NPR logo

Chinese Shoe Ads Reflect Western Influences

  • Download
  • <iframe src="https://www.npr.org/player/embed/1389055/1389056" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">
Chinese Shoe Ads Reflect Western Influences

Business

Chinese Shoe Ads Reflect Western Influences

Chinese Shoe Ads Reflect Western Influences

  • Download
  • <iframe src="https://www.npr.org/player/embed/1389055/1389056" width="100%" height="290" frameborder="0" scrolling="no" title="NPR embedded audio player">

China's largest athletic shoe company unveils an ad campaign that is modeled on Western "lifestyle" marketing, with commercials that offer inspirational messages — and barely refer to the product itself. NPR's Renee Montagne reports.