managinginaglobalenvironment汇总.ppt

课程:《管理学》专业英语院系:管理工程系教师:纪小军(讲师)Unit4:ManaginginaGlobalEnvironment全球环境中的管理*VideoClip视频LeBronJames’NikeAdvertisement:ChamberofFear勒布朗·詹姆斯之耐克广告:“恐惧斗室”*Pre-watchingquestions思考问题Whatareyourimmediateresponsestothisadvertisement?Whydoyouhavesuchresponses?你的反应?原因?WhatimpactsdoesithaveonChineseviewersandNike?Whysuchimpacts?广告产生的影响?原因?WhatmeasuresdoesNiketakeafterwards,attemptingtoeliminatetheseimpacts?耐克如何消除这些影响?*Playback事件回放InlateNovember,2004,TV5andlocaltelevisionsalloverChina,    OnNovember26,2004,criticizedbyanarticleentitledChineseImagesDefeatedinaNikeAd(《耐克广告“中国形象”被击败》), OnNovember30,2004,astatementmadebyNikethattheadhighlightsanactiveattitudetowardlife, OnDecember3,2004,aninstantnationalbanontheadbytheStateAdministrationforRadio,FilmandTV, OnDecember8,2004,awrittenapologymadebyNike*VariedResponses各方反应SingaporeChineseMedia:Adeliberateact;shameless;callforthegovernment’sseverepunishment新加坡华人媒体:蓄意行为;厚颜无耻;请愿政府,izens:traditionalChineseculturetarnished;Nationalprideandfeelingsinsulted国内观众/网友:玷污中国传统文化,民族自尊心和民族感情受辱Experts:Slightlycultural-discriminativeinthatAmericanculturedefeatsChineseculture专家:广告中美国文化战胜了中国文化,带文化歧视TheStateAdministrationforRadio,FilmandTV:animmediateban国家广电总局:紧急“封杀”Nike:theadaimsatencouragingtheyouthtofacefearandgoforwardbravely;PersistentlyobservesChineselaw,andthereforeshowingnoobjectiontotheban耐克公司:广告旨在鼓励年轻人直面恐惧,勇往直前;公司一贯遵守中国法律,因此尊重禁播*ScenessuspiciousofinsultingChina广告中涉嫌辱华因素ThreescenesinwhichtypicalsymbolsofChinaaredefeatedeasily“中国象征元素”被轻易击败的三个场景:Theoldman:aChinesekungfumaster老者:中国功夫大师FlyingDeitiesinDunhuangGrottoes敦煌莫高窟“飞天形象”TotemoftheChinesenation:Dragon中华民族图腾:龙LegitimacyoftheBan“封杀”之法律依据《广播电视广告播放管理暂行办法》2003年9月Article6:RadioandTVadsshouldsafeguardnationaldignityandinterests,“广播电视广告应当维护国家尊严和利益,尊重祖国传统文化”。Article7:RadioandTVadsshouldnotcontainanycontentthatdesecratenationaltraditionsandcustoms第七条“不得含有……亵渎民族风俗****惯的内容”。Othersimilarcases类似案例2009年3月,***成德国安全套广告主角2008年4月,可口可乐广告涉嫌支持“***”2008年3月,阿迪达斯在五星上印商标疑陷“国旗门”2008年1月,法国雪铁