摘要：全球一体化的流行推动了广告本土化与品牌策略本土化产生和发展，从而引发了大家越来越多对本土元素的关注与重视。本土元素在广告中地位上升的同时，又引起了大家对本土元素如何界定的思考，认清本土元素的特征，对于如何正确的选择与运用合适的本土元素使其在跨文化广告中得到更好的发挥，能够起到重要的奠基作用。本土元素在不同类别广告中的运用，使得我们发现其产生的多样效果，也让我们了解了其灵活性多样性的特点，使我们对于本土元素有了更进一步的了解与探究。同时，虽然本土元素在广告中的运用有着诸多的优势与好处，但终究有些令人深思的担忧与困扰。发现其中的问题与困难，才能使本土元素的更深入发展走得更加稳妥，才能更好的发挥本土元素的巨大作用。    

关键词：本土化  本土元素  跨文化传播

Abstract:The prevalence of globalization to promote the localization of advertising localization and brand strategy and development, giving rise to more and more concern and attention of the local elements. Local elements in the ad's rise at the same time, the definition of local elements is an essential part of a clear understanding of the characteristics of the local elements, how to properly select and use appropriate local elements, to enable them to be more cross-cultural advertising good play, can play an important role in the foundation. Of local elements in the different categories of advertising, we found that diverse, let us also understand the diverse characteristics of its flexibility for local elements have a better understanding and explore. At the same time, although the use of local elements in the ad has many advantages and benefits, but in the end some thought-provoking anxiety and distress. Discover the problems and difficulties, to make a more in-depth development of the local elements go a more robust local elements in order to better play a huge role. 

Key Words：Localization  Local elements  Cross-cultural communication