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This study examines the ways that mainstream mass circulation magazines construct both male and female Asian Americans' identities. The results of this study employing content analysis found there were noteworthy differences between portrayals of male and female Asian Americans as depicted by mainstream magazine advertisements. Female Asian Americans (especially young adults) were significantly overrepresented in advertisements because of their exotic, sensual, submissive images. Female Asian Americans were likely to be depicted as servants, waitresses, or stewardesses. Whereas male Asian Americans were most commonly shown in business settings, female Asian American models were most frequently shown in outdoor settings, followed by in business and social settings. Asian American models were considerably underrepresented in home settings. Male Asian American models were more likely to be shown in minor roles than in major roles. Female Asian American models, however, were more likely to appear in major roles than in minor roles. ..PAT.-Unpublished Manuscript [ABSTRACT FROM AUTHOR]