When many multinational companies enter the Chinese market, they are trying to implement localized communication strategies and marketing solutions, and they are expecting the attention and recognition of Chinese consumers. The use of "Chinese elements" in advertising is a manifestation. This is worthy of recognition. However, this use must be consistent with people's cultural habits and emotional tendencies. If it is simply imitated and used technically, and lacks true cultural respect and understanding, no matter how beautiful the "elements" will only open up "evil" Flower ". The text is intended to explain:. ['Consumers in different countries will have different aesthetic orientations.', 'The use of "Chinese elements" in advertising should be justified.', 'Highlighting cultural characteristics in advertising is an important marketing strategy.', 'The understanding cultural connotation is a prerequisite for the successful use of "Chinese elements".']