An Analysis Of Chinese Elements In Network Advertising Of US-owned Brands

Along with market economy gradually upgrade, American enterprise swarminginto Chinese market, and then US-owned brands appears to launch online advertisingin Chinese market,To cater for Chinese consumers, commissioning the cultural conflict,the US-brand advertising network widely used Chinese elements, and has obtainedgood communication effect.In2006, the first "Chinese elements, International CreativeCompetition" lit a prairie fire to the use of Chinese elements in cross-culturaladvertising. Under this background, It is very necessary to have a research on theapplication for the Chinese elements in the US-owned brands online advertising.From January1,2011to January31,2012, the author launched a randomsampling on Sina, Sohu, Netease, Tencent network, as well as Youku and Tudounetwork. Finally, a total of304US-owned brands online advertising which usingChinese elements had been obtained. In this paper, these Chinese elements in thesample advertising appeared as the research object, the author intends to summarizepresent situation, operation way, utilization effect, and application rule of the Chineseelements in the US-owned brands online advertising.This paper argues that there are four rules on the application of the Chineseelements which used in the US-owned brands online advertising. First,understand theculture connotation of the Chinese elements. Second,master Chinese consumers’psychological needs. Third,combine with the Chinese elements and American culture.Fourth,cultivation and use with China local talent. On one hand, with the use of theChinese elements’ philosophical implications, US-owned brands caught the uniquepsychological of Chinese consumers; On the other hand, they add fresh nutrients frommodern life to network advertisements, and enhance the integrate degree of theChinese elements and creativity in order to make cross-cultural advertisements whichhave a "Moisten things silently "effect.