Made in the USA: Rewriting Images of the Asian Fetish

"My voice reveals the hidden power hidden within." A woman of Asian descent appears to be an entertainer, possibly a courtesan or geisha, wearing a pseudo-Chinese dress and hairdo; her hands are curled in front of her in an "Oriental-like" gesture as if she is dancing, and her head is tilted coyly with a cryptic smile (Figure 1). She gives a sexually suggestive expression and gaze but hesitates to speak. Another version with the same woman reads, "In silence I see. With WISDOM, I speak." These advertisements make up one part of the "Find Your Voice" Virginia Slims campaign. The campaign consisted of four different ads, each featuring women of distinctive races with stereotyping text.