Word: asianized
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Dates: during 1990-1999
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...also deeply suspicious of authority because of their experience with prejudice or police harassment. Whatever the case, the presence of jurors who share the background of a defendant or plaintiff is useful in pointing out to other jurors cultural differences and confusions. Paul Igasaki, executive director of the Asian Law Caucus in San Francisco, recalls a recent lawsuit heard by a jury containing only one Asian American. The panel was puzzled by the failure of the plaintiffs to demonstrate sufficient passion over the damages they claimed to have suffered. More Asian Americans on the jury might have illuminated matters...
...smarter and savvier companies are now targeting other ethnic minorities. Chinese, Vietnamese and Koreans, among the fastest-growing and most prosperous newcomers, are prized immigrant markets. More than 32% of Asian-American households earn an income of $50,000 or more, contrasted with 29% of Caucasian families. Last year those Asian households spent $120 billion on goods and services. Hispanics, who spend $180 billion, are also eagerly pursued. Since 1983, spending on Hispanic media, such as the TV station Telemundo and the newspaper La Opinion, has more than tripled, to $224 million. Immigrants fly back and call home often...
...Year's holiday TV ad targeted at Chinese consumers after viewers complained about the sexual innuendo of corks popping out of champagne bottles. The bank replaced the spot with one featuring a dragon. Marketers acknowledge that it's worth the time and trouble to get it right. Asian Americans, for example, register better-than-average responses to advertising. The returns on ad dollars spent on Asian media run 60% higher than those in the general print and broadcasting vehicles...
Collaboration has apparently paid off for mainstream advertisers. With two- thirds of Hispanics and three-quarters of Asian immigrants preferring to communicate in their native language, the minority agencies have helped advertisers avoid tripping over their tongue. But the minority firms do more than simply translate. Says Eliot Kang, founder and president of AMKO, a Korean-owned agency: "We make sure companies like Budweiser don't use props like Spuds Mackenzie to sell beer to Koreans and Chinese...
...Cogliano, whose grandparents were Italian, sells mangoes to Hispanic customers from the back of his truck. Children play tag while chattering in Spanish on O'Brien Terrace, part of a housing project built in 1939 for Irish laborers. The pungent odor of Vietnamese fish sauce fills a Southeast Asian restaurant where Giavis' Greek grocery once thrived for more than 70 years...