Asians the statistical significance of this finding

Asians, the statistical significance of this finding could not
be formally tested. The magnitude of this lack of Asian
representation is heightened when one considers the
number of advertisements that featured as main product
representatives either animated characters (3.0%) or ani-
mals (1.2%). Evidently, New Zealand advertisers are
reluctant to feature Asian men or women as the sole
representative for their product, a sentiment reflected in
Scott ’ s ( 1990 ) survey of senior New Zealand advertising
executives, some of whom openly expressed the view that
certain ethnic groups lacked ‘ image appeal ’ . Further, while
mainstream White audiences are often presumed to have
difficulty identifying with ethnic ‘ Others ’ (Scott 1990 ),
apparently no such difficulty is perceived in them identify-
ing with amorous pots of yoghurt, talking rolls of toilet
tissue, or quacking ducks, all of which featured as main
product representatives in the advertisements sampled.
M ā ori/Pasifika Women and Men
While M ā ori/Pasifika men fared considerably better than
M ā ori/Pasifika women, they remained significantly under-
represented and were depicted as sole or single-ethnicity
product representatives in 3.1% of advertisements ( n =33), a
significant level of under-representation relative to actual
population levels. M ā ori/Pasifika women were even less
visible, and featured as sole product representatives in just
five (.5%) advertisements (Table 2 ). Excluding advertise-
ments which featured both genders, animals or animations
and assuming gender equality, the expected frequency for
M ā ori/Pasifika men and women was 19 for each group
(50%). H9, which predicted that M ā ori/Pasifika women
would be less visible than their male counterparts, was thus
supported, X
2
(1, N =38)=20.63, p <.0001.
H8 predicted that M ā ori/Pasifika men would be over-
represented in the occupational categories of athlete and
celebrity. This hypothesis was only partially supported;
nearly a third of the M ā ori/Pasifika men who were featured
as sole product representatives were athletes ( n =10) and
they made up 20.0% of all those seen in this occupation, a
significant degree of over-representation relative to all other
groups combined (96.9%), X
2
(1, N =50)=47.54, p <.0001.
Conversely, while there were six M ā ori/Pasifika men
depicted as celebrities (5.0%) they were not statistically
over-represented in this category, X
2
(1, N =119)=1.49,
p =.2, ns .
Further analyses relating to RQ1 and RQ2 aimed to shed
further light on the product categories and occupations that
M ā ori/Pasifika men and women were most frequently
associated with. M ā ori/Pasifika men were significantly
over-represented among service and sales workers ( n =10,
11.1%), X
2
(1, N =90)=19.23, p <.0001, and were most
frequently featured as product representatives in a limited
range of categories — foodstuffs ( n =10), DIY/building
supplies ( n =8), retail ( n =4), and public service announce-
ments ( n =4) (Table 3 ). They were significantly over-
represented in advertisements for DIY/building supplies,
comprising 14.0% of all those seen in this product category,
X
2
(1, N =57)=22.69, p =<.0001. In the case of M ā ori/
Pasifika women, little has changed since 1984: there were