One is the fundamental element, also known as the dominant element. Through information sources, information, media, channels, objects and feedback, it expands the atmosphere of advertising culture and strengthens the function of advertising. The other is the recessive element. It further broadens the function of advertising culture through emotional factors, psychological factors, time and space environment, cultural background and authority consciousness.

The information source, which constitutes the explicit element of advertising culture, refers to the source of information release, that is, the advertiser, the social organization or individual who wants to release advertising information, mainly companies and enterprises in modern economic society. Information in explicit elements refers to the information about goods, services, ideas or public relations that advertisers want to promote to consumers. The medium in the explicit element refers to the carrier that records and saves the advertising information and then reproduces the advertising information. Media and advertising information are inseparable, without the media, advertising information does not exist, there is no communication and dissemination of advertising information. Channel in explicit elements refers to the way and channel of information transmission. Different advertising information can choose different advertising media. If the advertising information is text, you can choose printed media; If the advertising information is audio-visual, it is necessary to choose electronic media and so on. In the explicit elements, the audience refers to the recipient and user of the advertising information, that is, the specific advertising object. Feedback in explicit elements refers to the reaction of the advertising object after receiving the advertising information. In the process of transmission, this is a kind of information reflux. Advertising communicators can test the effect of advertising according to the feedback, and adjust and improve their advertising activities according to the feedback information.