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2004年底.美国耐克公司广告片“恐惧斗室”在中国引起广泛争议,该片有意无意流露出的对中国文化的不尊重致使它最终被广电总局叫停。实际上, 在耐克之前,2003年12月的“丰田霸道”广告和2004年9月的立邦漆广告,都因其带有“侮辱性”色彩而引起轩然大波。[1]无论出于民族自尊还是自卑,民族主义这根敏感的神经是被“问题洋广告”们重重地拨动了一下。当我们把目光过多聚焦于“洋广告”的时候,不妨也审视一下自家的“土广告”。
The end of 2004. The United States Nike commercials “fear room” caused widespread controversy in China, the film’s intentional or unintentional show of Chinese culture, which led to its final stop being SARFT. In fact, before Nike, the Toyota overbearing ads in December 2003 and the Nippon paint ads in September 2004 all came to an uproar because of their “insulting” colors. [1] Whether it is for national self-esteem or inferiority, the sensitive nerve of nationalism has been heavily motivated by the “problematic foreign advertisement.” When we look too much focus on the “foreign advertising”, may wish to also look at their own “local advertising.”