A Study of Ethnic Stereotypes in the United States from the Viewpoint of the Theory of 'Other'

这项研究通过关注种族刻板印象来处理种族界限问题，我认为这是被限制在意识形态界限内的“种族”的表现。带有种族标记的刻板印象有助于确认、复制和创造种族差异。本研究试图通过结合定性和定量方法，更好地解释广告中明确或隐含的白人与少数族裔的关系。我的研究包括回顾从20世纪到第二次世界大战期间在几家发行量很大的美国杂志上发表的广告。种族界限不仅存在于以肤色划分的种族类别的表面层面，而且往往以更隐蔽的形式存在，这种形式深深植根于人类的认知分化心理，最终与社会等级或东方主义联系在一起。在解码广告和统计分析中，我观察到少数族裔在广告中的角色表现在许多方面受到限制，无论是在性别和年龄方面，还是在面部表情、语言等属性方面。和衣服。这些界限在某种意义上是严格的，但在另一种意义上是灵活的。我们必须记住，在本文研究的时间段内，白人是主要的目标读者，而对于少数民族来说，广告是“美国化”或“像白人一样”的一种手段。附加在少数民族身上的形象似乎只是白人复杂自我的投射，通过购买这些产品，他们可以转变为“更好”的自我，展现出更高的社会阶层、文明的生活方式、老练和漂亮的外表。正是因为改变自我的可能性，从根本上说，因为在他们的自我中存在着不同的自我，他们需要代表不同位置和地位的图标来区分他们渴望的自我和他们想要否认的自我。

This study approached the issue of racial boundaries by focusing on racial stereotypes, which I regard as representations of "races" that are confined within ideological boundaries. Stereotypes with racial markers serve to confirm, reproduce, and invent racial differences. This study was an attempt to better explain the white-minority relationship either explicitly or implicitly portrayed in advertising, by combining both qualitative and quantitative approaches. My research involves reviewing advertisements published in several mass-circulation American magazines from 1900s until WWII.Racial boundaries exist not only on the superficial level of racial categories divided by skin color, but they often take more covert forms deeply rooted in human psychology of cognitive differentiation, which is eventually linked to social hierachy or Orientalism. In decoding advertisements and in statistical analysis, I have observed a number of dimensions in which minorities are confined by their role representation in advertising, either in terms of gender and age or by such attributes as facial expression, language. and clothes.These boundaries are rigid in one sense and yet are flexible in another. We have to bear in mind that whites are the main target readership around the time period examined in this paper, while for minorities advertising served as a means of "Americanization" or becoming "white-like". The images attached to minorities seem to be mere projections of complex selves among whites, to which they could be transformed to "better" selves exhibiting higher social class, civilized lifestyles, sophistication, and good-looks, by purchasing these products. Precisely because of the possibility of changing themselves and fundamentally because of different selves existing within their selves, they need icons representing different positions and statuses in order to differentiate the self they aspire to from the self they want to deny.