managinginaglobalenvironment程序.ppt

Unit 4： Video Clip 视频 LeBron James’ Nike Advertisement: Chamber of Fear 勒布朗·詹姆斯之 耐克广告：“恐惧斗室” Pre-watching questions 思考问题 What are your immediate responses to this advertisement? Why do you have such responses? 你的反应？原因？ What impacts does it have on Chinese viewers and Nike? Why such impacts? 广告产生的影响？原因？ What measures does Nike take afterwards, attempting to eliminate these impacts? 耐克如何消除这些影响？ Playback 事件回放 In late November, 2004, shown on CCTV5 and local televisions all over China, ???? On November 26, 2004, criticized by an article entitled Chinese Images Defeated in a Nike Ad (《耐克广告“中国形象”被击败》) ,? On November 30, 2004, a statement made by Nike that the ad highlights an active attitude toward life, ? On December 3, 2004, an instant national ban on the ad by the State Administration for Radio, Film and TV,? On December 8, 2004, a written apology made by Nike ? Varied Responses 各方反应 Singapore Chinese Media：A deliberate act; shameless; call for the government’s severe punishment 新加坡华人媒体：蓄意行为；厚颜无耻；请愿政府，要求严打 Domestic viewers/netizens: traditional Chinese culture tarnished; National pride and feelings insulted 国内观众/网友：玷污中国传统文化，民族自尊心和民族感情受辱 Experts：Slightly cultural-discriminative in that American culture defeats Chinese culture 专家：广告中美国文化战胜了中国文化，带文化歧视 The State Administration for Radio, Film and TV：an immediate ban 国家广电总局：紧急“封杀” Nike：the ad aims at encouraging the youth to face fear and go forward bravely； Persistently observes Chinese law, and therefore showing no objection to the ban 耐克公司：广告旨在鼓励年轻人直面恐惧，勇往直前； 公司一贯遵守中国法律，因此尊重禁播 Scenes suspicious of insulting China广告中涉嫌辱华因素 Three scenes in which typical symbols of China are defeated easily “中国象征元素”被轻易击败的三个场景 : The old man: a Chinese kung fu master 老者：中国功夫大师 Flying Deities in Dunhuang Grottoes 敦煌莫高窟“飞天形象” Totem of the Chinese nation: Dragon 中华民族图腾：龙 Legitimacy of the Ban “封杀”之法律依据 《广播电视广告播放管理暂行办法》2003年9月 Article 6: Radio and TV ads should safeguard national dignity and in