My Debut

Debut - a cultural tradition of the Filipino people. It is a coming-of-age celebration for Philippine women.

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I am a communication major at USC. I plan on pursuing a career in marketing and/or public relations. My passions are culture, community, and philanthropy, and throughout my years in school, I have been an active participant in organizations that focus on a particular community close to my heart. As a Filipino-American, I am greatly invested in the future of the Asian Pacific American community, and through my future work, I hope to bring this particular demographic into greater prominence in American culture.

I have recently enrolled in a class entitled “Advertising in Society.” This course piqued my interest because of its unique perspective on advertising; instead of focusing on the creative aspect of the business, we will be focusing more on the culture and social implications – rather, the effects – that advertising may have on society. It was through this class that I found my ideal topic for this blog.

According to the Asian American Studies Center, as of 2004, there are approximately 15.0 million U.S. residents who consider themselves Asian or Pacific Islander. This number continues to grow every year. With such numbers, Asian Pacific Americans have the potential to become a considerable part of the current marketplace. Yet, are they considered to be a vital part of the market? This blog intends to look into marketing and advertising strategies, but specifically, those aimed toward Asian Pacific Americans with a special emphasis on Filipino-Americans.

Having representation in the marketplace and in advertising matters just as much as what images are being portrayed. Those strategies affect what society thinks about Asian Pacific Americans and even how they view themselves within their own ethnic group. But where did these images come from? This blog will also touch upon a number of other related topics, such as the already existing preconceptions and stereotypes about Asian Pacific Americans. Whether overt or subtle, they can be found in all types of popular culture artifacts – books, magazines, movies, etc. They are also prevalent on television. For fans of the primetime television comedy/drama on ABC, Desperate Housewives, they may remember a particular scene where Susan argues with her gynecologist asking for his credentials. Her line:

"Can I check those diplomas, because I want to make sure they're not from some med school in the Philippines."

A line which lasted no more than two seconds of the show caused quite an outrage among the Filipino Community that lasted for significantly longer than two seconds. The point is that representations in the media, even throw-away lines such as the one uttered by a character in Desperate Housewives, can have surprising consequences. I intend to show how one consequence can be how these preconceived notions can in turn effect marketing/advertising decisions. Advertising not only affects society, but society also influences advertising; the relationship is mutual.

As a Filipino American and a part of the Asian Pacific community, I am personally and directly affected by marketing messages. As an active participant, I know how important it is to even see images of ourselves in society, especially ones that are both accurate and positive. We are continuously struggling to find and negotiate our identity among an ever changing American society. This blog will have a very unique point of view in that I can speak of the topic both as a consumer and as an aspiring marketer. Asian Pacific Americans have the potential to become a formidable market audience. How, why, and to what extent they decide to actively participate in the market remains to be seen.