Ethical Issues in Nike Advertisement "House of Fear"

Cultural advertisements in transnational communication Cultural advertisements in transnational communication Cultural conflicts and dialogues A basketball player enters a five-story building and challenges his opponents in China layer by layer until he finally wins ... This is the latest advertisement for Nike basketball shoes called "Fear House" broadcast on domestic TV stations. This advertisement was stopped by the State Administration of Radio, Film and Television on February 3, 2004, because it involved many cultural elements in China, such as the old man in robes, the flying woman and the dragon, and was defeated by the leading actor of the advertisement, NBA star lebron james. The Notice of the State Administration of Radio, Film and Television on Immediately Stopping Broadcasting the Advertisement of "Fear Room" pointed out that after trial, the advertisement violated Article 6 of the Interim Measures for the Administration of Radio and Television Advertisements, "Radio and television advertisements should safeguard national dignity and interests and respect the traditional culture of the motherland" and Article 7 of the Interim Measures for the Administration of Radio and Television Advertisements. Therefore, broadcasters at all levels are instructed to stop playing this advertisement immediately. Nike's "fear room" advertisement is just one of a series of "problematic foreign advertisements" in recent years. Previously, "Toyota overbearing" advertisements and Nippon paint advertisements caused an uproar because of their insulting colors. June, 5438+early February, 2003, Friends of Cars magazine published an advertisement of Toyota Company in Japan: an overbearing car stopped in front of two stone lions, one stone lion raised its right paw as a salute, and the other stone lion bowed down with the caption "overbearing, you should respect it". The background of the advertisement looks like Lugou Bridge, and the stone lion is also suspected to be a stone lion on Lugou Bridge. Shortly after the advertisement was broadcast, the audience denounced it. Coincidentally. In September 2004, the international advertising magazine published an advertisement for Nippon Paint. The picture shows a classical pavilion in China. The two pillars of the pavilion are coiled with a dragon, and the left pillar is dim, and a dragon clings tightly to the pillar. The right column is brightly colored, but the dragon curled up and fell to the ground. It means: because it was painted with Nippon paint, even the dragon slipped down the right column. Finally, under the strong pressure of public opinion, Nike, Toyota, Shi Sheng Great Wall Advertising Company and Friends of Cars have apologized to consumers. Cross-cultural communication and communication in problematic foreign advertisements refer to a situation in which people from different cultural backgrounds exchange information with each other. Due to different cultures, the differences in the inherent background, experience and assumptions of communicators will make communication extremely difficult and sometimes even impossible. To successfully communicate across cultures, we should not only be familiar with our own cultural rules, but also understand the cultural rules of consumer countries. Knowing these rules, you can properly control and adjust your behavior to meet each other's expectations. Generally speaking, multinational companies or international advertising companies adopt the practice of "standardization of creativity and localization of expression" in cross-cultural advertising communication activities. By analyzing the foreign advertisements broadcast by domestic media, it can be roughly divided into two kinds of texts: original advertisements and improved advertisements.