So the copywriter can input the Chinese traditional culture in an advertisement copy such as piety, decorum and familism, it will arouse Chinese emotional response more easily.

• 脑白金一系列广告便是运用中国特有的孝文化、送礼文化及家族主义，让消费者先对广告产生情感上的反应，形成短期记忆，再经过重复播放的策略，成为长期记忆，以便日后提取。