Nike ads allegedly insulted "China image" is banned

Recently, the latest Nike basketball shoe commercial titled “Fear Chamber” broadcast on TV stations across the country has been suspended by the State Administration of Radio, Film, and Television for allegedly insulting the “China image”.

According to the news from the website of the State Administration of Radio, Film and Television, on December 3, 2004, the State Administration of Radio, Film and Television issued a "Notice on Immediately Stopping the Broadcasting of "Fear Chamber" Commercial Films" to Radio, Film and Television Bureaus and CCTV of provinces, autonomous regions and municipalities directly under the Central Government.

The "Notice" pointed out that recently, a Nike basketball shoe advertisement named "Fear Chamber" has caused strong dissatisfaction among the audience. After reviewing, the advertisement violated the relevant provisions of the Interim Measures for the Administration of Broadcasting and Television Advertisement Play. Therefore, please promptly notify the broadcasting organizations at all levels under its jurisdiction to immediately stop the advertisement. At the same time, we must improve the review system for advertising content and resolutely put an end to all bad advertisements.

The reporter interviewed Guo Zhenyu, director of the advertising department of CCTV. He said that CCTV will not broadcast problematic advertisements. With regard to the notice of SARFT, CCTV will implement it without compromise.

It is understood that the "Fear of the Chamber" basketball shoe commercials is: a basketball player (American NBA superstar - LeBron James) into a five-story building, on each floor of the fear room (respectively called "exaggerated In the propaganda, temptation, embarrassment, complacency, and self-doubt of the opponents, including the martial arts, beauty, money, and two dragons, James challenged these opponents one by one, until the final victory.

The audience felt very uncomfortable after watching

According to reports, there are three scenes of advertisements that are suspected of being "insulting China". First: James "fights" with old men dressed in Chinese robes. James knocks the old man down. Second: Women in Chinese clothes (much like the flying shapes in the Dunhuang murals) slammed arms toward James. As James deducted the rebound, the "flying image" shattered. Third: The appearance of two Chinese dragons beside the rebounds. Two dragons spit out smoke and obstruct James' monsters.

Many viewers felt very uncomfortable after watching this commercial. The citizen Hou said: “Seeing the appearance of the Chinese people have been defeated, as well as the image of China’s Totem Dragon, I feel that it is detrimental to the image of the Chinese people and shows that the Chinese are incompetent... The ads put the flying image and the U.S. dollar together It has tarnished Chinese culture and even insulted Chinese people."

It is understood that the "Fear Room" advertisement is currently being broadcast in Asia, but it has also caused great uproar among Asian ethnic groups. Local Singaporeans in Singapore jointly filed a petition with the government and demanded that Nike’s advertisement be “strike hard.”

Nike encourages youth to march forward

In response, Nike issued a statement in a recent statement that "The Fear of the Chamber" promoted a positive attitude towards life. Nike hopes to encourage young people to face their fears and move forward. The various elements of advertising use are metaphors.

The statement also said that Nike has carefully considered the use of advertising in China. The company believes that James' idol strength can be used to motivate Chinese youth to keep making progress and overcome self.

Assistant Researcher Li Zhiguo of the Liaoning Academy of Social Sciences said that the image of Chinese people appearing in advertisements cannot be said to be an intentional act, and may be intended to be closer to the Chinese audience. However, there is some cultural discrimination in the advertisement. This advertisement passed the theme of American cultural expression and defeated China's "culture". Young people are easily attracted by the victory and gradually accept it.

Experts can't ignore culture

Zhang Xiang, deputy dean of the School of Communication and Art at Beijing Technology and Business University, said: "The dragon is a totem of China and in a certain sense is a symbol of the Chinese nation. Once an advertisement neglects the connection with culture, it will make the audience feel uncomfortable or even disgusted. ."

According to Lei Xi, a researcher at the Institute of Modern History of the Chinese Academy of Social Sciences, the purpose of advertising companies in any country is to best promote products. Therefore, advertising companies should have a deep understanding of the culture and people's psychology in their country.

He further analyzed that the reason why the domestic people are particularly sensitive to the expression of such advertisements is probably inseparable from the humiliation that Chinese modern history has encountered. "The treatment of a nation's psychological trauma will take a long time."

The masses support the ban of such advertisements

Professor Wang Shoukuan of the Institute of Chinese History and Culture at Lanzhou University, after learning of the incident, said that the ban on broadcasting is imperative and that Nike should apologize to the people on this matter. Wang Shoukuan said: "The image of Feitian is an image of Chinese Buddhist art. In particular, Dunhuang Flying in Gansu Province has a wide influence throughout the world. It is one of the representatives of Chinese national culture. It is not allowed to distort the image of flying in advertisements."

After learning about the news that Nike ads were banned, many people said that such advertisements that are disgraceful should not be broadcast, and that bans are now available.

One of the ad reviewers working on Mr. Li said: "The angles and standards for reviewing advertising may be varied, but there is a standard that is common, that is national self-esteem. Of course, because of the artistic processing of advertising may make the review It is understandable, but if you have already discovered the problem and you refuse to stop the broadcast without violating the law of advertising, your eyes are only on the cost of advertising and the economic interests of the unit, regardless of national self-esteem and people. As a result of the overall interest, an unforgivable mistake has been made, because national self-esteem is based on the protection of everyone in a nation, just as if someone insulted the national flag and everyone in the country was angry. The decision is wise and will be endorsed by the people throughout the country."