Questions for discussion: 2.What's the reaction of the Nike Inc. and the star James?Do they oppose to the ban?
They say that they respect the government's decision.Nike believes that
and respect the motherland's culture,”the State Administration for
Radio,Film and Television said on a statement posted Monday on its website.
It did not say why the advertisement was considered offensive,but
common examples of acclimatized situation which upset the people . Excessive pursuit of novelty and effectiveness tend to bring advertisers the risk of market identity, so the advertising company must learn to control the risk of creativity in advertising.
women in traditional Chinese attire and a pair of dragons,considered a
sacred symbol in traditional Chinese culture.
The advertisement “violates regulations that mandate that all advertisements in China should uphold national dignity and interest
China Bans Nike Commercial: an Insult to National Dignity
Case analysis
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0152618 袁媛 0152619 杨韬韧 0152659 曹兰梦
China has banned a Nike television commercial showing Cleveland
“Chamber of fear”advertising creative is in virtue of different styles of movies including HongKong martial arts films in the 1970s and fusion of
varies youth culture such as martial
Cavaliers star LeBron James in a battle with an animated cartoon kung fu
master,saying the ad has insulted Chinese national dignity. The commercial,titled “Chamber of Fear”,was broadcast on local Chinese
people.At the same time the actor in the film James also believes that the
spirit of this ad is to have the courage to overcome and show yourself.In his words,” What I have to do is to be Lebron James and to create my own
Nevertheless,in the ad, they turn into the obstacles to success for the hero LeBron James,and ultimately be defeated one by one. Such a plot can easily be prone to make the Chinese audiences think that Chinese elements have lost their deserved seriousness and solemnity,at the same time, Chinese culture has been discriminated against or even profaned.
stations and on state TV station’s national sports channel before being
pulled out.It shows James,the Cleveland Cavaliers’ reigning NBA rookie of the year,in a video game-style setting defeating the kung fu master,five
peak.”
Questions for discussion: 3.What should multinational corporations pay much attention to when producing ads for overseas markets?
Before entering the overseas markets, multinational companies should learn the local traditional culture, folk customs, idol characters, taboo and so on in advance. Both in content and expression of advertising or brand creativity , we must take into account the local factors. People must respect the habit of audience when advertising, otherwise it will fall into an awkward position. Although many multinational companies in the Chinese market have adopted a local advertising strategy and marketing programs,there are still
arts,cartoon,hip-hop and basketball and so on.”Chamber of fear”advertising promotes a positive attitude towards life,although with
Lebron James for the leading role,Nike hopes to encourage Asian
Chinese officials are sensitive about the use of Chinese cultural symbols by Westerners,and might have been especially angered that
the Nike advertisement showed the foreigner winning the fight.
teenagers to face with fear,match forward courageously,show personal style of basketball.
Nike indicate that the purpose of the advertising is to encourage teenagers break through the obstacles bravely,they don't want to damage the Chinese culture and is not intended to hurt the feeling of the Chinese
Questions for discussion: 1.Why do you think the Chinese authority has banned the Nike Commercial “Chamber of Fear”?
From the ad,we can see words like:“the Chosen one was forced to face his fears”and his challenges are:HYPE,TEMPTATION,ENVY,COMPLACENCY,SELF-DOUBT The commercial,titled “Chamber of Fear” is just one of a series of”problem advertising”in recent years. The reason is in fact that different culture background emerges different ideas,hence it’s common to give rise to argument in this situation. It is known to us all that the intention of business is not to hurt our customers,especially Chinese customers,but what results badly is the culture difference showed inadvertently.