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Frontiers in Sport Research, 2023, 5(1); doi: 10.25236/FSR.2023.050102.

A Comparative Analysis of Nike's Urban-Themed Online Advertising Communication in China


Ruihan Liu1, Jijuan Ma2

Corresponding Author:
Ruihan Liu

1School of Foreign Studies, Central University of Finance and Economics, Beijing, China

2School of Culture and Communication, Central University of Finance and Economics, Beijing, China


The urban theme has once been one of the topics of Nike's online advertising in China, and there are differences in the feedback received by the advertisements in different cities. Based on this, the study selected two advertisements released by Nike in Beijing and Shanghai in 2019 and used case studies and comparative analysis to explain the value of the regional culture and humor behind them, based on the evaluation of the publicity effect. The study concludes that the reasons for the failure of the thematic advertisements in Shanghai compared to Beijing are: the misinterpretation of the city's culture and the humorous logic that the audience cannot understand. The study suggests implications for urban advertising and marketing based on this.


Advertising Effectiveness; Regional Culture; Humor

Cite This Paper

Ruihan Liu, Jijuan Ma. A Comparative Analysis of Nike's Urban-Themed Online Advertising Communication in China. Frontiers in Sport Research (2023) Vol. 5, Issue 1: 7-11. https://doi.org/10.25236/FSR.2023.050102.


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