Chinese Shoe Ads Reflect Western Influences 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.

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Chinese Shoe Ads Reflect Western Influences

August 8, 200312:00 AM ET

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Chinese Shoe Ads Reflect Western Influences

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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.