Muhammad AsifuL Hoque

ID: 17241058
CHINA CHOPS NIKE’s AD. "CHAMBER OF FEAR" FOR
INSULTING CHINESE NATIONAL DIGNITY.
Nike and other US firms are trying to capitalize on the huge popularity of basketball in China and the
celebrity James and other NBA players over the years. In 2004, Nike’s advertisement called “Chamber of
Fear” was released to the Chinese market. The 90-second advertisement was meant to combine Kill Bill-
style martial arts with sassy basketball bravado. US National Basketball Association star LeBron James is
shown running rings around the animated figure of a wizened and bearded Kung Fu Master, who resembles
the martial arts teacher from Quentin Tarantino's latest movie. In the commercial, the American athlete also
gets the better of two women in traditional Chinese attire, and a pair of dragons - considered to be a symbol
of China. which also shows two dragons, a sacred symbol in China, as blasphemous and disrespectful of
Chinese culture.
In a sign of the growing influence of internet opinion, the government has pulled the "Chamber of Fear"
advertisement off the airwaves, after protests in online chat rooms overturned the initial approval by state
censors. The Communist government has been sensitive about the use of Chinese cultural symbols by the
West. The state administration for radio, film and television said on Monday the ad had received "an
indignant response from Chinese viewers. "It also goes against rules that require ads not to contain content
that blasphemes national practices and cultures," it added in a statement. to respect China's culture.

2
 Reasons of “Chamber of Measures taken by Nike
fear” failure

 Wrong celebrity endorsement

 conveying the message in improper way  Apologized to Chinese customers
 Mindset  “Nike Inc. is sorry for concerns and we by
 Failed to implementing Chinese values no means disrespect Chinese culture”

and traditions
While making the advertisement, Nike should focus on:

• Nike should pay more close attention to c

ountry’s culture and values to avoid offen
Value, Culture
se
and tradition • Carefully using cultural symbols

Nike Collectivism
should
focus on Features

Celebrity
Endorsement
While making the advertisement, Nike should focus on

• Chinese society believes on collectivism

Value, Culture • one person that overcomes his own pro
and tradition blems
• Nike should choose Chinese players and
Collectivism overcame problems collectively
Nike
should
focus on Features

Celebrity
Endorsement
While making the advertisement, Nike should focus on

Value, Culture
and tradition
• Not showing consumers the features of their produ
ct
Nike Collectivism
• Inclined wrong associations of product fe
should atures
focus on Features
• Nike can implement some real life examp
les

Celebrity
Endorsement
While making the advertisement, Nike should focus on

Value, Culture
and tradition

Nike Collectivism • The choice of the Western celebrity

should • Overpowering Chinese traditional symbol
s by the Western athlete
focus on Features • Choosing Local sports stars when placing
them in the advertisement
Celebrity
Endorsement