The Research On The Using Of Chinese Elements In International Brand Print Ads

The essence of brand international is Cross-cultural brand communication. It's the brand with different Cultural backgrounds in localization showed. With globalization, more and more international brand enter China Market, their Ads also reflect the Localization Strategy. They use the Chinese elements to try to set up a better communication platform with Chinese consumers. In addition, Chinese culture is very extensive and profound. As China's economic development in these years, global status is rising, so the dissemination and application of the Chinese elements becoming one of the research hotspot.This research intended by semiotics, cultural studies and related theories of advertising communication. The research object is the Chinese elements, and the study area is Print Ads international brands in China. With the study, the author summarizing the use of Chinese elements in Print Ads international brands in China. In the final, the writer sum up the pros and cons experience.The research on the localization of the international brand advertising has been studied frequently. However, the Chinese elements research still focus on the functions and relations in advertising creativity and representation. So the research on the form of advertising media is seldom. Print advertisement is the most important and based advertising media form. The scope of research and analysis is Print ads in China. The author try to study the character of the print ads, study the use and effect of the Chinese elements in Print Ads international brands in China. So with this research, China's advertising industry and our company launched the world famous international brand also has a very positive sense.