| In the sight of sociology, this paper describes and analyzes the rural dwellers' media contact, commercials contact and their advertising conception with documents, questionnaire interviews and observations to collect data and information. I focused on the difference analyses of advertising conception in the village. The main theory bases on sociology and communication in order to conclude advertising information communication pattern.The paper includes six parts. The first part elaborates the research objective, meaning, former achievements, research hypothesis and research design. The second part describes the condition of media contact and commercial contact in the village. The study measures the commercial contact on different media, such as TV, radio, newspaper and outdoor commercial. There are five dimensions respectively, including the contact frequency, the contact time, the contact behavior, the preference and the credibility of advertising in different media. The third part describes the state of the rural dwellers' advertising conception, analyzes different group's difference in advertising conception and reveals their diversity. The result is that the rural dwellers' advertising conception mainly can be classified as mixed pattern, the negative pattern and positive pattern. In conclusion, the advertising conception is influenced by negative and positive factors at the same time. Is the fourth part, I analyzed the several-step communication of advertisements. On base of analyses of advertising communication channels, I described the advertisements' two-step or several-step communication in the sight of interpersonal and group communication. In the fifth part, I constructed a communication pattern about advertising information in the village, on the base of former research. The last part sums up the main findings of the research, the existing problems, the correspondent suggestions and some points that need improvement.
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