Asian Representation In Advertising Remains Stereotypical

KUALA LUMPUR, Oct 26 (Bernama) -- Getty Images, a preeminent global visual content creator and marketplace, has launched “Inclusive Visual Storytelling for Asian Communities” report to help brands expand and deepen Asian narratives.

This guidance is a result of Getty Images’ ongoing global research initiatives, which found that visual representation of Asian communities in Asia Pacific (APAC) advertising remains stereotypical, according to a statement.

Powered by insights from its VisualGPS research, the guidelines stated that less than 10 per cent of most popular visuals for Australasia, Japan, Southeast Asia, Hong Kong and Taiwan accurately represent Asian people and their lived experiences.

Instead, most used imagery tends to lean heavily towards perpetuating common stereotypes, namely, depicting Asians as youthful, slender, possessing lighter skin tones, and predominantly portrayed in work-related contexts.

According to these guidelines, four out of five consumers across APAC agree that simply increasing the representation of individuals from diverse ethnicities, backgrounds, and appearances within advertising and media is insufficient, stating that companies also need to do a better job at capturing people’s true lifestyles and cultures.

Strikingly, three out of five also said to feel they have been discriminated against based on body size, lifestyle choices, race, ethnicity, gender identity, disability and sexuality.

These findings underscore the imperative for the media and advertising industry to not only recognise the intricate diversity and multidimensionality inherent in Asian cultures, but also to align with consumer expectations in delivering authentic and meaningful portrayals of Asian identities.

Despite APAC’s extensive span of cultures and demographics, there is limited diversity in imagery. Representation gaps range from disparities in depicting cultural specificities, to limited portrayals of Asian working life, among others.

To provide a comprehensive guide to visual storytelling centred on Asian communities, this new guidance encompasses various aspects of their identities, passions and lived experiences.

By presenting a robust spectrum of perspectives, the guidelines supply media and advertising professionals with practical and applicable insights, serving as visual checkpoints and equipping them to enrich Asian visual narratives within their brand communications.

-- BERNAMA