Analyzing Nike's Advertisement Strategy for Zoom LeBron II

This advertisement targets Chinese athletes and ordinary people who like sports shoes and Nike itself. The company is trying to target consumers with the high preference of sport and sports clothes and shoes who would be able to perceive the benefits of wearing Nike Zoom LeBron II "Chamber of Fear". Moreover, this magnificent pair of shoes is relatively comfortable and targets people who are millenials.

Communication objectives

Nike’s communication objectives are to create awareness to its new Nike Zoom LeBron II “Chamber of Fear”. Nike wants to show its unique brand benefits by showing its target the exclusive product that is able to help them to overcome different fears. Evaluation of the commercial throughout the 4 power criteria will be

It shows the strength of the social distance between the various layers of society in terms of status and the degree of inequality between members of society, that they perceive as fair. Take for instance Nike’s origin country, the US, which has a low score of 40 in the POD Index. In cultures with a low power distance, regardless of the location in the hierarchy, people communicate on an equal footing, by participating in the decision-making process regardless of the social status or their job position. Whereas, Nike’s target market, China has a high score of 80 in the POD Index. In communities with a high power of distance each has its own place in the hierarchy pyramid, status symbols play an important role, subordinates recognize the right of leaders simply because of their higher position. The indicator of the distance of power reflects the difference in the perception of power in the cultures. Comparing the elements of culture selected by Hofstede with the advertising practice in different countries, one can come to some conclusions: in cultures with a high power of distance, the oldest generation gives advice to the younger, and in cultures with a low one it is completely