTER 1: INTRODUCTION................................................................................................... 3
Background ................................................................................................................................. 3
History of South Asians in America ........................................................................................... 4
The Idea of the “Ideal” Race ....................................................................................................... 7
“Tokenism” ................................................................................................................................. 9
Overview of Analysis................................................................................................................ 10
South Asians in American Advertising Throughout the Years................................................. 13
Problem Area & Research Question ......................................................................................... 16
Purpose & Relevance ................................................................................................................ 17
CHAPTER 2: LITERATURE REVIEW...................................................................................... 21
Overview ................................................................................................................................... 21
Distorted Media Portrayals........................................................................................................ 22
The Weight of Mainstream American Advertising Portrayals.................................................. 22
Promising Growth in the Niche Marketing Space .................................................................... 23
CHAPTER 3: METHODOLOGY ................................................................................................ 24
Rationale & Data Collection Approach .................................................................................... 24
CHAPTER 4: FINDINGS & RESULTS ...................................................................................... 26
CHAPTER 5: DISCUSSION OF FINDINGS.............................................................................. 27
Interpretation of Data ................................................................................................................ 27
CHAPTER 6: CONCLUSION ..................................................................................................... 34
Summary ................................................................................................................................... 34
Limitations ................................................................................................................................ 36
Recommendations..................................................................................................................... 38
Potential Further Research Directions....................................................................................... 39
REFERENCES ............................................................................................................................. 41
APPENDIX................................................................................................................................... 45

iii
Appendix A: Figure 7 Reference .............................................................................................. 45
Appendix B: Figure 9 Reference............................................................................................... 46
Appendix C: Figure 10, Figure 11, Figure 12 - Super Bowl LVII/LVIII
Advertisement Data Collection (Original) ................................................................................ 47
Appendix D: Figure 13 Reference ............................................................................................ 53
Appendix E: Figure 14 Reference............................................................................................ 54

iv
LIST OF FIGURES
Figure 1 Map of the South Asian Region ....................................................................................... 2
Figure 2 “The Hindu Invasion: A New Immigration Problem” (1907).......................................... 5
Figure 3 “Invasion of the Sikhs from the Punjab” (1907) .............................................................. 5
Figure 4 (a) PopChips Static Picture Advertisement of Ashton Kutcher as “Raj” ....................... 12
Figure 4 (b) Photo of Ashton Kutcher posing while dressed up as “Raj” .................................... 12
Figure 4 (c) PopChips Static Picture Advertisement of Ashton Kutcher as “Nigel”.................... 12
Figure 5 Significant Advertising Campaigns in America that featured South Asians ................. 13
Figure 6 Research Questions ........................................................................................................ 17
Figure 7 Percentage of Race in Video Advertising (Refer to Appendix A) ................................. 19
Figure 8 Diversity in the Marketing/Advertising Industry in America ........................................ 20
Figure 9 TV Viewership of Major Worldwide Sporting Events, 2016-2023
in millions (Refer to Appendix B) ................................................................................................ 24
Figure 10 Asians Present in Super Bowl Advertisements (2023-2024),
Based Off Industry (in percent) .................................................................................................... 26
Figure 11 South Asians Present in Super Bowl Advertisements (2023-2024),
Based Off Industry (in percent) .................................................................................................... 26
Figure 12 Asian Media Representation in Proportion to Population (Refer to Appendix C)....... 28
Figure 13 Total Employee Population By Race & Ethnicity........................................................ 32
Figure 14 Types of Companies/Brands Advocating for Diversity and Inclusion......................... 33
Figure 15 Outside Implications in 2012........................................................................................ 37

1
ABSTRACT
This research investigates the portrayal of South Asians in American advertising from 2009
to 2024, with a case study on PopChips’ 2012 advertising campaign, featuring Ashton Kutcher.
The study explores how these advertisements depict South Asian identities, focusing on the
persistence of misrepresentation and its broader societal implications. By analyzing a range of
advertisements over a fifteen-year period, the research highlights patterns in how South Asians are
portrayed and examines the potential impact on public perception in mainstream America, as well
as the internal consequences for South Asian communities in the United States. Although some
progress has been made toward diversity and inclusion, this study argues that substantial efforts
are still required to achieve authentic and respectful representation of South Asian culture in
American advertising. By uncovering persistent misrepresentations and highlighting their societal
impacts, this study not only critiques past advertising practices but also offers actionable insights
for fostering authentic representation in the future.

2
Figure 1 Map of the South Asian Region1
1For the context of this research, this is the region of origin that is being referred to when “South Asian” is mentioned.
This includes the countries of Pakistan, India, Nepal, Bangladesh, Bhutan, and Sri Lanka, sometimes referred to as
the Indian Subcontinent.

3
CHAPTER 1: INTRODUCTION
Background
The history of American advertising is marked by non-inclusive and stereotypical
depictions of people of color (POC). Though small improvements in recent years, people of color
are still primarily either ignored or showcased as “processed portrayals” of them through
stereotypical images (Wilson & Gutiérrez, 2003). This term refers to how non-whites in American
advertising are processed and presented in a way that is palatable for what is being advertised to
the public. These were largely created, “to reflect perceived values and norms of the white
majority” (Wilson & Gutiérrez, 2003).
This lack of accurate representation, has led to these negative and stereotypical portrayals
being reinforced in entertainment and journalistic media. The history of advertising included many
stereotypical characterizations of people of color, such as Frito Bandito, Chiquita Banana, Aunt
Jemima and more. These portrayals along with many others “catered to the mass audience
mentality by either neutralizing or making humor of the negative perceptions that many whites
may have had” of non-white groups (Wilson & Gutiérrez, 2003). Television and print
advertisements at the time featured images of Asians that were seen as offensive and insensitive
(Wilson & Gutiérrez, 2003). Many portrayed Asian women as exotic, seductive, and subservient
for all the needs of white men (Wilson & Gutiérrez, 2003). Justification for the “lack of a sizable
Asian community or market in the United States” being previously mentioned “as the reason that
Asians are still stereotyped in advertising” (Wilson & Gutiérrez, 2003). While the mid-20th
century featured overtly stereotypical portrayals, modern advertising still grapples with more
subtle forms of misrepresentation.

4
History of South Asians in America
The South Asian region was taken into control by the British in the early 17th century. This
is an important prior to South Asian immigration into America as during this time, they were seen
as ‘Black’ by their colonizers, but when initially moving to America, their ‘Asianess’ was always
put into question (Menon, 2006). Dhingra and Rodriguez define race as a social construction that
often leads to stereotypes, prejudices and discrimination against ‘other’ non-Whites, especially
Asian Americans in the USA (2014).
Some of the first South Asians to immigrate into America were Sikh, Hindu, and Muslim
men (Man, 2024). They had been here since the 1700s, but a larger South Asian presence began
to bloom in the 1800s and onwards (South Asian American Digital Archive, 2025). In the 1890s,
Canada was a popular destination for these individuals due to its ties with British colonization
(Man, 2024). Many Muslim and Bengali peddlers arrived in New Orleans and later integrated with
larger communities of color that were present in Detroit, New York, and Baltimore (South Asian
American Digital Archive, 2025). In the 1890s, Sorabjee, a Parsi Indian, became the first South
Asian naturalized citizen (Dhingra & Rodriguez, 2014). In 1917, the Liberty Act introduced the
‘Asiatic Barred Zone.’ This policy, passed by the U.S. Congress, geographically restricted
immigration from much of Asia and the Pacific Islands, effectively barring people from entering the
United States from those areas. This launched a time of difficulty for South Asians immigrating to
the United States in the early 1900s.

5
Figure 2 “The Hindu Invasion: A New Immigration
Problem” (1907)
Figure 3 “Invasion of the Sikhs from the Punjab”
(1907)
In 1923, the case United States vs. Bhagat Sing Thind created a lasting immigration policy.
This U.S. Supreme Court decision ruled that South Asians were ineligible from naturalization,
preventing them from gaining citizenship and stripping citizenship status from those who were
granted it in the years prior (South Asian American Digital Archive, 2025). Later overturned by
the Luce-Celler Act in 1946, this allowed the restoration of naturalization rights of South Asians
(Man, 2024). Ten years following those immigration policy changes in 1956, Dalip Singh Saund
became the first Asian American, non-Christian to represent the people in the House of
Representatives (Man, 2024) changing Asian-Americans from an unwelcome immigrant group to
part of the American tapestry.

6
The 1980s brought about a sort of ‘new wave’ of South Asian immigration into America.
They fanned out into different areas of the country, and began to work in stores, gas stations,
motels, farms, as taxi drivers, and much more (Prashad, 2012). This wave also presented the
movement of assimilation amongst this group in the United States. The 1990 Census showed that
first-generation South Asian immigrants were more likely to reject the classification of ‘Asian’
and choose either ‘Black’ or ‘White’ instead to show that they were assimilating with the host
culture (Shafi, 2023). But as time went on, a sort of ‘reverse assimilation’ began to take place. This
is evident with the second-generation, as they identify themselves as the ‘keepers’ of their
authentic identity (Shafi, 2023).
Throughout their immigration journeys, xenophobia unfortunately stayed consistent.
Highlighting some of the more well-known events to transpire within America. Many hate crimes
followed the 1993 bombing of the World Trade Center, with many individuals blaming the “wrong
kind” of South Asian (Prashad, 2012). During the 1970s and 80s, a popular anti-Hindu group,
known as the ‘Dotbusters’ took part in hate crimes against Hindus in the New Jersey area (Man,
2024). As reported by Prashad, the post- 9/11 effects of this group were tragic, resulting in almost
645 incidents of racism happening just one week after the events that transpired (2012). Leading
to many South Asian individuals, even celebrities such as Kamal Haasan and Aamir Khan, being
asked to leave aircrafts (Prashad, 2012). One of the more devastating attacks occurring in 2012,
was when a white supremacist gunman opened fire at a gurdwara, a Sikh house of community and
worship (Man, 2024).

7
The South Asian American identity is rooted in more than just this history of discrimination
and violence. Groups such as SAALT (South Asian Americans Leading Together), DRUM (Desis
Rising Up and Moving), and SALDEF (Sikh American Legal Defense and Education Fund) have
been staples pushing for recognition in American society and advocates for the community (Man,
2024).
Today, nearly 5.4 million South Asians live in America, up from 3.5 million that was
counted in the 2010 Census (South Asian Americans Leading Together, 2019). Between 2010 and
2017, the South Asian community has grown roughly 40 percent (South Asian Americans Leading
Together, 2019). About 75 percent (6-in-10), South Asians were born outside of America (South
Asian Americans Leading Together, 2019). Asian Americans are projected to be the nation’s
largest immigrant group by the middle of the century (Budiman & Ruiz, 2021). In 2019, 6-in-10
Asians (58 percent) were born in America and identified as Generation Z. Another quarter of them
born in the same year were Millennial, while one-in-10 were Generation X or older (Budiman &
Ruiz, 2021).
The Idea of the “Ideal” Race
Ideal Race, sometimes known as Master Race or Superior Race, can be dated back to
eugenics and the idealization of the human body from the Greek period. This term essentially
reiterates that Caucasians are the superior and pure group compared to any of the other races.
It is still unfortunately instilled in American society that white is the “tried and true” and
should be the “basis of mainstream advertising” (Shankar, 2019).

8
According to Shankar in “Nothing Sells Like Whiteness: Race, Ontology, and American
Advertising,” mainstream advertising elevates whiteness as the ideal and this won’t change as long
as advertisements continue to be made by white people, for white people (2019).
The author goes on to say that if society continues to have different views of people of
color and the roles they may or may not play, advertisements will never be truly accurate (2019).
This constant acceptance of distorted images of other groups can be traced back to cultivation
theory. According to Taylor and Stern, cultivation theory proposes that a host culture accepts
distorted media portrayals of a minority more readily when it has little contact with the group itself
(1997).
Since the host culture (in this case, white people), often lacks direct contact and holds
cultural stereotypes with South Asians. Along with a lack of representation working in the
advertising space, it means that the host culture will interpret any portrayals of South Asians given
to them as accurate, because they have no means to know what is true and what is a stereotype or
inaccurate portrayal (Taylor & Stern, 1997). This connects to Taylor and Stern’s discussion of
social cognition theory, which states that as wrongful portrayals of these other groups continue,
the perceivers will begin to evaluate each person on the basis of a set of incorrect beliefs about the
entire group (1997). Which continues the spread of inaccurate information and stereotypes
concerning the South Asian community. This then may lead the host group to regard their own
community (the in-group) in a positive light and regard others around them (the out-groups)
negatively (Taylor & Stern, 1997). This is viewed as in-group bias. As these actions continue in
our society it projects an image on to the South Asians that live in America.

9
The expectancy theory predicts that “minority” groups are likely to behave in conformance
with these expectations and false images that are established by these stereotypical portrayals
(Taylor & Stern, 1997). All of these theories work hand-in-hand to indirectly convey that
advertising plays a heavy role in how it portrays communities to those who aren’t a part of them.
“Tokenism”
According to Khairullah et. al., “advertising is considered a form of social communication
that’s reflective of a society’s culture” (1996). But what is being reflected when marketers are
advised to “include Asian Americans in their advertising” as a form of tokenism in marketing
(Taylor & Stern, 1997)?
As of now, South Asians and other Asian groups are a victim of tokenism, since they are
the most likely to be depicted as mysterious and anonymous background figures (Taylor & Stern,
1997). In mainstream American content, South Asians are “thrown in to fulfill some kind of
diversity quotient” (Nair, 2023). This is furthering the issue of tokenism, making others see this
community as background or anonymous figures.
The decision to focus on South Asian Americans for this study stems from the lack of
information and analysis regarding their representation in American advertising. South Asian
Americans are frequently absorbed into the broader Asian American category, a classification that
fails to acknowledge their distinct identity. While they may share the same continent of origin, this
categorization overlooks the profound differences in language, culture, religion, historical
backgrounds, and lived experiences that make South Asian American identity unique.
Either through tokenism or flat-out racism, as seen in Kutcher’s campaign with PopChips,
what others see in advertising pertaining to communities they are not a part of is what they begin
to believe. Cultural values are reproduced through advertising so that viewers can find similarities

10
between themselves and the subjects shown in these advertisements (Khairullah et. al, 1996). But
as inaccurate portrayals of South Asians continue to flood mainstream American advertising, nonAsian groups will proceed to view South Asians as how they are presented to them in the media.
American advertising is more than a promotion vehicle for products and services.
Described as “a reflection of society by mirroring cultural values, norms, and trends, while also
potentially shaping and influencing them, acting as both a mirror and a lens through which societal
ideals and aspirations are portrayed,” (Pareek). It is no surprise that this has been a challenging
space for South Asian Americans to find acceptance.
Historically, American advertising has perpetuated harmful stereotypes of South Asians
through limited character depictions, exaggerated accented caricatures, and cultural
commodification that reduces rich traditions to marketable trends. Despite recent movements
toward greater inclusion and diversity in media, South Asian Americans continue to be
marginalized, with their complex identities and experiences remaining largely invisible or
misrepresented in mainstream advertising campaigns.
Overview of Analysis
In 2012, PopChips created a video advertisement campaign with then brand representative, Ashton
Kutcher. With the assistance of Alison Brod PR, Zambezi ad agency and a budget of $1.5 million,
PopChips developed an advertising campaign that showcased Kutcher dressed as different
contestants on a mock dating show to reveal the new brand flavors (a flavor to represent each
contestant on the show). This resulted in Kutcher playing many different personas, including a
Bollywood director named Raj (Figure 4 (b)). For this last persona, Kutcher was seen wearing a
traditional South Asian kurta, a big, bushy mustache and dark brown face makeup, and spoke with

11
an exaggerated Indian-American accent (Figure 4 (b)). In addition to this portrayal of racial
stereotypes, Kutcher also portrayed a character named Nigel, who was depicted as a stoner persona
with dreadlocks (Figure 4 (c)).
Though the advertisement did not showcase the product exclusively, the static print copy
that accompanied this video campaign featured Kutcher’s Bollywood director persona posing with
the brand's chili lime potato flavor (Figure 4 (a)). Though the campaign was eventually pulled,
this action did not occur until prominent South Asian American social media influencers and
celebrities voiced their concerns (such as Hasan Minaj, Aziz Ansari, Anil Dash, hip-hop group
Das Racist and more).
Initially defending the campaign, PopChips released a statement claiming that the
campaign "created to provoke a few laughs and was never intended to stereotype or offend
anyone." Additionally, the spokesperson expressed that the brand embraces "all types of shapes,
flavors and colors, and appreciates all snackers, no matter their race or ethnicity. We hope people
can enjoy this in the spirit it was intended" (Braiker, 2012).
The public outcry against the campaign's cultural mockery was swift and decisive, with
critics firmly rejecting PopChips' inadequate justification of their creative strategy as merely
humorous entertainment. Tech entrepreneur Anil Dash, was vocal about the commercial’s impact
stating “Right now you’re making the world worse. Not just for me, or a billion other Indian
people, but for my son, who I am hoping never has to grow up with people putting on fake Indian
accents in order to mock him. Maybe people won’t be familiar with that stereotype if you, yes you
personally, can refrain from spending millions of dollars and countless hours of your time on
perpetuating that stereotype in order to sell potato chips.”

12
With continued public outcry, the Raj character was pulled from the advertising campaign,
but all the personas remained, including Nigel. The campaign drama ended with PopChips’ CEO,
Keith Belling issuing an apology on his own blog.
Figure 4 (a) PopChips Static
Picture Advertisement of
Ashton Kutcher as “Raj”
Figure 4 (b) Photo of Ashton Kutcher
posing while dressed up as “Raj”
Figure 4 (c) PopChips Static
Picture Advertisement of Ashton
Kutcher as “Nigel”

13
South Asians in American Advertising Throughout the Years
After discovering the misrepresentation showcased in the PopChips advertising campaign
in 2012, it led to creation of the following timeline, which includes a majority of big advertising
campaigns in America that featured well-known South Asian individuals from 2009 to 2024.
Company Actor Year
Carl’s Jr Padma Lakshmi 2009
Pantene Padma Lakshmi 2012
Do Something Organization Aziz Ansari 2013
L’Oreal Frieda Pinto 2013
Xfinity Mindy Kaling 2013
‘Gears of War 4’ Kumail Nanjiani 2013
Beats Priyanka Chopra 2014
Esquire Magazine Aziz Ansari 2014
American Express Mindy Kaling 2015
Nationwide Mindy Kaling 2015
Figure 5 Significant Advertising Campaigns in America that featured South Asians

14
Figure 5 Significant Advertising Campaigns in America that featured South Asians – Contd.
Old Navy Kumail Nanjiani 2015, 2016
Pantene Priyanka Chopra 2016
McDonald’s Mindy Kaling 2017
Nissan Kal Penn 2017
Pantene Lily Singh 2017
Pantene Priyanka Chopra 2017
Old Navy Kumail Nanjiani 2015, 2016
Pantene Priyanka Chopra 2016
McDonald’s Mindy Kaling 2017
Nissan Kal Penn 2017
Pantene Lily Singh 2017
Pantene Priyanka Chopra 2017
Southern Poverty Law Center Kunal Nayyar 2017
Bumble Priyanka Chopra 2019
Olay Mindy Kaling 2019
DSW Mindy Kaling 2019
Audible Mindy Kaling 2019
Crocs Priyanka Chopra 2020
Olay Lily Singh 2020
‘Kal Penn Approves this
Message’ Hulu TV Spot
Kal Penn 2020
Pilot Pen Priyanka Chopra 2019, 2020
Lexus Kumail Nanjiani 2021
Propel Water Mindy Kaling 2021
Verizon Hasan Minaj 2021

15
American Red Cross Priyanka Chopra 2021
Hershey’s Mindy Kaling 2022
Amazon Mindy Kaling 2022
Yieldstreet Kal Penn 2022
AT&T Kumail Nanjiani 2022
Tide Kumail Nanjiani 2023
Adobe Acrobat Hasan Minaj 2023
Quest Kumail Nanjiani 2024
Maybelline Mindy Kaling 2024
Figure 5 Significant Advertising Campaigns in America that featured South Asians – Contd.
The above chart shows that from 2009 to 2024, there have been 37 prominent advertising
campaigns in America featuring South Asian individuals. With 2019, 2021, and 2022 (all 13.5
percent), having the highest number of advertisements featuring South Asians. To further analyze
the information in this table, these advertisements can be split by both gender and industry. Of the
total advertisements, 37.8 percent (14 out of 37) featured South Asian males, while 62 percent (23
out of 37) featured South Asian females. These were then split into categories: food, retail, finance,
technology, and community service.
With that, the advertisements in food were 13.5 percent (5 out of 37), retail was 51.3
percent (19 out of 37), finance was 8.1 percent (3 out of 37), technology was 18.9 percent (7 out
of 37), and community service was 8.1 percent (3 out of 37). Within these 37 campaigns there are
only 11 different people (celebrities) who have been casted for 15 years’ worth of advertising. A
lack of representation, such as the one evident here, can lead to misinformation which then further
stereotypes, like the one seen with PopChips.

16
Problem Area & Research Question
While the misrepresentation of South Asian Americans in mainstream media has been an
ongoing challenge, allowing these stereotypes to seep into advertising further perpetuates and
amplifies harmful cultural narratives.
In the 2020 - 2021 television season, according to data found by Nielsen’s ‘Being seen on
screen’ report, on-screen Asian talent had a 2.9 percent share of the screen across broadcast
television and within this, South Asian talent made up 0.5 percent (2021). There has been a slight
improvement in male on-screen South Asian talent, which has been brought up to 2.3 percent,
aligning with their share of the American population (Nielsen, 2021). Unfortunately, despite
efforts by South Asian women in Hollywood (such as Mindy Kaling, Lilly Singh, Maitreyi
Ramakrishnan, and Avantika Vandanapu), they only make up 0.3 percent of on-screen talent
(Nielsen, 2021). In an interview with Keertana Sastry, casting director and producer, she discussed
that “diversity and authenticity can be portrayed by simply casting South Asian/Asian/BIPOC
people for roles.” Furthering stating that “adding a cultural lens without really having to bring it
up” can automatically make the story you are telling relatable (Nielsen, 2021).
Advertising can be seen as a medium that shapes cultures and perceptions. So, when an
advertisement, such as this PopChips’ TV ad with Kutcher is viewed by the general public, it
creates and amplifies limiting stereotypes about the South Asian community. The current
landscape of South Asian representation in American advertising, as seen in the previous table,
shows that there is still much to work on.
So, what effects does that have and what are the possible future implications? Inversely,
what perception does it shape of the South Asian community to South Asians themselves and what
are the possible effects of that.

17
Figure 6 Research Questions
Purpose & Relevance
Throughout this research, it is important to acknowledge that mainstream advertising
affects audiences’ understanding and perceptions of American society and culture as much as the
actual shows we are streaming and viewing, if not more.
We consume advertising constantly without full knowledge (passive viewing), but it stays
in our subconscious, creating narratives and perceptions of various populations.

18
According to data from Nielsen, “American adults spend over 11 hours listening to,
watching, reading or generally interacting with media,” with live and time-shifted TV having a
weekly reach of 88 percent (Nielsen, 2018).
There is such little representation of South Asians in American advertising, but what there
is presents distorted representations of the population that resides in America. The inclusion of
these poor portrayals in mainstream media advertising may be affecting the way communities in
America perceive and stereotype ones they have minimal knowledge about.
In 2022, Extreme Reach created a study that analyzed one million North American video
advertisements from January 2019 to October 2022 for its composition by ethnicity, race, gender,
and age. In 2022, video ad creative featured more white actors than 2021 or 2020 and male actors
were seen as more common than female. The advertisements that were analyzed indicate that in a
time of increased calls for diversity and representation, that the landscape is whiter than the
previous two years. White actors made up 73 percent of all advertisements in 2022, 66 percent in
2021, 67 percent in 2020, and 74 percent in 2019 (Extreme Reach, 2022). 94 percent of
advertisements contained at least one white actor. As seen in Figure 7, overall, Black, Asian, and
Hispanic representation declined in 2022.

19
Figure 7 Percentage of Race in Video Advertising (Refer to Appendix A)
According to the Association of National Advertising’s (ANA) Diversity Report, ethnic
diversity in both the advertising and marketing industries took a step back in 2023 (ANA, 2024).
When looking at entry-level positions, there was a decline in diversity from 34.2 percent in 2022
to 31.3 percent in 2023. Overall, the ethnic skew saw a decline from 32.2 percent in 2022, to 30.8
percent in 2023, now closer to the numbers found in 2021, as seen in Figure 8.

20
2023 2022 2021
Total Diversity 30.8% 32.3% 30.8%
African
American/Black
7.2% 7.2% 6.6%
American
Indian/Alaskan
Native
0.3% 0.4% 0.5%
Asian 10.3% 10.2% 11.7%
Hispanic/Latino 9.5% 10.9% 8.9%
Native
Hawaiian/Pacific
Islander
0.2% 0.3% 0.3%
Multiracial 2.4% 2.5% 2.2%
Other 0.9% 0.8% 0.6%
Figure 8 Diversity in the Marketing/Advertising Industry in America

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CHAPTER 2: LITERATURE REVIEW
The 2012 PopChips advertisement is just one example of South Asian misrepresentation
in media and advertising. Others, such as the GAP TV advertisement from 2013, the portrayal of
a recurring Indian character (Apu Nahasapeemapetilon) in the TV Series, The Simpsons, the
blockbuster film Indiana Jones: Temple of Doom, and many more. These examples begin prior to
2012 and show the overall trajectory of this issue, along with there being less than 40 major
American advertising campaigns including South Asian individuals. To further examine common
and relevant themes, sources addressing the issue of inaccurate South Asian portrayal in
mainstream American advertising were examined.
Overview
Throughout this literature review, many sources addressing the issue of inaccurate South
Asian portrayal in American advertising were present. With big topics, such as the influence of
distorted media portrayals on consumers, all of these further support this issue of representation.
Through research, papers concerning narrow views of cultural groups, the strong influence of
media images on viewers, the use of niche advertising to combat this misrepresentation, the true
accuracy of advertisements, the prominence of television advertising, advertising being a form of
social communication and much more was found.

22
Distorted Media Portrayals
Media portrayals shape how people, events, and information are represented across news
channels, magazines, social media, and other platforms that audiences consume daily. When these
media portrayals are inaccurately showcasing what they are trying to represent, it can create
destroyed media portrayals. This could range anywhere from misinformation to cultural
appropriation, whether intentionally or unintentionally. Sanjukta Ghosh highlights in “Confusing” Exotica,” that these narrow views of non-American groups can lead to a lack of proper
representation. With the current landscape of South Asian representation in media, this group is
still seen as ‘unique,’ ‘exotic’ and sometimes even ‘third world natives.’ (Ghosh, 2003).
This depiction does not in any way help to change the racial hierarchy that is put in place
in our society, instead it is reinforcing it further. What we see on our screens also plays a big role
in how we perceive cultural groups different from our own. Media images can have an influence
on viewers and consumers. As distorted portrayals of people of color continue in advertising, other
groups and cultures will start to believe that what they see is the truth (Dines & Humez, 2020).
The Weight of Mainstream American Advertising Portrayals
Television, print and digital advertising are highly visual mediums and should be regarded
with as heavy weight as representation and diversity is put into Hollywood these days. “Much of
what we understand as cultural representations are derived from media” (Nair, 2023). People
consume television and even print advertisements more than other forms of traditional media (such
as newspapers, magazines, news outlets, etc.), unconsciously.
This term is deemed passive viewing, sustaining “uncritical acceptance of stereotypical
portrayals such as advertising” (even if unintentional), which then shape “the public’s view of

23
minorities” (Taylor & Stern, 1997). Television advertising has a larger prominence than any other
form of advertising (Taylor & Stern, 1997), so why isn’t representation considered and valued
more on this medium?
Promising Growth in the Niche Marketing Space
Even with all of these inaccurate interpretations of South Asians in the cultural zeitgeist,
there has still been some improvement with calls for increased diversity – but still not enough.
When advertisers and communicators look to increase diversity, they often resort to including an
African-American and people of East Asian descent. In “Creating Model Consumers” producing
ethnicity, race and class in Asian American Advertising,” by Shalini Shankar, the author talks
about how there is a small group of niche advertising agencies around the country that cater to the
advertising of Asian American groups through methods such as “metaproduction,” “metaculture,”
“metalanguage,” and more (2012). Shankar states that “niche advertisers are aware of massmediated stereotypes of Asians and the role advertising plays in perpetuating them” (2012).
Still in this market of niche advertising, only about five of the most profitable Asian
American groups are included, as others are considered to be too small or too assimilated to market
to (Shankar, 2012). Though there has been minor progress made since Kutcher’s debacle with
PopChips, it is still not sufficient.
It can be said that this PopChips advertising campaign could now be seen as irrelevant or
too far back, evidence shows that this continues to be a long-term issue. To move away from then
and catch a glimpse of what the current American advertising landscape is today, an intake was
conducted of every advertisement that aired during the 2023 and 2024 Super Bowls.

24
CHAPTER 3: METHODOLOGY
Rationale & Data Collection Approach
The Super Bowl is one of the television’s biggest events in America and showcases
advertisements from many well-known brands and companies that pay millions of dollars in ad
buys and production. In comparison to past Super Bowls and major sporting events (Figure 9),
Super Bowl LVIII in February 2024, set a viewership record, with 123.4 million people tuning in
(Goldman, 2024). The game aired on several large networks, such as CBS, Univision, Nickelodeon
and Paramount+, with an “average second-by-second audience of 126.6 million viewers per iSpot
analysis” (Goldman, 2024).
Figure 9 TV Viewership of Major Worldwide Sporting Events, 2016-2023 in millions (Refer to Appendix B)

25
This “distribution of viewers across traditional and digital platforms reflects evolving
consumer habits” and having multiple viewing channels to maximize reach (Goldman, 2024).
There was also an overall increase in Super Bowl advertisements spots from 2023 to 2024.
They increased “to 81 from 65, up from the previous year’s 59 spots from 51” (Goldman, 2024).
This shows the growing commercial interest in the Super Bowl and the potential pay off for brands
that choose to invest in it. Because of the huge role that it plays during this event, it seemed feasible
to analyze these advertisements to create a rough understanding of the diversity that is present in
today’s advertising landscape. After viewing and coding all the advertising placements that ran
during Super Bowl LVIII, the data was then organized into a chart to represent each
brand/company and if their video featured an Asian individual. It was then further analyzed to note
if it featured a South Asian individual. Specifying lead roles (main, front and center speaking roles)
or background roles (in the back of the shot, in just one frame/scene).

26
CHAPTER 4: FINDINGS & RESULTS
Figure 10 Asians Present in Super Bowl Advertisements (2023-2024), Based Off Industry (in percent)
Figure 11 South Asians Present in Super Bowl Advertisements (2023-2024), Based Off Industry (in percent)

27
CHAPTER 5: DISCUSSION OF FINDINGS
Interpretation of Data
After analyzing all 113 advertisements from both the 2023 and 2024 Super Bowls (Super
Bowl LVII and Super Bowl LVIII), and then splitting all the advertisements into categories based
off industry (food, finance, health, consumer products, technology/media/communications and
resources/public services), they were further analyzed to look into the percentage of Asians and
within that, the percentage of South Asians that were featured as well (Appendix C).
As seen in Figure 10 and Figure 11, the percentage of Asians present in Super Bowl LVII
and LVIII, were 5.31 percent in the food industry, 1.78 percent in the finance industry, zero percent
in the healthcare industry, 11.5 percent in the consumer products industry, 0.8 percent in the
technology/media/communications industry and 5.31 percent in the resources and public services
industry. As seen in Figure 10, while digging deeper to pull out percentages for specifically the
South Asian community, there was zero percent in the food industry, 0.8 percent in the finance
industry, zero percent in the healthcare industry, 0.8 percent in the consumer products industry,
zero percent in the technology/media/communications industry and lastly 0.8 percent in the
resources and public services industry. In total, out of all the 113 advertisements, 21.2 percent
showcased Asian individuals and 2.65 percent showcased South Asian individuals.
Along with this, it is important to note that from all the advertisements in the 2023 Super
Bowl (LVII), none of them featured a South Asian individual (Appendix C). According to Taylor
and Stern, the “total minority representation should approximate the minority’s proportion in the
population” (1997). Data from the 2022 Census reports that the Asian population makes up about
7.2 percent (24 million) of the total American population. After creating a proportion with the data,

28
it can be seen that the total population in 2022 (Figure 12), is 36.04 out of 500 and when comparing
that to the data collected from the past two years’ Super Bowls (Figure 12), it is evident that the
total Asian representation in American advertising does not equal its proportion in the population.
Figure 12 Asian Media Representation in Proportion to Population (Refer to Appendix C)
When looking at the Super Bowl advertising landscape, Asian Americans have been
underrepresented compared to other communities. Even if they are included, much of that
representation in the past was stereotypical and tokenizing towards the group. From the early 2000s
to 2020, Asian Americans appeared in supporting roles that were small, but still disproportionately
low when compared to their population in America.
A shift occurred in this trend starting 2021, where the Super Bowl started to see more
prominent Asian American talent and leads being included. Within this, South Asians have an
even smaller representation than Asian Americans in Super Bowl advertisements. In the 2000s and
the early 2010s, South Asians were rarely seen in Super Bowl advertisements and if they were, it
was extremely stereotypical (for example: the tech expert, a cab driver, the quiet immigrant, etc).

29
According to the 2020 Census, South Asians made up 3.5 percent of the American population.
Appearing in less than one percent of Super Bowl advertisements. From the early to mid-2000s,
South Asians were seen in repetitive and reinforced stereotypes. They were once again put in tech
roles (as ‘the engineer’ or ‘the IT guy’).
In exotic roles where they were seen as foreign and mysterious. And lastly, in roles where
they barely spoke, which made the character very two dimensional and lacking depth.
There have been more prominent South Asian roles surfacing within the mainstream
American advertising space, but when digging deeper, it is clear that a majority of them include
one specific person. When looking at South Asian representation in advertising, some may pull
out a very evident common denominator – Mindy Kaling.
Vera Mindy Chokalingam, known as Mindy Kaling, is an Indian-American actress,
comedian, screenwriter, producer, writer and director. She rose to mainstream celebrity for her
role as Kelly Kapoor in popular TV show ‘The Office’ and for creating ‘The Mindy Project.’
Kaling has been dominating the advertising space for years, with features in Adobe, Olay,
DoorDash and more. But why isn’t this the type of representation South Asians are looking for?
This phenomenon has put in place something known as the “Mindy Kaling Effect.” In
many of the shows she has starred in and/or produced, the South Asian character is always seen as
the token diversity person or the show’s resident loser.
People state that Kaling’s South Asian representation perpetuates harmful stereotypes and
brings light to the internalized racism (Tahsin & Darji, 2023). For example, in shows such as ‘The
Mindy Project,’ ‘Never Have I Ever’ and the ‘Sex Lives of College Girls,’ all the love interests
are white males that are rude to the Indian female lead. Many in the South Asian community feel
as though Kaling’s gain in Western media is doing more harm than good. Going all the way back

30
to her character in ‘The Office,’ Kaling became a sort of scapegoat for portraying assimilation at
its best. Because she is seen as this ‘assimilator’ between white and Indian culture, is that why she
is being used as the face of South Asian representation in the American advertising space?
Recently, we have been seeing another familiar South Asian face in American advertising,
Kumail Nanjiani. Nanjiani is a Pakistani born American actor, comedian, writer and producer.
Though he first gained popularity for playing the role of a Pakistani character named Dinesh, who
is portrayed as a stereotypical South Asian software engineer, in the popular HBO show ‘Silicon
Valley,’ he is most known for the role of himself in the film ‘The Big Sick.’
Is the similar phenomenon that happened with Kaling beginning to happen to Nanjiani as
well? Will he become the new connector between white and South Asian advertising culture?
These past two years, Nanjiani has become prominent in multiple different advertising campaigns,
including Quest’s ‘Cheat your way through with Quest” and Tide’s “Your gonna need more Tide.”
Anyone could have been chosen to star in these campaigns, so why was Nanjiani specifically
chosen to be a part of them? One possible reason could be because of his role in Marvel’s Eternals
in 2021.
Prior and post movie release, Nanjiani was seen more frequently on mainstream audiences’
screens. For example, he was featured in a Lexus campaign as his Eternals character, Kingo, racing
in a Lexus IS 500 to join the rest of his team in battle. In addition, Nanjiani starred in
advertisements with mainstream brands such as Old Navy, AT&T, Tide, and Quest (Figure 5).
Short clips of this Lexus campaign showed up on Facebook, Instagram, Twitter and TikTok
(Steinberg, 2021). This media distribution was similar to Nanjiani’s Tide campaign, which
included multiple ‘viral video’ concepts of dirty messes that were cleaned with Tide.

31
Nanjiani’s inclusion in advertising campaigns mirrored his rise in Hollywood popularity.
Many believed that his presence could potentially create a different phenomenon when compared
to Kaling’s effect on the South Asian advertising industry in America.
These two South Asian actors do have something else in common. They are both
comedians in America and many times this aspect of their careers overlaps with their acting. Could
this small, but important detail plays a role in making these two actors more comfortable to a white
audience? The fact that they are both popular Asian actors and comedians could potentially make
them a “less scary” and “less foreign” group of minorities to be used as the conduit in American
advertising.
Both the Asian American and South Asian communities are not the only ones affected by
this cultural challenge. Historically, the South Asian, Latino and Black community have faced very
similar challenges with stereotyping and tokenization in mainstream American advertising. These
three groups have made many different and significant strides towards media representation.
Regardless, there is still a need for more diverse representation, and that starts with getting these
communities behind the cameras as well.
According to the American Association of Advertising Agencies (The 4As), the prominent
advertising trade organization, in 2021 the total number of Asians employed in American
advertising was 10.85 percent and 11.33 percent in 2022 (Figure 13).

32
Figure 13 Total Employee Population by Race & Ethnicity
With further research, it is shown that the Asian American community is heavily
underrepresented in executive and creative positions at advertising agencies. Due to historical lack
of diversity in advertising agencies, South Asians are minimal in the creative departments such as
copy writing, design and more. They also remain underrepresented in executive and creative roles.
According to ADCOLOR, the top advertising industry organization that celebrates and advocates
for industry diversity, Black and Latino Americans have made improvements in these areas, but
South Asians are still a very small proportion of the advertising industry.
As previously mentioned, television advertising is an important visual medium that
traditionally has a greater impact than print advertising. According to Jeremy Goldman, from
Insider Intelligence, these “prominent advertisements not only showcase products but can also
reflect a brand’s commitment to diversity, equity and inclusion (2024).

33
Through an AdAge analysis, Insider Intelligence found that though the celebrities in the
Super Bowl commercials show a good mix, most of the talent in the February 2024 Super Bowl
advertisements were male and white (Goldman, 2024). Equivalent to the author’s words in
[Shankar, 2019], Goldman also states that advertisements still follow this “formulaic approach,
featuring predominately white, male celebrities in Western-centric storylines” (2024). Connecting
with Shankar’s statement about white being the basis of mainstream advertising (2019). Data from
Alltold’s, a media analysis firm, “shows a decline in representation of people with darker skin
tones since 2021,” not aligning with the racial justice commitments made in 2020 (Goldman,
2024).
This issue of proper representation in advertising is shown to be a greater theme amongst
younger generations (Figure 14). A study showed that “U.S. internet users expect brands to feature
diverse individuals in advertisements” (40 percent) as well as having content accessible to those
with disabilities (39 percent) (Goldman, 2024).
Figure 14 Types of Companies/Brands Advocating for Diversity and Inclusion

34
CHAPTER 6: CONCLUSION
Summary
In this case study, research about the PopChips advertisement with Ashton Kutcher led to
acknowledging the problem surrounding inaccurate portrayals of South Asians in mainstream
American advertising. This then led to conducting research of the current representation in today’s
advertising space and collecting data on it. All of this was to answer the following research
question: if advertisements such as the PopChips featuring Kutcher, is viewed by multiple people,
what perception does this shape about the South Asian community to those who aren’t a part of it?
What effects does that have and what are the possible future implications? Inversely, what
perception does it shape of the South Asian community to South Asians themselves and what are
the possible effects of that?
To assess the current state of the advertising space, data was collected through the
observation of advertisements from Super Bowl LVII and Super Bowl LVIII (2023 and 2024), as
the 2024 Super Bowl set a new viewership record for sporting events (Figure 9). Out of the 113
advertisements from the 2023 and 2024 Super Bowls, three featured South Asians (Appendix C).
All three of these were present in Super Bowl LVIII (2024), as Super Bowl LVII (2023) seemingly
did not present South Asians in its advertisements (Appendix C). In total, the past two years
featured 24 individuals from the Asian community out of the total 113 advertisements, ten in Super
Bowl LVII (2023), and 14 in Super Bowl LVIII (2024) (Appendix C). Within this, one
advertisement featured a group of Asians in a professional business meeting setting. Another
featured an individual from the Asian community as a scientist, while another had a South Asian
play the character of a doctor.

35
Though this may seem miniscule, it could play into factors such as stereotyping, tokenism
and the model minority myth.
The history of Asian culture in America and the model minority myth are two significant
factors to look at to further understand these key findings. Compared to racially and ethnically
motivated movements in America, now and before the 20th century, Asian American movements
usually seem to be less prominent or as well-known, especially when it comes down to media
coverage.
This goes back to how the Asian American community has been raised and how they
continue to be perceived by others. When immigrating to America, it was commonplace to raise
Asian children to be quiet, keep to themselves and not cause ‘unnecessary’ conflict. This way of
living, along with inaccurate and lack of portrayal in the media led non-Asian American
communities to form their own views of the Asian American community that was immigrating
into the country. This formed the model minority myth, which was introduced in 1966 by the New
York Times, U.S. News and World Report (Shankar, 2012). “The model minority portrayed Asian
Americans as self-sufficient, good citizens at a time when the state was looking to cut social
services overall” (Shankar, 2012). These inaccurate portrayals fuel this myth and continue to paint
South Asian and Asian American communities as ones that are well-educated, reserved and having
good money. But in reality, this community is human just like the rest and should be judged on an
unbiased or unbalanced scale. Everything that applies to every other group of people applies to
Asian Americans as well, no matter their population size in America.
In 2012 when the PopChips advertising campaign was launched, comedian Hasan Minhaj
felt that it was this notion of the model minority that allowed brands like PopChips to feel that they
could launch a campaign that was riddled with cultural mockery. “Maybe Pop Chips consciously

36
didn't want to offend minorities, but subconsciously, they knew that they could get away with clowning
Indians and Asians... That's the way it is now. They wouldn't do that with any other ethnicity. There's
a barbeque flavor of Pop Chips, why didn't you make him black faced and Tyrone? Because you knew
you'd get f*cking buried, Pop Chips. That's why. And you know that Asians and Indians are the new
'clownable minority.'”
Limitations
There are limitations in this study, one being that the Super Bowl is one event and may not
provide data that is representative of the everyday mainstream American advertising landscape.
According to Goldman, advertising from the Super Bowl creates a scene that “reflects the broader
challenges and opportunities facing the advertising industry” (2024).
As consumers continue to “expect brands to reflect diverse voices and stories, the
advertising world must rise to the occasion” and “truly represent the diverse society they aim to
engage” (Goldman, 2024). Besides this, there are many outside factors that influence this
phenomenon as well. During the release of this PopChips advertisement in 2012, there were a few
aspects of the American government that were up in the air:

37
Figure 15 Outside Implications in 2012
There were more residents in America that favored restriction and control of immigration,
and the numbers were split on the issue of newcomers threatening American customs and values.
A vast majority disagreed that “we should make an effort to improve the position of minorities,
even if it means giving them preferential treatment” (Pew Research Center, 2012).
This view of immigration in 2012 could have played a significant role in the way
individuals from different countries, such as South Asians, were portrayed in the media.
With no accurate portrayal available to South Asians, doubled on with the views of immigration
at the time, people were creating advertisements with very inaccurate portrayals of groups who
originated from different countries.

38
Recommendations
To try and move in a better direction, there are a few things that could be paid attention to.
One key recommendation option is to hire more people of color working in these industries, as
well as behind the scenes (in production, filming, directing, etc.) Companies and agencies could
utilize the addition of some sort of Diversity, Equity and Inclusion (DEI) team or cultural
board/department for items to be reviewed to approve cultural representation (specifically
regarding media). This could be especially useful to companies that have in-house departments.
Though DEI was created to help institutions further in helping all communities be represented, it
has been “plagued by the question of who is minoritized or considered marginalized” (Currier,
2024). To understand further, racial triangulation theory can be used to pinpoint where stereotypes
have created artificial hierarchy of racial groups that divide rather than unite them (Currier, 2024).
When the Asian American community is seen as part of the model minority, “they can be
unfairly deminoritized by other groups” (Currier, 2024). In America, the community is usually
seen as a monolithic group which leads them to being ‘artificially overrepresented,’ playing further
into the model minority myth. This disconnect makes it difficult for Asian Americans to find their
place and be seen. This discourse between the Asian American community and their minority
status could eventually “contribute to the disregard and denigration of the group in American
society” (Currier, 2024).
As stated previously, niche marketing is on the rise, so having others potentially learn from
these specific types of agencies could prove useful.

39
Potential Further Research Directions
To go deeper into these issues, there are specific areas where potential further research
could be done.
1. Why is the model minority myth still so instilled in our culture and what is its full
effect on the media space?
- Could moving away from this notion (if possible), have positive benefits for the
portrayals of the Asian American community in American media?
2. What are the current views surrounding immigration in America?
3. Does the advertising/media environment in South Asian countries play a role in how
they are represented in mainstream American advertising?
- Does it need to be fixed at the source in order to see the improvements being made
aboard?
4. On-screen advertising talent can be indirectly related to the initial advertisement pitch
that is given by the out-of-house or in-house agency. So, does the root of the problem
go back to the very first pitch and what talent was initially proposed then?
Overall, this case study reveals significant deficiencies in the representation of South
Asians in American advertising. The issues span from severe underrepresentation to prevalent
inaccuracies and harmful portrayals, with the PopChips campaign standing as a particularly
egregious example of cultural insensitivity. Meaningful improvement is not simply desirable but
essential—failure to address these representation problems now risks entrenching stereotypes,
perpetuating cultural harm, and alienating an increasingly influential demographic.

40
As advertising both reflects and shapes cultural attitudes, the industry bears responsibility
for creating more authentic, nuanced portrayals that honor the diversity and complexity of South
Asian American experiences.

41
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APPENDIX
Appendix A: Figure 7 Reference
From “Extreme Reach Study Finds Increase In Percentage of White People Seen and Male
Voices Heard in Video Ad Creative in 2022” (Extreme Reach, 2022), Dec. 13, 2022

46
Appendix B: Figure 9 Reference
From “Super Bowl LVIII Shatters Viewership Records as the Most-Watched TV Broadcast
Ever” (Goldman, eMarketer), Various Sources, as noted, Feb 22, 2023

47
Appendix C: Figure 10, Figure 11, Figure 12 - Super Bowl LVII/LVIII Advertisement Data
Collection (Original)
Analysis of all advertisements showcased during Super Bowl LVII
Super Bowl LVII Advertisements - February 12, 2023
Key -
Asian Lead: 1 out of 48
Asian Background: 10 out of 48
South Asian Background: 0 out of 48
Industry Key -
Food
Finance
Health
Consumer Products
Technology/Media/Communications
Resources/Public Services
TOTAL: 48 CAMPAIGNS
Source: Ads of the World
Company Who Was Featured?
PopCorners Breaking Bad lead characters along with Hispanic
individual
Chevrolet Looks to be 2 white leads
The Farmer's Dog Black Family, 1 white person
Dialpad Half-Asian Lead
E TRADE White, Black (babies)
NFL Lead: Mexico Women’s Flag Football Captain,
Black/White background
Dunkin’ Ben Affleck Lead, JLO
SOTYKTU White, Hispanic, Black
Samuel Adams White lead, Black background
Amazon Hispanic Family
Dodge White lead, Black, Asian, White background
Coors Light/ Miller Light/ Blue Moon Black/White(?) Leads
Disney Clips from Disney movies/animations (no Asians)

48
Heineken Ant-Man (Paul Rudd lead)
Danone Black Family
Tubi (2 Ads) - First one: N/A no people
- Second one: White, Asian, Black,
Hispanic background
T-Mobile White, Black
Skechers Snoop Dogg lead
Planters Celebrities - White, Black, Hispanic, Asian
Pringles White, Black, Asian
Rakuten White lead, Black background
Squarespace Adam Driver Lead
WeatherTech White, Black, Hispanic, Asian background
Workday Rockstar Leads - White and Black
Jeep Mostly animals - White and Black background
Crown Royal White Lead, Black/White background
Scientology White, Black, Asian, Hispanic background
ReMax White, Black
Hoosier Lottery White
Kia America White lead, Black/Hispanic background
GM White lead (Will Ferrel), Black, Asian background
Hellmann’s White leads, Black/White background
Google White, Black
Avocados from Mexico White, Black, Hispanic, Asian
Pepsi Ben Stiller/Steve Martin Lead

49
Land O’Lakes White, Black, Hispanic
Budweiser Hispanic, White, Black, Asian
Michelob ULTRA Black, White Leads
Bud Light Miles Teller Lead
Paramount+ White, Black, Hispanic characters
Booking.com Melissa McCarthy Lead
Uber One White, Black
JuneShine White, Black
ImOn White, Black
Downy White, Black, Hispanic
M&M’s White, Black, Hispanic
Working with Cancer White, Black, Hispanic
Busch Light White, Black, Asian

50
Super Bowl LVIII Advertisements - February 11, 2024
Analysis of all advertisements showcased during Super Bowl LVIII
Key -
Asian Lead: 1 out of 65
Asian Background: 14 out of 65
South Asian Background: 3 out of 65
Industry Key -
Food
Finance
Health
Consumer Products
Technology/Media/Communications
Resources/Public Services
Source: Ads of the World
TOTAL: 65 CAMPAIGNS (Verizon featured TWICE)
Company Who Was Featured?
Carl's Jr. White, Black, Asian (2)
Indiana FBI (bank I think??) White, Black
Oklahoma Mental Health White
PETA White
Popeyes Asian Lead - Ken Jeong**
NFL Black
Phoenix White, Black
Verizon White, Black
Snapchat Multiple clips of people
Turbo Tax Black Lead - Quinta Brunson
Homes.com White Leads
Dunkin’ Donuts Asian Background (1)
CeraVe Background Asian Doctors (1 Indian)
TEMU Asian Background (1)
Apartments.com White Lead, Black

51
Volkswagen White, Black and Hispanic specific ads
Silk White Lead
Church of Scientology Asian Background (1 Indian)
Indeed Hispanic
Geico White, Black, Asian, Indian (1)
Skechers Mr. T and Tony Romo
**Microsoft (almost) everyone but an Asian person
Poppi Asian Background (1)
CrowdStrike White, Hispanic
SquareSpace Multiple groups of people - showcases one group
of Asian people in a work meeting in what seems
to be an Asian country
e.l.f White, Black
Toyota Asian Background (1)
Verizon** Hispanic specific ads
Doritos Hispanic centric
Nerds White Lead
T-Mobile Jason Mamoa
Mountain Dew White Lead
ETrade White, Black
Pepsi All background, including Asian Background (1)
BudLight White
M&M’s Asian Background (1 - scientist)
Uber Eats Asian Background (1)
Dawn White Lead
Reese’s Asian Background (1)

52
STOK White Lead
Pringles White Lead
BMW Asian Background (2)
H&R Block White, Hispanic
Lindt White
Starry Ice Spice Lead
**Paramount+ Famous actors from shows (no Asian)
Google Pixel Hispanic, Black
Etsy White, Black
Drumstick Eric Andre Lead
**Dove Girls playing sports (no Asian)
KIA White
Booking.com Tina Fey Lead
Hellman’s Kate Mckinnon Lead
Doordash N/A (no people)
Michelob Ultra Messi Lead
**Oreo Celebrities (no Asian)
Budweiser Black, White
**Pluto TV Multiple actors (no Asian)
Frito Lay White, Black
Kawasaki White
Bet MGM Tom Brady Lead

53
Appendix D: Figure 13 Reference
From the 2023 American Association of Advertising Agencies (4A’s) Diversity in Agencies
Survey

54
Appendix E: Figure 14 Reference
From “Super Bowl Ads: Diversity Efforts Fall Short of a Touchdown” (Goldman, eMarketer),
Source: Integral Ad Science (IAS) “Diversity and Inclusion” June 1, 2023

Abstract (if available)

Abstract This research investigates the portrayal of South Asians in American advertising from 2009 to 2024, with a case study on PopChips’ 2012 advertising campaign, featuring Ashton Kutcher. The study explores how these advertisements depict South Asian identities, focusing on the persistence of misrepresentation and its broader societal implications. By analyzing a range of advertisements over a fifteen-year period, the research highlights patterns in how South Asians are portrayed and examines the potential impact on public perception in mainstream America, as well as the internal consequences for South Asian communities in the United States. Although some progress has been made toward diversity and inclusion, this study argues that substantial efforts are still required to achieve authentic and respectful representation of South Asian culture in American advertising. By uncovering persistent misrepresentations and highlighting their societal impacts, this study not only critiques past advertising practices but also offers actionable insights for fostering authentic representation in the future.

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Asset Metadata

Creator Sundaresan, Amrita Varshini (author)

Core Title The impact of the stagnant state of south Asian representation in American advertising

Contributor Electronically uploaded by the author (provenance)

School Annenberg School for Communication

Degree Master of Arts

Degree Program Public Relations and Advertising

Degree Conferral Date 2025-05

Publication Date 03/31/2025

Defense Date 03/31/2025

Publisher University of Southern California (original), Los Angeles, California (original), University of Southern California. Libraries (digital)

Tag advertising,advertising in America,advertising in the United States,American advertising,Ashton Kutcher,Asian advertising,Asian American,Bangladesh,Bhutan,diversity in advertising,Hasan Minhaj,india,Indian advertising,Kal Penn,Kumail Nanjiani,Kunal Nayyar,Lilly Singh,Mindy Kaling,misrepresentation,Nepal,OAI-PMH Harvest,Pakistan,PopChips,Priyanka Chopra,South Asian,South Asians in America,sri lanka,underrepresentation

Format theses (aat)

Language English

Advisor Cherry, Melanie (committee chair), Trope, Alison (committee chair), Tenderich, Burghardt (committee member)

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