Research On The Influence Of Chinese Cultural Elementson The Advertising Effects Of Domestic Brandsfrom The Perspective Of AIDMA

Advertising carries culture,which in turn promotes the effective dissemination of advertising.Chinese cultural elements have great significance and far-reaching effects on advertising creation and communication.For domestic brands,incorporating Chinese cultural elements into modern advertising not only enhances the cultural connotation and theappeal of advertising works,but also assumes the responsibility to inherit and promote brilliant traditional culture.This paper first documents the Chinese cultural elements,the audience's psychological model,and the application of Chinese cultural elements in domestic brand advertisements.It forms the definition and classification of Chinese cultural elements and develops a more comprehensive audience's psychological response modelnamed AICDMA.At the same time,this paper also extracts three Chinese cultural elements with high attention,including ink painting,artistic conception and filial piety culture,to assist in subsequent interviews and analysis.The questionnaire data shows that Chinese cultural elements have played a positive role in improving the effectiveness of domestic brand advertising.However,there are differences in their influence on different psychological stages and different audiences.The specific performance is as follows.Chinese cultural elements can effectively attract audiences' attention and arouse their desire to buy.It has a more significant influence on audiences aged 17 and below and those with a college education background.In promoting understanding,the positive influence of Chinese cultural elements is recognized by more than 60% of the audience.The positive influence on civil servants and institution establishment workers is particularly significant.In generating purchase desire,the enthusiasm of the audience has declined.Chinese cultural elements have a significant influence on audiences aged 36 and above,as well as on civil servants and institution establishment workers.In terms of strengthening memory,more than 60% of the audience affirmed the positive influence of Chinese cultural elements.Among them,the audience of civil servants and institution establishment workers responded more positively.In terms of promotingpurchase behavior,Chinese cultural elements can only make the audience give priority to purchase,which has a significant influence on those aged 36 and above,self-employed,and those with monthly income greater than 8000.In addition,gender differences are not significant in all aspects of the psychological effects of advertising.The interview found that the predicament in using Chinese cultural elements mainly occurs in maintaining attention,accurately convey appeals and effective recall.When using Chinese cultural elements to create advertisements,it is necessary to highlight novelty,grasp the degree of language modification,and explore the inherent connection between Chinese cultural elements and products.