Prior studies of portrayals of Asian Americans in advertising have found limited representation and portrayals that are skewed toward technology-based products, business and science magazines, and business settings and relationships. This presentation examines current Asian American portrayals. Findings indicate that, in spite of improved representation, stereotyped portrayals persist. The "model minority" stereotype, which suggests that Asian Americans are hard-working, technologically-savvy, business-oriented, successful, and well-assimilated is clearly reflected in advertising portrayals. While many of these stereotypes appear to be positive on the surface, in reality, some unsettling results can ensue when they are reinforced with the public. Portrayals of Asian Americans in family and social contexts are seldom seen. Moreover, even magazines with high Asian American readership reflect the same stereotypes. Societal and managerial implications of these findings are discussed.