{"id":"https://openalex.org/W2082297809","doi":"https://doi.org/10.1353/asr.2007.0033","title":"Multinational Corporations' Controversial Ad Campaigns in China--Lessons from Nike and Toyota","display_name":"Multinational Corporations' Controversial Ad Campaigns in China--Lessons from Nike and Toyota","publication_year":2007,"publication_date":"2007-01-01","ids":{"openalex":"https://openalex.org/W2082297809","doi":"https://doi.org/10.1353/asr.2007.0033","mag":"2082297809"},"language":"en","primary_location":{"id":"doi:10.1353/asr.2007.0033","doi":"https://doi.org/10.1353/asr.2007.0033","is_oa":false,"landing_page_url":"https://doi.org/10.1353/asr.2007.0033","pdf_url":null,"source":{"id":"https://openalex.org/S4210231818","display_name":"Advertising & Society Review","issn_l":"1534-7311","issn":["1534-7311"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-c","cwts-core","jufo-1"],"host_organization":"https://openalex.org/P4310315678","host_organization_name":"Johns Hopkins University Press","host_organization_lineage":["https://openalex.org/P4310315678","https://openalex.org/P4310316510"],"host_organization_lineage_names":["Johns Hopkins University Press","Johns Hopkins University"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advertising & Society Review","raw_type":"journal-article"},"volume":null,"type":"article","indexed_in":["crossref"],"open_access":{"is_oa":false,"oa_status":"closed","oa_url":null,"any_repository_has_fulltext":false},"authorships":[{"author_position":"first","author":{"id":"https://openalex.org/A5059961007","display_name":"Fengru Li","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Fengru Li","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]},{"author_position":"last","author":{"id":"https://openalex.org/A5039155334","display_name":"Nader H. Shooshtari","orcid":null,"observed_orcids":[]},"institutions":[],"countries":[],"is_corresponding":false,"raw_author_name":"Nader H Shooshtari","raw_affiliation_strings":[],"raw_orcid":null,"affiliations":[]}],"institutions":[],"countries_distinct_count":0,"institutions_distinct_count":0,"corresponding_author_ids":[],"corresponding_institution_ids":[],"apc_list":null,"apc_paid":null,"fwci":5.9032,"has_fulltext":false,"cited_by_count":14,"citation_normalized_percentile":{"value":0.95724326,"is_in_top_1_percent":false,"is_in_top_10_percent":true},"cited_by_percentile_year":{"min":89,"max":96},"biblio":{"volume":"8","issue":"1","first_page":null,"last_page":null},"is_retracted":false,"is_paratext":false,"is_xpac":false,"primary_topic":{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.48019999265670776,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},"topics":[{"id":"https://openalex.org/T13355","display_name":"Marketing and Advertising Strategies","score":0.48019999265670776,"subfield":{"id":"https://openalex.org/subfields/1406","display_name":"Marketing"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T10415","display_name":"International Business and FDI","score":0.1647000014781952,"subfield":{"id":"https://openalex.org/subfields/1408","display_name":"Strategy and Management"},"field":{"id":"https://openalex.org/fields/14","display_name":"Business, Management and Accounting"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}},{"id":"https://openalex.org/T14035","display_name":"Literature, Culture, and Aesthetics","score":0.051600001752376556,"subfield":{"id":"https://openalex.org/subfields/1209","display_name":"Museology"},"field":{"id":"https://openalex.org/fields/12","display_name":"Arts and Humanities"},"domain":{"id":"https://openalex.org/domains/2","display_name":"Social Sciences"}}],"keywords":[{"id":"https://openalex.org/keywords/controversial-advertising","display_name":"controversial advertising","score":0.7009999752044678},{"id":"https://openalex.org/keywords/nike","display_name":"Nike","score":0.5299999713897705},{"id":"https://openalex.org/keywords/toyota","display_name":"Toyota","score":0.9959999918937683},{"id":"https://openalex.org/keywords/china","display_name":"China","score":0.460999995470047},{"id":"https://openalex.org/keywords/cultural-incompatibility","display_name":"cultural incompatibility","score":0.6420000195503235},{"id":"https://openalex.org/keywords/consumer-protest","display_name":"consumer protest","score":0.44699999690055847},{"id":"https://openalex.org/keywords/advertising-regulation","display_name":"advertising regulation","score":0.5709999799728394},{"id":"https://openalex.org/keywords/public-morality","display_name":"public morality","score":0.3720000088214874},{"id":"https://openalex.org/keywords/chinese-consumers","display_name":"Chinese consumers","score":0.36800000071525574},{"id":"https://openalex.org/keywords/emerging-markets","display_name":"emerging markets","score":0.38600000739097595},{"id":"https://openalex.org/keywords/china-s-wto-accession","display_name":"China WTO accession","score":0.3059999942779541}],"concepts":[{"id":"https://openalex.org/C2777680339","wikidata":"https://www.wikidata.org/wiki/Q218202","display_name":"Nike","level":2,"score":0.959303617477417},{"id":"https://openalex.org/C158016649","wikidata":"https://www.wikidata.org/wiki/Q161726","display_name":"Multinational corporation","level":2,"score":0.8846219778060913},{"id":"https://openalex.org/C191935318","wikidata":"https://www.wikidata.org/wiki/Q148","display_name":"China","level":2,"score":0.7943966388702393},{"id":"https://openalex.org/C144133560","wikidata":"https://www.wikidata.org/wiki/Q4830453","display_name":"Business","level":0,"score":0.5116612911224365},{"id":"https://openalex.org/C17744445","wikidata":"https://www.wikidata.org/wiki/Q36442","display_name":"Political science","level":0,"score":0.40236231684684753},{"id":"https://openalex.org/C112698675","wikidata":"https://www.wikidata.org/wiki/Q37038","display_name":"Advertising","level":1,"score":0.39454400539398193},{"id":"https://openalex.org/C199539241","wikidata":"https://www.wikidata.org/wiki/Q7748","display_name":"Law","level":1,"score":0.08734402060508728},{"id":"https://openalex.org/C10138342","wikidata":"https://www.wikidata.org/wiki/Q43015","display_name":"Finance","level":1,"score":0.07318580150604248}],"mesh":[],"locations_count":2,"locations":[{"id":"doi:10.1353/asr.2007.0033","doi":"https://doi.org/10.1353/asr.2007.0033","is_oa":false,"landing_page_url":"https://doi.org/10.1353/asr.2007.0033","pdf_url":null,"source":{"id":"https://openalex.org/S4210231818","display_name":"Advertising & Society Review","issn_l":"1534-7311","issn":["1534-7311"],"is_oa":false,"is_in_doaj":false,"is_core":true,"listed_in":["abdc-c","cwts-core","jufo-1"],"host_organization":"https://openalex.org/P4310315678","host_organization_name":"Johns Hopkins University Press","host_organization_lineage":["https://openalex.org/P4310315678","https://openalex.org/P4310316510"],"host_organization_lineage_names":["Johns Hopkins University Press","Johns Hopkins University"],"type":"journal"},"license":null,"license_id":null,"version":"publishedVersion","is_accepted":true,"is_published":true,"raw_source_name":"Advertising & Society Review","raw_type":"journal-article"},{"id":"pmh:oai:muse.jhu.edu:/article/212239","doi":null,"is_oa":false,"landing_page_url":"https://muse.jhu.edu/article/212239","pdf_url":null,"source":{"id":"https://openalex.org/S4377196299","display_name":"Project Muse (Johns Hopkins University)","issn_l":null,"issn":null,"is_oa":false,"is_in_doaj":false,"is_core":false,"listed_in":[],"host_organization":"https://openalex.org/I145311948","host_organization_name":"Johns Hopkins University","host_organization_lineage":["https://openalex.org/I145311948"],"host_organization_lineage_names":[],"type":"repository"},"license":null,"license_id":null,"version":"submittedVersion","is_accepted":false,"is_published":false,"raw_source_name":"","raw_type":"text"}],"best_oa_location":null,"sustainable_development_goals":[],"study_designs":[],"awards":[],"funders":[],"has_content":{"pdf":false,"grobid_xml":false},"content_urls":null,"referenced_works_count":30,"referenced_works":["https://openalex.org/W110038469","https://openalex.org/W228484349","https://openalex.org/W624184069","https://openalex.org/W1482938573","https://openalex.org/W1507099436","https://openalex.org/W1576381748","https://openalex.org/W1595353235","https://openalex.org/W1703001658","https://openalex.org/W1974171265","https://openalex.org/W1987997358","https://openalex.org/W1995275863","https://openalex.org/W2001874043","https://openalex.org/W2008081276","https://openalex.org/W2017969866","https://openalex.org/W2027067950","https://openalex.org/W2030667035","https://openalex.org/W2041262430","https://openalex.org/W2050423830","https://openalex.org/W2064468954","https://openalex.org/W2075479866","https://openalex.org/W2081228936","https://openalex.org/W2088331203","https://openalex.org/W2091174081","https://openalex.org/W2100201014","https://openalex.org/W2118882740","https://openalex.org/W2119661845","https://openalex.org/W2159035740","https://openalex.org/W2170716495","https://openalex.org/W2217984376","https://openalex.org/W2798304687"],"related_works":["https://openalex.org/W2081108931","https://openalex.org/W1606956864","https://openalex.org/W2971098441","https://openalex.org/W2382169325","https://openalex.org/W602330853","https://openalex.org/W3195723514","https://openalex.org/W6906579081","https://openalex.org/W2017972883","https://openalex.org/W2390767166","https://openalex.org/W652755869"],"abstract_inverted_index":{"Multinational":[0],"Corporations\u2019":[1],"Controversial":[2],"Ad":[3,158],"Campaigns":[4],"in":[5,95,136,160,169,176,272,353,453,512,560,601,646,651],"China\u2014Lessons":[6],"from":[7,263,418],"Nike":[8,349,369],"and":[9,14,27,47,56,71,81,110,123,132,185,198,324,350,387,416,422,449,506,511,518,599,627],"Toyota":[10,351,371,559,592],"Fengru":[11],"Li":[12],"(bio)":[13,18],"Nader":[15],"H.":[16],"Shooshtari":[17],"Abstract":[19],"As":[20,669],"both":[21,86,427,509],"the":[22,39,62,65,92,118,121,130,145,151,186,190,196,213,220,248,253,270,301,305,334,347,381,395,408,419,436,459,485,541,544,554,580,609,616,633,637,663],"world\u2019s":[23,191,664],"third-largest":[24,192],"advertising":[25,193,217,230,292,306,501,645],"economy":[26],"an":[28,164,202,411,564],"emerging":[29,203],"market,":[30,204],"China":[31,140,161,182,205,647],"promises":[32,276],"great":[33],"potential":[34,666],"for":[35,240,380,435,636],"multinational":[36,214,264],"corporations.":[37,265],"However,":[38],"multiethnic":[40],"Chinese":[41,93,229,257,295,318,340,420,437,486,515,523,596,617,638],"culture,":[42,59],"with":[43,514],"its":[44,52,385,561,602],"unique":[45],"history":[46],"values,":[48],"as":[49,51,189,201,588,625,660],"well":[50,443,504],"complex":[53],"ideographic":[54],"script":[55],"independent":[57],"visual":[58],"also":[60,207],"challenges":[61],"ability":[63,128],"of":[64,87,108,114,120,126,222,255,300,304,329,331,362,384,414,428,458,471,479,484,543,563,632],"multinationals":[66,430],"to":[67,97,143,155,163,172,244,261,277,399,496,537,551,553,607,615,622,644],"communicate":[68],"accurately,":[69],"effectively,":[70],"without":[72],"offense.":[73],"In":[74,100,178,298],"this":[75],"article,":[76],"we":[77,102],"discuss":[78],"Toyota\u2019s":[79,377,499,605],"2003":[80,323],"Nike\u2019s":[82,388,641,658],"2004":[83,382,390],"ad":[84,313,581],"campaigns,":[85],"which":[88,354],"were":[89,315,336,376,440,446,489,503],"banned":[90,375,401],"by":[91,212,311,317,402,493,558],"government":[94],"response":[96],"consumer":[98,148,364],"outrage.":[99],"essence,":[101],"propose":[103],"that":[104,284,293,439,582],"incongruent":[105],"cultural":[106,516,597,639],"views":[107],"consumers":[109],"marketers,":[111],"a":[112,138,179,256,360,469,476,522,534,538,572,575,589,613],"lack":[113],"historical":[115],"sensitivity":[116],"on":[117,228,281,338,595],"part":[119],"advertisers,":[122],"different":[124],"levels":[125],"sociolinguistic":[127],"between":[129,321],"makers":[131],"their":[133,454,482,497],"audience":[134],"resulted":[135],"such":[137,624],"failure.":[139],"is":[141,232,547,571],"expected":[142,302],"become":[144],"second":[146],"largest":[147,665],"market":[149,258,438,610,620],"after":[150,327],"U.S":[152],"within":[153],"seven":[154],"ten":[156],"years.1":[157],"spending":[159],"grew":[162],"estimated":[165],"US":[166,173],"$31":[167],"billion":[168,175],"2005,":[170],"compared":[171,621],"$18.9":[174],"2004.":[177],"recent":[180],"ranking,":[181],"tied":[183],"Germany":[184],"United":[187],"Kingdom":[188],"economy,":[194],"behind":[195],"U.S.":[197],"Japan.2":[199],"Yet,":[200],"has":[206,251],"been":[208,466],"caught":[209,490],"off":[210,491],"guard":[211,492],"corporations\u2019":[215],"bold":[216],"campaigns.":[218],"Although":[219],"impact":[221],"World":[223],"Trade":[224],"Organization":[225],"(WTO)":[226],"membership":[227],"censorship":[231],"limited":[233],"because":[234,631],"GATT\u2019s":[235],"provisions":[236],"(Article":[237],"XX)":[238],"allow":[239],"regulations":[241],"deemed":[242],"necessary":[243],"protect":[245],"public":[246],"morals,":[247],"WTO":[249,271],"entry":[250,268,406],"signaled":[252],"emergence":[254],"more":[259],"open":[260],"competition":[262],"China\u2019s":[266,405],"formal":[267],"into":[269,367,407,468,662],"November":[273],"2001":[274],"included":[275],"loosen":[278],"previous":[279,500],"restrictions":[280],"advertising.":[282,604],"Until":[283],"point,":[285],"it":[286,587],"had":[287,431],"freely":[288],"censored":[289],"any":[290],"foreign":[291],"sought":[294],"air":[296],"time.":[297],"spite":[299],"opening":[303],"discourse,":[307],"four":[308],"commercials":[309,398],"designed":[310],"international":[312],"agencies":[314],"pulled":[316],"regulatory":[319],"institutions":[320],"December":[322,389],"May":[325],"2005":[326],"tens":[328],"thousands":[330],"messages":[332],"protesting":[333],"ads":[335,379,434],"posted":[337],"major":[339],"Internet":[341],"sites":[342],"[Editor\u2019s":[343],"note:":[344],"Please":[345],"view":[346],"accompanying":[348],"sidebars,":[352],"these":[355,363,429],"authors":[356],"have":[357,465],"graciously":[358],"provided":[359],"sampling":[361],"protests":[365,415],"translated":[366],"English].":[368],"Sidebar":[370,372],"Among":[373],"those":[374],"print":[378],"model":[383],"SUV":[386],"TV":[391],"commercial.":[392],"These":[393],"ads,":[394],"first":[396,642],"non-Chinese":[397],"be":[400,608],"Beijing":[403],"since":[404],"WTO,":[409],"drew":[410],"unexpected":[412],"volume":[413],"responses":[417,495],"nationals":[421],"local":[423],"media.":[424],"Importantly,":[425],"however,":[426],"previously":[432],"produced":[433],"not":[441],"only":[442],"received,":[444],"but":[445],"praised,":[447],"discussed,":[448],"replayed,":[450],"thus":[451],"becoming,":[452],"own":[455],"way,":[456],"\u201cpart":[457],"culture.\u201d":[460],"Both":[461],"multinationals,":[462],"therefore,":[463],"may":[464],"lulled":[467],"sense":[470,478],"complacency":[472],"(or":[473],"at":[474,540],"least":[475],"premature":[477],"competency)":[480],"about":[481],"mastery":[483],"culture\u2014and":[487],"then":[488],"negative":[494],"commercials.":[498],"efforts":[502],"received":[505],"generally":[507],"considered":[508],"benign":[510],"line":[513],"values":[517],"understanding.":[519],"For":[520],"example,":[521],"proverb,":[524],"\u201cche":[525],"dao":[526],"shan":[527],"qian":[528],"bi":[529],"yo":[530],"lu,\u201d":[531],"meaning":[532],"\u201cwhen":[533],"vehicle":[535],"comes":[536],"mountain":[539],"end":[542],"road,":[545,573],"there":[546,570],"always":[548],"another":[549],"route":[550],"get":[552],"destination,\u201d":[555],"was":[556,579,629,648],"used":[557],"tag-line":[562],"early":[565],"ad.":[566],"It":[567],"said,":[568],"\u201cWhere":[569],"there\u2019s":[574],"Toyota.\u201d":[576],"So":[577],"popular":[578],"even":[583],"children":[584],"could":[585],"memorize":[586],"rhyme.":[590],"Thus,":[591],"successfully":[593],"capitalized":[594],"resources":[598],"philosophies":[600],"earlier":[603],"aspiration":[606],"leader,":[611],"though":[612],"latecomer":[614],"auto":[618],"manufacturing":[619],"manufacturers":[623],"Honda":[626],"Nissan,":[628],"respected":[630],"perceived":[634],"respect":[635],"heritage.":[640],"approach":[643,659],"cautious.":[649],"Indeed,":[650],"1997,":[652],"The":[653],"Wall":[654],"Street":[655],"Journal":[656],"described":[657],"\u201ctiptoeing\u201d":[661],"sneaker":[667],"market.3":[668],"they":[670],"had...":[671]},"counts_by_year":[{"year":2023,"cited_by_count":1},{"year":2018,"cited_by_count":2},{"year":2014,"cited_by_count":1},{"year":2013,"cited_by_count":1},{"year":2012,"cited_by_count":2}],"updated_date":"2025-11-06T03:46:38.306776","created_date":"2016-06-24T00:00:00"}