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THECULTUREELEMENTINADVERTISEMENTARISINGCOMMONSENSEOFTHECHINESEABSTRACTNowadays,whentheworldisinglobalandwholeeconomicenvironment,moreandmorebrandsstarttobesoldoutfromtheirowncountrynewtypeproductsandnewbrandscomeoutofcontinuously.Someofthesalespersonnelthinkthatthecultureofdifferentplacesisbecomingmoreandmoresimilarothersconsiderthattheconsumersaretobemoredifferentallovertheworld.Thatistosaythechallengewefaceisthatthewhethertheproductcouldfulfillthedisparatevalueconceptanddifferentneedsfromconsumersfromdifferentplaces.Intheprocessofsalesofproductsandservice,Advertisementisakindofcultureresultwhichisdirectlycontactedwithconsumers.Fortheessentialdifferenceoffunctionandqualityisnotyetexistinmodernproducts,advertisementalwaysgivespecificalcultureelementstothebrandsandmakethemtoholdcharacteristicculturemeaning.Duringtherealisticoperationofadvertisementspreading,theytrytomakeconsumerhavedeepimpressionofcultureelementsintheadvertisement,then,influencetheconsumers’consumeactivityandleadtheirlifestylebytheforceofthecultureelements.So,itisrelatedthatifthecultureelementscouldarousethecommonfeelingexperiencefromlocalconsumerandbeacceptedbythem:Itcanbelearnedfromtheresearchthatunderthesituationwhichispuremarketingprovidingandneedingprinciple,theconsumeisdefinedthattheholdingandusingofthethings.However,innowadays’modernsociety,theintrinsicusingandexchangingvalueisnotthemainvalueoftheproducts.Cultureconnotationhasreplaceditthatistosay,theproductschangedintoakindofsymbolintheconsumer’simpression.Sotheculturemeaningoftheproductsnowcanleadtheconsumeactivityofthemodernsociety,thenthephenomenonofcultureelementsconsumecomesintobeing.Ontheproblemthatwhatkindofcultureelementurgethelocalconsumerstopurchaseproducts,thesocietyscholarsusuallyconsiderthattheadvertisementandmediaisthetwoimportantmodernelementstoeffectthecultureconsumption.Sothiskindofactionbasedonthecultureelementsusuallybepushedbytheadvertisementstraightlyfacedtotheconsumers.Thatistosay,advertisementpointeddifferentproductsaccordingdifferentcultureelementsandarousethefeelingcommonsenseindeepheartoftheconsumers,thenstimulatethepurchasingdesiretobuytheproducts.Atlast,theconsumptionactionwillbeinspiredandthecultureelementscanleadthelifestyle.ThecontentofthearticleaimsatthelocalmarketingofChina.Aftertheaccuratedefinitionofthecultureelementsofadvertisement,ontheresumptivelevel,thearticleanalyzethecultureelementsinnowadaysadvertisementwhicharethemostsensitivetothelocalconsumersbythedeepconsciousnessofthem(includebothtraditionalelementsandfashionelements),thenfindtheessentialrelationshipbetweenthecultureelementsandChineseconsumers’psychologypicture.Wecanknowthatwhentheproductsisinselling,theoriginalitymustmakethecultureelementsdeeplyassociatedwiththeChinesepsychology,thentheadvertisementwillbeavailable.Itisbecausethatpeoplealwaystakemoreattentiontothethingswhichcanmakethemfeelinterestingandexciting.TheChinesecultureelementsexertasubtleinfluenceonthevalueviewpoint,psychology,personalexperience,knowledge,feeling,motivationofChineseconsumerswillrelatetheadvertisementandconsumer’spsychology.However,therelationshipmustbeestablishedontheculturecommunicationbetweenthetransmittingandreceiving.Sothefirstpreconditionofadvertisementandconsumer’srelationshipisthecommonsenseofthesamecultureelements,thatisalsothecoredrivingelementtoestablishabrandinChina.Atlast,thearticlegivesoutthreeadvicesthatcanbeusedinrealisticadvertisementhandlingthroughboththecultureelementswhichisacceptedbytheChinesepeopleandtheirlocalpsychologyandtherealisticexamplestoadvertisementcreation.Theobjectiveisthattogivethereferencemeaninganddirectingtothewholeadvertisementdiffusingtrade,especiallythelocalbranddevelopment.KeywordsCultureelements,commonsense,consumerpsychology,localization,feelingexperience200411312090WTO21Fig.1-1Somecultureelementsfromdifferentcountriesandplaces3….……42536457JohnKennethGalbraithThenewindustrialstate682090910111213Fig.2-1Thenewestmagazinepostof“TOYOTA”autocar209020901419945049.9199844.5151617Fig.2-2Zhongxingplaza’sspringdressescomeintomarket’sadvertisement20014ALiningWellIstheBestRevengeCalllnjxc18192021Fig.2-3Thelocalpackagedesignof“guibiepill”22232425“”“”199620016026Fig.3-1Reebbeer’s“ThereasonoflovingShanghai”TVadvertisement27282930313233“”“”“”“”“”34“”——“”“”3536llllllllFig.3-2Metersbonwe’smainimage:JielunZhou373839Fig.3-3:Mcdonalds’“Ijustlike”seriesposters401997200341Fig.3-4Brightdairyroseacidophilusmilk’sTVadvertisement42lifecycle2002MOTO2002(CDMA)MOTOMOTOMOTOMOTOMOTOCI43MOTO20017TCLTCL343TCL2001TCL30344……7845TWBA46ABSOLUT”1292000102817473048……JW49……60AD505152Fig.4-1YaxuanXiao,DeweiDu’sadvertisementimageforSprite5354……5556Fig.4-2Chinaunicom’smagazineadvertisement56SONYMDWALKMAN……Fig.4-3SONY“Ijustlistenthebest”magazineadvertisement57“”“”“”“”“”“”,5859Fig.5-1theAig’ssettingupposteronthemagazine,,,.60Fig.5-2Li-Ningsportingthings’magazineposter6111Fig.5-37-UP’scartoonimageFIDO6212631.19802JanesWebbYoungHowtobecomeanadvertisngman31992241997519996199971999819859200010LGLL1110019951219911320011