'Lonely Fortune Writer' Ad Singles Asian-Americans Out
Sandra Winn — December 21, 2008 — Marketing
References: healthychoice & adrants
To promote sales for 'Healthy Choice: Asian Inspired Cafe Steamers,' ConAgra foods created the website 'Lonely Fortune Writer.' Unfortunately for ConAgra, their new interactive site is considered insulting by a number of Asian-Americans.
The ‘Lonely Fortune Writer’ features an Asian man who is bummed out because the sale of fortune cookies has gone down. To make him happy, you can have him write a fortune for you or a friend.
One reason the ‘Lonely Fortune Writer’ has people upset is that fortune cookies aren’t an ‘Asian inspiration’ but rather an American one. They feel if a company is going to claim that something is inspired by a culture, then make sure you use something from said culture.
I can see their point. Fortune cookies first came about in California and are thought to have been created by an Asian immigrant. When sold in China (first introduced in the 1990s) they were marketed as ”Genuine American Fortune Cookies.”
The ‘Lonely Fortune Writer’ features an Asian man who is bummed out because the sale of fortune cookies has gone down. To make him happy, you can have him write a fortune for you or a friend.
One reason the ‘Lonely Fortune Writer’ has people upset is that fortune cookies aren’t an ‘Asian inspiration’ but rather an American one. They feel if a company is going to claim that something is inspired by a culture, then make sure you use something from said culture.
I can see their point. Fortune cookies first came about in California and are thought to have been created by an Asian immigrant. When sold in China (first introduced in the 1990s) they were marketed as ”Genuine American Fortune Cookies.”
Trend Themes
1. Cultural Appropriation in Advertising - Opportunity for companies to develop culturally sensitive and authentic marketing strategies to avoid offending specific communities.
2. Authenticity in Cultural Representation - Companies can capitalize on the growing demand for accurate and respectful portrayals of diverse cultures in their advertising campaigns.
3. Consumer Backlash Against Stereotypes - Consumers are becoming more vocal about holding companies accountable for perpetuating harmful stereotypes, creating an opportunity for brands to listen and respond with more inclusive messaging.
Industry Implications
1. Food and Beverage - Food companies can explore innovative ways to celebrate and highlight culturally diverse cuisines while avoiding stereotypes and appropriation.
2. Marketing and Advertising - Marketing agencies can provide guidance and expertise to help brands navigate the complexities of cultural representation and create inclusive campaigns.
3. Consumer Advocacy - Consumer advocacy organizations have an opportunity to raise awareness and hold companies accountable for their advertising practices to ensure fair and accurate representation of different cultures.
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