Intercultural Paper Anjali Wallace Mount Vernon Nazarene University BBA009NW ABT3073 Business Communications December 14, 2008 Intercultural Paper Intercultural awareness is something that the Nike Shoe Company has come to realize is very important when it comes to marketing their shoes. The Nike company is known for their shoes globally and other products. The Chinese government banned a commercial featuring Lebron James due to it offending “national dignity” (CBC News, 2004). According to the China Daily, the commercial titled “Chamber of Fear” featured Lebron battling a cartoon kung-fu master, two women in traditional Chinese attire, and two dragons. All of which are considered sacred icons in the Chinese culture (Chinadaily, 2004). The article also stated that the State Administration for Radio, Film, and Television (SARFT) felt the Nike Corporation violated regulations and rules for advertisement insulting the countries national dignity. Lebron James and the Nike Corporation did the commercial to promote the Air Zoom Lebron II shoes. It based it off of features from Bruce Lee films. The Nike Corporation responded by saying they respect the ruling made by the government and never intended to disrespect it (Chinadaily, 2004). According to Li and Shooshtari, a Chinese leading internet company made its own review about Nike’s response to the television commercial from the Shanghai office (Li & Shooshtari, 2007). “The quotes included comments such as; “the ad was meant as an expression of positive attitude toward living”, “Nike hoped to encourage, through the ad, Chinese youth to face [their] fear with bravery”, and “its young people can, like James, conquer fear, rise above self, and grow to maturity (2007). Li and Shooshtari (2007) recorded blog responses towards the commercial from the Chinese viewpoint. One blogger stated had the commercial would have been perceived differently had the pro basketball player been Yao Ming. Another blogger felt the...