In 2004, Nike’s advertisement called “Chamber of Fear” has been released to the Chinese market which resulted as a complete disaster for Nike’s brand image in China. The purpose of this report is to identify why advertising campaign failed, through determining all strengths and weaknesses, fully analyze the advertisement and Chinese culture, as well as, implementing suggestions for improving this commercial. Throughout the paper, we analyzed the advertisement in terms of advertising appeals, implemented Hofstede’s Model, looked at values and traditions of Chinese culture. According to our analysis of advertisement through the appeals, “Chamber of Fear” has a strengths in term of locking and stopping power, as the advertisement grabs one's
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Marketers’ success highly depends on the prudent use of the advertisement. Advertisers usually focus on values held by the target segment in attempting to persuade and attract their customers. Through cross-cultural research, it can be explicitly seen that individuals living in different countries and within various societies differ in their culture, traditions, and values. According to Hofstede’s Model, culture is “collective programming of minds that distinguishes the members of one group or category of people from others.” In the same way, culture can be described as shared values, beliefs and motives that are derived from common experiences of members within one cultural segment and are conveyed from one age generation to another. Values are significant tools that can influence on individual’s perceptions, cognition, attitude and behavior, which specifically leads to forming unique consumption manners and choices. Thus, due to this variation in cultural values, marketers need to understand their market segments in order to implement different commercial strategies that will be able to provide the right message …show more content…
In 2004 Nike launches Nike Zoom LeBron II “Chamber of Fear”. Those are shoes which are specifically designed for the Chinese market, as the creation of them has been inspired by a Chinese Kung-Fu movie. In order to make the Chinese market aware of this product, Nike launches an advertisement along with it. The advertising is called “Chamber of Fear” featuring LeBron James, which lasts for 90 seconds and costs about a million dollars. It has been broadcasted on televisions and via online, however, due to its content China banned this advertisement after 24 hours of showing as they saw it insulting. Throughout the advertising, LeBron has a test to overcome with various metaphorical obstacles. The obstacles in the ad represent Hype, Temptation, Haters, Complacency, Self-Doubt and they are presented in form of Chinese cultural symbols. LeBron then has to win them in a basketball match which would emphasize overcoming of
Marketers’ success highly depends on the prudent use of the advertisement. Advertisers usually focus on values held by the target segment in attempting to persuade and attract their customers. Through cross-cultural research, it can be explicitly seen that individuals living in different countries and within various societies differ in their culture, traditions, and values. According to Hofstede’s Model, culture is “collective programming of minds that distinguishes the members of one group or category of people from others.” In the same way, culture can be described as shared values, beliefs and motives that are derived from common experiences of members within one cultural segment and are conveyed from one age generation to another. Values are significant tools that can influence on individual’s perceptions, cognition, attitude and behavior, which specifically leads to forming unique consumption manners and choices. Thus, due to this variation in cultural values, marketers need to understand their market segments in order to implement different commercial strategies that will be able to provide the right message …show more content…
In 2004 Nike launches Nike Zoom LeBron II “Chamber of Fear”. Those are shoes which are specifically designed for the Chinese market, as the creation of them has been inspired by a Chinese Kung-Fu movie. In order to make the Chinese market aware of this product, Nike launches an advertisement along with it. The advertising is called “Chamber of Fear” featuring LeBron James, which lasts for 90 seconds and costs about a million dollars. It has been broadcasted on televisions and via online, however, due to its content China banned this advertisement after 24 hours of showing as they saw it insulting. Throughout the advertising, LeBron has a test to overcome with various metaphorical obstacles. The obstacles in the ad represent Hype, Temptation, Haters, Complacency, Self-Doubt and they are presented in form of Chinese cultural symbols. LeBron then has to win them in a basketball match which would emphasize overcoming of