The Case Study of Saturday Night Live Asian Audience Attraction Strategies

Yu Fan

doi:10.54097/tc638z82

Authors

Yu Fan

DOI:

https://doi.org/10.54097/tc638z82

Keywords:

Asian, SNL, Marketing.

Abstract

In recent years, the numbers of ethnic minorities in the world have grown at a relatively fast speed due to globalization. Marketing professionals have conducted various types of research to discuss the methodology for ethnic marketing, however, the deficiency of comprehensive business analysis could still be a problem. The article utilized the case study of the American comedy show Saturday Night Live (SNL), to discuss the issues of Asian attraction tactics within the comedy business. Three advantages have been found as the show shapes a daring-to-rebel image for Asian hosts, tries to avoid stereotypes by role assignment and practice it effective humour pattern, which is widely recognized by many cultures. Nevertheless, the SNL's defects include a shortage of Asian representation and missteps in news promotions that could not be ignored. Therefore, to flourish in the future, the show needs to employ more Asian casts which are also key opinion leaders within their minority groups, involve more punchlines that reflect Asian social struggles and consider the culture scenario when posting the marketing content.

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